New property owners need more than a flashy sales pitch to trust that your company is the right fit...they need real help managing their investments. Are you providing a compelling case for why property owners should trust you? Or is your pitch just smoke and mirrors? Join Joe Sidebotham, AppFolio Manager of Sales Onboarding, for a fresh way to look at winning over new property owners. With a proven record in sales success, Joe’s expertise in providing real value to Property Managers and their clients goes uncontested. Check out this webinar to learn how you can: -Form a business case for why you are the right choice for property owners -Ask open ended questions as a way to build trust between you and your prospects -Win new property owners by helping them set and reach their business goals -Differentiate your business from the competition in your area -Customize your outreach and forge a personal connection with each new owner … and more!

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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 Overview
Why your business is like a tube of toothpaste
• 4 Ways to Differentiate Your Business
Why your toothpaste brand is better than the others
• Building a Strategy
Motivating people to buy your toothpaste
• Wrap up

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Market Overview
Why 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 Business
Why your toothpaste brand is
better than the others

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Cost
How does your management
fee compare?
#iheartappfolio

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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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Technology
How 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 Deposit
Online
Screen
Instantly
Market
Vacancy 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 strategy
Motivating 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
#iheartappfolio

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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
Basic
Post to Internet
Premium
AppFolio 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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24x7
Fully Integrated To Handle ALL
Maintenance Calls
Diagnose Troubleshoot & Resolve
Maintenance Issues
Bilingual Around the Clock
Monitor Portals & Dispatch
Vendors in Emergencies
APPFOLIO
WILL HANDLE
ALL
MAINTENANCE
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 Group
San 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 Management
Bloomington, 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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