Professional Documents
Culture Documents
Executive
Summary
ABC
Management
is
a
regional
Washington-area
property
management
firm
known
for
outstanding,
comprehensive
management
service
for
foreign-service
and
military
homeowners
stationed
overseas.
ABCs
management
place
a
high
priority
on
protecting,
maintaining,
and
collecting
on
the
residences
of
over
400
landlord-homeowner
clients.
Due
to
ABCs
success
in
serving
these
communities,
it
has
enjoyed
high
levels
of
client
loyalty
over
the
years,
as
well
as
steady
referrals
from
homeowners
and
area
Realtors.
The
tide
began
to
turn
in
early
2014,
however.
Whereas
ABCs
portfolio
had
been
growing
at
a
rate
of
about
eight
percent
each
year,
2014
marked
the
beginning
of
a
three-year
period
of
unprecedented
churn
and
stagnation.
During
2015
and
2016,
the
business
lost
valuable
longtime
clients
representing
four
percent
of
the
businesss
portfolio.
Furthermore,
a
growing
percentage
of
that
lost
business
comprised
luxury
homes
that
have
historically
leased
in
a
competitive
market
to
highly
desirable
tenants.
These
trends
have
become
a
cause
of
great
concern
to
ABCs
owners
and
management.
Following
a
performance
analysis
to
determine
the
causes
and
impact
of
the
lost
business,
it
was
determined
that
rising
levels
of
tenant
dissatisfactionand
concomitant
online
reputation
damagehave
played
a
significant
role
in
the
steady
stream
of
lost
business.
Three
interventions
are
proposed
in
this
business
case
to
increase
tenant
satisfaction.
The
suggested
interventions
include:
1)
Provide
(and
incentivize)
a
brief
online
tenant
education
module
to
establish
appropriate
expectations
and
policy
knowledge.
2)
Administer
quarterly,
anonymous
tenant
feedback
surveys
to
monitor
and
accommodate
tenant
needs,
and
3)
Complete
and
deploy
a
document-rich
tenant
portal
to
support
tenant
self-advocacy
and
access
to
records
and
covenants.
By
carrying
out
these
interventions,
ABC
will
be
able
to
achieve
its
goal
of
returning
to
a
state
of
near-zero
portfolio
churn
and
steady,
word-of-mouth
growth.
Alternatives
to
Consider
The
first
alternative
enumerates
three
interventions,
in
order
of
priority,
that
can
be
considered
the
essential
introduction
to
ABCs
TACT
program.
The
second
alternative
is
to
continue
on
doing
business
as
usual,
without
any
interventions.
My
recommendation
would
be
to
implement
the
three-pronged
intervention
package,
so
as
to
quickly
and
inexpensively
address
some
of
the
primary
causes
of
tenant
dissatisfaction,
as
well
as
provide
a
means
of
adapting
online
training
and
tenant
portal
according
to
ongoing
feedback.
In
my
role
as
a
digital
marketing
consultant,
I
am
able
to
fully
support
all
three
of
these
proposed
interventions.
Alternative
1:
Combined
Tenant
Education
with
Feedback
and
Dedicated
Portal
As
the
analysis
below
shows,
full
implementation
strategy
costs
listed
below
are
well
below
the
costs
to
the
company
of
maintaining
business
as
usual.
Whereas
the
annual
cost
of
dissatisfied
tenants
has
been
determined
to
be
at
least
$34,720
per
year
(growing
by
a
minimum
of
$6,900
per
year),
the
annual
cost
of
the
package
of
three
interventions
is
$13,500.
(Following
the
first
year
of
implementation,
the
cost
of
maintaining
these
interventions
is
projected
to
be
approximately
$2,000
less,
due
to
the
decreased
development
costs.)
Cost
of
Full
Implementation
of
the
Three-Part
Intervention
Strategy
This
scenario
captures
the
costs
of
implementing
interventions
across
just
an
initial
12-month
period:
from
June,
2017,
to
May,
2018.
Course
of
Action
Cost
Items
Total
Cost
Tenants
Online
Module:
Clearer,
more
interactive
Operations
Director
presentation
of
covenants
and
Administrative
Staff
responsibilities
mean
lease
tenure
will
run
Property
Inspection
Staff
more
smoothly,
with
fewer
misunderstandings.
Online
Module
Completion:
Partial
rent
Tenants
refund,
after
successful
completion
of
training
module,
means
tenant-manager
relationship
begins
with
tenant
receiving
financial
assistance
and
direct
advocacy
from
property
manager.
Tenants
Online
Module
&
Tenant
Portal:
Clearer
communication
of
tenant
move-out
responsibilities
means
less
likelihood
that
tenants
will
misunderstand
or
forget
what
they
must
do
to
get
security
deposit
fully
refunded.
