How does Roots invest in communities differently?

Community Impact

Why You Matter and How We Support Local Communities

 

 

We're willing to approach the industry with more of an innovative mindset.

We look towards the future, for example, I think in the industry, so many players look at it as, well, this is the way that it's always been done. It's very much an old industry. It's a very set industry in its ways.

But one of the things that I think makes us unique here at Roots is that we don't look at it that way. We look for best practices wherever they come from. I think it's something that's made us very unique and very valuable. And something I think that's also impacting others in the industry is that we want to do things a better way. We don't want to do things a certain way just because it's always been done that way.


I look at, even with some of the manufacturers, that we see that with them, that many are set in their ways. We've spent a lot of time working with manufacturers saying, "We want it done this way because we think it'll be better that way." And then to see those manufacturers actually adapt in those ways and say, "We've heard you and we want to make some changes," and it's just been beneficial all around. A second thing that I think we do at Roots that really sets us apart is our emphasis on the community manager. We put our focus on the face of the company. We say the community managers are the ones that are interacting with all of our residents. They are the ones that really make things happen. They're the ones that increase occupancy.


If we go back to the idea that occupancy is oxygen, the community managers are the ones who are giving us that oxygen. Because we invest in our community managers and their development and their success, we provide as a corporate team, we exist to be tools, to be assets, to help them.(...) Because we've taken that approach, I think it's made us very unique and very impactful in how we can achieve the goals that we're trying to go after.