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Dallas’ RREAF Residential Rebrands as RR Living, Aims To Keep … – dallasinnovates.com

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RREAF Residential—the Dallas-based property management company under RREAF Holdings—has announced a new rebrand and a compelling mission: to keep renters happily renting their residences all life long.

Now rebranded as RR Living, the company aims to “encompass the entire lifecycle” of its rental residents, “from a first apartment home, to raising a family, to eventually becoming empty-nesters,” the company says.

RR Living currently serves 45,000 residents at its 60-plus apartment communities nationwide, including almost 16,000 units.

“Since our initial launch in 2018, we’ve created a true living experience at all of our communities to foster an unparalleled lifestyle,” Melanie French, CEO of RR Living, said in a statement. “Residents live their lives with us when they choose to move into an RR Living apartment. In this new phase, we look forward to expanding our multifamily, student living, and [build-to-rent] portfolios while delivering an unrivaled place to call home.”

Aiming to ‘redefine the renter experience’

Melanie French, CEO of RR Living [Photo: RR Living]

To keep residents renting for life, RR Living says it “aims to redefine the renter experience.” A tight real estate market and fluctuating interest rates have made it harder to purchase homes, and increased the length of residency of the company’s customers. To offer an alternative to home buying, RR Living says it’s “creating a true home for individuals and families by providing a neighbor-centric environment and lifestyle.” 

CEO French joined the company in 2022 to help pursue its growth strategy, after previously holding executive level multifamily leadership roles for more than 20 years, including as EVP, managing principal, and president with national real estate operators. With a leadership team of industry veterans, the company says it’s focused on growing revenues, managing expenses, and improving the overall valuation of its communities, while providing residents with “a wonderful place to call home.”

Like its Dallas-based parent RREAF Holdings, RR Living has properties located primarily across the South, Southeast, and Southern Atlantic regions of the U.S.

As it moved toward its newly announced rebrand, RR Living assumed management of 5,002 units in the last 12 months. The company says it anticipates making 100-plus new hires in 2024 as its management and acquisition platforms expand—with a goal of “doubling in size over the next 36 months.”

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R E A D   N E X T

  • RREAF’s founder and CEO, Kip Sowden, says the RV sector “has astonishing growth opportunities stimulated by the economy and the evolution of remote work and school options.” To feed that need, the newly acquired parks feature everythig from pickleball courts to “lazy rivers,” “glamping tiny homes,” and more.

  • RREAF Holdings Announces Multiple Promotions, Hires to Boost Continued Expansion

    Dallas-based private real estate investment and development firm RREAF Holdings announced a number of promotions and hires across the company as it continues to expand across its six platforms to meet unprecedented growth. Graham Sowden, former director of acquisitions, has been promoted to chief investment officer. Tony Perez, previously director of asset management, has been promoted to vice president of asset management. Melanie French and Ron Rushing join RREAF Residential as chief executive officer and chief financial officer, respectively. Sowden joined RREAF Holdings in 2016 and has been directly involved in the sourcing, underwriting, and acquisition of more than $1…

  • Oak Lawn Place will provide “high-quality affordable rental housing” for residents 55 and over, with “a further goal of creating a supportive environment for members of the LGBTQ community and individuals affected by HIV in Dallas,” Resource Center has said.

  • Engineering students from UTDesign developed two innovative solutions for Anikona Coffee: an automated French Press that revolutionizes coffee brewing and a transformative suitcase with a unique mechanical design featuring extendable wheels for easier stair navigation.

  • Michele Flores has spent three decades in the multifamily industry, serving various roles in property management, including her most recent position as president of S2 Residential. She has led property operations for over 60,000 units cumulatively.

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