Calendar icon February 6, 2023

Introducing Second Nature, The Preeminent Home Wellness Brand

 

Rebranding

What's in a name? Shakespeare would seem to argue not a whole lot given his infamous "a rose by any other name..." quotation. But, as I can personally attest, names are a big deal (just ask any soon-to-be parent...or someone leading a rebrand for a company). For anyone who might be curious, changing the name of a company isn't something that occurs overnight. Nor is it something that transpires without a hearty discussion...or fifty. There can be so much history, so much emotion, so much pride tied up in a name. And, of course, everyone has an opinion they firmly believe is the right opinion.

So, why and how does a fast-growing company determine whether it should change its name and then embark on the daunting journey to rebrand itself? You might imagine a bombastic owner or a dogmatic CEO banging her fist against the table, proclaiming she's bored of the company's name and has a brilliant idea to revitalize the company's image. Or, maybe you envision a youthful, energetic start-up holding a naming contest among its employees, drawing a final name out of a hat during a happy hour. These scenarios may very well transpire at some companies, but they could not be further from how we arrived at the decision to rebrand our company from FilterEasy to Second Nature.

Truth be told, we never set out with the explicit purpose to change our look...or our name. Rather, we began by challenging ourselves to think long and hard about how we could create more value for our customers—how we could surprise and delight them with every interaction. We knew we needed to be smarter, more strategic, and more laser-focused if we were to broaden our company's ambitions, and we agreed building a beloved brand would be the best way to win with customers. At that point, everything was put on the table for evaluation, including the name FilterEasy.

The FilterEasy Era

Thad Tarkington and Kevin Barry
 

Our company has experienced an incredible journey since 2012, and it began when two North Carolina State University students harnessed their passion for entrepreneurship and honed in on an opportunity to create a better experience for homeowners who struggled to stay on top of an important but out-of-sight, out-of-mind home maintenance task: changing out dirty air filters. The idea was simple yet brilliant—make it impossible to forget to change air filters by automating delivery direct to homeowners' doors on a customizable schedule. The solution was so obvious to them and made conquering a simple household chore so easy, they almost immediately decided to name the company FilterEasy.

The company's history follows the classic storybook start-up success story. Two passionate and ambitious students drop out of college to pursue a business idea, set up operation in a garage, live off of ramen noodles and peanut butter, move locations countless times, and, through hard work, grit, and determination, scale up a super successful business servicing hundreds of thousands of customers. The chronology follows the happy path so tightly, one might infer nearly all start-ups experience the same success story toward "making it". In reality, the start-up scene can be trying and tumultuous, and our company has proven to be a diamond in the rough. While a little luck is always involved in any start-up breakthrough, our success has directly correlated to our ability to solve a clear and present customer pain point and our resolute focus on doing right by our employees, our partners, and, most importantly, our customers. In fact, our passion to create real value in the market has been our guiding light and is purely what prompted our journey to rebrand to Second Nature.

The Decision to Rebrand

So, why would we make the decision to change our company’s brand if we had achieved a number of successes in a relatively short period of time, all under the banner of an intuitive brand name that communicated our offering? Well, the answer to that question is simple but long-winded. And, it’s centered on some tough questions we asked ourselves as we reflected on a successful 2017 and looked forward into the future: Did we fundamentally understand our market and the opportunities that existed within it? Did we understand our customers’ needs, wants, desires, dreams? Did we know how they wanted to spend their free time? What stressed them out? What kept them up at night? And, most importantly, did we understand why we fit into our customers' lifestyle and where we could provide even more value?

In early 2018, we invested in some prudent market research to better understand our customers and the broader market, as well as to evaluate our business challenges and opportunities. As we peeled back the layers of the proverbial onion, we defined our target audience and learned some fascinating insights about our existing customers. Still, we wanted to learn more, so we conducted interviews and focus groups to gather additional insights that would help us better contextualize our target audience. In short time, we began to comprehensively understand our target’s lifestyle and need-states, and new business opportunities lit up our radar. As we refined our strategy in light of the market insights, we developed a more unique and compelling market positioning. We saw an opportunity to harness our existing platform, centered on delivering convenience to busy professionals and families, and expand it to help customers tackle home maintenance tasks that were oft-forgotten but could impact the health of the home environment and potentially cause costly repairs and replacements. Ultimately, we decided we wanted to help our customers take better care of one of their most valuable assets, their home, and we knew that convenience was the vehicle to facilitate our refined purpose.

