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Using Social Media in the Property Management Business: Interview with Kayla Morris Roeder, Cambridge Management Group

Aimee Miller — Thu, 30 Sep 2010 18:51:16 +0000

Kayla is one of the Owners of Cambridge Management Group and is also on the Board of Directors at the San Diego Apartment Association. Recently, I was able to ask her about how she uses social media in her business.

Q. What social media tactics are you using at Cambridge Management Group?
We use a mix of social media platforms like Facebook, Twitter, Blogs and various other smaller social media sites. You’ll be surprised to learn how much residents and owners are using social media today. It is definitely making an impact on our business.

Q. Does using social media give you a competitive advantage?
Yes, I think it does. Having a social media presence takes time and effort but not a big budget. It is something that everyone can do regardless of the size of your company. And, it keeps us connected to our current and future residents as well as our owners.

Q. What is the main objective for your social media presence?
Our primary focus with social media content is resident retention. It also allows us to keep relationships with former residents and stay connected so that when they or a friend or relative are thinking about moving, Cambridge Management Group comes to mind. I also think that social media helps give a property management business a more “human face” that is personable and allows for a more relaxed environment where we can interact with our residents.

I think people are chasing the dollar too much with social media. For me it is about chasing the relationship and then hoping the dollar will follow. We are trying to be a resource within our community so we are an added value for our residents.

Q. How do you encourage resident participation on the Facebook and Twitter Page?
On the Cambridge Management social media sites, residents have access to discounted coupons that they can purchase for fun things like Disneyland and movie theaters. We post regularly with information on local events and announcements regarding our communities.

When it comes to blogging, I have a lot of RSS feeds I subscribe to in order to keep current. For our residents, we compile information on anything that we think is interesting, relevant or even entertaining; and for our owners we compile information on current industry trends, economic news, and what new regulations are coming down from our legislators. Not only are we a source of information but we try to keep it lighthearted.

Q. How is social media helping you market your business?
Owners use our blog as an up-to-date resource. We compile a lot of information about state and local legislation and then use this content in our quarterly newsletter. We have a lot of content about rentals in California and when people are searching for these types of topics, we come up on Google.

Q. How do you manage all of these social media sites – where do you find the time?
I have 3 different Facebook pages and I keep the business profile and fan page very separate from my personal “friend profile.” I have Twitter and Facebook linked so when I make a tweet, the comment is automatically posted to Facebook. I block out time each week to work on social media activities like writing a blog post or responding to Facebook comments for example. If you don’t schedule the time and prioritize it in your calendar, it doesn’t get done!

Q. Can you offer a property management company any advice with social media?
Here are a few things I think are really important:

Keep it Simple. Don’t try and tackle everything at the same time
Be Authentic. Try not to come across as pushy, aggressive, or “sales-y”
Create Relationships and Build Referrals
Keep Content Current. Post local updates that effect residents, such as local traffic or a water main shut-off
Spark interest with a contest or free give-away
Monitor the facebook traffic to your site and see what’s working and what’s not. Don’t be afraid to experiment
Set parameters for content to keep your marketing message consistent. Don’t be afraid to allow managers to manage their own content for their property site. The point of social media is to create a social network with your residents, and who better to do this than our managers.

Make sure you have a social media policy for your company so that your managers know where their boundaries are. And make sure you monitor it.

Related Posts:

Moving Marketing Online: Interview with Nick Scarabosio, Jackson Group Property Management

Horizon Realty’s Twitter Debacle: It Can Help You With Your Property Management Social Media Plan

Chris Brogan’s Social Media Ideas for Realtors (That Also Apply to Property Managers)

Secrets of Successful Property Managers: Attitude Makes All the Difference

Mike Levy — Thu, 04 Feb 2010 15:00:55 +0000

Over the last several months I have interviewed 50 of the most successful property managers across the United States. What I started to realize was that there was a common attribute that many of the successful property managers shared – and it was having a positive and enthusiastic attitude.