Tenants
Online
Module
&
Tenant
Portal:
Clearer
communication
of
tenant
move-out
responsibilities
means
lower
likelihood
of
lost
security
deposits.
ABC
Management/Owner
Online
Module
&
Tenant
Portal:
Reduced
Administrative
staff
(who
losses
for
tenants
mean
lower
likelihood
of
sometimes
get
called
out
by
angry
Yelp
and
Google
reviews.
name
in
the
online
reviews)
Homeowner
Clients
All
Interventions:
Ability
to
attract
higher- ABC
Management/Owner
quality
tenants
Leasing
Agent
ABC
Management
All
Interventions:
Ability
to
grow
the
All
ABC
employees
business,
not
simply
replace
lost
business
Homeowner
Clients
Tenants
Quarterly
Tenant
Survey:
Ability
to
evaluate
and
modify
tenant
education
and
portal
affordances
according
to
tenant
needs.
ABC
Management/Owner
Quarterly
Tenant
Survey:
Ability
to
respond
All
ABC
Employees
to
problems
before
negative
reviews
are
left
and
business
reputation
is
permanently
damaged.
ABC
Management
Quarterly
Tenant
Survey:
Feedback
All
ABC
Employees
mechanism
allows
management
to
determine
staff
customer
service
training
needs
on
an
ongoing
basis.
Conclusions
and
Recommendations
The
recommended
course
of
action
of
this
business
case
is
to
adopt
the
Full
Implementation
Plan:
This
course
of
action
would
significantly
contribute
to
the
achievement
of
ABCs
aims
of
improving
its
online
reputation,
attracting
top
tenants,
keeping
its
current
client
base,
reducing
churn,
and
growing
the
business.
The
current
loss
of
homeowner
clients,
which
amounts
to
approximately
$50,000/year,
will
be
greatly
reduced.
Employees
ability
to
do
their
jobs
without
recurring
tenant
conflicts,
will
be
improvedas
will
employees
ability
to
work
without
fear
of
damaged
individual
reputations.
While
this
implementation
plan
does
not
include
a
formal
employee
performance
improvement
program,
the
quarterly
tenant
feedback
component
does
allow
for
a
natural
development
of
coaching
and
training
at
a
later
date.
Homeowner
clients
will
have
a
greater
security
in
continuing
to
do
business
with
ABC,
knowing
that
the
firm
attracts
a
qualified
pool
of
tenants
and
that
they
need
not
fear
the
income
loss
due
to
prolonged
vacancy.
In short, full implementation addresses the challenges discussed throughout the business case:
High-Level
Implementation
Plan
Full
Implementation
Step
Description
Timeframe
13. Tenant
Document
ABC
approves,
and
portal
launches,
with
May
24
May
31,
2017
Portal
Final
Review
and
email
and
registration
info
sent
to
all
Approval
tenants.
16. Tenant
Education
ABC
reviews
and
approves
detailed
June
7
June
14,
2017
Module
Content
content
outline
and
storyboard.
Outline
Review
Development
of
Tenant
17. Digital
Scribes
creates
online
training
18. June
15
June
30,
2017
Education
Module
prototype
using
Articulate
(to
be
published
on
website)
Refinement,
19. ABC
reviews
prototype
and
submits
20. July
1
July
15,
2017
Finalization,
and
requested
changes.
Digital
Scribes
Launch
of
Tenant
incorporates
changes,
obtains
final
Education
Module
approval,
launches
module,
and
notifies
leasing
agent.
Broadcast
Q2
Survey
21. Digital
Scribes
sends
email
survey
and
22. July
1
July
15,
2017
and
Collect
Data
follow-up
broadcasts
to
all
tenants.
Data
collection
begins.
Report
and
Make
23. Digital
Scribes
interpets
tenant
feedback
24. July
16
July
31,
2017
Recommendations
survey
responses
and
prepares/submits
from
Q2
Tenant
Survey
report
to
ABC.
Results
may
lead
to
additions
to
intervention
plan.
Do
Nothing
By
deciding
to
maintain
the
status
quo
and
not
remediate
tenant
satisfaction
problems,
ABC
will
have
to
put
a
break-even
business
acquisition
plan
into
effect.
While
the
management
would
have
to
meet
to
agree
on
the
best
course
of
action,
the
plan
would
necessarily
rely
on
marketing
tactics
to
increase
overall
number
of
homeowner
leadsand
would
assume
lead
conversion
rates
similar
to
the
current
5
percent
closed
leads
from
rental
market
analysis
form
submission.
The
following
represent
the
kinds
of
actions
that
would
be
logical:
Aggressive
PPC
marketing
campaigns
to
targeted
localities
that
have
high
numbers
of
rentals
and
a
large
military
population.
Appeals
to
satisfied
homeowner
clients
to
leave
positive
reviews
online.
