Back to basics: to help NAA renew its focus on advocacy, education and communication, 2007 NAA Chairman of the Board Dave Watkins goes ...

The alarm goes off every morning at 4:30, and Dave Watkins. CAPS, is ready to start the workday before the sun comes up. A Senior Vice President for Greystar Management Services in Tampa, Fla., Watkins is as reliable and dependable as the sun rise in the Sunshine State.

His dog Abby shares the peace and quiet of Watkins' pre-dawn habit which includes a pleasant walk through the Tampa, Fla., community where they live. After that, and Watkins' treadmill regimen, it's off to work, where Watkins arrives by 7 a.m., a couple hours before anyone else.

"It's during that time that I feel I gel the most done," Watkins said. Watkins oversees 13 communities in the Tampa area for Greystar, a national third-party management company The son of a Florida celery farmer, Watkins has cultivated a meat-and-potatoes, business-like approach to managing employees and communities and to performing duties as an association volunteer.

That approach comes across clearly when meeting Watkins. Those who work with him on a regular basis soon come to appreciate his experience, sound decisions and accountability. And when he throws in a "corny" joke here and there, he becomes that much more endearing.

True to form, Watkins will incorporate a "back to basics" approach while serving as 2007 NAA Chairman of the Board.

Synonymous With Professionalism

Kathy Ratchford, CAPS, Immediate Past President of the Florida Apartment Association (FAA) and Assistant Vice President, District Manager, United Dominion Realty Trust, said Watkins brings a broad strategic view of apartment industry issues to every meeting.

"Dave is unique in that he never neglects those in the membership who need help or guidance," Ratchford said. "The humor he shows while offering leadership and support is contagious. Colleagues may rely on his deep knowledge of finance and industry trends when making critical decisions for the state or his own local association, and he is not afraid to express a contrary point of view."

NAA Past Chairman of the Board Tom Shelton, CAPS, CPM, Partner, Greystar Real Estate Partners of Phoenix, said Watkins leads by example. "Dave can be effective by speaking quietly, and he provides results with what appears like very little effort," Shelton said. "I've heard his style described as 'carrying a velvet hammer.' Throughout the apartment business in the state of Florida, Dave's name is synonymous with professionalism."

Ratchford said Watkins rarely talks during board meetings, "but everyone listens when he does," she said. "To me, he exemplifies the spirit that should be instilled within all of us who work in our industry."

Watkins described his management style as fair, firm and consistent. "I'm just not one to do a lot of talking," Watkins said. "I'm better at listening. I want to get everyone else's opinions and then make my decision. I'm not wishy-washy."

Watkins has the reputation for never missing a meeting, and for always arriving early.

"Dave never expects from others what he doesn't expect for himself," said Bay Area Apartment Association (BAAA) Executive Director Nena Gang. "He is punctual and begins and ends meetings on time out of respect for the people who have made the effort to attend and participate in the event. He recognizes the time constraints we all face and has to ration his activities just like other board members.

"Dave expects board members to lead by example," Gang said. "I know many times Dave has given up his own leisure time to be at a meeting or event that holds little interest for him, but because he was an officer, he was there."

In 1996, Watkins was named to the FAA Board of Directors and continues to serve on the board. During that time, he missed only one of 43 board meetings, and that was in November 1998 when he attended his daughter Rim's wedding.

Since 2001, Watkins has served on the NAA Board of Directors and during that time has not missed a board meeting.

"When you accept a volunteer leadership position at NAA or for any association, you are accepting the role of being active in the organization," Watkins said. "Following through on that is important."

Watkins played a key role the past two years as NAA Lease Committee Chair. The number of NAA Lease "clicks" sold tripled during his term.

"Given the input provided by the great number of management companies nationwide about the language and application of the NAA Lease, Dave provided a steady hand in dealing with this through the committee," said Michael Semko, NAA Director of the National Lease. "He guided the committee in making efficient and proficient decisions based on the needs of our membership."

Communicate, Advocate, Educate

Watkins said his primary message this year within the "back to basics" concept will be to continue with the three principal objectives of a national association: to communicate, to advocate and to educate.

Communication will be the fulcrum. "We need to pull everybody together," Watkins said. "That comes with strong communication. It's important that everyone knows what is available to them through NAA. As far as advocacy, NAA has a tremendous government affairs department that can help members fight battles locally and nationally, or do whatever has to he done to address it. As for education, NAA has excellent products, and the membership needs to know how they can take advantage of these products. The NAA Education Institute is really taking off and will provide exactly what our industry needs in terms of promoting the apartment industry as a viable career choice."

Watkins will continue the leadership briefings tour that was instituted last year by 2006 NAA Chairman of the Board Joe Sharp, CAPS, in which the NAA Chairman of the Board, NAA President and NAA staff visit each of the 10 regions to deliver a one-day presentation that focuses on NAA's products and services and to listen to members speak about their wants and needs.

