One thing we’ve heard consistently from people who attend Multifamily Forum over the years is that the number one challenge for multifamily marketers is people — hiring them, growing them and keeping them. We asked Margette Hepfner, senior vice president of client services at Lincoln Property Company; Don Sanders, vice president of marketing and training at The Cornerstone Group; and Dan Spaulding, Zillow Group’s chief people officer, to share tactics for retaining their best and brightest.

1. Be honest when there are challenges, and turn them into opportunities

Don believes The Cornerstone Group has high employee retention because the company strives to create a sense of ownership in each employee’s success. Part of that ownership comes from managers being transparent with their teams about challenges and encouraging their staff members to be part of solutions. Involved teams feel they make an impact on the company, which deepens their commitment.

2. Close the gap with social media recognition

Lincoln Property Management has culture campaigns every year that focus on the company’s core values and issues that are important to teams. Because employees are spread out across the country, social media becomes a way to bring everybody together. Sharing photos of each other involved in projects or causes that reflect company values can energize your team members and make them feel like they are part of something bigger.

3. Encourage long-term career goals

Recognition of nonlinear growth is very important at Zillow Group. Dan Spaulding explains that great careers are made in the intersections of connections, experiences and resources. Successful, sustainable careers with a company are created when employees spend enough time in a position to get the right experience and need a consistent level of intensity to do the work it takes to tackle challenges.

This article is based on a peer panel at Zillow Group's Multifamily Forum 2018.