Three critical aspects of having a positive and enthusiastic attitude that were identified in the interviews were:

Keep at it! Don’t give up!
Property management can be very difficult at times and very frustrating when things don’t always go as planned. When faced with tough challenges, the successful property managers don’t give up, they keep trying until they succeed. Sometimes it requires a different and more novel approach. Sometimes it requires a focused and more dedicated effort. And sometimes it requires drawing upon other resources like others on their team or various colleagues in their network.

Look at problems as opportunities.
Many of the property managers used the word “opportunities” instead of talking about problems. These were the property managers that had very positive attitudes and always tried to look for the positives rather than the negatives in a particular situation. Many examples were given as to how these successful property managers have been dealing with the tough economic environment – always looking for what new opportunities are presented by the situation they are faced with.

Increasing your knowledge will make you a better property manager.
The successful property managers never stop learning, never stop taking courses, and never stop networking. As Raymond Scarabosio of Jackson Group Property Management so aptly put it, “When you think you know it all, you don’t.” Many of the property managers also talked about how they learn so much from others on their team. Various courses and other educational venues from the industry’s professional organizations were also mentioned quite a bit, including educational opportunities from NARPM (National Association of Residential Property Managers), the IREM (Institute of Real Estate Management), and the NAA (National Apartment Association).

The interviews are documented in Mike Levy’s upcoming book “50 Interviews: Successful Property Managers.” Volume 1 (the first 25 interviews) will be published in February 2010; followed by Volume II (the remaining 25 interviews) in April 2010.

Related Posts:
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2 More Ideas on How Property Managers Can Prosper in Today’s Economy: Part 2

Secrets of Successful Property Managers: Excellent People Skills are Critical

Mike Levy — Wed, 27 Jan 2010 19:15:28 +0000

Over the last several months I have interviewed 50 of the most successful property managers across the United States. One thing I consistently heard over and over from the property managers, is the importance of having good people skills. One property manager said, “the most rewarding aspect of property management is working with people,” yet others agreed that sometimes it is not that easy to do.

Five critical people skills that were identified in the interviews were:

The ability to relate to people at all different levels.
This was definitely a common theme in the interviews. Many of the property managers talked about the need to have the ability to relate to all types of people in all types of businesses. In the property management industry you literally come in contact with just about everyone from just about every socio-economic class you can imagine.

The ability to exercise patience.
Every day seems to bring on new challenges and problems to solve. Sometimes these problems can be very challenging, hard to deal with, and frustrating. Many of the property managers talked about the need to exercise patience in these situations. Many said this is especially important when dealing with clients and tenants, especially when they end up taking on the mediator role.

The ability to be willing to change.
The property managers were almost unanimous in their belief that you needed to be willing to change when the environment and/or industry changes. Almost all of them talked about how the economy has affected their business and what they needed to do to adjust to these changing times. Some also suggested that some of these changes in the industry are also creating opportunities for new property managers to offer new, creative, and innovative service offerings.

The ability to listen.
Many of the property managers emphasized the importance of listening to their clients, tenants, residents, vendors, suppliers, employees, and others. Listening without cutting off the other person is absolutely critical. Mark Mascia (Mascia Management, LLC), put it very succinctly when he said – sometimes people simply need to be heard, even if it’s a complaint, and a lot of problems can be resolved just by listening.

The ability to say “NO” when necessary.
Many property managers have a tendency to say “yes” to their clients and tenants just to make them happy and sometimes to cool down a heated situation. However, a number of property managers explained why sometimes it is most prudent to say “NO”. In fact, some indicated this was actually a critical success factor for them.

The interviews are documented in my upcoming book: “50 Interviews: Successful Property Managers.” Volume 1, the first 25 interviews, will be published in February 2010; followed by Volume II, the remaining 25 interviews, in April 2010.

