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ADD MORE DOORS BY TARGETING THE “BY-OWNER” MARKET
ARE SMIPOs THE BLUE OCEAN FOR PROPERTY MANAGEMENT COMPANIES? (Self-Managing Investment Property Owners)
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WHO AM I? PERSONAL CURRENT BUSINESES PROFESSIONAL ACCOMPLISHMENTS
BA, UC Berkeley, Comparative Literature (German, Latin & English) MBA, Cal State Fullerton Married 25 Years, 3 Children PROFESSIONAL Mortgage Banker, Private Banking & Bank Marketing Real Estate Broker, Real Estate Sales, Escrow & Small Developer Property Management 2011 – 2016 ACCOMPLISHMENTS 8 Years on Placentia City Council Past President, Pacific West Association of Realtors Serve as Director for CAR and was a Director at NAR Professor, Azusa Pacific, Business Strategy CURRENT BUSINESES Progressive Property Management, Inc. Partners Real Estate Group Sierra Maintenance Services The Brady Bunch of Realtors Villa Picea, LLC – Building 10 Townhomes FUN FACTS Rowed for 3 years at Berkeley on the Lightweight Crew Team Uncle Gary Usher wrote “in My Room” and “409” for the Beach Boys
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WHAT KEEPS YOU UP AT NIGHT?
How do I add more doors? How do I spend my marketing dollars more effectively? What market should I be targeting? How can I become more profitable? How do I reduce my customer acquisition costs? How do I get better reviews? How do I expand in my marketplace? How do I differentiate myself from the competition? How do I compare to the competition? Is there a new business model coming in the market? Where will I be in 2020?
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WHERE WILL YOU BE IN 2020? How many doors will you be managing?
How profitable will you be? How many employees will you have? What will you be charging your clients? Are you prepared for the competition? How do you compare to the competition? Are your reviews good and getting better? Do you have a technology strategy? How much will your per door acquisition cost be? How will you swim in the blue ocean of SMIPOs?
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WHERE WE WILL BE IN 2020. We will have 14 branches covering all of Southern California. We will be managing 3,000 doors (up from 500 right now). Management income will be $300,000 a month with a $35,000 net profit. Our customer acquisition cost will be $200 a door. We will have over 100 Yelp reviews that are 4 stars and above. We will have 14 operations staff and 16 Branch/Property Managers. We will implement off the shelf technology to be more efficient and profitable. We will be lower in the cost, match the service and exceed the perceived value of our competitors. We are pricing for the future, not the past.
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WHY BOTHER WITH THE 3 T’S? COLOSSAL SCALABLE PREDICTABLE IMMUTABLE
43 million rentals in the US 6 million in California 1,500,000 in Los Angeles 400,000 in Orange County 70% 10 units or less Does not include commercial, retail or HOAs SCALABLE A branch office every 60 mile radius A Property Manager every 175 doors An Operations Assistant every 400 doors PREDICTABLE Dependable - Subscription business Average term of 7 years Income increase of 3% per year 3% attrition rate Forecastable – It’s a number business Marketing – drive eyeballs to website Sales – converts leads to clients Operations – retain the clients IMMUTABLE Technology not a threat Difficult tenants and owners mean job security – “crazy” is our best marketing Laws will not loosen for owners Investment property owners’ time too valuable for management PROFITABLE Creates additional revenue sources Real estate sales Escrow Maintenance services Analyzed bank accounts ENJOYABLE We help owners from harming themselves. We are the good cop/bad cop but provide needed contract enforcement. We help tenants with quiet enjoyment of their rental. Vendors love us.
