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Presented by: Kelli Segretto, CPM

Defining Your Tech Stack for Today, Tomorrow, and Beyond!

^{April 16-18, 2024}

^{Omni Amelia Island, Amelia Island, Florida}

NARPM® BROKER/OWNER CONFERENCE & EXPO 2024

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NARPM® BROKER/OWNER CONFERENCE & EXPO 2024

Picture this… You run a family owned, mid sized property management company. It’s Thursday morning and you come into work, check your voicemail, and boot up your computer. You log into your Property Management Software, open your calendar, and spot check your email for urgent replies. Once you’ve addressed any fires, You either pick up where you left off the day before, open your digital task list, or create your to dos to get started. If you have vacancies, you may open up your self showing software and see if there are any prospective leads to follow up with. Or… maybe you are responsible for New Deals and you live out of your company CRM.

The reality is that technology is infused into everything that we do. If its not, we may be missing out on efficiencies and opportunities our competitors are capitalizing on. There are literally hundreds of different software options and tools to choose from… so how do we select the right technology for the right time in our business? How do we pick PropTech partners that will grow with us and help us reach our goals? How do we integrate and automate the technologies we have? How do we keep up on the latest features and opportunities? How do we future proof so we don’t have to make unnecessary and costly switches down the road?

That’s what we are here to talk about today.

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About Me

Founder, K Segretto Consulting
20+ years experience
50 States, 8 Countries
PropOps™ Nerd
Endlessly Curious

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Before we get started, I want to give you a little bit of information about me. I am Kelli Segretto, founder of K Segretto Consulting – a property management and process solutions consulting company.

I have been in property management for over 20 years, with experience in all 50 states and 8 different countries. I’ve managed single family, multifamily, and LIHTC properties. I’ve also coached companies who manage short term, HOA, mobile home parks, campgrounds, and more. I have deep maintenance roots having run in house maintenance programs and maintenance companies. I am a licensed General Contractor and real estate agent.

I love property management , but where my heart is – is all things PropOps or Property Operations. I have a passion for digging into technology to find it’s limits and finding creative solutions to help teams thrive.

I am endlessly curious, a lover of adventure, “the girl” to my guy, and the proud mom of 4 amazing kids + one son in law.

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My First Tech Stack

Triplicate Forms
Paper Files and Docs
Excel Spreadsheets
Maintenance Request Cards
Drop Boxes
Craigslist Ads

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NARPM® BROKER/OWNER CONFERENCE & EXPO 2024

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Evolution of PropTech

1980

2024

2002

1991

2013

$32 Billion Invested

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We saw a little about how untech savvy the industry used to be, but I want to take a moment to talk about the history

The history of property technology can be divided into four stages of development.

The Desktop Software Era - 1980s

The Internet Revolution – 2000s

The Rise of SaaS - 2007/8

and the Automation, Integration, and AI Takeover - Present

In 1984 the first property management system was launched… YARDI. A year later managers had access to Microsoft Excel and in 1988 we saw the first version of Rent Manager hit trade shows.

The second PropTech stage began as real estate technology first targeted consumers during the dot com bubble. At that time, most sales and residential listings were on print media and in real estate offices- so companies began to focus on moving listings onto digital media

Which brought us to companies like Zillow along with many other PropTech companies, even AppFolio and others. In 2008 landlords joined the revolution - Tenant Turner was started by a group of landlords during the housing crisis of the time.

From 2008 onwards, the widespread availability of high speed internet meant that real estate companies could move more of their data and services online. These startups have been supported by seed funding and investment from a range of sources, particularly venture capital funds. In 2015, investment into property technology grew, with more than $1.7 billion in funding being invested across over 190 deals. This represented a 821% increase in funding compared to 2011. That can’t even begin to compare to when the industry hit an all time high of $32 Billion in 2021. It has since cooled to $11.38 billion in 2023 as the proptech sector has seen a recalibration attributed to normalization following the digital acceleration during pandemic years.

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Your Tech Today

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That leads us to today, but I want to transition into talking about YOUR company. Where is YOUR companies Tech Stack today? Planning your future Tech Stack starts at home with what you have and who you are as an owner.

