Robert Martinez, founding principal and CEO of Rockstar Capital, is considered the “Apartment Rockstar” for a good reason. As he has built his business from the ground up, Martinez has learned from mentors along the way. He offers some of that advice for those in the industry. From constantly innovating and adapting to changing trends to whole-heartedly listening to your associates and consumers, he shares the tips that have helped his business grow in even the most challenging of times.
"Find a way to put yourself out of business and develop a defense against it before somebody does it to you.”
Robert Martinez and Mindy Price begin this episode by discussing how to live up to the Rockstar name. Through years of hard work and determination, Martinez has built a business that has earned him numerous state and national awards and consistently ranks at the top in terms of online reputation. Martinez reflects on what he’s most proud of—including his two sons—and discusses empowering his employees through an investment match program, along with how he’s been able to apply advice from mentors and recruit some of the best and brightest in the industry.
Martinez next reflects on what he anticipates the biggest shifts in the apartment industry to be in 2022. He notes how residents and prospects no longer want to come to the office and, therefore, emphasizes the importance of having more of an online presence and changing the way you market your communities to an online culture. Strategies include developing virtual, 3D tours, enabling online leasing, and ensuring your online reputation is strong. He notes how he always encourages communication—sincerely listening to your consumers in order to address their needs—and strives to build defenses around his business as he is constantly innovating.
Finally, Martinez offers advice for those who wish to pursue a career in the industry. First and foremost, he stresses the importance of investing in yourself, whether that is by taking courses or joining a real estate club. By doing this, you will engage with mentors and learn from their mistakes. He also encourages you to continue educating yourself by reading quality books, surrounding yourself with like-minded people who will pull you up, and potentially investing in a small property to begin developing and learning.
Priyanka Agarwal is a public relations expert with over two decades of experience in the field. In her current role, Priyanka serves as the public relations consultant for J Turner Research. She specializes in online reputation management, corporate content creation, and strategic PR planning. She is a contributory author for NAA, Multifamily Insider, and PR Daily. Priyanka holds a master’s degree in public relations from the Jack J. Valenti School of Communications, University of Houston.