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.”

According to French, RR Living is setting a distinctive course in the industry.

“RR Living was created with a goal of having our apartment communities and residents be an active part of the larger neighborhood and community in which they are located, the CEO told Dallas Innovates.

That approach is not just about providing a place to stay, but about creating a sense of belonging and connection. “We strive to be the rental home of choice with residents staying five years or more because of the value and sense of community we provide,” she said. Its philosophy marks a departure from other companies, challenging the conventional view of an apartment as merely a “short 12-month temporary residence,” she added.

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.” 

Making “living with us easy”

In an ambitious move to redefine the living experience in rental communities, RR Living has unveiled a series of programs set to launch over the next year and a half. These initiatives aim to ” provide a lifestyle that makes living with us easy,” French said. She describes an apartment community lifestyle where health and wellness opportunities are available to all residents, and children can easily access tutoring or homework assistance at the community clubhouse. Additionally, in a nod to the practical needs of modern living, RR Living could bring tax preparers directly to the residents, allowing them to handle financial obligations without the need to take time off work, she said. 

Highlighting the enhanced focus on convenience and community, RR Living looks to take traditional resident events and social gatherings a step further. “Not only can you pick up and drop off dry cleaning at the office,” the CEO said, “but you will also receive up to 10% in discounts with local businesses simply because you live at an RR Living managed community.” This initiative underscores the company’s commitment to integrating their communities with the local economy, while also simplifying the daily lives of their residents.

French said the company’s approach could be particularly transformative for working parents. By hosting activities such as tutoring, Boy Scouts, or Girl Scouts within the community itself, parents could save significant time, which the company calculates as “two hours or more in their day.” Amenities like swim lessons offered at community pools can also represent both a convenience and a cost-saving measure for families, she said

Looking ahead, RR Living plans to incorporate these amenities into new construction communities as well. The company believes that “when living is easy for residents, and worry and stress removed, they are happier and will stay longer.” In line with this philosophy, RR Living is also considering offering longer-term leases, to provide residents with a sense of stability and reduce the stress associated with frequent moves.

Pursuing a growth strategy

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 U.S’s South, Southeast, and Southern Atlantic regions.

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

The company, which currently has 350+ employees, is expanding community-level positions as needed, aiming to centralize key corporate functions, and growing its third-party management.

Quincy Preston contributed to this report. 

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