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4 Ways You Could Be Winning New Property

Owners Right Now

Joe Sidebotham

Sales Onboarding Manager

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facebook.com/AppFolio

Follow Us @AppFolio

Follow Us – AppFolio

Join Us Online - #AppFolioChat

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AppFolio

• Property management and accounting• Online rent collection (free)• Prospect / guest card tracking• Vacancy Marketing• Websites• Online applications & leases• Resident Screening• Mobile Inspections

… So You Run A More Successful Business

Web-Based Property Management Software

@AppFolio #AppFolioChat

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AGENDA

• Market OverviewWhy your business is like a tube of toothpaste

• 4 Ways to Differentiate Your BusinessWhy your toothpaste brand is better than the others

• Building a StrategyMotivating people to buy your toothpaste

• Wrap up

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Market OverviewWhy your business is like

a tube of toothpaste

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Property Management Companies in U.S.

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Do you compete with other property management companies in your area?

Yes (91%) No

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The Good News

Property Management Companies are like tubes

of toothpaste

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4 Ways to Differentiate Your BusinessWhy your toothpaste brand is

better than the others

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CostHow does your management

fee compare?

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Biggest focus should always be on value

How can you set up your management fee to focus on value?

$$$

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Experience

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How does your experience set you apart?

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What is the benefit of experience?

When do you bring this up in your conversation?

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Personal Touch

How can you build a stronger relationship?

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What can you do to build a stronger relationship?

Share something personal that is unique about you or your business

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Examples of RBEs• Bake cookies

• Buy lunch for your meeting

• Send tickets for upcoming event

• Open house at your office

• Video introducing staff

• Hand written thank you note#iheartappfolio

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TechnologyHow does your

infrastructure equip you for better management?

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We sent a short survey to 1500 customers who have grown their business since using AppFolio

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Reasons to hire a property manager

1. Problems with PM

2. Geographic location

3. Market a vacancy

4. Find a quality tenant

5. Set the best rental rate

6. Expenses & vendors

7. Collect rent

8. Maximize profitability

9. Financial records

10.Laws & regulations

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Online Apps and App Fees

Online Lease Signing

Collect DepositOnline

Screen Instantly

MarketVacancy Online

Modern Leasing Flow

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ACH

Payment Platform

Credit Card Cash

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• Offer the most modern tools to your clients

• Owners have mobile access

• Quick access for financial diagnosis and taxes

• Historical information and documents tracked forever

PORTALS

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CUSTOMIZED & FLEXIBLE REPORTING

● Robust reporting

● Save and customize reports based on owners’ preferences

● Easily upload monthly owner packet

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Building a strategyMotivating people to buy your toothpaste

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Step 1: Establish a Business Case

“A justification for a proposed project or undertaking on the basis of its expected commercial benefit.” *

Definition of a Business Case

“Commercial Benefit” – Business Goal“Justification” – Return on Investment

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Ask Open Ended Questions • Tell me about your property or portfolio.

• Why are you looking for someone to manage your property?

• How did you hear about ABC property management?

• What’s most important to you when picking a property management company?

• What are your future plans for your properties?

Problems with PM

Geographic location

Market a vacancy

Find a quality tenant

Set the best rental rate

Expenses & vendors

Collect rent

Maximize profitability

Financial records

Laws & regulations

10 reasons to hire a PM

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Business Goals“I need my properties to be filled with the best tenants. My evictions are killing me!”

“I inherited these properties with no time to manage them. I want a secondary income stream without the hassle of managing.”

WE CAN HELP WITH THAT!!!

Bruce Lynn

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Step 2: Establish a Justification

“Return on investment (ROI) is the benefit to the investor resulting from an investment of some resource.” *

Definition of Return on Investment

“Investment” – Cost of PM“Return” – Solution for Business Goal

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Website Emails Meetings

Step 3: Present your Business Case

Highlight value during EVERY communication

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Your Website is your Doormat

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Customize Your Outreach

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Owner Marketing Kit

Leverage what you know about their Business Goal to present value specific to their needs

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PREMIUM LEADS

BasicPost to Internet

PremiumAppFolio Premium Leads

Advertise on Dozens of Free Sites ✔ ✔

Advertise on Premium Websites ✔

Receive Featured Placement on Most Sites ✔

Phone Lead Tracking & Recording ✔

• Work with your owner to establish a marketing budget

• Attract more potential tenants with a broader outreach

• You choose which properties to upgrade to premium

A better way to boost your marketing efforts and generate more leads

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24x7Fully Integrated To Handle ALL

Maintenance Calls

Diagnose Troubleshoot & Resolve Maintenance Issues

Bilingual Around the Clock

Monitor Portals & DispatchVendors in Emergencies

APPFOLIOWILL HANDLE

ALLMAINTENANCE

CALLS!

“Maintenance Contact Center has been a huge game changer in how we handle maintenance call routing. WE LOVE IT!!I have spent so much less time talking to people about maintenance and having an intelligent human with access to our database has proven to be wonderful.”

Mike Waller, Mission Property GroupSan Luis Obispo, CA

AppFolio’s Maintenance Contact Center

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AppFolio’s Tenant Insurance

EASY to Track Renter’s Insurance in AppFolio

Protects Property Owner’s Asset & Bottom Line

Fast & Effective Enforcement

Tenants PAY Premiums!

ACHIEVE TENANT INSURANCE COVERAGE

“Keeping track of all our tenant policies and enforcing our insurance requirement used to be a big headache, but with everything managed right in the AppFolio software it's just so easy to mandate renters' insurance. We now have the confidence that every unit in our portfolio is protected.”

Mark Hoffman, Pavilion Property ManagementBloomington, IN

100%

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Wrap up

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• There are lots of property managers

• Know why your property management company is the best

• Step 1 & 2: Understand what your owners want from their PM company

• Step 3: Connect your business to their property management needs

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Wrap Up

“Just starting. They do not yet know what features are available.” – AppFolio Customer

“Just starting. They are excited about what AppFolio features will help them with XYZ.”

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Questions?

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