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How to Win Sales and Influence Owners

Joe Sidebotham

Sales Onboarding Manager

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Audio Check Select Telephone or Mic & Speakers

• Telephone – Dial phone number, access code, and audio pin

• Mic & Speakers – Make sure speakers are on and volume is up

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Ask Questions!

Type your questions in

the Chat box

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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

• AppFolio as a Competitive AdvantageHow AppFolio makes people want to buy your toothpaste

• Building a strategy

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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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AppFolio as a Competitive Advantage

How AppFolio makes people want to buy your toothpaste

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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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Reasons to hire an AppFolio PM

1. Problems with PM

2. Inspections

3. RentMatch

4. Premium Leads

5. Screening Service

6. Maint. Contact Center

7. Payment Platform

8. Rent Increases & RUBs

9. Portals & Reporting

10.Liability Insurance

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INSPECTIONS

Place your screenshot here

Professional and intuitive layout

Provide insight into property

condition

Take photos and “talk” observations

directly into AppFolio

Conduct annual or move-out

inspections on mobile devices

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RENTMATCH

• Compare rental prices of similar units

• Maximize rental revenue

• Unique tool for actual rental prices

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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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SCREENING SERVICES

● On-the-spot applicant screening

● Intuitive to read for property managers and owners

● View applicant’s rent payment history from RentBureau

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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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eCheck

AppFolio Payment Platform

Credit Card ECP

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OWNER & VENDOR ECHECK PAYABLES

• Money arrives next business day • Owners get money faster• Highly secure

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RENT INCREASES

● Track when Rent Increases are due

● Easily search for all tenants eligible

● Ensure you are maximizing possible revenue on a property

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RATIO UTILITY BILLING SERVICE (RUBs)

● Allocate utility costs equitably among tenants

● Distribute between owners and tenants

● Tenant allocation based on # of occupants or square footage

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• Offer most modern tools to your clients

• Owners have mobile access

• Quick access for financial diagnosis and taxes

• Historical information and documents tracked forever

ONLINE TENANT & OWNER 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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Tenant Liability 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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Building a strategy

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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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Services to Include• Online Payments

• Inspections

• Portals

• Modern Leasing Flow

• Maintenance Contact Center

• Tenant Liability Insurance#iheartappfolio

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Wrap up

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Has AppFolio helped you improve your level of service?

Yes (97.2%) No

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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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Thank You!