Through the lens of our newly articulated brand purpose, we scrutinized the name FilterEasy. We questioned whether the name would continue to intuitively communicate our value proposition or whether it would potentially water down or confuse our vision for the future of the company. Through multiple ideation sessions, concept tests, and analysis, we determined the best, most strategic option was to rename the company and relaunch the brand. We developed a number of viable strategic brand names we thought would provide a great runway for us, and we tested them with our target audience. Time and again, Second Nature outperformed the other options. The answer was clear: we had found our new name.

Introducing Second Nature

Second Nature is the synthesis of a lot of smart market research. The name embodies our brand’s mission to empower the modern-day homeowner to be master of his or her household, never forgetting to stay on top of all of the out-of-sight, out-of-mind to-dos. It also provides a great strategic base on which we can bring to life and grow our brand and continues to evoke the ease and simplicity of our convenience model. We aim to transform people’s home habits so that important home wellness tasks become second nature and never go neglected. Additionally, the secondary, almost subconscious, meaning of the name allows us to pursue products that are eco-conscious and help our customers do their part in restoring nature to its purest state, and, in a way, bring about a second nature. We know it’s hard to keep up with everything related to health and wellness these days, but with us, our customers are able to make home wellness a habit. As we move forward on our journey, we will empower our customers to better care for their refuge from the busy, chaotic world. In doing so, we hope they’ll see that good home wellness habits lead to a better sense of personal wellness.

Second Nature logo being designed
 

With Second Nature, we have developed a new identity system that includes illustrations, iconography, packaging, web design, and photography art direction. The identity should evoke a fun-loving and optimistic personality that is compassionate and empathetic in its approach. We want our customers to view Second Nature as a brand that selflessly puts others a mile ahead of itself and is willing to help out family and friends when they need someone they can count on. By the same token, we want customers to view Second Nature as a colorful brand that knows how to have a good time and gets along with other people effortlessly. Think of us as the zany yet responsible friend who implicitly knows when you need a good laugh, when you need a shoulder to cry on, and when you need a helping hand because you’re feeling overwhelmed in the moment.

Our new logo takes the shape of a spiral floral pattern inspired by the Fibonacci Sequence, which is a mathematical pattern found everywhere in nature and throughout time. It explains the natural order of our world. All around us are rhythms and cycles we hardly notice, but without which we wouldn’t be able to function. The bloom reflects patterns of growth spirals such as those found in pine cones, sea shells, seeds, and flowers. And, like the healthiest of flowers, proper home wellness is dependent on a cyclical influx of the right elements. For fields of daisies, we’re referencing sun, soil, and rain. But, for the homeowner, it’s the products Second Nature dependably, continuously provides.

We will continue to push our brand in new and exciting directions in the months and years to come, and we’ll be guided by our customers. We plan to release several new products and services over the next twelve months, including a refrigerator water filter product coming this winter. We aim to provide easy solutions to common problems, and we’ll always be enthusiastic about sharing. We’ll also upgrade our experiences and create surprise and delight interactions that provide a moment of relief for our busy, time-starved customers. We want everyone to feel encouraged and energized after an interaction with us or our content. Drop our Customer Care team a note if you have any comments you’d like to share—we’re always open to feedback and want to know how we can better serve our customers.

Parting Thoughts

So many people think a rebrand simply involves locking a handful of designers and copywriters in a room so their brains can conjure up all sorts of interesting colors, patterns, typefaces, etc. While contemplating these types of artistic elements is certainly part of the process, there are so many other activities and conversations involved when reimagining a brand. We truly think we got it right in developing Second Nature. And, our excitement for our new brand is held with conviction because we listened to our customers and asked all sorts of insightful questions that got us to where we are right now. Second Nature isn’t the brainchild of one or two people at our company; it is the brainchild of a collaboration with our customers and our target audience.

