General Manager

General Manager

Prime Residential is a leading multifamily owner and operator headquartered in San Francisco, with a portfolio of more than 21,000 apartment homes across the West Coast. For more than three decades, we've been committed to caring for communities where residents love to live - pairing well-maintained homes with exceptional service and sought-after locations. We're proud to maintain a richly diverse and inclusive culture where our team members feels welcomed, valued, and set up to do their best work.

Coral Bay has a total of 946 units and is located in San Diego, CA.

Monday through Friday 9:00 am to 6:00pm

$121,730 per year + performance bonus eligibility

The General Manager serves as the senior leader and accountable owner of a single large-scale community, responsible for the total performance, financial results, team, and resident experience of the asset. The designation applies to single assets of 900 or more units with full P&L accountability and a multi-layer onsite leadership team. Reporting to the Regional Manager, the General Manager acts as the business owner of the community, executing the ownership business plan in partnership with Regional leadership and Asset Management, driving revenue and net operating income, and building a high-performing, service-oriented onsite team. The role operates with depth accountability at one property rather than breadth across a portfolio. It leads through a multi-layer onsite leadership team, owns every financial book the asset carries, and serves as the senior decision-maker for the community with the highest degree of autonomy from the regional team. Above all, the role exists to deliver an exceptional resident experience and to leave the community, the team, and the operation stronger each year than they were the year before. Performance is measured on financial results, operational execution, resident satisfaction, team retention and development, and compliance.

A business owner who treats the community as their own and connects daily decisions to revenue, expense, and NOI outcomes.

A people leader who hires well, develops talent, and holds a large multi-layer team to a consistent standard.

Financially fluent, able to read statements, rent rolls, and variances across every book the asset carries.

Customer-centric, anticipating resident needs and resolving issues with urgency and care.

A clear communicator with residents, team members, vendors, and leadership.

Sound under pressure, deciding well with competing priorities running at once and escalating with a recommendation rather than a question.

Never satisfied with good enough, piloting improvements in one department or building, scaling what works across the community, and removing friction in the resident and team member experience.

Proactive, acting on a lagging building, department, or metric before it is flagged.

People Leadership and Team Development

• Partner with Property Management leadership on hiring across the onsite team, including management, leasing, and maintenance roles, working with Talent Acquisition on sourcing, selection, and onboarding. Measured on time to fill.
• Lead, coach, and develop the onsite team; set clear expectations and hold the team accountable to performance goals. Measured on team retention, with particular attention to the first twelve months of employment.
• Conduct performance reviews, deliver regular feedback, address performance issues promptly, and build a bench of future leaders. Measured on review completion and internal promotion.
• Lead through a multi-layer organization, directing department leaders rather than managing individual contributors directly, and creating bench depth so that no function depends on a single person.
• Serve as a mentor and coach to Community Directors and Assistant Community Directors developing toward large-asset leadership.
• Model Prime Residential's values and create a culture of service, ownership, and teamwork.

Financial Performance

• Prepare the annual operating budget and reforecasts; manage to budget and explain variances to Regional leadership and Asset Management. Measured on NOI performance to budget, monthly and year to date.
• Drive NOI through revenue growth and disciplined control of expenses, including payroll, service contracts, and utilities. Measured on revenue and controllable expense performance to budget.
• Review monthly financial statements, rent rolls, and operating reports; identify trends and take corrective action early rather than explaining them after the fact.
• Own every financial book the asset carries, including separate reporting entities and joint-venture structures where ownership requires it. Measured on accuracy and timeliness of close across each.
• Approve invoices and purchase orders within authority limits; ensure accurate and timely rent collection, posting, and month-end close.
• Manage delinquency and bad debt, including payment arrangements, notices, and legal proceedings in accordance with law and company policy. Measured on delinquency as a percentage of billed revenue and against the aging standard.
• Deliver capital projects on schedule and on budget in partnership with Construction and Renovation.

Revenue, Leasing, and Marketing

• Set leasing, renewal, and occupancy goals and lead the team to achieve them. Measured on physical and economic occupancy against budget and market.
• Drive renewals and retention through a deliberate renewal program rather than a reactive one. Measured on renewal conversion and resident retention.
• Partner with Property Management leadership on pricing strategy; track market surveys, notices to vacate, and exposure.
• Develop and execute community marketing and resident retention plans across digital, social, and local outreach channels, testing new approaches and keeping what performs.
• Review leasing funnel performance, including traffic, conversion, and closing ratios, and coach the leasing team to improve results.

Resident Experience

• Create and sustain a service-first culture across every resident and prospect touchpoint, from the first tour through renewal and move-out.
• Monitor resident satisfaction, online reviews, and reputation scores, and personally resolve escalated concerns. Measured on survey scores and review ratings against the portfolio standard, and on resolution time for escalated matters.
• Treat resident feedback as operating data, identifying the patterns behind complaints and fixing the underlying process rather than closing tickets one at a time.
• Oversee resident communications and events that build community and support retention.

Property Operations and Asset Condition

• Oversee maintenance operations, including service requests, preventive maintenance, unit turns, and make-ready standards. Measured on unit turn time from vacancy to rent-ready, work order completion time, and first-visit resolution rate.
• Conduct regular property inspections to ensure curb appeal, safety, and asset condition meet company standards across the full community.
• Manage vendor and contractor relationships, including bids, scopes of work, and service contracts, and hold vendors to the standard residents actually experience.
• Partner with Construction and Renovation teams on capital projects and value-add renovations, keeping renovated units on schedule and minimizing resident disruption.
• Serve as the lead contact for emergencies and insurance incidents; maintain emergency preparedness plans.
• Serve as the senior Prime representative at the community for residents, vendors, municipal contacts, and ownership.

Compliance and Risk Management

• Ensure compliance with Fair Housing, the Fair Credit Reporting Act, ADA, state and local landlord-tenant law (including rent cap and just-cause rules such as California AB 1482 and local ordinances), and habitability and safety regulations.
• Audit lease files, procedures, and records to confirm policy and legal compliance. Measured on audit results and timely closure of corrective items.
• Maintain workplace safety programs and ensure timely incident reporting.
• Where applicable, ensure compliance with affordable housing program requirements including LIHTC, BMR, or regulatory agreements.

Requirements

• Five (5)+ years of multifamily property management experience, including a minimum of three (3) years as a Senior Community Director or Community Director with proven single and/or multi-site P&L success at a community of 500 or more units, and readiness to own full P&L and a multi-layer leadership team at a community of 900 or more units.
• A proven track record of meeting budget, occupancy, and NOI targets.
• Strong financial acumen, with the ability to read and interpret financial statements, rent rolls, and budget variances. Experience operating across multiple financial books is strongly preferred.
• Experience leading multidisciplinary teams across leasing and maintenance, including leading through other managers.
• Working knowledge of Fair Housing and state and local landlord-tenant law.
• Proficiency in property management software (RealPage/OneSite, Yardi, Entrata, or similar) and Microsoft Office, particularly Excel.
• CM complete plus CAM; CAPS recommended for large-asset scope. ARM or