Episode 11

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Published on:

5th Oct 2025

Greg Friedman: Finding Edge in Dislocated Markets | The Room Key

Peachtree Group CEO Greg Friedman joins me for a deep dive on his founder journey and the operating system behind one of hospitality’s most active platforms. We talk about growing up around hotels, launching Peachtree in 2007, and the decisive pivots through the GFC and COVID. Greg explains how an “owner-lender-operator” perspective shapes underwriting, where mispriced risk actually shows up, and why some of the best deals are the ones you don’t do. We get into the debt wall, capex and brand realities, how private credit and note buys fit their toolkit, and when ground-up still beats acquisition. If you want to understand how a top platform navigates dislocation without chasing hype, this one’s for you.

Topics: founder origin; Peachtree’s evolution (equity, operations, lending); mispriced risk defined; deal funnel discipline; debt maturities & bid-ask; select-service development vs. buy; capex/PIPs; management insights feeding credit; rules Greg won’t break.

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About the Podcast

The Room Key
Where Hotel Owners, Investors & Insiders Talk Shop with Chase Keller
The Room Key is where hotel owners, investors, lenders, brokers, and hospitality professionals come to talk shop. Hosted by Chase Keller, CCIM, a national hotel broker with Franchise Clearly. Each episode dives into the real stories, challenges, and insights that drive the hotel industry. Whether you're a first-time owner, a seasoned investor, or someone who just loves the business of hospitality, The Room Key offers candid interviews, market trends, and practical takeaways you won’t find anywhere else. Unlock behind-the-scenes conversations with the people who power the places we stay.

About your host

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Chase Keller, CCIM

Chase Keller is a dedicated hotel advisor and the Head of the Hospitality Division at Franchise Clearly, a brokerage redefining how hotel transactions are done. With over 16 years of real estate experience and CCIM training, Chase specializes exclusively in helping hotel owners and investors buy and sell hospitality properties across the U.S. His deep knowledge of franchise brands and independent hotels allows him to provide data-driven insights and strategies that maximize value for his clients.

At Franchise Clearly, Chase leads a team-based approach that sets the firm apart from traditional brokerages. Instead of relying on one person to handle every aspect of a transaction, Franchise Clearly brings together a team of specialists—each operating in their area of strength—creating a seamless process and delivering superior results for clients.

Known for his client-first mindset and meticulous attention to detail, Chase ensures that every deal is handled with precision, professionalism, and care.
Contact Chase today to explore your hotel investment opportunities with Franchise Clearly.