At Roots Management Group, we believe breakthrough performance is not just about numbers, it’s about mindset, teamwork, and growth.
This year, one of our community managers, Latressa Gaffney, exemplified all three.
In Avalon, Georgia, Latressa Gaffney went from never imagining herself as a salesperson to closing 26 home sales in 2025, making her a Sales Master at Roots.
When Latressa first decided to step into sales, she faced the same doubts many community managers feel "I've never sola a home before, can I really do this?" With guidance from her Regional Sales Manager, Claudia Campagna, that uncertainty quickly transformed.
“For Latressa, the turning point was shifting her mindset from ‘I’m new’ to ‘I’m the expert,’” Claudia shared. “We focused on mastering inventory, organizing priorities, and building confidence through real 1-on-1 role play with difficult customers and investors. Beyond tactics, the key was addressing the psychology behind sales, helping her see objections not as roadblocks but as opportunities. Once she embraced that, her language, presence, and results transformed.”
Claudia recalls one of her proudest moments, "When she told me, I see it all differently now, because I am the expert". That shift in self-perception is what unlocked her results." said Claudia.
Building the Foundation
Divisional Sales Manager Rose Graham also played a key role in Latressa’s success. For her, the first step was making sure Avalon itself was ready for sales.
“The first thing was getting the community and homes show-ready which involved organizing the priorities of the on-site maintenance team and creating a schedule for mowing, trash pickup and deep cleaning the homes” says Rose. After that, the biggest hurdle was the first sale. “It’s a big change to go from something you’ve always done, like leasing, to something new like sales.” says Rose, and she added that once Latressa realized it wasn’t that different, and how beneficial it is to her, the community and the residents, she took off! Rose says that now, “Latressa is one of the first ones to jump in and help other community managers with their sales goals.”
We asked Latressa to share what the journey and experience was like, and you will quickly see why she reached not just this achievement but her growth as a sales leader.
What did it feel like to go from selling your first home to becoming a sales leader?
“The feeling was pure amazement! I am so proud of myself. I knew I was breaking a new barrier in my personal life but didn’t think it was happening in the company. When your head is down and you’re focused, you miss seeing that your work is making a difference!”
What mindset shifts helped you break through?
“Control the controllables! I decided I wanted to make this career work for me, so I made time for family when it mattered, but locked back in when I was in my community. I choose to show up at ROOTS every day as the best me and let everything else fall where it may.”
What were your biggest challenges starting out?
“One big challenge was not having experience in the Manufactured Housing industry. That’s where my team came in, Region 21 answered my questions and helped me find my way. I also watched my training videos 10–12 times! Staying curious and open has been key.”
What impact have your sales had on Avalon?
“Beautification happened in Avalon! We demolished two eyesore homes, hired an amazing maintenance tech, and created a safer, even more welcoming community for our residents. By being the best version of myself, residents know what to expect from me, and together we’re keeping Avalon strong.”
What advice would you give other community managers?
“Choose to show up every day as the best version of you. Authenticity is your superpower. Stay consistent, and everything else will fall into place.”
What does breakthrough performance mean to you?
“Making a task that once seemed impossible not so scary. Finding balance, pushing through, and remembering that if it’s been done, it can be done again.”
Latressa is quick to give credit to the people who lifted her up:
Latressa’s journey is the perfect example of what our recent company summit theme Rooted in Success, Breakthrough Performance is all about. With focus, support, and a willingness to grow, she transformed her role and community.
And she’s not done yet. Latressa already has new goals for Avalon, including a golf cart, a splash pad, updated playground equipment, and a bus stop for students.
Latressa’s final words capture her spirit perfectly. "Faith, trust, and pixie dust."