Peter Lohmann argues property owners don't care about your company's brand or values. They want one person to call: a dedicated manager with a direct number who handles turnovers, evictions, and rent collection. Personal attention to small problems changes how owners see everything else.
My current thinking is that your clients want to call their property manager. They do not want to call their property management company. And it's a very subtle distinction between those two ideas, but it's extremely powerful. People want to deal with people. They want to know that somebody at this company, and they don't even really care what company they work at. They just want to know that somebody at this company is looking out for them and their property. And when they call that person, they call them back and they know what's happening. They know about the turn, they know about the eviction, they know about the rent collection. Owners have very high expectations of their your property management company in terms of the phone and email response times and things like that. My thesis is that if you assign all of your customers a specific property manager and you give them their number, you're gonna get way more grace on everything from phone response times to turn costs to problems with rent collection because they don't care at all about my company. My owners do not care about RO Property Management. They don't care about my journey. They don't care about my background. They don't care about our story. They don't care about our values. They do not care about any of that. Mm-hmm. But if somebody named Sally is their property manager and they know that Sally was at their property the other weekend and noticed that the window was a little sticky and they just took care of it for me, suddenly everything's right in the world. This company's amazing. Sally's the best. Oh, no problem, Sally. Call me back tomorrow. No rush.
