DALLAS-The Pinnacle Family of Cos., a privately-owned thirdparty manager of multifamily housing, has brought on MichelleBetchner as the firm’s new vice president of performance. She willbe responsible for the advancement of brand marketing, maximizingperformance and client relations, as the company strengthens itscore to compete in a strong multifamily market.

Betchner comes from a similar job with Phoenix-based AllianceResidential Co. She tells GlobeSt.com that she is excited aboutPinnacle’s vision.

“From an internal process standpoint, we’re going to continue topush property performance,” she says. “The marketplace is verychallenging. A lot of organizations are downsizing. We’re taking adifferent approach in that we’re expanding in the operationalrealm, to make sure as the market starts to turn, we’re in positionto take advantage of a good market.”