Heather Riggs

Senior Vice President of Multifamily Operations

The multifamily industry is no stranger to change. Supply pipelines ebb and flow, interest rates influence investment decisions, customer expectations evolve, and workforce dynamics shift. For operators, the question isn’t if the market will change; it’s when and how quickly. 

In these moments, leadership resilience makes the difference. Resilience in operations isn’t about predicting the future or having every answer in advance. It’s about balancing agility with accountability, listening closely to customers and team members, and adapting with clarity and purpose. 

As Aristotle once said, “We are what we repeatedly do. Excellence, then, is not an act, but a habit.” Resilient leadership is much the same. It is not a single response to a challenge, but a set of habits that position teams and organizations to thrive in any market.  

Where Resilience Shows Up in Operations 

At Continental Properties, we see resilience in action every day: 

• Navigating new competition: In markets facing record levels of new supply, our onsite teams are on the front lines, balancing rent growth goals with the need to deliver consistent resident satisfaction. Their ability to adjust marketing strategies, elevate the customer experience, and maintain team morale is resilience in action. 

• Adjusting in real time: Our leaders continuously recalibrate pricing, budgets, and priorities in response to headwinds, from rising costs to shifting demand, while keeping long-term objectives in focus. 

• Partnering across functions: When new communities come online, Operations, Construction, Marketing, and Human Resources work in lockstep. That alignment ensures each lease-up is not just about filling homes quickly but about establishing a foundation for sustained success even in uncertain conditions. 

This mindset is reflected in how our teams lead every day. They know that strong performance follows when we build trust first with our residents, with our teams, and with our partners.  

Market Context: Why Resilience Matters Now 

The need for resilient leadership has only intensified. According to RealPage, 2025 is projected to bring nearly 400,000 new multifamily units to market nationwide, creating heightened competition in many metros. Meanwhile, the Federal Reserve’s cautious approach to rate cuts has kept financing conditions tighter than many expected. 

For operators, delivering strong performance now requires more than traditional playbooks. It requires leaders who can: 

• Adapt quickly to local market realities 

• Communicate clearly with teams and partners 

• Make disciplined, data-informed decisions without losing sight of the customer experience 

In short, it requires resilience: the ability to stay grounded in what matters most while navigating what comes next.  

People at the Center 

Resilient leadership starts with people. When teams feel supported and empowered, they don’t just withstand challenges; they innovate through them. That is why we invest heavily in leadership development and foster cross-functional collaboration. 

Resilience does not mean avoiding hard conversations or shielding teams from reality. It means equipping them with the tools, context, and confidence to respond effectively. At Continental, that often looks like: 

• Clarity in expectations: Even when the market shifts, our leaders know what success looks like and how their work ties to broader company goals. 

• Ownership of outcomes: We embrace accountability, not to assign blame, but to build trust and confidence. 

• Focus on people and performance: We do not separate the two. Strong results come from strong cultures where people belong and thrive. 

Resilience is not about bouncing back. It is about moving forward stronger, smarter, and more connected than before.  

Resilience as a Growth Strategy 

The past few years have tested every corner of our industry. From navigating the pandemic to managing supply and demand shifts across regions, operators have learned that resilience is not just a survival skill. It is a growth strategy. 

Companies that cultivate resilient leaders at every level are better positioned to meet today’s demands and seize tomorrow’s opportunities. They attract and retain top talent, build lasting customer relationships, and make disciplined choices that sustain performance in any environment. 

At Continental, resilience is built into our DNA. It is visible in the way our onsite teams go above and beyond for residents, in how our leaders hold themselves accountable, and in how our company continues to innovate in product design, customer experience, and culture. 

Looking Ahead 

The market will continue to shift; that much is certain. What matters most is how we lead through it, with courage, clarity, and an unwavering commitment to the people and communities we serve. 

For operators, resilience is not optional. It is the difference between being reactive and being ready, between surviving the moment and building a foundation for long-term success. 

As leaders, our responsibility is not to eliminate uncertainty but to guide our teams and communities through it, using resilience as both our compass and our competitive advantage. 

About Continental Properties        

Continental Properties is a National Multifamily Housing Council Top 10 developer, owner, and operator of rental home communities, retail, and hospitality properties. Since its inception in 1979, the company has developed 137 apartment communities, encompassing over 37,000 apartment homes across 20 states. In addition to its development portfolio, Continental Properties has strategically acquired nine apartment communities, further expanding its national footprint.