Emily Shortall’s writing on the decisions behind real estate: operating teams, asset strategy, redevelopment and the communities properties serve.
Full-text republications appear with permission from the author. Original publication dates and historical bylines are retained. Statements, statistics and credentials inside an archived article reflect its publication context, not a current update.
21 articles
What should a reasonable property manager have done? Before I can answer that question, I need to understand the operation that was actually in place. A written policy is part of that…
Read the full article →By Emily Goodman Shortall Brokerage and property management can share a brand, a leadership team, and even an office without creating a coordinated experience for the people they…
Read the full article →There is a particular kind of compliment in property management that makes me pause: “Nothing happens here without her.” It may describe someone who is knowledgeable, committed, and…
Read the full article →There is a moment in every development project when the drawings are sealed, the shell is going up, and someone asks what the light over the kitchen island should be. It sounds like a…
Read the full article →Stable on the Surface, Stretched Underneath: What NAA’s “Holding the Line” Report Gets Right—and What I’m Questioning In August, the National Apartment Association published “Holding…
Read the full article →Some buildings begin with a set of plans. The Legacy at Richland Commons began with a promise—to complete what one generation started and carry its vision into the next. The story of…
Read the full article →One of the biggest misconceptions about our profession is that property management is primarily about collecting rent, coordinating maintenance, and keeping properties occupied. Those…
Read the full article →Every few months, another article highlights the same concern: multifamily operators are struggling to hire maintenance technicians. The statistics haven’t changed much. Service…
Read the full article →For years, the property management industry has struggled with turnover. But what we are seeing today is different. Over the last several years, one trend has become impossible to…
Read the full article →Property Management Is Not an Afterthought — It Is the Business Plan Why Owners and Asset Managers Need Operations at the Table Before Groundbreaking By Emily Goodman Shortall, CPM®,…
Read the full article →By Emily Goodman Shortall, CPM®, ARM® (byline updated September 26, 2026) Property Management and Asset Management are often discussed as separate disciplines within commercial real…
Read the full article →For decades, communities across Ohio, West Virginia, and Western Pennsylvania were viewed as some of the last truly affordable places to live in America. That was part of the appeal of…
Read the full article →For years, national real estate headlines focused almost entirely on the Sun Belt. Austin. Phoenix. Tampa. Nashville. Meanwhile, many Midwest and Appalachian markets were overlooked by…
Read the full article →Lessons from Inside the Retail Real Estate Industry By Emily Shortall I used to work for one of the largest shopping mall owners in the world, General Growth Properties. At the time,…
Read the full article →As small cities go, Wheeling is something of a hidden architectural gem. Many of its buildings are listed on the National Register of Historic Places, and according to the American…
Read the full article →Undoubtedly one of the key drivers of the Ohio Valley’s recovery has been the oil and gas industry. It’s situated on top of two major formations, the Utica Shale and Marcellus Shale,…
Read the full article →The decision to rebrand your apartment community should be weighed carefully, as it can be a complicated and challenging overhaul for any property. Before you even think about altering…
Read the full article →The NEW Generation of Renters Now that the baby boomer generation has begun entering retirement we are starting to see the impact on property behavior. This is the NEW generation of…
Read the full article →Houses are filthy cheap right now. Homes are more affordable than at any time since the National Association of Realtors began measuring the data back in 1970, But folks aren't buying.…
Read the full article →Learning is a lifelong endeavor. I have almost collected a full alphabet of designations after my name; not because I particularly love being a student but rather because I know it is…
Read the full article →A memorable line from one of the Godfather movies — “It’s business, not personal.” turns out, is one of the most important and yet the most ironic things I have learned in my career.…
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Additional industry writing from Emily’s publication record, appearing under the historical professional names Emily Goodman and Emily Goodman-Shortall. These are bibliography entries, not full-text republications; original copies are not currently available in this archive.
Titles are listed from the author’s historical publication record. Issue dates and pagination are omitted pending review of the originals.
These additional titles are recorded in the author’s historical bibliography as JPM writing; original issue and publisher records remain to be reconfirmed. “How to Keep Your Rockstar Employee” and “Home Ownership Is No Longer an American Dream” also appear in that record, but may be alternate versions of work listed elsewhere in this archive. They are not counted here as separate publications.
Listed in the author’s historical record as National Apartment Association blog contributions. Original publication pages, exact title wording and dates remain to be reconfirmed; alternate versions are not counted as separate publications.
Emily was a featured contributor in “Tales From the Front: An Upfront and Honest Discussion on Starting a Career in Property Management,” not the author of the entire article. Read IREM’s Spanish-language edition.
IREM lists Emily Goodman-Shortall, CPM®, ARM® in its Academy of Authors. Historical bylines refer to Emily Goodman Shortall, also known professionally as Emily C. Shortall and Emily Shortall. This bibliography does not imply that old advice, credentials or market conditions remain current.