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Reston CEO reports slow progress on apartment-owner outreach; cold calling expected to take six quarters
Summary
CEO Patrick Cummins told the board staff are cold‑calling apartment owners to recruit units into the Reston Association membership; responses have been limited, largely because of the estimated $850 per unit charge and large aggregate costs to owners, and staff estimate it will take roughly six quarters to contact all owners.
The Reston Association’s executive team told the board it has begun direct outreach to apartment‑building owners to explain the benefits of association membership and to recruit units into Reston Association coverage.
CEO Mr. Cummins said the outreach effort is primarily a cold‑calling exercise involving the CFO, COO and the CEO reaching out directly to owners and managers; staff estimate it will take about six quarters to contact all apartment owners. He said reactions have been mixed: owners are receptive to a conversation but many balk when told the assessment would amount…
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