Dynamic Strategies for Any Challenge.

On November 1, the fifth annual Marcus & Millichap / IPA Multifamily Forum San Francisco Bay Area addressed the major issues affecting the affordability of apartments across Bay Area and Northern California. This conference addresses key concerns including the lack of available development options, public policy issues regarding development and affordable housing, current capital market trends, as well as specific opportunities in the various submarkets across the region. In addition, this year included a keynote from Bob Hart, CEO & President of TruAmerica Multifamily and Michael Schall, President & CEO of Essex Property Trust.

The Marcus & Millichap / IPA Multifamily Forums bring together over 6,000 multifamily owners, investors, managers and developers each year to create an in-person marketplace for learning, discovery, networking and deal making. The sessions address the major issues affecting the apartment and condo industries today, and the networking allows multi-housing principals to meet, talk and source deals and investment capital.

The fifth annual Marcus & Millichap / IPA Multifamily Forum San Francisco Bay Area was a great success! Over 500 multifamily developers, investors and owners attended on November 1.

Check out the recap from the event and see more pictures here.

Keynote Bob Hart with Stan Jones
Shoe Shine station
Winner of Exhibit Bingo
Keynote Michael Schall with John Sebree

Meet the Keynote

Bob Hart

Bob Hart
President & CEO
TruAmerica Multifamily

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Michael Schall

Michael Schall
President & CEO
Essex Property Trust

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Meet the Speakers

Tony Avila

Tony Avila
Co-Founder & Principal
Encore Housing Opportunity Fund

Marc Babsin

Marc Babsin
Emerald Fund

Jerry Brand

Jerry Brand
Senior Managing Director – Development

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David Campbell

David Campbell
First Vice President Capital Markets
Marcus & Millichap

Ziv Cohen

Ziv Cohen
Resmark Apartment Living

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Bruce Dorfman

Bruce Dorfman
Senior Managing Director
Trammell Crow Residential

Steve Eggert

Steve Eggert
Anton Development

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Arden Hearing

Arden Hearing
Managing Director
Trumark Urban

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Drew Hudacek

Drew Hudacek
Chief Investment Officer
Sares Regis Group

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Stan Jones

Stan Jones
Executive Managing Director Investments
Marcus & Millichap

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Randy Miller

Randy Miller
President & CEO
RAD Urban

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Loretta Myers

Loretta Myers
Chief Operating Officer
DKD Property Management

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David Nelson

David Nelson
Sales Manager
Marcus & Millichap

Ralph Pickett

Ralph Pickett
CEO & President

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John Protopappas

John Protopappas
CEO & President
Madison Capital Financial Group

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Kirby Sack

Kirby Sack
Chief Executive Officer
Sack Properties

Vince akowski

Vince Sakowski
Managing Member
Worthing Capital

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Jackie Safier

Jackie Safier
Prometheus Real Estate Group

John Sebree

John Sebree
FVP & National Director, Multifamily
Marcus & Millichap

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Steve Seligman

Steve Seligman
First Vice President – Regional Manager
Marcus & Millichap

Rob Snook

Rob Snook
Old Adobe Management

Matt Sridhar

Matt Sridhar
Chief Executive Officer
Sridhar Equities

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Eric Tao

Eric Tao
Chief Executive Officer
AGI Capital

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Cyrus Claffey

Cyrus Claffey
Chief Executive Officer

Phuong Dang

Phuong Dang
Tax Partner

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Michael D'onofrio

Michael D’Onofrio
Managing Director
Engineered Tax Services

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Patti Girardi

Patti Girardi
Chief Marketing Officer
Valet Living

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James Hannah

James Hannah
VP – Client Energy Services
Bright Power

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Jeff Hendler

Jeff Hendler
President & Chief Products Officer
Energy Technology Savings

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John Jacobs

John Jacobs

PGIM Real Estate Finance

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Doug MacGinnitie

Doug MacGinnitie

Chief Executive Officer
River Oak Risk

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Billy Meyer

Billy Meyer
Managing Director – RE Lending
Columbia Pacific Advisors

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Alexa Mizrahi

Alexa Mizrahi
Loan Originator
Lone Oak Fund

David Mogavero

David Mogavero
Senior Principal
Mogavero Architects

Paul Niewadomski

Paul Niewiadomski
Lubin Olson & Niewiadomski

Jim Schneider

Jim Schneider
SVP – Origination
Centennial Mortgage

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Charles Schoenau

Charles Schoenau
Managing Director

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Darin Schoolmeester

Darin Schoolmeester
MVE & Partners

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8:00 AM – Exhibit Hall & Dining Area

