Miyareth Marrero Borja
Boston,MA
Summary
Most of my experience derives from property management, but a large majority of my drive comes from the joy of learning new things, and seeing results. My strength lies in leadership roles and positions that allow for my input, and challenges that encourage my advancement in both my career, as well as my professional development. I am a knowledgeable professional with over 10 years of experience, executing business strategies, and strong problem-solving abilities. I am always focused on maximizing resource utilization to support scalable operations and increase bottom-line profitability, organized and systematic, with natural relationship-building and leadership skills.
Overview
11
11
years of professional experience
1
1
Certification
Work History
Senior Director of Leasing & Marketing - Promoted
The Community Builders Inc.
Boston, MA
11.2022 - Current
- Oversee the leasing and marketing of 160+ (14,000+ units) owner-managed, and third-party managed communities.
- Develop, implement, and monitor Affirmative Fair Housing Marketing Plans (AFHMP) and Marketing Plans for all new developments.
- Provided guidance on the development of Tenant Selection Plans and Rental Criteria.
- Monitor and evaluate the performance of marketing campaigns using analytics and tools to adjust strategies as needed.
- Develop, implement, train, and monitor/report on lease-up workflows, progress, and success of reaching 100% occupancy/stabilization.
- Develop and manage lease-up budgets effectively to maximize ROI.
- Head of the Screening Practices Committee - responsible for developing SOPs and guidance on changes in screening practices or workflows (screening assessments and CORIs).
- Implemented and managed the reputation management and survey platforms, working closely with operations to continually improve resident satisfaction.
- Developed and trained on SOPs for leasing, marketing, and customer service expectations company-wide.
- Developed the framework for marketing and leasing within the department, and built the team from scratch.
- Develop and maintain relationships with external vendors, such as ILS advertisers, prop tech partners, designers, and printers.
- Staged model units and headed the selection of furnishings for rehabilitated projects, struggling operational properties, and/or lease-up needs.
- Report monthly, quarterly, and annual KPI indicators, as well as reporting that will determine the effectiveness of all marketing efforts.
- Developed and implemented rent plans using market studies and research to maximize NOI in the long run.
- Research, define, monitor, and, where appropriate, implement emerging technologies in apartment marketing and/or leasing tools, such as a CRM, the use of AI chatbots, etc.
- Troubleshoot and implement new strategies to keep occupancy at 95% at struggling operational properties.
- Coordinate and project-manage the development of community-specific digital assets and collateral material.
- Design and print marketing collateral, such as websites, brochures, floorplans, fliers, etc.
- Monitor, train, lease, and advertise based on regulatory compliance in various programs, housing authorities, cities, and states.
- Implemented a market rate counsel to consult on company-wide changes that help maximize rents on market apartments, refine leasing workflows, and counsel on new development design.
- Collaborate with property managers, development, and asset management to ensure timely turnover of units, and minimize vacancy periods.
- Monitor leasing performance and financial metrics, including occupancy rates, rental revenue, and leasing expenses.
- Prepare regular reports and presentations for senior management, highlighting leasing trends, market insights, and strategic recommendations.
- Successfully led several lease-ups within critical deadlines to 100% occupancy.
- Collaborated with senior leadership to set long-term objectives for the company.
- Created detailed plans outlining timelines, goals, budgets, staffing needs and other requirements for projects. Implemented lease-up budget templates and schedules to design these plans.
- Developed policies and procedures to ensure compliance with corporate standards.
Regional Leasing & Marketing Specialist
The Michaels Organization
Remote
12.2021 - 12.2022
- Managing five market-rate new developments, nine student operational communities.
- Develop and implement creative briefs, marketing plans, branding strategies, signage, and marketing materials.
- Train, develop, and hire teams to optimize leasing efforts.
- Create SOPs and a framework for leasing workflows for the new leasing teams.
- Provide ongoing marketing, leasing, and operations support to site-level teams, business leaders, clients, and weekly marketing calls.
