Most recruiters miss these warning signs because they haven’t actually managed lifestyle communities. Here’s what to listen for…
By William Forsberg, Founder of Praxis Executive Advisors
After managing over 36,000 lifestyle community sites across every major region and ownership structure in the
United States, I’ve learned something critical: the best interview performers aren’t always the best operational
leaders.
Traditional recruiters focus on resumes, credentials, and polished answers. But when you’ve actually lived in the
Regional Manager seat—dealt with the 2 AM emergency calls, navigated the delicate balance between
hospitality and profitability, and built teams that drive measurable NOI growth—you start seeing things
differently.
You notice the red flags that others miss.
These warning signs don’t appear on background checks or reference calls. They emerge in the subtle details of
how candidates discuss their experience, approach problems, and conceptualize the role itself. And in an
industry where a bad executive hire can cost you $150K+ in failed searches, operational disruption, and lost
revenue, these red flags matter.
Here are the five critical warning signs that only operators recognize—and why they’re deal-breakers.
Red Flag #1: They Focus on Cost-Cutting Over Value Creation
What it sounds like: “My biggest accomplishment was reducing operating expenses by 15% in my first year.”
Why operators notice: We’ve all seen this movie before. The candidate who slashes the maintenance budget,
cuts back on community events, and reduces staffing to skeleton crews. Six months later, you’re dealing with
deteriorating properties, resident complaints, and declining occupancy that wipes out any short-term savings.
Lifestyle communities aren’t just housing—they’re hospitality businesses. Cost management matters, but value
creation is what drives sustainable growth. The right executive talks about strategic investments that increased
property values, enhanced resident experience, and improved occupancy through targeted amenities.
What to listen for instead: Candidates who discuss the ROI of their decisions. “I invested $50K in upgrading
our fitness center, which became our #1 tour conversion tool and helped us increase occupancy by 4% while
commanding $75/month premium rents.”
The operator mindset recognizes that every dollar spent should generate a return—but sometimes you have to
spend money to make money.
Red Flag #2: They Don’t Understand the Difference Between Resident Management
and Guest Experience
What it sounds like: “I’m experienced in property management. I know how to handle leases, collect rents, and
deal with problem tenants.”
Why operators notice: This tells me they’ve never managed a lifestyle community. They’re thinking traditional
multifamily or commercial real estate, where residents are tenants and management is transactional.
In our world, residents aren’t just paying for shelter—they’re buying into a lifestyle. They’ve chosen active adult
communities, luxury RV resorts, or manufactured housing communities because they want a certain experience
and sense of belonging. The management approach is fundamentally different.
A traditional property manager enforces rules and minimizes risk. A lifestyle community leader creates an
environment where people want to live, builds genuine community connections, and understands that resident
retention is just as important as lease enforcement.
What to listen for instead: Candidates who talk about resident engagement metrics, community programming
success stories, and the hospitality components of their role. “We implemented monthly food truck events and
quarterly resident advisory councils, which decreased turnover by 18% and generated referrals that filled our
wait list.”
True operators know that in lifestyle communities, you’re competing with other lifestyle choices—not just other
properties.
Red Flag #3: They Lack Insight into Current PropTech
What it sounds like: “I’m comfortable with Excel and property management software. I’ve been using the same
systems for years and they work fine.”
Why operators notice: The PropTech landscape has transformed our industry over the past five years. Smart
home integration, IoT-enabled infrastructure management, mobile-first resident portals, predictive maintenance
systems, and data analytics platforms aren’t luxuries anymore—they’re competitive necessities.
When a candidate is stuck in the “if it ain’t broke, don’t fix it” mentality, they’re signaling that they haven’t kept
pace with industry evolution. More critically, they won’t be able to identify operational inefficiencies or revenue
opportunities that technology can solve.
I’ve implemented these systems myself across thousands of sites. The executives who drive measurable
improvement understand how technology enhances both operational efficiency and resident experience.
What to listen for instead: Candidates who can discuss specific PropTech implementations and their business
impact. “We integrated smart utility monitoring across our portfolio, which identified $12K in monthly waste
and enabled us to implement conservation programs that residents actually appreciated.”
