Genna Goldberg didn’t seek out a career in property management, but she has thrived in that field ever since an acquaintance asked her to help him with his small industrial development and management company more than 17 years ago. A native of the western suburbs of Chicago, Goldberg has grown into one of the top property management professionals in the Valley, serving as Arizona Chapter president for the Institute of Real Estate Management (IREM) twice, in 2013 and again this year.

Goldberg is a Senior Property Manager and Designated Broker at The Muller Company and has held her CPM designation since 2007. She is also a member of NAIOP and BOMA as well as a devoted mother of two girls. She was asked to share her thoughts on IREM.

Q: How long have you been an IREM member?

A: I joined IREM in 2004 and obtained my CPM® designation in 2007. I was awarded the CPM® Candidate of the Year in 2007 and CPM® of the Year in 2010. I served as Chapter President in 2013 and again in 2018.

Q: As president for the second time, how have your priorities for IREM’s Greater Phoenix Chapter changed?

A: It is very different than when I was Chapter President in 2013. We have launched a new logo, tagline and rebranding initiative to differentiate IREM and reposition our image in the marketplace. We have a unique value proposition that separates us from others in the industry – and we want to engage property and asset managers.

Q: Is your organization doing anything to commemorate the national IREM’s 85th anniversary?

A: We are respecting our past and honoring the last 85 years of IREM, but we are facing forward and moving up. IREM today is a vibrant, energetic and international organization that stands out from the competition. Our members manage every major asset class, and they do it on all four corners of the globe. And professional ethical management remains a cornerstone and competitive advantage.

With that being said, our core values have not changed, which is education, ethics and legislative initiatives. Ethical standards and business practices are held in high regard.

Q: What is the value of an IREM membership?

A: An IREM membership connects you to a support network of people, ideas, and resources to help you work smarter, achieve more, and advance on the path to success.

IREM is an international force of 20,000 individuals united to advance the profession of real estate management. We believe in our people, and we provide the tools they need to succeed. We open doors, we forge connections, and we help show the way forward.

Q: What is the biggest benefit you have received from your membership in IREM?

A: IREM has enriched my life in so many ways, through professional education development, networking with real estate leaders, cultivating relationships and spirit of service. These connections have led to long term friendships and helped build a solid network of people I can turn to during difficult times.

Q: What advice would you give new IREM members or those considering membership?

A: Do it, you’ll be glad you did. IREM is the greatest champion of the property management professional. That’s because we support our professionals through all stages of their careers from college students to young professionals to industry veterans who are committed to career advancement. Earning our credentials, including the CPM®, ARM®, ACoM, and AMO®, demonstrates a commitment to, and passion for, good management.

We know that property and real estate management is a lucrative career choice for college students and young professionals. We see the potential they have and how they can continue to elevate our industry

Q What are the biggest challenges and what are you excited about moving forward for IREM and its members?

A: Engaging the younger generation of professionals in the value of property management as a career choice. Student and academic outreach will be a focus in the next few years as our Chapter gets involved in career fairs, mentoring, internship programs and encouraging online and instructor led education.

Q: How would you rate the overall health of IREM of Greater Phoenix and are you confident it is serving its members well?

A: We continue to grow our Chapter year after year, from all facets of property management.

Our Greater Phoenix chapter is among the most successful chapters in the nation, thanks to our dedicated members and our and valued industry partners. Our plans for 2018 are to continue and strengthen our base of professionals by providing interesting and programs through education, networking and having fun along the way.

IREM Highlights

Here are some highlights for the Arizona Chapter of the Institute of Real Estate Management:

• Awarded over $9,000 in scholarships

• Participated in a legislative reception with BOMA, NAIOP, CREED, AMA…

• Served a charity dinner for Ryan House at Hospice of the Valley with other members of our IREM Social group, attended a Spring Training game and have more fun events planned this year.

• Hosted a three-day regional conference in Scottsdale with other IREM chapters and headquarters.

• Its luncheon meetings are packed with great speakers and programs including topics on rebranding, leadership. The goal is to mix topics on current events, education, fun and networking opportunities for members.

• Its annual economic forecast in January is among the most sought after event. This year, tyhe chapter hasadded a touch of excitement with senior economist Barry Asmus and expert panelists in office, industrial, retail and multifamily.

• Annual Golf Tournament raises dollars for UMOM charity and is always a highly participated event for members and industry partners.

• Focusing on various marketing strategies and creating videos on all avenues of social media to help promote events and spotlight members.

• Alliance Residential Company, AMO, announced that it will invest $1.4 million toward its regional managers earing IREM’s CPM designation and provide a $10,000 salary increase once the designation is officially obtained. Rachel Davidson, senior vice president of performance for Alliance Residential Company, headquartered in Phoenix, said, “As a recognized symbol of expertise within the industry, we want to make it easy for our associates to pursue this distinction and continue to set themselves apart as leaders in real estate and within the business sector at large, so we pay the education costs for the CPM designation and make coursework available to associates through our internal learning management platform.”

Get involved: For information on the Greater Phoenix Chapter of IREM and all of its events and activities, visit