Prim Properties Launches to Fill Property Management Void in Build-to-Rent Market with Exclusive Service for BTR Communities

ALPHARETTA, GA - Prim Properties, a new BTR property management company, has launched in the Atlanta market with an instant impact. Prim Properties was created exclusively to manage build-to-rent (BTR) communities. It is led by Managing Partner Brett Forney, an expert in the BTR space with more than a decade of experience.

Understanding that BTR communities are different from multi-family, Prim emerges as a frontrunner in redefining BTR property management, which is often mistakenly managed as multi-family housing. Prim Properties recognizes and embraces these differences by creating a strong sense of community, targeted marketing, emphasizing proactive maintenance, and fostering a care-free lifestyle for residents rather than just merely leasing units.

“The resident experience matters! Prim offers a management approach that is as personalized as the living experiences it seeks to create, filling the gap in a market where BTR communities have not been managed according to their specific needs,” said Forney. "We're not just managing properties; we're cultivating communities where people feel at home."

Prim Properties has partnered with Propify to create a custom management software specifically designed for BTR operations. This partnership enhances Prim's ability to deliver seamless, efficient service tailored to the unique requirements of BTR communities. From strategic marketing to tenant relations, Prim Properties integrates technology and personalized service to ensure that every community it manages thrives.

“We are completely reengineering the BTR property management space, managing it with technology and unrelenting hospitality while bringing a prim and proper approach to property management," Forney added.

As Prim Properties takes on the management of all of Parkland Residential’s properties, its innovative approach has already proven to be successful. Prim's management techniques have transformed communities like Sweetwater Springs, quickly achieving full occupancy and zero delinquency, demonstrating the effectiveness and impact of its specialized focus.

“Changing management to Prim Properties has been a breath of fresh air! They transformed Sweetwater Springs in a very short time. Before switching to Prim Properties, the community was improperly managed using typical multi-family procedures, which caused declining rents, 35% vacancy, record high delinquency, poor maintenance and unhappy residents. Today, we can proudly say the community is now 100% leased with a waiting list, has zero delinquency, increased traffic, rising rents, a defined maintenance plan, reduced operational cost by 20%, and, most importantly… very happy residents who are renewing leases! The difference is amazing!” said Jim Jacobi, President of Parkland Residential.

Prim Properties is actively expanding its portfolio throughout Georgia and is accepting BTR management opportunities with select ownership groups. The company's mission is to provide exceptional management services that reflect the evolving needs of today's renters who seek flexibility, convenience and a sense of community.

For more information about Prim Properties and its services or to inquire about management for your BTR community, please visit or contact Brett Forney at


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