Registration, Networking Breakfast & Exhibit Hall Opens

8:45 AM – General Session

Opening Remarks

Presented by:

  • Steve Seligman, First Vice President – Regional Manager, Marcus & Millichap

8:50 AM – General Session

Multifamily State of the Market: National vs. Bay Area Markets

John Sebree will present the current state of the market, comparing and contrasting trends in the Bay Area with other high growth markets across the country. In addition, to hard-hitting statistics, John will reveal the results of the proprietary owner survey that will show you what your peers are thinking with regard to their planned investment and divestment activity in the coming year.

Presented by:

  • John Sebree, FVP & National Director, Multifamily, Marcus & Millichap

9:30 AM – General Session

Morning Keynote


  • John Sebree, FVP & National Director, Multifamily, Marcus & Millichap


  • Michael Schall, President & CEO, Essex Property Trust

10:05 AM – General Session

Increasing NOI & NAV with Smart Building Technologies & Intelligent Data


  • Jeff Hendler, President, Energy Technology Savings

10:20 AM – General Session

Building the Bay: A Pipeline Update from Some of the Biggest Deal Makers

The San Francisco Bay Area market has one of the highest barriers to entry in the country, and concerns around affordability are looming large. Developers and investors are also worried about high prices and low inventory, and construction costs that don’t allow for projects to properly pencil out. However, there is an argument to be made that the fundamentals in this market are cause for a positive outlook. What are some strategies being used to entitle and develop major projects in the region.

  • In motion: Near and long-term implications of driverless cars and the sharing economy
  • Success Stories: The kinds of projects needed in the Bay Area
  • Big Data: The influx of jobs versus lack of housing
  • Fortune Tellers: Future supply in a frothy market
  • On Everyone’s Minds: Affordability propositions and what that means for development


  • Phuong Dang, Tax Partner, Multifamily, Seiler

Speakers Include:

  • Jerry Brand, Senior Managing Director – Western Development, Greystar
  • Ziv Cohen, President, Resmark Apartment Living
  • Bruce Dorfman, Senior Managing Director, Trammell Crow Residential
  • Steve Eggert, Founder, Anton Development Partners

11:00 AM – General Session

Networking Break

11:30 AM – Concurrent Session A

A Challenging Environment: Raising Capital and Borrowing Funds Today

Nationally, banks are starting to show much needed restraint in order to avoid repeating the mistakes that led to the last real estate crash. The number of units coming on line are seemingly difficult to absorb and it’s hard for lenders to justify investing in more. How are lending terms different this cycle than they were during the last one? What does that mean for development in 2017 and 2018?

  • Not Like Before: The role that equity is playing
  • Success Stories: The kinds of projects needed in the Bay Area
  • Behind Door Number 2: The kind of deals lenders are interested in if not ground up
  • The Critical Factor: Maintaining strong relationships with lenders
  • It’s All in the Detail: Why micro locations and quality of finishes matter


  • David Campbell, First Vice President Capital Markets, Marcus & Millichap

Speakers Include:

  • Mike McRoberts, Managing Director, PGIM Real Estate Finance
  • Billy Meyer, Managing Director – RE Lending, Columbia Pacific Advisors
  • Jim Schneider, SVP – Origination, Centennial Mortgage
  • Alexa Mizrahi, Loan Originator Lone Oak Fund

11:30 AM – Concurrent Session B

Boosting the Bottom-Line: Management and Operations Strategies

When considering strategies for management and operations in the San Francisco Bay Area, it’s wise to not paint with a broad brush. Owners and operators are working within a tenant pool that is not homogenous; they differ not just by price but also by micro market. When competing for the highest rents, what are the strategies that owners are implementing to yield the most ROI?

