By Judy Bellack, Chief Consultant, Judith Lawrence Associates
A conversation with Jamin Harkness
In a market where floor plans blur together, concessions escalate, and operators are fighting for attention in increasingly crowded conditions, true differentiation is hard to come by.
The Management Group, LLC (TMG) has taken a different path—one rooted not in short-term discounts, but in values. Their approach to pet inclusivity goes far beyond “pet-friendly” language, and the results speak for themselves.
I sat down with Jamin Harkness to talk about why TMG’s pet-inclusive philosophy isn’t just good culture—it’s good business.
Judy: Jamin, let’s start with the big picture. Why does pet inclusivity matter right now?
Jamin:
Because we’re operating in a commoditized market. When rents, floor plans, and concessions all start to look the same, people don’t choose based on spreadsheets—they choose based on how something feels.
Pet inclusivity is emotional, not transactional. And emotions win decisions.
When a prospect feels like their family—pets included—is genuinely welcome, that creates a powerful connection. Especially in uncertain times, values are what break ties.
Judy: You’ve said this approach expands the prospect pool almost immediately. How so?
Jamin:
Traditional policies—breed restrictions, weight limits, pet rent—disqualify millions of renters before the conversation even starts.
When you remove those barriers, you don’t have to work harder to generate demand—you simply have more people who can say “yes.” We’re not convincing someone to stretch; we’re not eliminating them upfront.
That’s a big strategic shift.
Judy: What does that do to the leasing experience itself?
Jamin:
It removes friction.
Prospects don’t want to negotiate their family member. When the answer is already “yes,” the leasing conversation moves faster and with far less resistance. There’s no emotional standoff, no back-and-forth about exceptions.
It becomes a confident decision instead of a stressful one.
Judy: Let’s talk retention. How does pet inclusivity show up after move-in?
Jamin:
This is where the impact really compounds.
When residents feel accepted—not merely tolerated—they stay. Pet-inclusive policies create emotional loyalty, not just occupancy. That loyalty matters even more in uncertain economic times.
Today, 80% of our pet-owning residents renew their leases. That’s not accidental—it’s cultural.
Judy: Many operators are leaning heavily on concessions right now. How does TMG think about that tradeoff?
Jamin:
Concessions are easy. Differentiation is harder.
Instead of racing to the bottom with discounts that reset market expectations, we lead with culture and lifestyle. That protects long-term revenue integrity while still giving prospects a meaningful reason to choose us.
Anyone can offer one month free. Very few are willing to remove pet rent, breed bans, and weight limits. That’s what makes this a defensible advantage—not a gimmick.
Judy: You also talk about pet owners as organic marketers. Tell me more about that.
Jamin:
Pet owners talk. They post, share, refer.
When residents feel seen and respected, they become brand advocates without us spending another dollar on marketing. That shows up in referrals, social content, and online reviews.
It also improves our reputation overall—residents who feel valued are more likely to leave positive feedback and less likely to escalate issues, especially when pets are involved.
Judy: TMG doesn’t just allow pets—you design communities around them. Why is that distinction important?
Jamin:
Because amenities should be experiences, not line items.
Our pet-focused events—training sessions, splash days, costume photo shoots, socials—create real engagement. Dogs are social bridges. They spark conversations, friendships, and a stronger sense of belonging.
We also see our dog parks outperform traditional amenities like pools or fitness centers in daily usage. Investing where residents actually engage is just smart capital allocation.
Judy: What does that look like from a design and CapEx perspective?
Jamin:
We invest in things that improve daily life—not just tour impressions.
Water lines, shade structures, benches, pet spas, agility elements—these enhance routines long after move-in. They also make community moments like our Spring–Fall Yappy Hours more fun and more natural.
Well-designed pet spaces become predictable gathering points. That creates consistent foot traffic, informal monitoring, and a lived-in, connected community feel.
Judy: Finally, how does pet inclusivity reflect TMG’s identity as a company?
Jamin:
This isn’t a policy—it’s who we are.
In uncertain markets, companies that stay rooted in their values stand out more, not less. We don’t just welcome pets—we design around them. And when residents see that level of intention, they don’t just lease here… they stay.
If we love your pet, you’ll love your home—and you’ll choose us.