Greg Ross

CEO/Owner

Greg Ross — Owner & Broker Greg Ross is an entrepreneur, California real estate broker, investor, and owner of **Nancy’s Vacation Rentals**, one of San Diego’s established vacation rental management companies with more than 25 years of experience in the industry. With a background spanning real estate, technology, hospitality, and business, Greg brings both an entrepreneurial and an owner’s perspective to vacation rental management. He earned his **Executive MBA (EMBA) from San Diego State University**, complementing decades of hands-on experience building businesses, investing in real estate, and embracing emerging technologies. As a vacation rental property owner himself, Greg understands that a successful property needs to be more than a great place to stay—it also needs to perform as an investment. That perspective influences everything from property selection and design to pricing, marketing, guest experience, and long-term asset value. Greg has also been a longtime advocate for the rights of homeowners to responsibly vacation rent their properties. He has engaged directly with elected officials, community leaders, industry stakeholders, and local policymakers to help shape thoughtful and reasonable vacation rental regulations. His approach has consistently focused on finding practical solutions that protect responsible property owners while recognizing the concerns of neighbors and the communities in which vacation rentals operate. Greg believes that well-managed vacation rentals can be an important part of San Diego’s tourism economy while still being good neighbors. He continues to advocate for policies that balance property rights, responsible management, neighborhood quality of life, and the economic benefits that visitors bring to local businesses and communities. Greg has been particularly focused on bringing new technology and artificial intelligence into the vacation rental industry, using advanced pricing, analytics, automation, and marketing tools to help properties reach their full potential—without losing the personal service and local expertise that have defined Nancy’s for decades. As a California real estate broker, Greg also helps clients evaluate, purchase, improve, and position properties for short-, mid-, and long-term rental opportunities, with a particular understanding of the regulations, HOA restrictions, and operating dynamics that can make or break a vacation rental investment. Outside of real estate and hospitality, Greg is a lifelong musician and guitarist who has traveled and performed with rock bands and is now tackling a very different musical challenge: learning flamenco guitar.

Ashley Scharf

Managing Director

Ashley’s vacation rental career started more than a decade ago with Pacific Coast Vacation Properties, where she came on as the company’s sole employee and quickly learned the business from the ground up. Two years later, she helped navigate the acquisition and merger with Nancy’s Vacation Rentals. She has grown alongside the company, working her way through operations and leadership roles to her current position as Managing Director. Today, she still keeps a hand in just about everything: leading the team, overseeing operations, supporting homeowners, maximizing rental performance, and making sure both guests and properties are well cared for. Now based in Jacksonville, Florida, where her husband, John, serves as XO of HSM-50, Ashley remains closely connected to the NVR team and the San Diego community she called home for many years. Outside of work, you’ll find her drinking a hot latte (even in the middle of summer), hiking, camping, or wandering scenic trails with John and their Tijuana rescue pup, Lyra. She loves sports, country concerts, traveling with friends and family, and, in her own words, is a proud “basic b*tch” who loves Pilates.

Laura

Operations Manager