What type of Property Management company have you built?

Tech forward? Do you find yourself jumping into technologies when they are new, loving to beta test and have the newest gadgets first?
Are you more moderate, stepping into tech a year or two after launch. Let other people be the guinea pigs!
Are you lower tech, not really ready to trust technology. There is something special about tried and true.

Before we can plan for the future, we have to assess where we are today. Defining your Tech Stack doesn’t always mean adding new tech partners. Sometimes it’s modifying, eliminating, or better utilizing what we have.

We wont have enough time to really deep dive into your organizations, but I do want to give you the resources and starting points for success.

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Assessing Your Current Tech Stack

Operations	Sales	Leasing	Maintenance	Owner/Resident Experience
Property Management Software	CRM	Self-Showing	Maintenance Tech Software	Chat Communication
Digital Process/Task Management	Phone Systems	Property Marketing	Evaluation Tools	Smart Home
Internal Communication	Appointment Setter	Virtual Tours	Maintenance Tickets	Benefit Packages
Video Conference	Market Comparisons	Shared Calendars	GPS Trackers	Concierge
Data/Dashboards/BI	Website	Editing Software	Hotlines/Chatbots	Knowledge Base

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Identify Current Use

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Hidden Gems

New Features
Overlooked Functionality
Misunderstood Use
Untapped Potential

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Now it’s time to go on a treasure hunt.

How many of you have a dedicated Systems and Technology Manager? Someone dedicated on your team to Vet technology programs, keep up with new features for existing tech, provide training for staff? Ya, most PM companies don’t have that. That’s how we can end up with tools in our toolkit that we are underutilizing.

Let me give you an example. I have a client who started using a tool called Process St over 3 years ago. They set up their processes as digital checklists in the software to its full capability, trained their team, and have been using the software ever since. Over the past 3 years, the software has changed significantly. They have added huge improvements with conditional logic, data sets, integrations, automation, internal forms, and so much more. Did my client continuously modify their processes to keep up with the changes as they rolled out? No! So now there was a technology in their toolkit that was not being used to its full potential. Instead of adding a NEW technology to their tech stack or jumping into a substitute software, we created a plan to tap into the full potential of an existing tool, saving money and creating efficiency.

Here’s another example, A client lost their leasing agent during the busy season and decided to onboard Tenant Turner so they could quickly get self showings up and running. When the urgent need was alleviated and things settled down, they decided they needed to bring back in person leasing for their higher end market. The client asked me if I had any suggestions for scheduling software and prescreening opportunities for in person showings. They had such a specific need to fill when they onboarded with Tenant Turner, they completely missed that Tenant Turner could ALSO fill that need for them. Sometimes we onboard with tunnel vision and miss out on other opportunities. This client was ready to hire one or two more partners to fill the need, thankfully they didn’t have to.

In the third column we want to identify any New Features, Overlooked functionality, misunderstood use cases, or untapped potential with our current tech partners. If you don’t know what these are right now, this is something you will want to research! It may also be a great conversation starter with other conference attendees.

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Poll Time

https://app.sli.do/event/vMCnBdoDXvfkidsX6WwW8X

Http://www.slido.com

Code #1191388

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Complete Analysis

Identify Overlap
Integration & API Opportunity
Price Now vs Future

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Let’s round out our analysis here.

To complete the last three columns, you will want to wait until you’ve been able to fill in the current use and future potential for EACH of your tech partners. Then you will look through and see if there is overlap in functionality. Think about the rule of 80%, is it good enough? There may be functionality that doesn’t perform as well as well as a proprietary tool, but the cost savings or simplification may make it worth it for the team.

Consider the integration and api capabilities – which we will talk about more in a bit. And Finally, what is the cost of the tool now and is there any increased cost if you add additional functionality.

Again, we don’t have time to go through all of these today, but set yourself time to do this or have a team member do it back at the office.