This rebrand has, by far, been the most exciting, the most rewarding, and the most fun business endeavor I've had the honor of leading in my career. I hope each and every customer falls in love with Second Nature to the degree the team and I have throughout the process of developing it. I'm confident it will quickly become one of your trusted, beloved brands because our company is obsessively focused on creating meaningful value for customers by helping homeowners maintain a healthy home environment for themselves and their loved ones.

 

couple on couch with Second Nature box nearby
 

Keep learning

10 Steps to Onboard New Tenants

For property management companies, new tenant onboarding represents a cornerstone of the "Triple Win" philosophy we advocate here at Second Nature. That's because an optimal process benefits all parties. First, a smooth onboarding experience fosters tenant satisfaction and delivers winning conditions for a positive tenant relationship with their new home. It recognizes their role as property residents rather than transactional entities, and sets a positive tone for their experience with the property. It also demonstrates professionalism and competence on the part of the property management company, which not only boosts your brand, but also enhances your ability to attract potential tenants in the future. Finally, it protects the real estate property owner: Clear communication of lease terms, expectations, and maintenance procedures helps reduce the risk of issues such as late payments, property damage, or misunderstandings. But how do you actually optimize the onboarding process? Today we'll look at standardized procedures you should implement to ensure consistency and a positive outcome for all. Note on language: "Tenant onboarding” is an industry term used from time to time. But we here at Second Nature are trying to evolve the word "tenant." We’ve seen the incredible work property managers do day in and day out to make renters feel like they’re so much more than just a tenant – they’re residents. Making renters feel like residents isn’t just philosophical, it also encourages them to invest in care for their home and add value to the property. This is why, at Second Nature, we prefer to call tenants “residents.” Like you, we think of them as people first – making your property their home. 1. Run background checks, collect and verify all tenant information The onboarding process starts with thorough tenant screening and background checks on prospective renters. The process of ensuring the accuracy of tenant information can be time-consuming, so this is where you will realize the greatest efficiencies as you optimize the process. Start by leveraging screening and credit check/credit score service providers to assess a tenant's financial responsibility and ability to meet rent payments, as well as identifying any prior evictions or tenancy issues. Criminal background checks, run in accordance with fair housing laws and anti-discriminatory practices, can uncover potential red flags that may represent risks to the property or other tenants. You should also use standardized application forms that clearly request information such as: full legal name, contact details, and date of birth employment information and income verification (via recent paystubs or employer contact details) previous rental history, including contact details of prior landlords emergency contact information Directly contact previous landlords and employers to confirm details provided by the prospective tenant, and verify the government-issued photo ID (driver's license or passport) they supply to confirm their identity. Consider offering an online application portal where tenants can submit their information and upload documents securely. This allows for faster processing and reduces manual data entry (and therefore reduces the risk of errors). Again, ensure that all screening processes comply with fair housing laws to avoid discrimination based on protected characteristics. 2. Explain the lease and sign the agreement It's critical for all parties that you be transparent and clear about lease terms. To achieve this clarity in a repeatable, standardized way, consider structuring the process as four distinct stages: (i) Pre-signing review Schedule a dedicated time with the tenant to review the lease agreement. In the agreement itself, it's important to use clear, concise, plain language that avoids legal jargon. Explain each clause, addressing key points like rent amount and due date, security deposit details and return policy, allowed usage of the property and any restrictions (such as pets or modifications), maintenance responsibilities of both the tenant and the property manager, and termination clauses/notice periods. (ii) Addressing concerns After the pre-signing review, proactively invite questions and address any areas of confusion or concern. Have supplementary materials and any other necessary information readily at hand, such as property manuals or tenant handbooks. (iii) Lease signing process Consider offering the option of secure e-signatures for a convenient and efficient signing experience, but do ensure readily available hard copies of the lease for traditional in-person signing preferences. (iv) Post-signing follow-up: Present tenants with a signed copy of the lease agreement for their reference. At that point, you should outline the next steps, such as payment details (more on that below) move-in date and procedures, utility setup details, and contact information for maintenance requests or emergencies. 