Her Story
About Crystal
Crystal S. Burch-Herder is the Director of Business Development at Volunteer Properties, bringing 17 years of experience in the multifamily industry, including 15 years with the organization. Throughout her career, she has advanced through a range of leadership positions, including Property Manager, Regional Manager, Director of Leadership Training and Development, Vice President of Organizational Development and her current role in Business Development.
This diverse experience has given her a comprehensive understanding of property operations, team leadership, organizational development, client relationships, and business growth. In her current role, Crystal focuses on driving business development, cultivating and managing client relationships, identifying new business opportunities, strengthening existing partnerships, and representing Volunteer Properties’ brand and reputation at trade shows, conventions, and industry events. During her time in learning and development, she also created a cohesive training program from the ground up, reflecting her passion for developing people and building high-performing teams. Her professional credentials include the National Apartment Leasing Professional (NALP) designation, ARM certification, a Learning and Development certification, and a Sales Skills certification. She is also a member of the Greater Nashville Apartment Association (GNAA) and has been nominated for Executive of the Year. Crystal attributes her success to her passion for helping others and the inspiration she draws from the people she works with. She believes strongly in the importance of integrity, teamwork, and compassion, values that guide her approach to leadership and relationships. Her commitment to service extends beyond her professional responsibilities through her volunteer work with Loaves and Fishes, a food kitchen serving individuals experiencing homelessness and others in need in Clarksville, Tennessee. Crystal encourages others to recognize their value, trust their experience, and never dim their light to make others comfortable. Through her leadership, business development expertise, and dedication to people and community, she continues to make a meaningful impact within the multifamily industry.
Her Interview
Ten minutes with Crystal
01What do you attribute your success to?
I attribute my success to my genuine passion for helping others and making a positive impact in the lives of those around me. I am also inspired by the people I have the opportunity to work with, whose dedication, perspectives, and accomplishments continually motivate me to grow, learn, and strive for excellence.
02What’s the best career advice you’ve ever received?
The best career advice I have ever received is, “Don’t dim your light to make others comfortable.” I have learned the importance of embracing my strengths, sharing my ideas confidently, and remaining authentic to who I am. I believe that success comes from recognizing your value, continuing to grow, and having the courage to bring your full potential to every opportunity.
03What advice would you give to young women entering your industry?
My advice to young women entering the industry is to remember that your voice matters and that you belong in every room where you can contribute. Do not doubt yourself, your abilities, or the experience you bring to the table. It is okay to make mistakes, just as it is okay to be confident in your knowledge and expertise. Embrace every opportunity to learn and grow, trust yourself, and never underestimate the value of your perspective.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges and opportunities in my field right now is finding the right person for the right seat. Success depends on aligning individuals with roles that truly match their strengths, experience, skills, and potential. I believe that when people are placed in positions where they can thrive and contribute meaningfully, it creates stronger teams, greater engagement, and better outcomes for the entire organization.
05What values are most important to you in your work and personal life?
The values that are most important to me in both my work and personal life are integrity, teamwork, and compassion. I believe in doing the right thing, communicating honestly, and holding myself accountable for my actions. I also value collaboration and believe that the strongest results come from working together, while compassion reminds me to lead with empathy, respect, and understanding in every interaction.
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