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Future Needs & Scenario Planning

Door Count

Business Financials

Growth Strategy

Diversification

Out of Day to Day

Sale of Company

PM Software

Digital Dashboards/BI

Sales/CRM Tech

GPS Tracker

Process Tool

Audiobooks

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Now that we’ve talked about how to assess your current tech stack - Let’s talk about the future. If you have done EOS, you may have a clear picture of your 1, 3, and 10 year plan. If not, maybe you have an idea of where you want to be in 5 years. Maybe you have an exit strategy. For consistency sake, let’s focus on 3 years out.

Picture where you want to be in 3 years, what your day to day looks like, what the business looks like:

Will you be in the day to day?

What is the projected door count?

What team members will you have? Remote or in person?

What are your revenue goals?

Do you plan acquisitions or rapid growth strategies?

Do you plan to sell the business?

Diversification? Maintenance companies, real estate offices, additional locations?

Plans for personal investment portfolio growth?

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Case Study

3 Year Picture
200 Door Increase
1.5M Profit (PM business) $800k Real Estate Sales
Open Second Market
Out of Day to Day

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Case Study

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A lot of great choices, but do you see any inefficiency - anything that may have some overlap or waste?

Skype - Skype they were using for phones and the chat feature, but you’ll see they have Gsuite and Zoom, so they could switch to Google Chat for internal communication and Zoom for their phone numbers. Made a quick switch there.

Signwell and Propertyware – While you can have documents signed in Propertyware, its cumbersome to add the owner information into your system before sending off the contract. We decided to keep Signwell for now.

We also decided to stay with Propertyware – Key features like custom fields and robust reporting still make this a good fit for the company. I also don’t recommend moving software unless you have a valid reason.

We looked at Hootsuite and Constant Contact to see how they are being used, but they serve separate functions. Hootsuite handles social media marketing and constant contact is email marketing they are really pleased with. In the future, LeadSimple may have functionality to compete, but they don’t at this time.

How about Zendesk? As I asked questions to learn how they were using it, I found out they were only using the chatbot feature for their website. Definitely not worth the price for a premium tool.

We also talked about happiness with the tools they are using. They identified some struggles they were having with their self showing provider and decided they’d like to interview alternatives.

Here’s what we ultimately did. We eliminated these three tools. Skype and Zendesk were absorbed into tools they already have.

Anyone remember what the clients goals are? – expand into a new market and retire from the day to day – RIGHT. So we added a few new technologies into the mix.

They decided to sign with Tenant Turner for their self showing provider – but the interesting pieces are the additions of Obligo, Meld, and Zoho.

In order to keep his finger on the pulse, we decided to set up a Business Intelligence tool which allows the Owner to see all of their important KPIs in one place. Through API and integration, we are able to take data from Propertyware, LeadSimple, PropertyMeld, Quickbooks, SurveyMonkey, Google, and Social Media and gather it into custom dashboards in a new tool – Zoho Analytics. He will be able to set bonuses and incentives off of real data, motivate his team, and have peace of mind in the daily operations without having to be there. We created a tech plan BASED ON HIS GOALS.

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Evaluating Tech: Define the Need

Goals for the Future
Company Pain Points/Issues
Inefficiencies
Common Complaints
Communication Gaps

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Know Your Hurdles

Gather Team Input
Time Constraints
Budget
Team Limitations
Change Management

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After you have defined your goals and issues. It’s important to identify the potential hurdles you will need to jump over. This will guide your decisions in picking the right partner that will last.

I always recommend getting feedback from your team. They may have insights to hurdles from the day to day that you haven’t considered yet.

What are your time constraints? Do you have a need to get a new technology up and running before a certain deadline? Is there a time of year that will be better to build or test? Are you losing a key team member and this will help fill the gap? As you are considering timing, keep in mind how long it will take to get a new technology up and running in a meaningful way to where it will be a help and not a burden… which isn’t right away.

Budget – Are there tools that do AMAZING and fancy things? Yes. Are there crazy bells and whistles? Yes. Can you afford them and if you can, should you? What is your technology budget? Will there be tools you eliminate or changes in staffing that can change the numbers?