- Monitor, measure, and report on all marketing and leasing metrics.
- Evaluate the business impact of marketing activities to make recommendations for optimizing results.
- Project-manage third-party marketing efforts, including managing relationships with vendors. This includes graphic designers, renderings, photographers, videographers, websites, sign vendors, and more.
- Build, manage, and track marketing spend for all properties.
- Participate in the annual planning and budgeting process by recommending marketing and advertising strategies.
- Developed lease-up schedules and led teams to successful lease-ups within expected timing.
- Strategize changes to implement in workflows, marketing strategy, and during decreased leasing volumes.
- Managed and reported on the leasing and marketing efforts of all leasing managers in the student and market portfolio.
- Developed and implemented ILS, application workflows, websites, staffing plans, all marketing, rental criteria, social media, branding, etc., for all new lease-ups.
- Troubleshoot and implement new strategies to keep occupancy at 95% at struggling operational properties.
- Tracked communications strategies, advertising campaigns and marketing approaches to measure successes and failures.
- Monitored competitor activity to identify new opportunities for growth.
Community Manager - Promotion
The Michael Organization
Rochester, NY
06.2021 - 01.2022
- New development: Managing 1,252 beds, 382 units, and a team of 12 employees.
- Locked in master leases from RIT, NTID, and Bryant Stratton.
- Developed a team of vendors and created contracts to ensure the transition to operations is smooth.
- Developed the budget framework for property.
- Successfully brought the property to 95% in 2021 and 98% in 2022, despite our major clientele of international students experiencing travel restrictions from COVID restrictions.
- Managed accounting and budgeting through development, and trained the team to transition into operational budgets.
- Monitored warranty items and assisted in inspections for construction go-backs.
- Continuously worked through unfinished projects, planning, organizing, notifying maintenance, and residents.
- Created community rewards, boards, and event environments.
- Gained tenant satisfaction by showing and renting units, processing move-ins, initiating leases, executing renewals and handling move-outs.
- Performed regular inspections on buildings, common areas and vacant units, identifying necessary repairs.
Community Manager
The Michaels Organization
Tampa, FL
12.2019 - 06.2021
- Responsibilities are similar to those of the prior position as leasing manager.
- Supervising the maintenance team and leasing team, ensuring the teams are cohesive in the growth of the property in every aspect.
- Traveled to other properties to assist in training and building teams.
- Managing turns of 441 beds within the 17-day time constraint.
- Implemented and constructed policies that reduced monthly delinquency and increased resident satisfaction in their homes, effectively increasing NOI by $24,000 in one year.
- Oversaw the growth of pre-lease percentages from 55% to 87% in 2020, despite the pandemic slowing down prospective student renters, with an increase in market rates for all floor plans. Occupancy hit 96% 2021.
- Produced analytical reports of monthly property financials and pre-leasing performances.
- Oversee compliance with local, state, and federal laws pertaining to the industry, employment, and resident/tenant relations.
- Created marketing campaigns that were redesigned to succeed in the current climate of COVID.
- Consistently monitoring budgeting and expenditures to ensure the property stays aligned with goals.
- Managed subcontractors for turnkey and capital projects, including roofing and parking lot upgrades.
Leasing & Marketing Manager
The Michaels Organization
Norfolk, VA
05.2019 - 12.2019
- Created marketing campaigns for the renewal season, creative events, and the new leasing season during critical leasing dates.
- Performed placements and led teams through turn and move.
- Spearheaded marketing campaigns, and designed, planned, and implemented marketing strategies.
- High closing ratios and training the team to become top leaders in leasing in the company.
- Created meaningful business connections with different businesses and department heads, especially maintaining university connections.
- Conducted placements, transfers, move-outs, move-ins, inspections, inputting work orders, running reports, and strong knowledge of Entrata.
- Created flyers and graphics, and worked closely with designers to brand our property attractively in all campaigns.
