Stella, the multifamily reporting platform transforming how operators access their data, is bringing two of its brightest minds to the National Apartment Association’s Apartmentalize 2025. Deona James, a powerhouse in national sales, and Graeme Rouse, the platform’s inventive VP of Technology, will be leading the charge at Booth #1916, showcasing how on-demand reporting can finally meet the real-world needs of multifamily teams.
Forget spreadsheets and generic dashboards, Stella delivers customized, conversational reports built around your portfolio, your goals, and your schedule. Whether it’s uncovering why lease renewals are stalling or which property is experiencing an unusual utility spike, Stella gets you answers – fast.
Deona James isn’t just leading sales, she’s shaping Stella’s go-to-market strategy from the ground up. With four decades of success in multifamily sales, account management, and business development, Deona has built her career around solving the gaps operators face daily. Her deep understanding of market needs and customer pain points makes her a critical voice in Stella’s growth and a trusted advisor for clients.
“What drew me to Stella was how directly it solves the problems I’ve seen for years,” said James. “We’re giving teams the data clarity they’ve been asking for without the friction they’ve come to expect.”
Deona will be on-site at NAA’s 2025 Apartmentalize Expo, sharing how Stella is helping clients eliminate reporting pain points and increase visibility portfolio-wide.
Alongside her, Graeme Rouse – Stella’s lead technologist – will be showcasing the platform’s newest capabilities. A seasoned software developer, Graeme and his team have turned decades of property management frustrations into a fast, flexible reporting engine that understands plain English, integrates with major property management systems, and delivers answers, not just data.
He’s spent the last year designing Stella’s architecture, collaborating with investors and operators, and converting reporting pain points into features that work, whether you’re an asset manager, analyst, or regional operator.
“Most property management software data is buried or boxed in. We built Stella to unbox it,” said Rouse. “I kept hearing the same thing: ‘We have the data, we just can’t get to it.’ So we built Stella to do exactly that. You describe what you need. Stella delivers.”
Property management companies often struggle with incomplete data, manual reporting processes, and costly business intelligence (BI) tools that require extensive setup and expertise. Stella’s platform eliminates these barriers, providing customized reports that answer real-world business questions without requiring advanced technical skills or additional software investments.
By simply describing their data needs in plain language, users receive real-time, tailored reports covering:
“Before Stella, our team struggled with fragmented reports, time-consuming manual data pulls, and the constant frustration of not being able to get clear answers from our PMS,” said Stephen Furtek, CFO of Lindy Communities. “We were stuck exporting data into Excel and combining multiple reports. Stella eliminated all of that. It’s been a game-changer.”
“Stella has solved one of our biggest operational challenges—visibility across multiple properties using multiple dashboards,” added Craig Haughton, VP at Caliber Living. “Now, we get portfolio-wide insights that help us optimize performance and make proactive decisions that directly impact our bottom line.”
Because smart insights deserve smart notetaking, Stella is giving away a Remarkable 2 tablet at Apartmentalize. Stop by Booth #1916 to enter the giveaway and experience how Stella is lighting the way to better reporting.
Stella is a next-generation property management reporting platform that delivers your data – your way, from anywhere – without the high costs of in-house data teams or the rigid constraints of traditional BI solutions. With an emphasis on reliability, collaboration, and innovation, Stella empowers property management professionals with clear, customized reporting that drives real business impact. Ask Stella. Get Answers.
For more information, visit askstella.com
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