Team Limitations: This is both capacity and ability. If your team is overtapped and you can’t dedicate a resource to OWN the roll out, adding new technology may not be a good idea right now. When it comes to ability – some platforms may be over the head of your staff. You may have team members you know are going to struggle or fail, causing burn out or turnover… Know your teams limitations

Change Management – Change is always hard. It’s important to have proper expectations when you are changing the way current tech is being used OR adding in new technology partners. Think through the impact the change will have on the team, your clients and customers, vendor partners, and yourself.

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Do Your Homework

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Research means you are proactively seeking out potential partners and opportunities. This does not mean shuffle through your handouts from the last few conferences you attended. Search online, check facebook groups for recommendations, talk to other property managers in your NARPM chapter or other affiliations. Do you know what happens when you do a google search for PropTech companies in the USA? Or what comes up when you search for a specific type of property management tech partner? Companies you’ve never even heard of come up first!

Research to find the top viable candidates. You should have already defined your need so when you research, you are identifying how each potential partner measures up to fill the needs you have in your organization.

In the past, I have researched up to 25 different softwares for a single project – you don’t have to go that far.

Some common information you will want to collect includes: standard features, scalability, integration opportunities, ease of use, support, company stability, customer base, their development roadmap, history of improvements they have made in the last year, funding source, affiliations, and reputation.

Do a surface check of as many partners as you’d like, but Choose top 3-5 to deep dive.

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Demo: Sales Pitch vs Reality

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Ask the Right Questions

Software Solutions
Demo Specific Tasks Needed
Integration, AI, Automation
Case Study Examples
Pricing and Additional Costs
Training and Support Included
Data Security, Privacy, and Ownership
Set Up Needed Before Launch

Planned New Features and Updates
Ability to Customize
Minimum System Requirements
Back Up and Disaster Recovery
Scale with Team Growth
Terms of Contract and SLA
References

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During your demo, your objective is to gain as much information as you can. If you can record the call, even better. It’s record of the promises that are made and answers given. Here are some great questions to consider:

What specific problems does your software solve?
Can you show how your software handles [specific task/problem]?
How does your software integrate with our existing systems?
What is the implementation process and timeline?
Can you provide case studies or examples of similar clients?
How does your pricing structure work, including additional costs?
What training and support services are offered?
How do you manage data security and privacy?
What new features or updates are planned?
How customizable is your software?
What are the minimum system requirements?
How is data backed up and what's the disaster recovery plan?
Who OWNS the data stored in the software?
Can the software scale with our growth?
What are the terms of the contract and SLA?
Can you provide references from current clients?
What were the top improvements you made to the software in the last 6 months?

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Free Trial: Break Before You Buy

Have a Clear Objective
Run Realistic Scenarios
User Experience
Customization and User Settings
Review Help Docs
Contact Support and Check Response Time
Data and Reporting
Integration and Automation
Test Exports/Exit Strategies

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After the Demo… remember trust but verify?

Do a deep dive into your top choices. You would not believe how many times I have gotten to this part of my journey with a tool only to find that ½ of the things I thought I’d be able to accomplish were “work arounds” or unable to be performed.

Have a Clear Objective: Go back to the goal you need to accomplish with the tool
Run Realistic Scenarios: Create test data, actually run the program through it’s paces in the way you would if you were using it. You could even run in tandem with real life scenarios in your office to see how they would hash out if you had the technology.
User Experience: How easy is the product to use? Does the layout make sense? Is it intuitive? Are buttons called the right things? Is it logical?
Customization and User Settings: Check out the setting options, a big one is notifications. Can you change your user settings, admin controls over team members
Review Help Docs: What does the help center look like? Use some of their tutorials and see if they are easy to follow. Do they have video, text documents? Is there enough information for your team to use. You don’t want to be the creater of help docs for someone elses tool
Contact Support and Check Response Time: Do they reply same day? Do they reply at all? If you call does someone answer the phone?
Data and Reporting: What does the internal reporting look like? Making data driven decisions is extremely important. Can you filter reports and dial into the information that’s important to you? Is the data only accessible in the program or can it be exported out of the program
Integration and Automation: Does the technology have the capability of integrating or communicating with other programs? Is there an API? If so, what type?
Test Exports/Exit Strategies: Especially tools where you are doing a considerable amount of set up, how easy is it to export your information and data back OUT of the system if you need to make a change in the future? Does it export in a common file type?