"Nearly three-fourths of our affiliates are composed of 20,000 units or less," Watkins said. "Those affiliates do not always have the resources to attend NAA meetings. The leadership briefings provide an excellent opportunity for NAA to come to them."

According to Gang, "Dave has always believed in the power of associations to improve the industry through education and information sharing."

Watkins added that another of his 2007 goals is to assist affiliates with membership growth, something he proudly accomplished at BAAA.

New Ideas, A Better Way

While he plans to focus on the basics, Watkins has no reservations about contributing new or better strategies. For example, before Watkins assumed management of one community recently, the owner of the community came to Greystar with the intent of having it renovated and managed by Greystar.

"Before we will add a community to our portfolio, we have to make sure the owner has the financial resources to pay the bills," Watkins said.

In this case, Watkins said, the owner, based in San Diego, wanted a complete renovation and wanted Greystar to improve the current 75 percent occupancy rate. Watkins figured the project would cost approximately $500,000, but if that money were spent wisely, Greystar could improve the occupancy rate to 95 percent in a year and a half.

"He called us every two months or so to see how things were going," Watkins said. "We improved the cabinets and appliances, gave the place a fresh coat of exterior paint, improved the landscaping and signage and had ourselves a beautiful community that, in the eyes of the area's renters, was new."

Watkins said one key to the facelift at the community--now 95 percent occupied--was two-toned exterior paint, with the top color and bottom color separated by an artificial molding, giving the units a distinctive look. (See photo, page 18.)

At BAAA, Watkins was able to maximize the affiliate's reserves, promote the development of BAAA's Government Affairs division and revamp its monthly magazine and add additional revenue by introducing color pages.

Gang said several years ago she believed that its monthly association magazine Bayline was ready to add color, but as an administrator, she said she was reluctant to risk creating a negative variance to the publication line item.

"Dave suggested that we proceed with the make-over and add just a section of color to test the waters and that the financial aspect be secondary to improving the magazine that was and still is one of the most useful benefits BAAA offers its members," Gang said. "While he is always conscious of the bottom line, Dave knew that the benefits of this action far outreached the initial start-up cost. Since that time, Bayline has added two more color sections and continues to deliver a product that its members enjoy reading."

From Florida Roots

Watkins was born in Sanford, Fla., about 20 miles north of Orlando, Fla. The oldest of four children, he became the first person in his family to attend college. He attended Ole Miss, where he originally studied to become a doctor before changing halfway through his sophomore year to a major in business administration to become a Certified Public Accountant.

After graduating in 1965 with a business administration degree, he worked in New Orleans for Arthur Andersen as a senior accountant. Two years later, he became a senior accountant with Peat, Marwick & Mitchell in Houston, and the following year was named Vice President of First Mortgage Co. of Texas, where he worked for six years.

Several First Mortgage customers who took out loans to buy real estate while Watkins was there ultimately defaulted, leaving First Mortgage with the responsibility of managing the properties until they could eventually be sold. Watkins was given the task of managing them. A year later, in 1975, Watkins was hired by Houston-based Henry S. Miller & Co., thus beginning his career in property management.

Watkins worked for the next 11 years in property management before taking a job in 1987 with Investors Real Estate Management in Tallahassee, which provided him an opportunity to move back to Florida. There was no existing apartment affiliate in the area so Watkins helped establish the Capital City Apartment Association (CCAA) in 1989; Watkins was its first President. After moving to take a job in Tampa, Watkins joined BAAA and was named its President in 2000. In 2002, he was named FAA President.

Watkins also has taught many NAA designation classes, including the Certified Apartment Manager (CAM) and Certified Apartment Property Supervisor (CAPS) courses, particularly those sections that relate to the budget and finance.

A Real Asset

"His open-mindedness to new ideas and suggestions has always been a real asset to any association that he was involved in," Gang said. "Dave believes in letting people set goals that they can achieve and then giving them the resources to make it happen."

Watkins' leadership strength is "solidly grounded in making sure the fundamental elements of the association are solidly in place and operating successfully and then encouraging his board to expand its horizons by seeking and developing complimentary services that benefit both the association and the members we serve," Gang said. "His commitment to BAAA, FAA and NAA has always been for the betterment of the associations and the apartment industry. His belief in the value of these organizations has been the driving force for his participation. He has never considered the aspect of what's-in-it-for-me--giving him the freedom to be objective in helping each association to flourish and grow."

Family Life

Watkins and his wife, Linda, married 38 years ago. They met while he was working in Houston and she, having recently graduated from Louisiana Tech, was teaching third grade. They have two children.

Their daughter, Kim, and son-in-law Scott Hannigan, both work for NAA National Supplier's Council members. Their son Andrew is a chef on a private yacht.

Paul R. Bergeron III is NAA's Director of Communications. He can be reached at 703/518-6141 or [e-mail].