Crafting Core Values For Your Multifamily Company


Core values can be tricky. We developed ours at Resident360 many years ago, and as a co-founder, I’ve questioned them from time to time. Are they right? Do they accurately represent who we are and who we strive to be? Are they too long?

While there may not be a right or wrong answer, it’s always a good idea to review your core values from time to time to ensure they accurately reflect your company. 

For today’s marketing tip, I wanted to share the core values of some of the top multifamily management companies. Review and perhaps take some inspiration for your own.

tablet version of RPM website

RPM Living (I’m a fan of these core values)

  • Be a Good Human: We uphold honesty, staying true to our word and meeting ethical best practices.
  • Stay Curious: We stay curious and never stop asking why.
  • Create Wins: We say yes to creating impactful moments with our residents, clients and each other.
  • Be Decisive: We move with urgency, strategy and accountability.
  • Relentlessly Seek Solutions: We continuously seek opportunities to innovate and improve.

heart on laptop

FPI Management (they call it HEART, and it’s in their logo)

  • Humility:  Be conscientiously mindful of others before self.
  • Excellence:  To do all things with integrity, and in the best way possible.
  • Accountability:  To be present and perform responsibly.
  • Respect:  To develop character that accepts and embraces difference.
  • Teamwork:  To encourage collaboration, inside and outside of the company.


  • Integrity: We stay true to the highest ethical standards and principles, and are honest, trustworthy, humble, and respectful in all of our words and actions.
  • Equality: We celebrate individual differences, encourage diversity of thought, provide equality of opportunity, and cultivate an environment where all individuals are seen, treated, and valued equally.
  • Professionalism: We proudly present a positive, dignified, and businesslike image at all times through our appearances, behavior, and interactions with others.
  • Accountability: We take responsibility and accept ownership for our words, actions, tasks, and results, and respectfully hold others to the same standard.
  • Service: We make service our top priority by giving our time, knowledge, and experience to serve the needs of our customers, community, and team members.
  • Teamwork: We work together to accomplish goals, solve problems, and enrich our work environment.

Willow bridge mobile view

Willow Bridge (formerly Lincoln Property Company)

  • Integrity:  We are honest, ethical, and fair in everything we do.
  • Respect:  We strive to treat others as we expect to be treated.
  • Balance:  We take responsibility for creating a healthy work-life balance for ourselves and each other.
  • Communication:  We are respectful, listening with an open mind, and are receptive to new ideas.
  • Empowerment:  Each of us is encouraged to take initiative, ownership, and make good business decisions in the best interest of those we serve.

cushman & Wakefield on computer

Cushman & Wakefield

  • We are inclusive:  We are a global company shaping diverse communities, inclusivity goes beyond an ethos into everyday action. 
  • We are driven:  With a united belief that ‘life is what we make it’, we can be more driven, more agile and we can be ourselves. 
  • We are collaborative:  We are a global network of people who are able to make some pretty amazing things happen, because we do it together. 
  • We are insightful:  We are a company built by over 100 years of digging deeper for insights, ideas, opportunities and innovation.

Written by Josh Grillo

Josh Grillo is a #1 Best Selling Author, Speaker and Co-Founder of Resident360.

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