Michael Levy is a very passionate entrepreneur who has written the book “50 Interviews: Successful Property Managers” and has started four companies providing services to property managers in the last six years (Levy Consulting, LLC, NorthernColoradoRentals.com, LLC, NoCoAds, and USAPropertyRentals.com, LLC). Michael lives in Fort Collins, Colorado and likes to spend his free time during the winter months downhill skiing at the Winter Park and Mary Jane ski resorts in the mountains of Colorado. Connect with Michael on his blog at Successful Property Managers, LinkedIn, and Twitter.

Related Posts:
Secrets of Successful Property Managers: Attitude Makes All the Difference

The Best Property Management Companies Are the Ones That Have Built Strong Teams

Challenges and Solutions for Residential Property Managers – Part 2

5 Inexpensive Ways to Improve Your Rental Properties

Marc Courtenay — Wed, 16 Dec 2009 20:03:23 +0000

If you had an unlimited budget for upgrading your properties you wouldn’t need an article like this one. In this current economic downturn we have to be creative and financially careful when we are trying to make our units more appealing.

As a property manager, you know what it is like to have a tight schedule and an even tighter budget, so I thought I’d share with you some simple and “cheap” ways to spruce up your inventory to attract new residents. However, if your rental units are as trashed as these then you might have a little more work to do.

Here are five easy-to-do, inexpensive ways to improve the apartments and houses that you manage or own.

Paint the Kitchen Cabinets
If the cabinets are over ten years old (or look cheap from day one) they are probably ready for a makeover. Replacing cabinets is an expensive proposition, but painting them can make them look as good as new. Use a semi-gloss paint and don’t bother painting the insides. Just make sure the inside of the cabinets are clean and smell good.

Replace the Shower Curtain
It almost seems like a no-brainer, but replacing the shower curtains and liners with a clean, contemporary look make a bathroom look cleaner and newer. Just go to any large discount chain and you can find nice curtains for $30 or less. While you’re at it, replace the curtain rod as well, which is also a meaningful low-cost improvement.

Upgrade the Switch Plates
For about 50 cents each you can add some shiny new electrical switch plates that look more expensive than the old ones. Spend a little more and you can find ones that look like wood or brass. This can be an eye-appealing feature and can add that special extra touch that nice details can bring.

New Doors
Replacement doors can be as cheap as $20 for the basic hollow-core door. If you can’t afford a new front door at least paint or stain the existing one.

Replace or Paint Trim
If the unit already has trim give it a fresh coat of bright white paint. If it doesn’t, or the trim is in bad shape, add new trim. Trim and molding is around 50 cents per square foot, yet it dramatically improves the appearance of any room.

You’d be surprise how many property managers underestimate what a difference these five easy and inexpensive ideas can make.

Related Posts:
Yet Another 5 Inexpensive Ways to Improve Rental Properties

Even More Ways to Improve Rental Properties Inexpensively

Low-Cost Ways to Upgrade Your Leasing Office

Interview with Todd Breen, President of Home Property Management – Being Profitable with Section 8

Aimee Miller — Fri, 25 Sep 2009 00:37:30 +0000

Recently I had the opportunity to chat with Todd Breen (South East Regional Director, FARPM; Faculty at the Property Management Academy in Florida) about how his company (www.624home.com) makes the Section 8 program profitable. While I was stuck in the office, Todd was actually spearfishing on a yacht in Florida…this is the fish he skewered!

Audio Interview with Todd Breen

AIMEE: Tell us a little about your property management business and your background in residential property management.
TODD: Sure Aimee, I started in the business in 1985 when I got out of college and have actually been with the same company for 24 years, I was a property manager there until 1993 when I bought the company and I’ve been the owner and broker there since 1993 – for 16 years now.

AIMEE: How long have you been working with Section 8 participants? Can you tell us a little about that?
TODD: Since 1985 we’ve been working with Section 8, some times have been better than the others but we’ve figured out a couple of ways to make Section 8 tenancies equal to or better than our non-subsidized tenancies. It’s actually every bit as easy and better than managing our standard tenants.