3. Collect payments and security deposits An efficient tenant onboarding process will prioritize secure and convenient methods for tenants to submit their security deposit and rent payments. Naturally, this starts and ends with clear communication. If you have not covered this in the context of the lease agreement, do so now: Clearly outline all available payment methods, as well as rent due dates, late fee structures, and any associated payment processing fees. It's helpful to provide flexible payment methods. Options include secure online portals (whether hosted on your site or by a third-party payment processing provider) that allow tenants to pay using debit cards, credit cards, or e-transfers. This option presents multiple advantages, including automatic recurring rent collection, online receipt for all transactions, and a record of payment history for easy reference. You can also offer the option for direct bank transfers between the tenant's account and the accounts of your property management company. For technology-averse tenants, you may find it necessary to offer traditional payment methods such as cashier's checks or money orders, which provide a secure way for tenants to submit payments without the risk of personal check bounces. When it comes to security deposit handling, compliance is key. You must adhere to all local and state regulations regarding security deposit amounts, holding periods, and interest accrual (if applicable). It's helpful to hold security deposits in a separate account designated solely for this purpose. This demonstrates transparency and protects tenant funds. 4. Share copies of electricity and gas safety certificates While some regulations require property managers to make electricity and gas safety certificates available on request, in certain jurisdictions, the property management company may be legally obliged to provide them during the onboarding process. Always consult with local regulations and ensure compliance to avoid any legal issues. In any case, by proactively providing copies of safety certificates, clearly explaining their purpose, and maintaining proper records, property management companies demonstrate a commitment to tenant safety and uphold a high standard of professionalism. This fosters trust and transparency throughout the tenancy. While the certificates indicate overall the electrical and gas safety of your rental property, as well as any potential hazards, emphasize the tenant's responsibility to report any observed issues or concerns promptly. 5. Schedule move-in To efficiently schedule the move-in, inquire about the tenant's preferred move-in date and time frame during the lease agreement signing process. If you're offering a few available move-in windows, strive to accommodate their preferred date and time, as this demonstrates your commitment to tenant satisfaction. If the tenant's preferred date is unavailable, propose options that minimize disruption, such as an earlier or later move-in time within the same day. Once a mutually agreeable move-in date and time are established, send a confirmation email or document outlining the details as well as a move-in checklist. Note that Second Nature includes a move-in concierge as part of its Resident Benefit Program. 6. Prepare the property for move-in day The onboarding process culminates in a meticulously prepared property for the tenant's arrival. Start by conducting a pre-move-in inspection and cleaning. This covers the entire property, including: Floors, windows, and all surfaces. Appliances Bathrooms and kitchens Ensure that all smoke and carbon monoxide detectors are operational, and have fresh batteries. Also, address any outstanding maintenance or repair requests, and verify that all applicable utilities are functioning properly. You'll want to take any meter readings in the presence of the tenant during the move-in process. Consider providing small "welcome amenities'' (toilet paper, tissues, light bulbs, and so on), as well as a welcome packet that includes contact details, important property information, trash collection schedules), and emergency procedures. Such gestures foster a sense that the property is being managed with care. 7. Deliver keys and share property manager contact information While the process of delivering keys and sharing contact information may seem trivial, it's an excellent occasion for once again demonstrating your professionalism and care for the property. First, coordinate a convenient time for the tenant to pick up their keys. This can occur during a move-in walkthrough or previously. Consider offering flexible options for key collection, such as collection of