The best leaders aren’t necessarily tech experts themselves, but they’re curious, adaptive, and understand how to
leverage technology for competitive advantage.
Red Flag #4: They See the Role as 9-to-5, Not as All-Encompassing Leadership
What it sounds like: “I’m looking for better work-life balance” or “I want to focus on strategic oversight rather
than day-to-day operations.”
Why operators notice: Leadership in lifestyle communities isn’t a desk job. Yes, you need strategic thinking.
Yes, you need work-life balance to avoid burnout. But this role requires genuine commitment and availability.
The reality is that emergencies don’t respect business hours. Residents need responsive leadership. Market
opportunities require quick decisions. The executives who excel in this industry understand that leadership
means being present—at community events, during crises, and when your team needs support.
I’m not advocating for 80-hour work weeks or martyrdom. I’m talking about candidates who view leadership as
a responsibility that transcends a job description. The ones who check in on their teams, walk their properties
regularly, and stay connected to what’s actually happening on the ground.
What to listen for instead: Candidates who discuss their leadership philosophy in terms of impact and
accessibility. “I maintain weekly site visits across my portfolio and hold monthly one-on-ones with every
property manager. It’s not micromanagement—it’s how I spot problems early and identify what’s actually
working.”
The best leaders know when to delegate, but they never fully disconnect from the operational reality their teams
face daily.
Red Flag #5: They Talk About Occupancy But Not About Community
What it sounds like: “I increased occupancy from 87% to 94%” (with no context about how or why).
Why operators notice: Occupancy is a lagging indicator—it’s the result of dozens of operational decisions, not
a strategy itself. Any operator who’s actually moved the needle on occupancy knows that it’s built on
community quality, resident satisfaction, effective marketing, competitive positioning, and operational
excellence.
When candidates lead with occupancy percentages but can’t articulate the specific initiatives that drove those
results, it suggests they either inherited success or don’t understand the operational levers that matter.
Worse, it indicates they’re focused on metrics rather than the people and community dynamics that create those
metrics.
What to listen for instead: Candidates who tell the complete story. “Our occupancy was stuck at 87% because
our amenities were dated and our marketing targeted the wrong demographic. We redesigned our clubhouse to
emphasize active lifestyle programming, partnered with local fitness instructors, and repositioned our marketing
to highlight community rather than just affordability. Over 18 months, occupancy increased to 94% with a 22%
rent premium and a six-month waitlist.”
That’s an operator who understands cause and effect—and recognizes that community building is the foundation
of financial performance.
The Operator Advantage
Here’s what all five of these red flags have in common: they’re invisible to recruiters who haven’t actually done
the job.
Traditional executive search firms rely on resume credentials, interview polish, and reference checks. But those
methods miss the nuanced competencies that separate adequate executives from transformational leaders in
lifestyle communities.
At Praxis, our approach is different because our lens is different. We’ve managed what we’re recruiting for.
We’ve walked in the shoes of both the hiring operator and the executive candidate. We know which questions to
ask, which red flags matter, and which operational competencies actually predict success.
That’s why we use EOS Traction Leadership Assessment, real-world scenario testing, and project-based
performance evaluation—not just resume reviews and behavioral interviews. It’s why we track 90-day
placement success with measurable performance dashboards. And it’s why our placement success rate exceeds
95%.
Because in lifestyle communities, the right executive doesn’t just manage operations—they transform them.
The Bottom Line
The next time you’re interviewing executive candidates, pay attention to these five red flags. They reveal
fundamental misalignments between the candidate’s mindset and the operational reality of lifestyle community
leadership.
Cost-cutters who don’t understand value creation will damage your properties. Traditional property managers
who don’t grasp hospitality will lose you residents. Technology-averse leaders will leave you competitively
vulnerable. 9-to-5 executives will miss the critical moments that define culture. And metrics-focused candidates
who don’t understand community will never build the environments where residents choose to stay.
The industry has evolved. Your executive hires should too.
Ready to partner with executive advisors who understand your operational challenges firsthand?
Contact William Forsberg at Praxis Executive Advisors
📧 william@praxisexecutiveadvisors.co
📞 480.351.4828
Praxis: Where deep operational expertise meets executive search excellence.