Dive Brief:

• Property management operating system provider Entrata has hired Greystar alum Stephanie Fuhrman as senior vice president of corporate development. 
• Fuhrman comes to Lehi, Utah-based Entrata with years of experience working at ownership and management groups. Most recently, she spent two years at Larkspur, California-based Catalyst Housing Group, a provider specializing in middle-income housing. Before Catalyst, she led several facets of asset and corporate operations as managing director of global innovation at Charleston, South Carolina-based Greystar, the largest management firm in the country.
• Fuhrman isn’t the only new addition to the Entrata team. The company recently added two other property tech veterans to its team: former Yardi employee Scott Allan as senior vice president of sales and former RealPage associate Kimberly Lang as executive vice president of product. 

Dive Insight:

After a $507 million capital raise in 2021, Entrata is in expansion mode. In addition to adding industry veterans like Fuhrman, Allan and Lang, it also moved into Canada — its first international expansion.

Fuhrman knows Entrata well from the customer side. “Stephanie has been one of Entrata’s biggest proponents and has provided invaluable feedback and insight as a customer over the past 10 years,” Entrata CEO Adam Edmunds said in a release shared with Multifamily Dive. 

Fuhrman has been charged with implementing technology across the building, asset and consumer life cycle at her past jobs. “I've been overseeing a lot of the teams who have been using the technology whether at a corporate level or an on-site level,” she said.

Over the past few years, Fuhrman has also helped technology companies grow. “I've been working a lot with some of the smaller companies in the industry and have made some investments over the past few years as well,” she told Multifamily Dive. “So I've been leading actual investments and partnerships.”

Fuhrman, who has served on the National Multifamily Housing Council Innovation Committee, said the executive team, company culture, platform and timing in the industry drove her decision to join Entrata.

“We're at a pivotal point in the industry where we've gotten the attention of a lot of traditional technology verticals,” Fuhrman said. “And I think that people realize how big this market is. So there's a significant amount of investment.”

But there is still work to be done, she said. 

“I think the real opportunity is to look at technology and figure out how you actually start to improve asset-level performance through the right combination of tech and applying that appropriately to operational investment strategies,” Fuhrman said. “Historically, we’ve had good tech. But with the proliferation of new companies coming into the market, how we apply that is going to be the key.”

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