keys from the property management office, or secure drop-off at the property, if this is feasible. Maintain a record of the specific keys issued to the tenant. If the property utilizes key fobs or electronic access systems, ensure the tenant receives proper instructions and activation procedures. As far as contact information goes, provide the tenant with various contact methods, including any dedicated phone lines for tenant inquiries and maintenance requests, email addresses for non-urgent communication, and access to an online tenant portal (if applicable) for rent payments, maintenance requests, and communication. If you have not already done so, outline your operating hours and response timeframe for inquiries and maintenance requests. Provide a separate after-hours emergency contact number for urgent situations. 8. Leave a welcome message, card, or gift pack for the tenant While not essential, incorporating a personalized touch during the onboarding process can significantly enhance the tenant's experience. For instance, a brief handwritten note left at the property upon move-in adds a personal touch, as does a warm welcome email. Such a message can express that the tenant has chosen your property, offer availability to answer questions, and reiterate important contact details for the tenant's reference. Professional greeting cards with similar messages are also an effective way of enhancing your brand, particularly when co-branded with local restaurants and grocery stores to offer discounts or coupons. Another option consists of gift packs containing small, practical items such as basic toiletries, coffee/tea/baked goods, or cleaning supplies. Ensure that any message, card, or gift reflects a professional tone and avoids overly personal greetings. 9. Follow up after one week with the onboarded tenant to get feedback An optimal onboarding process extends beyond the initial move-in. Following up with the resident after a week demonstrates your company's attentiveness and professionalism, and goes a long way toward boosting retention rates. Schedule a follow-up call or email approximately one week after the tenant has settled in (at which point they will have become well acquainted with the property). A call allows for a more personal touch and enables the tenant to voice any concerns directly, while an email gives them the flexibility to respond at their convenience, as well as providing a written record of the communication. Sample wording might go along the lines of: "I hope you're settling in well at [property address/name]. Is there anything we can help you with?" or "We hope everything is going smoothly after your move-in last week. Do you have any questions or concerns we can address?" Remind the tenant of the various contact methods available for the property management company, and address any raised concerns promptly to demonstrate your willingness to assist in resolving issues. You may also wish to consider incorporating a brief tenant satisfaction survey into the follow-up e-mail, if you've chosen this approach. This can provide valuable insights into areas where the onboarding process can be further improved. 10. Schedule periodic rental inspections with the tenant A crucial aspect of responsible property management involves conducting periodic inspections. Here's a professional approach to scheduling these inspections while fostering a positive relationship with the resident. Clear communication is paramount. It's important that you outline the frequency and purpose of inspections within the lease agreement, and explain the rationale behind inspections, emphasizing property maintenance and ensuring tenant safety. Of course, you'll reserve the right to conduct immediate inspections in case of emergencies or suspected violations of the lease agreement. However, prioritize informing the tenant whenever possible, and always adhere to local and state regulations regarding the frequency and notification requirements for rental inspections. Before scheduling an inspection, provide ample written notice. This allows residents to prepare the property and minimizes disruption. As necessary, work with the tenant to find a mutually agreeable date and time for the inspection. Allow the tenant to be present during the inspection, and limit the inspection to the essential aspects, avoiding intrusion into personal belongings (download our rental inspection checklist to ensure you’re covering all the bases). Then, provide the tenant with a copy of the inspection report, highlighting any findings or maintenance needs. Final thoughts Remember, an onboarding process is not just a series of steps; it's a tool to enhance communication, establish expectations, and create a positive resident experience. Our top recommendation for ensuring a world-class resident experience is to build a resident benefits program. Second Nature has pioneered the only fully managed Resident Benefits Package for single-family property managers. Learn more about resident experience management in our State of Resident Experience Report, or explore the benefits of a Resident Benefits Package.