  • On Everyone’s Mind: The effect of Costa-Hawkins revisions
  • Living Options for All: Serving the San Francisco Bay area’s middle class
  • If You Had to Choose: The benefits of convenience versus square footage
  • Increase Your Popularity: Best practices for marketing and tenant retention
  • Generational Shifts: How changing demographics and technology are disrupting what residents want and value
  • Reputation Management: Getting ahead of what your residents and prospects are saying about you


  • Cyrus Claffey, Chief Executive Officer, ButterflyMX

Speakers Include:

  • Patti Girardi, Chief Marketing Officer, Valet Living
  • Loretta Myers, Chief Operating Officer, DKD
  • Ralph Pickett, CEO & President, LivCor
  • Charles Schoenau, Managing Director, Insurent
  • James Hannah, VP – Client Energy Services, Bright Power

12:15 PM – Concurrent Session A

When Push Comes to Shove: Succeeding in Value-Add Today

Gone are the days where you could acquire an asset, make improvements and see outstanding returns. With the rising adoption of rent control and the increasing power of advocacy groups, value-add has become more difficult than ever. Where do value-add deals still exist and what are some strategies being deployed to overcome these prolific barriers?

  • Weighing the Options: Long-term ownership vs. short-term turn-arounds
  • Dollars and Cents: Which capital sources are funding value add deals
  • Price trending: Assessing if rent can climb further
  • Feeling the pressure: Rent decisions under heated landlord critics


  • Steve Seligman, First Vice President – Regional Manager, Marcus & Millichap

Speakers Include:

  • Vince Sakowski, Managing Member, Worthing Capital
  • Matt Sridhar, Chief Executive Officer, Sridhar Equities
  • Rob Snook, Principal, Old Adobe Management
  • Eric Tao, Chief Executive Officer, AGI Capital

12:15 PM – Concurrent Session B

Penciling Out: Finding Deals When the Rules Have Changed

Do you feel like you’re in the twilight zone? If so, you’re not alone. The region is in a time where job growth, wage growth and rent grow is all positive yet nothing pencils out. The economics of new projects has completely changed this year making it nearly impossible to find deals that pencil out. The winners over the next few years are likely to be those who can think creatively and will find opportunity where others can not see it whether it be an emerging neighborhood or unconventional development structure. How are the area’s leading developers creating opportunities for further development?

  • Stacking it High: Pros and cons to an all equity deal
  • For Sale: Condo market across the region
  • Seeking Alpha: Equity partnership evaluation next practices
  • Beyond the Bay: Investment and development opportunities outside the core
  • Success stories: Creative approaches to structuring deals


  • Paul Niewiadomski, Partner, Lubin Olson & Niewiadomski

Speakers Include:

  • Marc Babsin, Principal, Emerald Fund
  • Arden Hearing, Managing Director, Trumark Urban
  • Drew Hudacek, Chief Investment Officer, Sares Regis Group
  • Kirby Sack, Chief Executive Officer, Sack Properties

12:55 PM

Networking Lunch

1:05 PM – Lunch Workshop

New Trump Administration Updates: Federal, State and Local Energy & Specialty Tax Incentives

The presentation is designed to provide New Trump Administration Updates to Federal, State and Local Energy & Specialty Tax Incentives and provide clarity to the design, qualification and certification process to maximize results and cost savings on purchases, renovations, improvements and new construction projects. During this presentation, you will be able to understand how to capture and best utilize Cost Segregation, Energy Tax Credits (like 179D for commercial buildings and 45L tax credits for residential and multi-family projects) on a local and national scale.

  • New Trump Administration Tax and Energy Incentives Updates for the property owner, developer, investor, finance and broker communities.
  • Overview of available Energy Tax Credits and recently extended 179D, 45L and R&D Federal and State credits available for the design of energy-efficient buildings.
  • Recognize Opportunities and capture benefits for Property Owners, Investors, Architects, Engineers, CPA’s, Real Estate Attorneys, Energy Consultants and Contractors.
  • Understand how these new tax laws and related strategies available can become an additional value-added service to your clients, as well as a revenue stream for your firm.
  • Additional related benefits and tax strategies including Cost Segregation, Property Tax Appeals, Energy Audits and related savings.

Presented by:

  • Michael D’Onofrio, Managing Director, Engineered Tax Services

1:45 PM – General Session

Max Returns: Tenant Liability Insurance Programs

Learn how owners and property managers are maximizing the profitability of their tenant liability insurance programs. Learn how owners and managers are able to control their programs and drive more money to the bottom-line.