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YOU ARE IN A REAL BUSINESS
THIS IS A REAL BUSINESS, NOT THE REAL ESTATE BUSINESS IT’S A NUMBERS BUSINESS Know Your Numbers Operating Expenses Cost Accounting Expected Margins IT’S A CAPITAL INTENSIVE BUSINESS Expect to Lose Money This is your McDonalds Know Your Fully Loaded Breakeven Overstaff for Growth Forgo Profit to Build Your Company IT’S A TECHNLOGY BUSINESS This Is A Technology Business Drive Folks to Your Site Know Your Analytics Website traffic Penetration rates A/B Testing IT’S A PEOPLE BUSINESS People, Product & then Profit This is a people business Look for the dinged & dented Hire slowly, fire quickly Product Differentiate Profit This comes last, not first
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WHY GROW YOUR BUSINESS ? SAFETY IN NUMBERS THE BUSY RESTAURANT
No one client should comprise more than 5% of your income A diversified portfolio is a safe one SAFETY IN MORE STAFF No one is indispensable. Cross train & keep them on their toes. SPECIALIZED LABOR Have people do a few things well. Let staff focus on fewer moving parts. STACK ‘EM DEEP AND SELL ‘EM CHEAP Smaller margins but bigger volume Profit a little on a lot. ECONOMIES OF SCALE More properties means better scale Price to the future scale THE BUSY RESTAURANT People like to eat where others are eating. People won’t spend a dollar of their money or a minute of their day for a bad experience. MORE MARKETING DOLLARS If 10% of your gross dollar goes to marketing, more is better. BETTER RESALE Many company value your business on gross income not net profit. More ancillary income. IF YOU ARE NOT GROWING, YOU ARE CONTRACTING Attrition rate of 2 to 3% of your properties - it is inevitable.
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WE ARE A GROWTH STORY 75% SMIPOs 6 BRANCHES
PROGRESSIVE PROPERTY MANAGEMENT, INC. started 2011 36 doors in 2011 76 doors in 2012 132 doors in 2013 272 doors in 2014 444 doors in 2015 800 door goal in 2016 3,000 BY 2020 ALL ORGANIC GROWTH No acquisitions of other companies They come, and stay, for our story 75% SMIPOs Self-Managed Investment Property Owners 6 BRANCHES 3 Types JVs Corporate Branches Broker Branches Centralized Operations Decentralized Sales and Management
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1 DOOR EQUALS 5 FIGURES MANAGEMENT INCOME TOTAL INCOME SALES INCOME
Average rent of $2,000 Average fee of 5% Average monthly fee of $100 Total monthly management income of $8,000 SALES INCOME 3% of your portfolio sell annually 50% will use the management company as the listing agent Average sales price of $600,000 2.5% average commission 1 sale every 8 years $1,080 gross commission (80/20) LEASING INCOME 25% of tenants “churn” each year Tenant acquisition fee of 35% of the first month’s rent Average rent of $2,000 ($700) 20% of acquisition fee offered as compensation 75% of tenants use the listing agent directly 2 leases every 8 years equals $800 TOTAL INCOME Management income of $8,000 Sales income of $1,080 Leasing income of $800 Late fee income of $200 Total income of $10,800 If profit margin 20%, $2,160 net profit THE TRUE VALUE OF A DOOR Monthly management income of $100 Annual income of $1,200 Average duration of contract of 7 years Gross income of $8,400 Average sales income of $1,080 Average leasing income of $800 Late fee/posting income $200 Resale of door value of $1,800 TOTAL DOOR VALUE OF $12,280 PROFIT PLUS RESALE VALUE OF $3,960
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GROWTH IN DOORS
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THE TRENDS
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WEB LEAD SOURCES
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A SERIES OF SMALL EPIPHANIES
THE MYSTERIOUS MAN FROM SAN DIEGO Whoever gets to the 80% wins. LEAN START-UP & LEAN ANALYTICS This is a technology business instead of a real estate company managing properties. Zappos is not in the shoe business. 37 DOORS FOR $60,000 That is 150,000 direct mail pieces and 200 doors. We added 40 doors in December. Property management companies don’t know how to grow organically. HOW DO YOU GET RICH IN REAL ESTATE? Help others get rich. WHO IS THE TOM FERRY FOR PROPERTY MANAGERS? Who will give you the keys to the castle? How do you grow your business? HOW ABOUT THAT RECESSION? The roller coaster real estate business Property management a subscription business Large market Scalable WHERE IS THE BLUE OCEAN? The Blue Ocean Strategy Is there a blue ocean for property management? Everyone seemed to be in the red ocean. “I DON’T LIKE YELP” Shoot your customer service strategy and not the messenger. 200 DOORS IN 20 YEARS If you do a great job, and that person knows another person in the city with a rental – that is your growth strategy.
