Prime Senior Management

Meet the Team

Joel Locker

Joel Locker

CEO – CHIEF EXECUTIVE OFFICER

After a short stint with the St. Louis Rams in 1997, Mr. Locker began his career on Wall Street in 1998 working with Fidelity.  Mr. Locker specialized in Relative Value strategies and discovered incredible success with the public homebuilders.  Mr. Locker officially began his Housing Analyst career in 2004 by covering residential homebuilding.  Joel earned his Chartered Financial Analyst designation in 2006 to add merit to his growing success as an analyst with his negative outlook on housing prior to the downturn.  Mr. Locker posted 24% annualized returns trading the housing stocks discretionary for an Institutional Client from 2005 to 2012.  The coinciding period yielded a -7% annualized return in the S+P Homebuilding Index.  Joel was ranked the #1 Homebuilder Analyst out of 20 on Bloomberg in 2014 while working at FBN Securities as their Senior Housing Analyst.  More importantly Joel has spent thousands of hours becoming proficient on the macroeconomic side of housing, which propelled his success as an analyst over the last decade.  Furthermore, Joel has focused on Senior Housing since 2014 dedicating his time creating an Independent Living product which is affordable for the consumer yet yields best in breed return ratios for investors.  Joel’s knowledge of demographics/housing data will aid in business development and target submarkets in which Senior Housing is underserved.

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Greg Craft

Greg Craft

PRESIDENT OF LAND DEVELOPMENT

Mr. Craft has more than 20 years experience in the real estate industry, where he has served as real estate manager for major corporations, including Ashland Oil/Super America, Boston Market, Payless ShoeSource and Donato’s Pizzeria Corp, a subsidiary of the McDonalds Corporation. His current and former clients include Advance Auto Parts, Sherwin Williams, Express Oil, Cracker Barrel Old Country Stores, The Krystal Company, Panda Express, Chipotle Mexican Grill, Einstein Brothers Bagels, Raising Cane’s, Hardee’s, Rita’s Water Ice, Donato’s Pizzeria Corporation and Knockouts Haircuts for Men. Further, Greg also handles real estate development and certain aspects of property management for Rosenfield Restaurants throughout the Southeast including over 100,000 sq. ft. of small retail strip shopping centers.

Debra Maynard

Debra Maynard

PRESIDENT OF OPERATIONS

Mrs. Maynard has over 25 years of experience in senior housing services including independent living, assisted living, skilled nursing and memory care communities.  She was hired out of college by Marriott Management Services as a traveling dietitian and was quickly promoted through the ranks to lead food service teams.  Debra is a licensed Administrator in several states.  She entered the Assisted Living arena with Resources for Senior Living in Charlotte, NC.  Debra continued her career growth with Grace Management in MN, becoming Regional Director of Operations and finally, Director of Development.  She has worked on all aspects of new construction, sales & marketing, consulting and management of existing communities in 16 states including North Carolina, South Carolina, Georgia, Florida, Alabama, Tennessee, Virginia, New York, Pennsylvania, Maine, Minnesota, Wisconsin, Texas, Oklahoma, Arizona, California and Washington.  Her work on new construction projects brings innovation and forward thinking concepts to the Prime Independent Living brand.

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Brett Massey

Brett Massey

PRESIDENT OF PROJECT DEVELOPMENT

Brett Massey has over 25 years in construction management and estimating, development coordination, and as a housing consultant/planner. Brett’s experience in construction management and oversight encompasses schools, hospitals, restaurant, industrial, and multifamily.  Since 2009 Brett has served as housing consultant and development coordinator on Thirteen senior housing communities in Virginia, North Carolina, and South Carolina. Brett is particularly adept at steering projects through the development process, to initial closing of the loan and handling oversight through the entire development progression to project turnover, delivering projects on time and in budget.

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