Presented by:

  • Doug MacGinnitie, Chief Executive Officer, River Oak Risk

1:55 PM – General Session

Afternoon Keynote Fireside Chat


  • Stan Jones, Executive Managing Director Investments, Marcus & Millichap


  • Bob Hart, President & CEO, TruAmerica Multifamily

2:25 PM – General Session

Trailblazing: Innovative Design & Construction Approaches

The volume of transactions being done in the urban core is explosive forcing savvy developers and investors to push the boundaries of creating something unique. With over 3,000 units in the pipeline, construction prices and competition for good quality labor are bound to increase and potentially cause delays in project delivery. When keeping in mind the design of a building, developers must also contend with the goals of planning departments. What are some ways that developers are mitigating the challenges of building in a competitive climate? How can developers work with architects, engineers and technology firms to create projects that the city will be supportive of? What are some of the most innovative design and sustainable approaches that are being deployed that accomplish penciling out and appealing to today’s residents?

  • Standing Out: The building at the nexus of the community
  • Don’t Try this At Home: Insight into the modular movement
  • Ask First: Working alongside government agencies and planning departments to build what YOU want
  • Smart Buildings: A win-win to cost savings and enhancing the resident lifestyle
  • Thinking Outside the Box: Non-traditional construction methods


  • David Nelson, Sales Manager, Marcus & Millichap

Speakers Include:

  • Tony Avila, Co-Founder & Principal, Encore Housing Opportunity Fund
  • Randy Miller, President & CEO, RAD Urban
  • John Protopappas, CEO & President, Madison Capital Financial Group
  • Jackie Safier, President, Prometheus Real Estate Group
  • Jeff Hendler, President, Energy Technology Savings
  • David Mogavero, Senior Principal, Mogavero Architects

3:05 PM – General Session

Closing Remarks

Presented by:

  • David Nelson, Sales Manager, Marcus & Millichap

3:10 PM

Refreshments & Networking

Participating Organizations (Partial List)