Evaluation
Plan
In
order
to
evaluate
the
success
of
the
business
interventions
being
implemented,
ABC
will
develop
and
monitor
a
set
of
metrics
related
to
tenant
satisfaction
measurement.
ABCs
annual
rate
of
clients
lost
to
other
management
companies
will
decrease
from
the
current
3
percent
(12
properties)
to
1.5
percent
(6
properties)
in
FY
2017,
and
to
.5
percent
(0-2
properties)
in
FY
2018.
Within
one
year
of
the
interventions
being
implemented,
lease
application
rates
for
vacant
rentals
will
increase
by
25
percent.
Within
two
years
of
implementation,
lease
application
rates
will
increase
by
50
percent.
Within
one
year
of
the
interventions
being
implemented,
negative
tenant
reviews
(3
stars
or
less)
on
Yelp!
And
Google
will
decrease
by
50
percent.
Within
two
years
of
implementation,
negative
tenant
reviews
will
decrease
by
90
percent.
Within
one
year
of
gathering
quarterly
survey
feedback
from
tenants,
aggregate
satisfaction
ratings
will
improve
by
20
percent
(i.e.,
from
an
average
of
3/5
to
an
average
of
4/5).
Within
15
months
of
the
interventions
being
implemented,
at
least
three
satisfied
tenants
will
agree
to
leave
positive
reviews
on
Yelp!
and/or
Google.
Appendices
Appendix
A:
Key
Analytics
Findings
Appendix
Table
1:
Notice
that
even
as
visits
to
business
acquisition
website
pages
go
up
(2015),
return
visits
are
going
down.
Appendix
B:
Real
Estate
Agent
Survey
Feedback
Appendix
Table
2:
Area
agents
were
surveyed
after
they
entered
a
drawing
sponsored
by
the
property
management
firm.
A
total
of
40
survey
responses
were
collected.
Many
left
the
comments
area
blank.
This
table
represents
a
sampling
of
those
who
explained
why
they
would
or
would
not
be
willing
to
recommend
the
firm
to
homeowner
clients
looking
for
management
services.
Appendix
C:
Sampling
of
Tenant
Online
Reviews,
2013-2015
Appendix
D:
Notes
from
Staff
Interviews
The
following
sound
bites
from
staff
interviews
represent
some
key
takeaways
from
that
discovery
process:
Staff
were
asked
different
questions,
depending
on
their
rolebut
each
one
was
asked
about
common
tenant
problems
or
questions
they
encounter.
Admin
1:
When
they
tell
me
somethings
unfair,
I
tell
them
they
should
have
read
the
lease!
Admin
2:
Tenants
can
be
downright
abusive.
After
one
used
my
first
and
last
name
in
an
online
review,
I
dont
even
tell
them
my
name
over
the
phone
anymore.
Leasing
Agent:
Sometimes,
in
a
group
of
tenants,
one
of
them
will
read
the
lease,
but
everyone
else
in
the
group
just
comes
in
at
odd
times
to
give
their
part
of
the
security
deposit,
and
Im
pretty
sure
they
never
took
the
time
to
even
read
over
the
lease.
Property
Inspector:
Tenants
always
say
they
didnt
cause
the
damage,
but
I
take
lots
of
pictures.
Believe
me,
the
damage
was
never
there
when
they
moved
in.
I
tell
them
they
should
have
planned
ahead
to
get
if
fixed
before
check-out,
but
they
just
argue
with
me.
Its
no
use
at
that
point.
Theyre
angry.
When
it
comes
to
HOA
violations,
sometimes
the
tenants
just
dont
even
respond.
Then
theyre
surprised
when
they
get
charged
for
the
fixes..
Operations
Director:
I
do
my
best
to
make
sure
the
maintenance
issues
get
addressed
right
away,
but
sometimes
I
swear
these
people
leave
reviews
that
complain
about
things
I
never
even
got
a
request
about.
Principal
Broker:
Why
dont
these
people
just
read
their
lease?
Its
right
in
there
that
they
are
supposed
to
get
the
gutters
and
chimney
cleaned
by
an
approved
vendor.
I
dont
understand
how
they
could
run
down
our
reputation
online
when
its
really
their
fault
for
not
reading
their
lease.
Appendix
E:
Gantt
Chart
Depicting
Tenant
Portal
Development
to
Date
Appendix
Table
3:
Portal
is
close
to
deployment.
Only
one
developer
payment
remains.
The
WordPress
framework
will
make
it
easy
to
manage
and
modify,
to
make
for
a
smooth
user
experience.
Appendix
F:
Proposed
Tenant
Education
Module
(The
following
content
outline
would
guide
development
of
a
20-minute
module
developed
in
Articulate
Storyline
and
deployed
on
the
clients
website.)