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THE TARGET MARKETS NERVOUS OWNERS -Turning Their Home into a Rental
2% of the market Google Yelp SAVVY INVESTORS - Buying Another Rental Property Referral Current relationship DISSATISFIED OWNERS - Looking for Better Property Management 6% of the market Direct Mail SATISFIED OWNERS - Not Aware of Better Property Management Alternatives 10% of the market Direct Mail Referral SMIPOs (Self Managing Investment Property Owners) 80% of the market Google
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RENTAL STOCK OF SMALL INVESTORS
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WHY SWIM IN THE SMIPO OCEAN?
CURRENTLY UNREACHED NO WEBSITES TO SERVE THEM Some assistance from associations, but spotty. THEY DON’T GOOGLE OR YELP. They are happy and not looking. MASSIVE MARKET 500,000 in Southern California alone Growing PERFECT FOR MULTIPLE MARKETING CHANNELS Direct Mail Public Relations SEO SEM Blogs Social Media CURRENTLY UNKNOWN NO ONE HAS SURVEYED THEM Not CAR’s Target Market Apartment Associations target big complexes for dues NO ONE HAS ASKED THEM Why do you manage your own property? What do you think about property management companies? Why did you pick a particular management company? What would it take for you to stop managing your own property and hire a management company?
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WHY TARGET THE SMIPOS? COLOSSAL MARKET GETTING COLOSSAL-ER
5 million rentals in California 1+ million in Los Angeles, Riverside, San Diego, San Bernardino & Orange County No one knows for certain what % are SMIPOs GETTING COLOSSAL-ER More owners converting properties to rentals More tenants happy with the rental lifestyle More cities allowing “high density” living GETTING MORE COMPLICATED Fair housing laws Pro-tenant legislature Tenants want better technology Savvy tenants know how to play the system
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WHO ARE THE SMIPOs? OLDER, WEALTHIER & SMARTER Average age of 56
Average income of $150,000 Average of 1.5 investment properties 90% with a college degree Retain the property an average of 10 years Average net worth of $500,000 A lot of “new” foreign money buying since 2008 Not necessarily technology “savvy” Not adverse to professional property management, just wary.
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WHY ARE THEY SMIPO-ING? SMIPO OBJECTIONS
I can’t afford to pay a company. There is no profit to pay a company. Property management companies charge too much. I prefer to save the money and do it myself. I don’t trust property management companies. Property management companies will rip you off. I enjoy managing my own properties. I have nothing better to do. Property management companies like to nickel and dime. They may seem like a good deal, but they have hidden fees. Property management companies have terrible customer service. They are notoriously bad. I care more about my property than they do. They may be good, but they won’t take care of my property like I will. Their vendors overcharge and do bad work. I only trust my vendors. I have a personal relationship with the tenants. My tenants are my friends.
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WHY ARE THEY SMIPO-ING?
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WHY DO THEY STOP BEING SMIPOS ?
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WHAT DO THEY THINK OF US?
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WHAT WOULD IT TAKE TO USE US?
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WHEN DO THEY FEEL THE PAIN?
