Andrew P. Farmer
Andrew Farmer, the managing partner of Pratt & Co., draws on over a decade of experience to provide strategic insight and distribution consulting for investment managers.
He got his start in middle-market investment banking before moving to EARNEST Partners, a global investment management firm with over $25 billion in assets under management, where he was responsible for product management. His most recent position was Managing Director at New York based firm, Integre Asset Management, where he was responsible for global sales and client services.
He has served as a Board of Advisors Director for both OWLShares, an ESG ETF Index Provider, and EARNEST Partners Irish domiciled UCITS Board. He has also served in an advisory role for several start-up companies within e-commerce, real estate technology and finance industries.
He holds Bachelor’s degree from Lipscomb University, where he studied finance and communications. He is a native Atlantan and currently resides in the Buckhead neighborhood of Atlanta.
Pratt Farmer, CMD, APR, CSP
After running the national marketing program for the nation’s largest REIT, Pratt Farmer founded Pratt & Co. in 1992 to provide expertise to developers, financial institutions, real estate asset managers and investors. With a keen understanding of a variety of real estate classes, Pratt honed his skills in creating aggressive, yet sensible real estate marketing and communications programs with positive results. Pratt’s core focus is to constantly strive to maximize value through increased sales, rentals and improved property management.
Since our founding, Pratt has been instrumental in managing highly successful marketing programs with unparalleled results. As an example, in 2002 he designed a sales and marketing program for a yet “un-built” 347 unit condominium development being built on an urban brownfield. Over three days the team executed on his vision and sold all 347 units, raising prices $25k per unit per day. All on a $40k marketing budget.
With experience in multifamily, resort, hospitality, marina, retail, mixed-use and commercial properties, Pratt is a well versed and results-driven marketing executive. He is a Certified Marketing Director (CMD), Accredited Public Relations Practitioner (APR) and a Certified Sales Professional (CSP)
Shannan oversees Pratt & Company's business operations, driving internal organizational efficiencies and supporting growth initiatives. As a member of the Leadership Team, key areas of focus include setting operational strategy, overseeing the firm's P&L, developing a positive workplace culture and driving creative solutions around complex operational challenges. Ultimately ensuring alignment between the operational capabilities of the agency and overall strategic business performance goals.
Media Relations Manager
With more than 25 years of marketing and public relations experience, Royceann Friedman began her career with an Atlanta-based developer where she worked in their retail shopping center division. She later joined an international real estate marketing firm promoting luxury residential, resort and hospitality projects located throughout the United States. While in that position Royceann expanded her skills to include copywriting, website content generation, CRM, growth strategies and new business development. From there, she was hired away by a large-scale development client to manage all of their real estate marketing.
Throughout her career she has leveraged her knowledge of branding and re-positioning to formulate and craft messaging, digital, voice and visual communications projects for a vast array of businesses. Her natural interest in exploring new concepts and learning more about industries with which she may not have deep familiarity has helped her to hone her research abilities in order to more clearly conceive of an idea and compose a message that readers find not only captivating, but also helpful.
Because writing is central to her core skills, Royceann is well versed in content management, blogs and myriad social media platforms. She has written for and served as a ghostwriter for numerous clients whose thought leadership pieces have appeared in many national publications including Urban Land, LINKS magazine, Bowden’s Market Barometer, and Lawyers Title News.
Royceann earned her Bachelor’s and Masters of Mass Communications degrees from the University of Georgia’s Grady College. A native Savannahian, she lives in the idyllic island community of Isle of Hope.