It’s important to document your findings…. You will not remember the intricate details of each potential partner. Especially like tools – they start to blend into each other.

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Due Diligence

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You are collecting a ton of information and it will feel like too much work for adding a simple technology, but every time you set up a new tech partner there is time and money poured into those efforts. The more effort you make to select the RIGHT partner and not the RIGHT NOW partner, the less cost, energy, and fatigue on your team.

When we asked our questions, we should have received references. More specifically, we want a Top/Happy Customer, a Similar customer to you, and Someone who left on bad terms. If you just ask for references, they will likely give you a happy customer who raves about how transformative and amazing the company is. The reality is that they probably ARE amazing to that client. Each property management company is different. Their previous experiences, pain points, and business practices are going to contribute greatly to how satisfied they are with each of their solution partners. The more varied experiences you hear about, the more you will be able to see not only if it’s a good company, but if it will be good for how YOU need to use it.

Make sure all of the references are of recent clients so the features are accurate.

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Pick The Right Partner

Fits your goals
Continuous Development
Best In Class
Solid Foundation
Maintains Training Materials
Clear Implementation Plan
Stellar Support

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It’s now time to pick the right partner.

So what makes someone right?

They fit the goals and hopefully stretch goals of your organization – they must be able to do what you set out to do
They don’t have to be the most innovative or tech forward solution (depending on the partner) – but they should have a track record for continuous development and a road map for the future. Technology is always changing and your partners should be investing in staying up to date or ahead of the curve.
Best in class – It may be better to wait to implement the best tool rather than use a good enough temporarily – but that really depends on where you are at. Best in class for you may be constrained by budget and size. Maybe the compromise is a lower tier in a better product.
Solid Foundation – be weary of brand new businesses. You want partners that will be around for a long time. They need to have solid financial foundations, good funding, and a positive reputation
Training: You never want to say – oh we will just create training materials. If a software moves ONE BUTTON, you have to amend the training you create. Pick a partner that has GREAT training resources or at least adequate.
Clear Implementation plan. They should have a clear guide on how they implement their program in your office. If it’s a tool that your Owners, Residents, or Vendors are going to interact with or experience, they should ALSO have a roll out plan for them!
Stellar Support – some of the biggest complaints software companies receive is that no one was available when support was needed. When we need help, we need it now – having stellar support should provide your team with the resources they need when things don’t go as planned.

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Team Buy In

Choose a Champion
Share the WHY
Open Honest Dialogue
Create Feedback Loop
Continuous Training

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For sake of time we are’t talking about roll out, implementation, or the ins and outs of successful launch – but I do want to briefly stress the importance of Team Buy In. This is the make or break of many companies technology programs.

The first tip is choose a champion. This will be the person on your staff that knows the ins and outs of the particular tool. It doesn’t have to be the same person for all platforms, but this is your in house expert and the one that will drive the program forward.

Second, If you help your team understand the WHY behind technology, you convert them to believers in your goals and vision. Get everyone rowing in the same direction. It reduces conflict, inactivity, and drama.

I like to have a kick off meeting where staff is encouraged to voice their true concerns. We get everything from praise to distain if you have created a culture of mutual respect and transparency. Airing the issues early allows everyone to start on the same page and overcome concerns.

Create a feedback loop – this could be a shared google document. When I am working with teams we will create a software specific issues list. It’s a way for everyone to collaborate, inform, and then we can create specific training for our inevitable stumbling blocks

Training: This can be as simple as highlighting a new feature at the beginning of your team meeting. Get everyone involved, make it fun, and encourage curiosity.

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Tech Stack Essentials

Automation

Integration

API

Future Proof

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If you remember back to the Tech Timeline I shared in the beginning, we are now in the age of AI, Integration, and Automation.

