FAA Brand Shines in Trying Times
By Kimberly Maggard, CAPS, CPO
Royal American Management Inc.
Mission: The Florida Apartment Association is a federation of associations representing and advocating the interests of the Florida multifamily rental housing industry.
Vision: To be the recognized leader of Florida’s multifamily industry.
Goal: Increase engagement at all levels in the industry, leading to membership growth and a stronger affiliate network.
- Strengthen affiliate network
- Raise brand awareness
- Grow conference and events
- Enhance advocacy and research efforts.
Although the past year has been difficult in very many ways, it has also provided an opportunity for FAA to make strides toward its strategic goals. As I wrote in the last issue of Multifamily Florida, FAA stepped up advocacy efforts in response to pandemic-driven eviction moratoriums and other government policies impacting the apartment industry. Those actions not only enhanced FAA’s advocacy efforts, but they also boosted another of the four core principles in FAA’s strategic plan for 2020-2022. Awareness of FAA and its brand has never been stronger.
Over the past year or so, FAA has functioned as the voice of Florida’s apartment industry through numerous print and broadcast media outlets. Journalists across Florida have reached out to FAA for insight into the challenges apartment owners and managers face as they continue to provide safe, desirable housing to their residents during this national crisis.
FAA received several awards and accolades in 2020, including the National Apartment Association Excellence in Affiliate Advocacy, for the Housing Affordability Toolkit completed in conjunction with the Apartment Association of Greater Orlando; the NAA Association Executive of the Year, Josh Gold, and the NAA Advocate of the Year, Bonnie Smetzer, past president. FAA was also a finalist in the NAA awards advocacy category for passage of HB 7103 to prevent unfunded inclusionary zoning mandates and in the affiliate member engagement category for the 2019 FAA Annual Conference & Trade Show. The legislative priorities brochure and conference registration brochure received gold and bronze awards from Association Media & Publishing, demonstrating FAA’s standing in the broader world of association management. This publication also received awards from the Florida Magazine Association, including a gold “Charlie Award” for best redesign.
As wonderful as all of this recognition is, FAA has no plans to rest on its laurels in 2021. In January, the executive committee established specific goals for this year, many of which will further solidify FAA’s brand. A research study will evaluate the efficacy of property tax incentives to improve affordability in multifamily housing across the state. FAA will again partner with HR&A Advisors for this report, which will build on last year’s Drivers of Multifamily Housing Cost and Affordability in Florida.
FAA’s 50th anniversary is a terrific opportunity to build our brand awareness. We will be celebrating our “Proud Past, Promising Future” in several ways. A special keepsake section in the summer issue of Multifamily Florida will feature highlights of the association’s first half-century and will honor past presidents and hall of fame honorees. The FAA team is hard at work preparing for additional recognition, celebration, and a few surprises at the 2021 FAA Annual Conference & Trade Show, October 13-15 at Disney’s Coronado Springs Resort.
I can’t wait to see many of you there and to finally connect again face-to-face, and I look forward to continuing FAA’s progress toward fulfilling our strategic plan.