WHEN DO OWNERS TIRE OF MANAGING THEIR OWN PROPERTIES? THE PAIN POINTS: Assessing potential tenants Acquiring quality tenants Coordinating vendors for repairs Finding quality vendors to do those repairs Lease up – cleaning, showing, screening and contract execution Breach of contract for non-payment Breach of contract for violation of terms The eviction process Lock-outs & abandoned property Effective marketing of vacant rentals (creepy Craigslist) Move-ins Move-outs Keeping in compliance with tenant laws Going to small claims for security deposit disputes At times of emergencies
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THE ONLY 2 REASONS TO CALL YOU
THE OWNER WON’T DO IT. When an owner decides their time is more valuable than the time is takes to manage their own properties, they hire a property management company. If an owner makes $120,000 a year, or $62.50 an hour, and it takes 2 hours a month to manage their property, they are better off hiring a company. That’s why most people don’t wash their car – they do it better, faster and at a lower cost. THE OWNER CAN’T DO IT. When an owner decides they don’t have the skill, temperament, time or technology to do it themselves, they hire a property management company. People skills Legal skills Out of area Technology Patience
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ADDMOREDOORS.COM HOW TO ADD MORE DOORS WITH SMIPOS
THEY MUST TRUST YOU. You must offer Value Propositions to the SMIPOs. Easy Exit Contracts, Better Tenant Systems, Performance Guarantees Company Story, Slogan, Logo & Mission Statement They must see value in what you offer. THEY WANT TO BELIEVE YOU. You must make your business Transparent to them. Rates, Fees, Contracts & Comparison Charts They must believe you will do as you say you will do. THEY WANT TO PAY LESS. You should price for what the market will bear at the Lowest Cost possible. Variable Pricing, Economies of Scale, Ancillary Income They are paying nothing now so they are price sensitive. THEY EXPECT EXCELLENCE. You need to provide Stellar Customer Service at every level. Owners, Tenants, Vendors & Staff. The only way to gauge their future experience, is to evaluate your current relations with owners and tenants.
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WHAT BAIT DO YOU NEED? EFFECTIVE MARKETING
Direct Mail SEO PPC ENGAGING WEBSITE Topical Transparent Easy to Navigate REPUTATION MANAGEMENT Excellent Reviews Continual Surveys RENTPLATZ.com Be their information resource Offer a la carte service UNDERSTANDABLE MANAGEMENT FEES AND CONTRACTS Price to the Future Variable Pricing No Hidden Fees Easy Exit Contract VALUE PROPOSITIONS Property Certification Performance Guarantees Better Tenant System TERRIFIC TECHNOLOGY Management Software Communication
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THE ONE-STOP SHOP WEBSITE
TRANSPARENT Management Contract Lease Contract & Addendums Fees and Charges Show the Properties You Manage Comparison Charts Blogs & Videos Reviews STICKY Lead Generation Easy to Navigate User Friendly USEFUL Properties for Lease Online Application Online Credit Fee Online Brochure FAQs & SAQs SCALABLE & MODIFIABLE Offices Staff Properties Blogs
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TESTING THE “FUNNEL” PROPERTY MANAGEMENT – A TECHNOLOGY BUSINESS TRAPPED IN THE REAL ESTATE INDUSTRY. Track Traffic Which marketing is working? Direct mail – direct SEO – organic search PPC - social The number of unique visitors The number of captured s The number of ‘a la carte’ users The number of users who opt for property management Track Behavior Where are they visiting? How often do they visit? How often do they respond to s? What type of services are they buying? How long until they tire of the 3 t’s? Track Income Types of services requested A la carte revenue Full service property management income Leads to vetted vendors and the value of the lead Track Penetration Our Current Situation 8,000 direct mail pieces 800 Unique Visitors/Month 3% Penetration 24 Doors/month Goal 1,200 Unique Visitors 4% Penetration 48 Doors/month No Additional Spending More Effective Marketing Cost Per Door Declines 50%
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WHAT’S YOUR VALUE (PROPOSITION)?