Today we’ve been talking about creating a tech stack - that's not just about slapping together a bunch of cool tools, but about creating a seamless, efficient system. Let's break down some key concepts:

Automation is the use of technology to perform tasks with minimal human intervention. Imagine if half your to-do list got done while you sipped your morning coffee. That's automation. It's all about technology taking over repetitive tasks –collecting rent, sending automatic emails, or even sorting out maintenance requests – so you can focus on what really matters.

Integration is like having a well-oiled machine where every part works perfectly with the others. In our world, you may see integrations between platforms like AppFolio and LeadSimple or Property Meld. Integration is linking computing systems and software applications physically or functionally, to act as a coordinated whole.

Moving on to APIs, or Application Programming Interfaces. These are A set of protocols and tools for building software and applications. Think of these as the secret handshakes that let different software systems communicate.

In layman's terms, APIs are the messengers or connectors that allow software applications to communicate with each other, while integrations are the combined efforts of different systems to function as a unified system. Integrations often use APIs to enable these connections and communications between different software systems.

Future Proofing is about not just surviving but thriving in the future. It means picking technology that grows with you, that can adapt and integrate with whatever new gadgets and gizmos come our way.

So, why do we care about all this? Because together, Automation, Integration, APIs, and Future Proofing don't just make our lives easier; they set us up for success in a competitive market. They ensure we're not just keeping up; we're staying ahead, offering better services, and making our properties the ones everyone wants to live in.

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Waitress Example:

Imagine you're at a restaurant with a group of friends. You decide what you want to eat, but instead of everyone shouting their orders to the kitchen, you have a waiter who takes your orders, communicates them to the kitchen, and then brings your food back to you. In this scenario, the waiter acts like an API (Application Programming Interface).

APIs: They're like the waiters of the software world. An API takes a request from one piece of software (like you deciding what you want to eat), communicates it to another system (the kitchen), and then brings back the response or service needed (your food). APIs allow different software systems to talk to each other, sharing information and tasks even if they're built differently.

Integrations: Now, think of the entire experience of ordering food, from menu browsing to eating, as an integration. Integration is about making separate systems work together as a whole. So, if APIs are the waiters, then integration is the entire process of ordering, cooking, and delivering your meal to ensure you have a seamless dining experience.

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Your Tech Roadmap

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Balance: Tech vs Touch

Customer Experience
Automation Overload
Finger Off the Pulse
Complement not Replace
Dare to Be Different

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Before we wrap up, I think it’s important to keep in mind the idea of Tech vs Touch. Let me give you an example…

I had a client who decided they wanted to create more efficiency in their operations. They decided to automate as much as possible. It was truly remarkable what they were able to do. They cut their staff numbers in half, created email campaigns for owners, residents, and potential clients. They automated their lease renewal process, collections efforts, streamlined their application process and move in. They went to touchless move ins with key boxes and digital lease signings…. Very different from how I started in property management.

So what was the problem? He started getting poor reviews. Residents and Owners rarely spoke to a human. The onboarding process was depersonalized and sterile. Were issues being taken care of? Yes, but it left people feeling a bit uneasy.

Some words of caution… this is a customer service industry. Getting too automated, too tech infused, too distanced from your business can actually create dissatisfaction.

So keep these things in mind:

- Ensure you have an amazing customer experience for your Owners AND your residents

- Be careful that you aren’t automating the items that create the warm fuzzies with your clients

- Too much automation can create disconnect for yourself or your staff. Do you even know what’s in those automatic communications anymore? Do we know what our process is if its just on autopilot?

- Technology should be a tool to complement your operations, not replace your relevance. Especially in a world where there are more and more DIY tools available to investors. They are hiring us for our expertise and the service we provide.

Final thought… in a landscape where we are seeing more and more technology – we may start to see a shift to even MORE importance in the human touch. Don’t forget what makes you stand out. If its technology and that creates the wow – go for it. But if it’s the hand written thank you note – Find what makes you memorable.

I love technology and use it HEAVILY in my everyday. Even my business has a tech stack – but make sure yours is RIGHT for your company and can grow and expand with your dreams and aspirations!

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Ask Me Anything…

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Thank you!

Kelli Segretto

Email: kelli@ksegretto.com

Website: https://ksegretto.com

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