BREAKOUT STREAM 1: Focus on Lease-up 1: The power of mystery shopping in BTR

hereSAY is SAY’s mystery shopping and benchmarking service for the BTR sector.

Presented by Debra Yudolph and Esme Webb, SAY Property; followed by a panel discussion.

Panel: Stephanie Barbabosa, Lendlease and Michael Herrington, Related Management Company


Debra Yudolph, SAY Property Consulting, Partner – Debra is a founding partner at SAY, property consultants who work with clients to create better places to live and work. Debra has over 25 years’ experience in residential property and is recognised as one of the major contributors to the industry. Before starting SAY with Charles Seifert, Debra was Director of Asset and Property Management at Grainger plc for ten years. Debra is an expert in residential property and asset management with a particular focus on Build to Rent, Place Making, Regeneration and industry innovation with a keen interest in the positive social impact that can be delivered through new development. Debra has non-executive roles on the boards of Grove End Housing Limited, M&G Shared Ownership Fund and Accumulate – the Art School for the Homeless. She is an advisor to DeverellSmith Recruitment and served on the Board of Notting Hill Housing for nine years. She is a recognised spokesperson on behalf of the residential sector and is a member of Property Weeks Resi Senate.


Esme Webb, SAY Property, Consultant – Esme graduated in 2016, with a 1st class honours in Sociology from the University of Bristol. She was then Head of Operations for property/hospitality start-up Flyp for three years. During this time, Esme was responsible for residential assets in eight UK cities, building up a wealth of experience in property management, customer service and operational best-practice. She specialises in operational scaling and efficiency, with a keen interest in the lessons that can be learnt from the hospitality sector. Since joining SAY in October 2020, Esme has used her experience to lead the set up and operation of HearSAY, our mystery shopping service.



Stephanie Barbabosa, Lendlease, Head of BTR – Stephanie Barbabosa was appointed Head of Build to Rent in August 2017, bringing more than 25 years’ experience in the multi-family sector to the role.




Michael Herrington, Related Management Company – Michael Herrington is a Senior Vice President for Related Management Company and has over 20 years of property management experience. His portfolio includes 35 luxury rental and condominium buildings with over 10,400 units located in New York City, Boston, Chicago, and District of Columbia. Prior to becoming Senior Vice President, Mr. Herrington was the Director of Business Operations for Related Management Company overseeing the induction of more than 30 sites into a newly established property management company and implementing companywide programs such as smoke-free living, resident bike share amenity, and a codified utility bill payment process. Mr. Herrington graduated from Stephen F Austin State University with a BA. He is a Certified Property Manager and a member of IREM. He is also a member of the Real Estate Board of New York, and the Bronx – Manhattan Board of Realtors. Prior to joining Related Management, Mr. Herrington was an Executive Director with Brookdale Living Communities in Raleigh, NC.