The Apartment Group

About The Apartment Group

The Apartment Group was founded by Jeff Price in 1991 as one of Dallas Fort Worth’s first independent multifamily investment sales and consulting firms.  From inception until the firm was sold to Jones Lang LaSalle in 2012, The Apartment Group was involved in over $5 billion in multifamily transactions across the state of Texas.

In 2025, Jeff Price and Robert Taylor relaunched the firm as a boutique multifamily investment platform, dedicated to acquiring and actively managing high-conviction properties throughout the Dallas–Fort Worth area.

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Team Members

Jeff Price

Founder & Partner

Jeff founded The Apartment Group over 30 years ago and has since closed and advised on over $35 billion multifamily transactions. As TAG is reactivated as an operating and investment platform, Jeff oversees all aspects of the firm’s strategy, including investment decisions, deal sourcing, and partner communication.

Experience:

  • Over 40 years of experience in the multifamily investment sales market, with more than $35 billion in transactions closed to-date.
  • Founded The Apartment Group in 1991 as one of Dallas's first boutique multifamily investment sales and consulting firms that was acquired by Jones Lang LaSalle ("JLL") in 2012. After building and leading JLL's Texas multifamily investment sales platform, Jeff was tapped to start the Dallas investment sales office for Walker Dunlop in 2018.
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Robert is Managing Principal at The Apartment Group, after spending the first 13 years of his career in institutional real estate fund management. Robert manages the firm’s day-to-day operations and execution of the firm’s investment strategy, including deal sourcing, asset management, and capital formation.

Experience:

  • Co-founded real estate strategy at Trive Capital, a leading private equity firm with over $8 billion in assets under management. Led all firm acquisition and asset management efforts; sourced and closed separately managed account strategy.
  • Began career at Dallas-based real estate fund manager, Thackeray Partners, where he managed a portfolio totaling over $850 million in asset value & sourced investment opportunities representing over $135 million in equity
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Robert Taylor

Managing Partner

Strategy Overview

Focus on Asset Quality

Focus on Asset Quality

We are highly selective in the assets we pursue, focusing on properties with strong fundamentals, modern construction standards, and a clear bias toward vintage 1995 or newer. Our goal is to acquire assets that are well-positioned to deliver durable value over the long term.

Income-Driven Strategy

Income-Driven Strategy

We operate with the conviction that multifamily should be an income-producing asset class and are committed to maximizing current yield and cash distributions for our partners.

Conservative Capital Structure

Conservative Capital Structure

We maintain a disciplined approach to leverage, favoring single-asset, fixed-rate loans from agency lenders or relationship-driven banks. This conservative financing posture protects downside risk and enhances long-term optionality.

Hands-On Asset Management

Hands-On Asset Management

We believe value is created at the property level. Our team is deeply engaged in every aspect of asset performance, from leasing to expense control to capital planning. We are committed to best-in-class operational execution and view hands-on management as core to our success.

Trust & Dependability

Trust & Dependability

We hold ourselves to the highest standard of follow-through and integrity. At The Apartment Group, we do what we say we're going to do. Our partners rely on us not only for results, but for responsiveness, transparency, and a collaborative spirit. We prioritize being the best partner we can possibly be every step of the way.