Calendar icon March 20, 2024

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7 Best Property Management Newsletters

Property managers fill many roles and hold many responsibilities. That’s why it can be helpful for them to subscribe to leading industry newsletters and publications. These publications deliver strategic time-savings by providing focused, often actionable updates on market news such as real estate market fluctuations, investment property trends, and resident demographics. They can also keep you informed about updates to legal considerations related to rental properties, so you have a longer runway to adapt to any changing requirements. Finally, they’re an ideal way of keeping tabs on the latest in best practices and tech advancements, so your operational toolbox always has the best tools available, for what can often be a challenging role. In this post, we’ll survey some of the top newsletters in the industry, and provide quick takeaways about what makes each worth the read. 1. Second Nature's Triple Win Newsletter Our very own bi-weekly newsletter is a fun and informative digest of all things property management, with a focus on our "Triple Win" approach, which favors conditions that benefit residents, property management companies, and owners alike. We make it engaging and helpful, with sample content including articles such as "Improving Delegation with the 'Who' Not 'How' Approach," "Property Management Horror Stories," and "How to Install and Manage Processes in Property Management," plus interviews with industry veterans, our take on the best of social media, and the occasional PM-focused meme. Subscribe here 2. Peter Lohmann's Newsletter Peter Lohmann is the CEO & principal broker of RL Property Management, a residential property management company located in Columbus (Ohio). His weekly newsletter has 5,000 subscribers, and according to a recent social media posting on Twitter/X, focuses on “sharing everything that works as we grow our property management business.” A testimonial from one newsletter subscriber describes the content as “honest, objective, and eye-opening,” and this does appear to be the brand of the email newsletter, as it is written in a personable, conversational tone that covers a wide range of meaningful content and marketing strategies, ranging from how daunting it can be to hire a new COO, to extended discussions around client churn (using data from his own company), as well as spotlights on conferences, local events, and new technology. Subscribe here 3. PlanOmatic Monthly Beaker PlanOmatic provides photos, floor plans, and 3D tours for single-family rental property owners and property managers. Their monthly newsletter, The Monthly Beaker, bills itself as “everything you need to know about SFR, once a month, in one place.” Although it is still a fairly “young” publication at just over a year old, it has already garnered over 750 LinkedIn subscribers to go along with their email list. It’s easy to see why – the format makes it a lot of fun to read, with an introductory editorial segment delivered in a conversational tone that nevertheless provides a significant quantity of information. This is typically followed by a series of quick hits consisting of proprietary insights into the SFR space, important data from around the sector, and final bullets providing key takeaways (“Everyone knows this stuff and you should too”) from the property management industry. Subscribe here 4. National Rental Home Council As the non-profit trade association of the single-family rental home industry, the National Rental Home Council (NRHC) publishes a wealth of resources for its different target audiences. NRHC’s intent is to support legislative and regulatory frameworks that incentivize housing providers to augment and enhance accessibility to a range of fair housing options for both homeowners and renters. This means its resources are designed to be of interest to a variety of different stakeholders within the rental market. Members receive a weekly Briefing Report on the single family rental home industry, the Quarterly NRHC Newsletter, and a Weekly Newsletter featuring national coverage and news alerts. For non-members, the NRHC issues regular news releases, as well as resources including FAQs, reports and primers, fact sheets, and videos. With archives dating back to 2015, this site is a valuable and well-established industry resource. Visit the website 5. The Evernest Newsletter Evernest’s focus is on single-family houses, condos, small multi-family buildings, and HOA management. It manages over 15,000 properties for over 6,000 owners, and its HOA and Association division serves over 17,000 homeowners. As for the Evernest Newsletter, its email list consists of over 18K landlords and real estate industry investors, all signed up to receive educational content for DIY landlords and real estate investors. This real estate newsletter also publishes content related to new podcast episodes from the Evernest team, articles and videos, and community content as well as information about upcoming events. Subscribe here 6. Jordan Muela’s Newsletter Jordan Muela has been in the property management industry for over 10 years, and is currently CEO of LeadSimple and co-founder of ProfitCoach. He started his now bi-weekly newsletter in 2021, which counts 4k property manager subscribers, and focuses on “people, process, and profit,” as he puts it. With catchy headlines and informative content, it’s worth browsing his page of posts to get a sense of his coverage. Sample headers include “Why what triggers you is a gift,” “There's a simple test to understand how aggressive your fees are,” “It's ok to want to quit,” and “2023 National PM Pricing Report”: suffice it to say that it’s all highly varied and readable stuff. Subscribe here 7. Marc Cunningham In addition to running the PM Build website, Marc Cunningham is the President of Grace Property Management & Real Estate. He's regularly featured in national real estate publications and podcasts, holds multiple designations, invests in residential and commercial real estate, and was named the 2018 national property manager of the year by Think Realty. At PM Build, Marc publishes a monthly video newsletter that addresses current topics and trends in the real estate property management space. With accessible topics such as “How To Deliver Bad News To Owner-Clients, “Top Tip To Be Successful In The Property Management Business," and “6 Numbers To Measure The Success Of Your PM Business,” his content is of immense value for new and seasoned property management companies alike. Watch episodes here Hungry for more news? Visit Second Nature’s Triple Win Property Management Blog

Calendar icon March 15, 2024

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