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The traditional path to homeownership was once straightforward: rent an apartment, save for a down payment, buy a home and settle in. Today, that journey looks very different. Rising costs, shifting priorities and a growing demand for flexibility have created new opportunities for residents who want the space and lifestyle of a home without the immediate commitment of ownership.
Brett Forney, managing broker of Prim Realty and managing partner of Prim Properties, joins Host Carol Morgan on Atlanta Real Estate Forum Radio to discuss how Parkland Companies is creating solutions for those changing needs. From operating successful build-to-rent communities to launching an in-house brokerage, the company’s approach creates a seamless path for residents, whether they choose to rent, buy or transition between the two.
Build-to-Rent Demands a Different Mindset
Build-to-rent communities may resemble traditional neighborhoods, but operating them requires a very different approach than managing apartments or selling homes. With fewer homes, tighter operating margins and individual maintenance needs, every detail matters. Residents also bring different expectations. Many are living in a single-family home for the first time and need guidance on everything from smart home features to seasonal maintenance.
“You’re teaching residents how to live in a home instead of managing them in a unit,” Forney said.
Resident expectations have also reshaped the industry. While homeowners often make upgrades over time, renters expect a polished, move-in-ready experience from day one.
“Renters are far pickier than owners,” Forney said. “When you’re renting, it’s like leasing a luxury car. I want that luxury from day one.”
Meeting Residents Where They Are
Longer career transitions, rising homeownership costs and the desire for maintenance-free living have shifted priorities for many households. Rather than committing to a mortgage and unexpected repair bills, residents value the flexibility of professionally managed communities where maintenance is only a text away.
That shift is reflected across Prim Properties’ portfolio, where average household income exceeds $100,000 per home. These residents aren’t renting because they have no other option. They’re renting because it offers the flexibility and convenience they want today.
Communities like Sugarloaf Landing and the newly opening Sugarloaf Crest in Lawrenceville further support that lifestyle. The neighboring communities share amenities while offering walkability to schools, grocery stores and everyday conveniences, creating a neighborhood experience that’s increasingly difficult to find.
Creating a Seamless Path to Homeownership
As Prim Properties built relationships with residents across its communities, a common question emerged: What happens when renters are ready to buy? Many residents wanted to stay connected to the Parkland Communities experience but needed guidance on the next step. That opportunity led to the launch of Prim Realty, creating a direct path from renting to homeownership.
“Whether our residents want to rent from us forever or rent for a short time until they purchase, whichever direction their American dream goes, we’re going to be there to help their dreams become a reality,” Forney said.
Prim Realty is also introducing programs designed to make homeownership more attainable, including assistance with closing costs and down payments, along with financing partnerships that may offer qualified buyers options such as 100% financing, no private mortgage insurance and competitive interest rates.
The brokerage’s first communities include Parkside at Grove Landing in Warner Robins, along with upcoming communities in Snellville and Stonecrest, expanding Parkland Communities’ growing portfolio of attainable for-sale housing across Georgia.
Growing With Purpose
As Prim Properties and Prim Realty continue expanding, growth remains rooted in a simple philosophy: serve residents and communities with excellence. Over the next two years, Parkland Communities expects more than 3,000 homes to be occupied or under construction while continuing to grow its property management, brokerage and construction teams. Yet success isn’t measured solely by the number of homes delivered.
“I want people, when they think of Parkland and Prim, to know that we’re different,” Forney said. “We’re not just looking for the fast dollar, but we are the helpers.”
That commitment shapes everything from customer service to community partnerships, reinforcing a mission to provide quality housing while helping more families achieve their version of the American dream.
To learn more about Prim Properties, Prim Realty and Parkland Communities, listen to the full episode of Atlanta Real Estate Forum Radio or visit primprop.com and parklandco.com.
About Prim Properties & Prim Realty
Prim Properties specializes in the management of build-to-rent communities, delivering customized leasing, operations and resident services designed specifically for the BTR market. Rather than treating BTR as traditional multifamily housing, Prim Properties focuses on creating neighborhoods and long-term resident experiences.
Prim Realty, Parkland Communities’ fully licensed real estate brokerage, oversees the sales and marketing of the company’s growing portfolio of for-sale communities across metro Atlanta. Together, Prim Properties and Prim Realty provide an integrated platform supporting both professionally managed rental communities and new home sales. For more information, email [email protected] or visit www.primprop.com.
Podcast Thanks
Thank you to Denim Marketing for sponsoring Atlanta Real Estate Forum Radio. Known as a trendsetter, Denim Marketing has been blogging since 2006 and podcasting since 2011. Contact them when you need quality, original content for social media, public relations, blogging, email marketing and promotions. A comfortable fit for companies of all shapes and sizes, Denim Marketing understands marketing strategies are not one-size-fits-all. The agency works with your company to create a perfectly tailored marketing strategy that will suit your needs and niche. Try Denim Marketing on for size by calling 770-383-3360 or by visiting www.DenimMarketing.com.
About Atlanta Real Estate Forum Radio
Atlanta Real Estate Forum Radio, presented by Denim Marketing, highlights the movers and shakers in the Atlanta real estate industry – the home builders, developers, Realtors and suppliers working to provide the American dream for Atlantans. For more information on how you can be featured as a guest, contact Denim Marketing at 770-383-3360 or fill out the Atlanta Real Estate Forum contact form. Subscribe to the Atlanta Real Estate Forum Radio podcast on iTunes, and if you like this week’s show, be sure to rate it. Atlanta Real Estate Forum Radio was recently honored on FeedSpot’s Top 100 Atlanta Podcasts, ranking 16th overall and number one out of all ranked real estate podcasts.