Tenant Education Module: ABC Management
Content Outline
Introduction: Three quick opening scenarios are presentedlearners will probably see
themselves in at least one of these, and each will present similar circumstances in
which tenant(s) felt they were doing their best and were honoring their leasebut then
were shocked to learn they would only receive a partial refund of their security deposit.
Joes story. A group of tenants (not related to one another) sharing a place
together. Joe had paid the security deposit, but then the two other housemates
left early, and Joe was left holding the bag to clean up everything. That bothered
him, but after a weekend of doing a full cleaning, he felt sure that the immaculate
house she was leaving behind would merit a full refund of his deposit. (The
problem: Joe left a clean house, but he never called a chimney sweep or a gutter
cleaner from the approved vendor list. As a result, he had charges totaling $400
deducted from his deposit.)
Shannons story. A single parent. Shannon has her hands full with a full-time
government job, a commute to downtown DC each day, and a toddler to take
care of. When the time comes to move out of her rental, she hires a professional
cleaner to make sure a thorough job is done. She also arranges for approved
vendors to come service the fireplace and clean the gutters. She has installed
baby gates throughout the house and has also hung lots of shelving to organize
toys and clothes. When she takes down the gates and fixtures, shes in a hurry.
She doesnt give much thought to all the holes and dents in the wallsand she
notices some light bulbs in the basement that are burned out. But she figures
since she never really used that room much, she shouldnt have to replace those
expensive floodlight bulbs. Later, when she realizes $275 has been deducted
from her security deposit, she is bewildered. Why so much money for a little
drywall patching and screwing in a few light bulbs???
Kevin and Glorias story. A young couple. Kevin and Gloria are planning to use
the returned security deposit toward the down payment on their first home. Its a
big deal. Theyve taken great care of their rental and are proud of that fact.
Theyre busy professionals who tend to get home later in the evenings. They
havent spent time in the backyard in months, and they were so busy making
sure the house was ready for checkout that they failed to notice the tall grass and
overgrown weeds in the backyard. Later, when they get all but $350 of their
security deposit back. They wonder why it cost so much to do a little mowing and
trimming? Was the property management firm profiting from their deposit?
Section 1: Security Deposit Basics: How the security deposit works, what laws
govern it, and ABC want you to get it all back!
Legal nature of the escrowed deposit.
o We'll address both
Virginia Landlord Tenant law and
The reason for the deposits existence. (As a strictly regulated,
escrowed account, it's not a profit center. It exists to protect the
owner.)
o The seriousness of any property manager profiting from a tenants
security deposit. (A managers real estate license is at stake.)
The firm never profits from security deposits, it is only custodian
of them.
In an effort to steer clear of these kinds of profit incentives, ABC
has a policy of receiving no referral commissions or cuts from
vendors we send to service the property.
Why charges are made at checkout:
o If checkout isn't done properly, vendors perform those services--and
charge for their time, as well as their service call minimums!
o If items must be replaced, the property management firm must charge
for those items (and for the time of the vendor who will go to install
them).
Section 1 Assessment:
o Quiz on how security deposits work (T/F and Multiple Choice)
o Link to feedback form to ask a question about the firms security deposit
policies.
Section 2: Top 6 Tips to Protect Your Deposit: What to do to make sure you get your
full security deposit back (dealing with the biggest reasons for tenants losing part or all
of their deposit.)
Final cleaning, according to checklist
Replacing light bulbs and furnace filters,
Final yard cleanup (mowing, trimming, weeding, pruning).
Cleaning gutters through an approved vendor
Cleaning fireplaces with an approved vendor
Top off oil tank if the property has oil heat.
Section concludes with a short quiz
Section 3: Know Your Obligations, Avoid Headaches and Fees
The following are not all tied to the security deposit refund, but they all cause significant
consternation (and sometimes charges) for tenants who arent familiar with their lease
and covenants.
Tenants are obligated to provide access to the premises at lease end. (Provide a
telephone number for Realtors to call before showing.)
Making electronic payments. Once logged into Paylease, tenants are no longer
on the ABC website. Any issues with payments (e.g., website timeout) must be
addressed with Paylease, ABC has no control over them.
As Is items. Tenants must be aware of which items are listed as is in their
lease and must also be aware of the definition of as is as noted in the Tenant
Handbook.
(These three are the ones I know about right now. This list might grow a bit.)
Section concludes with a short quiz.
Concluding Section:
Invitation to reach out directly with a question or a concern about any of this
material.
Evaluation of module (short, 5-question survey)
Opportunity to print a certificate after all sections/quizzes have been completed.
Figure
1:
Sample
screen
and
layout
from
storyboard.
Appendix
G:
Proposed
Quarterly
Tenant
Survey
Topics
How was your leasing experience?
Availability
Responsiveness
Problem resolution
Communication
Friendliness