Leasing Consultant
The Michaels Organization
Norfolk, VA
02.2019 - 05.2019
- Responsibilities are similar to those in prior positions with Campus Apartments and Avalon.
- Participation in local events to market the property and aid in setup, along with advertisement.
- Highest closing ratio in the student sector of the company for 6 weeks in a row.
- Regularly conducting outreach to on-campus events and planning successful events that bring in a positive conversion ratio.
Leasing Consultant
Avalon Park Group
Orlando, FL
06.2015 - 07.2016
- Company Overview: Market rate community - luxury
- Process payments & work with two accounting systems simultaneously
- Lease up property to 100%
- Generate rent charges, familiar with rent roll, and created renewal notices
- Walking units, ensuring units are turned and ready for move ins
- Effectively communicated turnkey necessities for vacants
- Worked on cross-marketing opportunities and street marketing
- Spearheaded events in efforts to market the property, from marketing plans to running the event
- Auditing pending, current, and prospect files, ensuring information are accurate and updated
- Strong knowledge of the company, property, specials, and standards we work by
- Monitored delinquency, SODAS, processing evictions, and accepting/processing rent payments
- Generated/editing leases for signing and aiding prospects entirely through the approval process
- Found solutions to resident/prospect complaints
- Market rate community - luxury
Leasing Consultant
Campus Apartments
Orlando, FL
11.2013 - 03.2015
- Conducted tours that led to high influx of approved leases
- Drawing up leases/ editing leases
- Ensuring Keystones stay on task and/or consistently working on improving the property or events
- Dealing with resident Concerns and solving problems to ensure quality customer service
- Effective follow up procedure and high closing ratio
- Auditing Pending, Current, and Prospect files, ensuring information are accurate and updated
- Worked heavily on administrative tasks to alleviate workload for leasing manager for 800+ beds
- Found solutions to resident/prospect complaints
Education
Bachelor of Arts - Biology
University of Hawaii Manoa
Honolulu, HI01-2018
Associate of Arts -
Valencia State
Orlando, FL01-2015
Skills
- Leasing strategy
- Marketing analysis
- Budget management
- Project Management
- SEO
- Google Analytics
- Analytical thinking
- Data-driven decision making
- Social media strategy
- Strategies and goals
- Occupancy optimization
- Leadership
- Critical thinking
- Creative
- Accounting
- Conflict Resolution
- Communication
- Training
- Employee development
- Adaptability
- Creativity and innovation
- Networking
- Partnerships and alliances
- Team collaboration
- Self-learner
- Building Strong Relationships
- Organizational development
- Operations management
- Team management
- Industry knowledge
- Decision-making
- Market analysis
- Leadership development
- Time management
- Multitasking and organization
- Corporate communications
- Sales management
- Performance management
- Market research
- Process improvement
Languages
English
Native/ Bilingual
Spanish
Limited
Sign Language
Native/ Bilingual
Certification
- Blended occupancy specialist (April 2023) - National Center for Housing Management
- Certified credit compliance professional (December 2022)- The Spectrum Companies
- Certified occupancy specialist (December 2022)- National Center for Housing Management
- HPD/HDC Marketing Certificate (June 2024) - NYC Dept. Housing and Preservation & Development
Timeline
Senior Director of Leasing & Marketing - Promoted
The Community Builders Inc.
11.2022 - Current
Regional Leasing & Marketing Specialist
The Michaels Organization
12.2021 - 12.2022
Community Manager - Promotion
The Michael Organization
06.2021 - 01.2022
Community Manager
The Michaels Organization
12.2019 - 06.2021
Leasing & Marketing Manager
The Michaels Organization
05.2019 - 12.2019
Leasing Consultant
The Michaels Organization
02.2019 - 05.2019
Leasing Consultant
Avalon Park Group
06.2015 - 07.2016
Leasing Consultant
Campus Apartments
11.2013 - 03.2015
Bachelor of Arts - Biology
University of Hawaii Manoa
Associate of Arts -
Valencia State
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