VALUE PROPOSITIONS Definition - A value proposition is a promise of value to be delivered and acknowledged and a belief from the customer that value will be delivered and experienced. 6 Performance Guarantees 1) Service, 2) Fee, 3) Satisfaction, 4) Happiness, 5) Response, & 6) Payment Better Tenant System A proven system to secure better quality tenants 5-Step Property Certification 1) Market evaluation, 2) property assessment, 3) clean & show, 4) vendor coordination and 5) quality inspection “We Manage Happiness” at No Extra Fee/Progressively Better Company slogan, logo Pillars, Mission, Principles Company Differentiation Local Experts Family Owned Length of Time in Business Technology Experts
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YOUR REPUTATION MATTERS
AGGRESSIVE SURVEYING OF OWNERS & TENANTS For Owners At tenant acquisition Randomly once a year For Tenants After a scheduled repair After lease renewal AGGRESSIVE CONVERSION TO REPUTATION SITES IF POSITIVE Yelp Goolge+ Thumbtack Company website AGGRESSIVE INVOLVEMENT IF NEGATIVE Mitigate the damage Talk to the reviewer Correct the situation Respond online
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MARKETING THAT MATTERS
DIRECT MAIL – Cumulative Effect Out of State Owners – 35% SMIPOs Out of County Owners – 60% SMIPOs In County Owners – 90% SMIPOs GOOGLE SEO/PPC – Instant Gratification Long term strategy Add content continually Maximize the PPC Lead Generators AllPropertyManagment /Thumbtack The Race to the Bottom Yelp The Virtuous Cycle of Yelp Google Test Your Ads ANALYTICS Track Traffic Source Direct, Organic, Social or Referral Number of Visitors Per day, per month, per year New sessions, new users, pages, time on site Penetration 2.5% of visitors become doors LEAD TRACKING LeadSimple/CRM Software Leads Conversion rate Source Cost per lead ROI Passive marketing
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RENTPLATZ.COM “Making Properties More Manageable”
A Website Providing Tools, Resources, Tips and Training to Owners Who Manage Their Own Properties. About RentPlatz Making Better SMIPOs One-Stop Shop Free Services & Information Low Cost “A La cCrte’ tools Legal Legislative Updates Owner rights Tenant rights The SMIPO bible Links to Associations Free Forms Pre-Move In Forms During Tenancy At Breach of Contract Property Management Tips & Tools FAQs (Tricks of the Trade As An Expert What the Buzz Blog Management Assistance A La Carte Tenant Acquisition A La Carte Monthly Management A La Carte Contract Enforcement A La Carte Property Marketing Vetted Vendros SMIPOs Only grab Contact Us Every vendor vetted for insurance, reviews & guaranteed work What’s the Buzz Blog Monthly blog The SMIPO Quiz Do you have what it takes to manage your own property? Compare 8 Property Management Companies in Your Area
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ARE YOU READY FOR 2020? If you are not growing, you are contracting.
If you are not improving, you are falling behind the competition. If you are not targeting SMIPOs, you are missing at least 70% or more of the market. If you are not implementing technology to increase profits, reduce costs, improve efficiencies and provide stellar customer service; others are. If you cannot compare your company side-by-side to your biggest and best competitor, the public will. If you cannot communicate your value propositions to prospective clients, you may not be of value to them. If you are not ready for 2020, you stand to lose business to property management companies that are.
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IMPLEMENTATION OF VERSION 2020
Module 11 – Lead Conversion & Drip Campaign Module 12 – Analytics Module 13 – Website Improvement Module 14 – Operations Module 15 - Accounting/Systems Cost: $2,950 for access to AddMoreDoors.com Plus a per door growth fee of… $100 per door added less than 100 doors $90 for doors $80 for doors $70 for doors $60 for doors $50 for Includes use of our Value Propositions, Marketing, RentPlatz, Checklists & Quarterly Coaching Module 1 – Company Analysis/Initial Consultation Module 2 – Value Proposition/ Company Differentiation Module 3 – Variable Pricing/Pricing Strategy Module 4 – Comparison Charts/Positioning Module 5 – Database Build Module 6 – Direct Mail Marketing Module 7 – SEO, PPC & Analytics Module 8 – RentPlatz.com Module 9 – Technology Implementation Module 10 – Reputation Management
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