AIMEE: So you’re saying that it is profitable for you and your property owners?
TODD: Absolutely. When we find a good Section 8 tenant we take good care of them and the average tenancy is considerably longer than our non-Section 8 residents. Obviously this is good since reducing turnovers is the name of the game for profitability, not only for the owner but for our company as well. It’s truly a win-win scenario.

AIMEE: What are some of the things that you do to make it profitable?
TODD: In the mid 90’s we stopped taking Section 8 applications…and the reason was, there was additional paperwork you had to fill out, the inspectors were difficult sometimes to coordinate with, reaching the Section 8 case worker was not always easy and quite frankly it was just too much hassle. In addition we were finding tenancies were harder on our properties and we were having a much less profitable and much less enjoyable experience with them than with our non-subsidized tenancies and so we discontinued the program. After a couple years off of the program we approved an application from a women who came into our office to sign a lease and she asked “would you mind signing this additional paperwork for us”? I said, “Oh, I can’t believe it, you guys snuck under the wire here because we don’t accept Section 8. And she said, “No, there’s a way you can take Section 8, we just haven’t figured it out yet!” I said “I don’t like dealing with the government, so the only way I would do this is if you were my personal secretary and you did not only everything the government requires the tenant to do but also everything I have to do that’s over and above and beyond what a normal landlord transaction would be like. For instance, I’m not going to go to the Section 8 office to sign the lease, I want you to bring it to our office, we’ll sign it here, which is how we do our standard tenancies. She said no problem. I said, “I don’t want to have to deal with the case work at all, in fact if I never had to speak to the case worker that would be delightful.” She said “No problem, and you’ll see I’ll take good care of the place and renew the lease.” So we did that, she was true to her word and so now we have this policy that when we take a Section 8 tenant we actually have a little addendum that states that they’re required to be the liaison with their caseworker. It greatly reduces our interaction with the government and increases our profitability because we don’t spend as much time on it.

AIMEE: You also mentioned to me earlier that you do things like actually inspect their current residence?
TODD: The second problem we had with Section 8 was they were harder on our tenancies and lower on our security deposits than our standard tenancy. Not 100% of the time, but it seemed that was the case more often than non-subsidized tenancies. So to put a stop to that we just made a really simple policy: We have to personally inspect your current Section 8 residence before you’ll be approved for our residence. The rational behind that is real simple, we’re going to get a snapshot of how you’re going to live and how you going to treat our house. This is one of those beautiful systems where the people who say no thank you, or I don’t want you to come in they just automatically decline themselves and withdraw and we didn’t even have to go out to their residence. We actually are batting 1000 and everyone we’ve inspected we’ve approved and we’ve had really good results within the tenancies.

AIMEE: That sounds like you get responses from the right residents.
TODD: Right, and so the other part of that is we actually require them to still be in their current Section 8 residence so if they move and they are staying with friends they’re automatically not eligible for our Section 8 program. In addition, they have to be in their current residence for a year or more. So if you go in and see a home that’s well cared for, that’s a pretty good indication that that’s how they’ll take care of yours.

AIMEE: Is it legal to ask to see how they take care of their current residence as a condition for approval to rent your property?
TODD: Occasionally some of the residents will say, “Hey, that sounds discriminatory” and I say, yes it is. We’re discriminating against tenants who are not taking good care of their homes. So I’ve actually got a really good relationship with our Section 8 coordinators, area wide, countywide and they applaud me for our program. They actually get behind it and say I wish more landlords would do this. So not only is this legal, Section 8 actually endorses it and thinks it’s a great idea.

AIMEE: Thank you so much Todd, this was a great interview and we hope you have a great day!
TODD: Thanks for calling and looking forward to seeing some more good stuff on your website.

Related Posts:
Does a Landlord Have to Accept Section 8 Vouchers?

Moving Marketing Online: Interview with Nick Scarabosio, Jackson Group Property Management

Using Social Media in the Property Management Business: Interview with Kayla Morris Roeder, Cambridge Management Group

Moving Marketing Online: Interview with Nick Scarabosio, Jackson Group Property Management

Aimee Miller — Mon, 14 Sep 2009 21:08:26 +0000

I recently had the chance to speak with Nick Scarabosio from Jackson Group Property Management in San Francisco, CA. San Francisco is a competitive market and you have to be thinking of creative ways to reach your audience…and Nick is pretty creative!