  • 2100 Market Church
  • A B Cole Properties
  • Acacia Capital
  • Acclaim Companies
  • ACCO Engineered Systems
  • AEW Capital Management
  • Ahrens Property Manager
  • AIG Global Real Estate
  • Allegion
  • Anchor Valley Partners
  • Anton Development
  • Appraisal Nation
  • Arborwell
  • Archway Fund
  • Ares Management
  • AvalonBay Communities
  • Avesta Development Group
  • Azar Management
  • Ballast Investment
  • Bank of America Merrill Lynch
  • BantaDESIGN
  • BAR Architects
  • Barry Slatt Mortgage
  • Bascom San Francisco
  • Beckett
  • Bell Realty Ventures
  • Bentall Kennedy
  • Berkshire Group
  • Bock & Clark
  • Bolour Associates
  • Braddock and Logan Services
  • Brass Rail
  • Bridge Partners
  • Bright Power
  • Brown Construction
  • Cadet Heat
  • California Bank & Trust
  • Calvera Partners
  • Carmel Partners
  • Casco Properties
  • Castle Companies
  • CDC Designs
  • Centennial Mortgage
  • Charge Partners
  • Chase
  • Chicago Title
  • Chinese American Real Estate Association
  • City National Bank
  • CleanFund Commercial PACE Capital
  • Coffman Engineers
  • CohnReznick
  • Columbia Pacific Advisors
  • Commercial Coverage Insurance
  • Commercial Energy
  • Commonwealth Land Title Company
  • CoStar
  • Crane Management
  • CTBC Bank
  • Dansun
  • DCI Engineers
  • Deloitte
  • Demmon Partners
  • Dern Architecture + Development
  • DKD Property Management
  • EBL&S Development
  • Emerald Fund
  • Encore Housing Opportunity Fund
  • Energy Technology Savings
  • Engineered Tax Services
  • Ernst & Young
  • Essex Property Trust
  • ETS
  • Evvia and Kokkari Restaurants
  • Fairtide Partners
  • FCMC
  • FHN
  • Fidelity National Title
  • First American Title
  • First Foundation Bank
  • FNTG – Builder Services
  • Forbix Financial
  • Fore Property Company
  • Fortress Investment Group
  • Fowler Property Acquisitions
  • FPI
  • G5
  • GD Commercial
  • Geissler Properties
  • Genzon Investment Group
  • Gilbane Development Co.
  • Gould Evans
  • Greenheart Land
  • Greenleaf Real Estate Capital
  • Greystar
  • Group i
  • Grupe
  • Hanna & Van Atta
  • Hanover Financial
  • HD Supply FM
  • Hibridge Properties
  • Hines
  • HL Asset Management
  • Home Advantage
  • ima
  • Insurent
  • Intercontinental Real Estate Corporation
  • Jackson Square Properties
  • JB Matteson
  • JCM Partners
  • JETT Landscape Architecture + Design
  • JLA International
  • Kennedy Wilson Multifamily
  • Kilpatrick Townsend & Stockton
  • Kimley-Horn and Associates
  • Kletter-Nguyen Law
  • KPMC
  • Kylli
  • Land and Houses USA
  • Landcap Investment Partners
  • Landis Development
  • Latch Keyless Locks
  • Law Purewal
  • Ledcor Properties
  • Lee Capital Management
  • LeEco
  • Legacy Partners Residential
  • Lennar Multifamily Communities
  • Level Four Advisors
  • Liberty SBF
  • Lindskog Family Investments
  • LivCor
  • LMC
  • Loan Oak Fund
  • Local Capital Group
  • Lowney Architecture
  • LPAS Architecture + Design
  • LS Ventures
  • Lubin Olson & Niewiadomski
  • Luther Burbank Savings
  • Luxer One
  • Madison Capital Financial Group
  • Majestic Realty Co.
  • Mann Properties
  • Marx Okubo Associates
  • MBH Architects
  • MJD Associates
  • MNM Partners
  • Moc10 Consulting
  • Mogavero Architects
  • Morse Management
  • Mortimer Investments
  • Multifamily Investment Partners
  • MVE & Partners
  • Mynd Property Management
  • NESF
  • New Cities Development
  • New City Group
  • Nibbi Brothers General Contractors
  • Novoco
  • Opus Bank
  • Owens Financial Group
  • Pacific Realty Partners
  • PacificWestern Bank
  • Paradigm Tax Group
  • Partner Engineering and Science
  • Perkins + Will
  • PGIM Real Estate Finance
  • Pike & Company Public Relations
  • Pinnacle
  • Pippin Property Group
  • Postcard Properties
  • Prado Group
  • Prefab Logic
  • Presidio Development Partners
  • Private Mortgage Fund
  • Priya Living
  • Proforma Construction
  • Prometheus Real Estate Group
  • Prometheus
  • PTLA Real Estate Group
  • RAD Urban
  • Raintree Partners
  • Real Equity Group One
  • RealtyShares
  • Resmark Apartment Living
  • River Oak Risk
  • RwC Bridgepoint Management
  • S.D. Epcar & Associates
  • Sack Properties
  • Sares-Regis Group
  • Security Properties
  • Seiler
  • Shea Properties
  • SiliconSage Investments
  • Spirit
  • Sridhar Equities
  • St. Regis Properties
  • Stanford University Real Estate
  • StarConCorp
  • Stem
  • Stewart Title – Commercial Services
  • Stockbridge
  • Structure Properties
  • SummerHill Apartment Communities
  • TGL Capital Group
  • The Bachrach Group
  • The Hanover Company
  • Thor Equities
  • Tilden Properties
  • Tim Lewis Communities
  • TouchPoint
  • Trammell Crow Residential
  • Trion Properties
  • TruAmerica Multifamily
  • Trumark Urban
  • Universal Realty
  • USA Multifamily Housing
  • USA Properties Fund
  • Valet Living
  • Vanguard Properties
  • Veritas Investments
  • Walden Development
  • Webpass
  • Wells Fargo Multifamily Capital
  • Windy Hill Property Ventures
  • WL Butler Construction
  • Wood Partners
  • Worthing Capitol
  • Zions Bancorporation

Get Involved in 2018!

Conference Producer:

Amanda Powers
(646) 783-3952


Scott Milliken
(646) 862-9912

Sponsorship & Exhibiting:

Esteban Diaz
(646) 783-3955

Conference Chairs

Marcus & Millichap


Brown Construction
Centennial Mortgage
Commercial Coverage
Lubin Olson & Niewiadomski
Private Mortgage Fund
River Oak
Valet Living
Learn More

Venue Details

Marcus & Millichap / IPA Multifamily Forum San Francisco Bay Area
Wednesday, November 1, 2017
8:00 AM – 4:00 PM


Crowne Plaza
1221 Chess Drive
Foster City