Peter LohmannAll Things Residential Property Management | CEO of RL Property Management | Co-Founder of Crane

40% of Landlords Are Still On The Fence

20 Aug 2026 · 1 min

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In this brief interview, Peter Lohmann asks the speaker about insights gathered from their property‑management platform’s users. The speaker explains that landlord decisions revolve around two intertwined factors: control and trust. The more trust a landlord has in a service, the more control they are willing to relinquish. Demographically, 33‑35% of sign‑ups are brand‑new landlords, and just over half own only a single rental unit, representing the “greenest” segment of the market. Despite signing up, about 40% of these landlords remain undecided about whether to engage a property manager, indicating a significant portion of the audience is still on the fence.

Chapters

I'm curious what you've learned about your customers over the years in dealing with them.
Yeah, you're, you're 100% correct about control. The 2 things that we see them pivot around is control as well as just trust, right? And they run hand in hand, right? The more you trust someone, the more control you're willing, you're willing to give them. And so for those that sign up for our platform, what's been really surprising— so just to share a little bit about our demographic, I already mentioned, right, 33 to 35% of signups are brand new landlords that about a little over 50% only have a single unit, right? So these are, uh, the greenest individuals out there. And what's been really interesting is they sign up, and when we talk to them and survey them throughout the process, 40% of them are actually still on the fence as to whether they want to use a property manager.