Aimee: How has your property management marketing changed over the past couple of years ?
Nick: Our marketing has changed quite a bit over the last few years – especially how much more we can do, for less. We used to be heavily focused on print advertising and mail, both are very expensive. But now we’re more focused on using online marketing to reach our customers. And this definitely saves us money.

Aimee: It sounds like you’re spending your marketing budget differently, what are you doing?
Nick: Yes we are. We have reduced the advertising budget because we are exploring different avenues. We’re spending on targeted Google Adwords as well as testing some Facebook advertising. We basically only do print ads in the Yellow Pages – the majority of our advertising is now on the Internet.

Aimee: You’re in San Francisco so I’d assume the people are pretty tech-savvy – do you think your approach works in all markets or just those like San Francisco?
Nick: I think it works especially well in markets like San Francisco but the ideas apply for everyone because our culture has changed in the last 10 years due to the tech boom. I know grandparents who are getting on the Internet now to talk to grandchildren and they realize it is an easy way to do business from greater distances. Phone books are getting out of date – you can use the Internet to look up and find a property manager in New York even if you’re in Los Angeles.

Aimee: How did you get started using the Internet for marketing?
Nick: It has definitely been trial and error because I really like to figure it out on my own. I started working by putting together the Google ads together myself. You really need to start with the simplest form you can find – I think you have to be hands-on to be sure your ideas really come through.

Aimee: What are your most effective Internet channels right now?
Nick: Craigslist right now is the #1 resource. In San Francisco 95% of rentals are filled via Craigslist postings. Second is social networking like Twitter, Facebook, MySpace – it is not always what you know it is who you know! So we use it for finding residents as well as business networking, owners, potential clients, vendors. We’re building our Facebook community and we use word of mouth extensively. If I know I have 25 friends in San Francisco who are in the business in my social networking group I’ll ask for a referral for a painter or plumber. It is natural to look for personal referrals so we always make sure to provide great service so our network will feel good referring us.

Aimee: Do you still find time to engage with the local community?
Nick: First you have to have a good foundation, meaning a good market presence and solid company. You always have to be involved with the community. An example is we do simple flyers to neighbors when we take over a property saying something like “Jackson Group is proud to have rented 120 A Street, please join us on Facebook where we share local offers and specials.” It is important to have a good mixture because it is hard to get people to just find you on the Internet. Find opportunities to connect with neighbors to get people to join you online, then you really have your presence set.

Aimee: How do you use Twitter and Facebook?
Nick: We listen on Twitter for different words but Facebook is the most important for us. On Twitter you can’t just sit there waiting for people to find you. Proactively look up people in your area that might be talking to your prospects. If you say something great they might “retweet” to their followers. With Facebook it can be even easier, you may be able to get in on a conversation that has bearing on what you do and then you can get involved. You have to take the time to listen to what other people are saying. So don’t just post vacancies to your community – that’s boring after a while. We even go as far as putting together a plan so we mix city info with resident info. An example is we’ll inform people that composting is now mandatory in San Francisco and we’ll provide the link and more details.

Aimee: What do you want to do next?
Nick: We’re trying to build a web following where people really want to hear a daily update from Jackson Group. We want people to feel that we provide good quality information and basically build trust so they will recommend us in the future. We want the reputation that if you’re a client, resident, vendor or someone who lives in the area you trust and listen to us. When we build an audience who trusts us, our name is in their mind when they have a future need…so they come to us eventually.

Related Posts:
Using Social Media in the Property Management Business: Interview with Kayla Morris Roeder, Cambridge Management Group

Horizon Realty’s Twitter Debacle: It Can Help You With Your Property Management Social Media Plan

5 Steps to Get More from Your Online Marketing (Aug. 26 Webinar Recap)