Photo of Brandy Landon

Brandy Landon

Broker/Owner – Milestone Premier Properties & Newsletter Author - Second Nature

Milestone Premier Properties

Don’t Get Ghosted: How to Keep Applicants From Disappearing This Leasing Season

👻 Let’s talk about the rental market The air’s getting cooler, the pumpkins are out—and if your leasing numbers feel a little spooky right now, you’re not imagining things. The last couple of years have been challenging, but 2025 has brought an even more noticeable shift. Properties that used to lease within days are now sitting longer, with less traffic and fewer qualified applicants. So, what’s behind it? In many markets, we’re seeing an uptick in rental inventory, often from would-be sellers turning into accidental landlords after struggling to sell. That’s created an overflow effect—more options for renters, more competition for managers, and more pressure on owners to stay competitive with pricing. Every market is different, but one thing feels consistent across the board: leasing takes more work right now—more marketing, more communication, and a lot more patience. But what I really want to focus on isn’t just the slower leasing cycle—it’s the shift in applicant behavior that’s come with it. Specifically, the rise of what many of us have started calling “ghosting”—applicants who disappear mid-process. Maybe they schedule a showing and never show up, or start an application and vanish before signing the lease. Whatever form it takes, it’s becoming more common — and more frustrating. So, let’s dig into why this is happening—and more importantly, what we can do to minimize it. Understanding today’s renter To understand this shift, we have to look at the modern renter mindset. Today’s renter isn’t just looking for a place to live—they’re looking for an experience. They value convenience, transparency, and trust. They expect quick responses, clear communication, and homes that align with their lifestyle and values. And thanks to the digital age, they can browse dozens of listings, schedule tours, and compare rents—all without ever talking to a person. In many ways, renters behave more like customers than applicants. They expect property managers to sell them on the property just as much as they’re applying for it. They’re drawn to: Speed and simplicity: If the process feels clunky or communication lags, they move on. Transparency: They want clear expectations on costs, timelines, and next steps. Emotional connection: Photos and descriptions that tell a story—not just list features—stand out. Credibility: A professional online presence, consistent communication, and good reviews build trust. The bottom line? Renters today want to feel seen and valued. They’re not just leasing a home; they’re choosing who they want to do business with. Why this might be happening The leasing process now mirrors the modern consumer experience. With so many listings available, renters are “shopping around” like they would on Amazon or Airbnb—multiple tabs open, quick decisions based on first impressions. Here are a few reasons behind the trend: Option overload: More choices mean less urgency. Many applicants explore multiple homes and pivot the moment they find a better deal. Financial uncertainty: Rising costs and stricter criteria make some hesitant to commit. Sometimes ghosting isn’t intentional—it’s hesitation. Digital disconnect: Automated systems and online scheduling make it easy to disengage because there’s no personal connection. Past experiences: If they’ve faced slow responses or confusing processes before, they’re quicker to move on. At its core, ghosting is a communication gap—and a sign that the leasing experience has evolved. The old playbook doesn’t work quite like it used to. How we can avoid it The good news? A few intentional changes can turn those “haunted” leads into happy residents. It’s all about building trust early and creating a more human experience from the start. Here’s what’s been working for us at Milestone Premier Properties: Follow up fast—and personally: The clock starts the moment someone shows interest. A quick, conversational response (even automated) makes applicants feel seen. Simplify the process: Complicated applications or unclear steps cause friction. Audit your process and remove unnecessary barriers. Build connection early: A short text or call before a showing goes a long way—people rarely ghost someone they’ve connected with. Set clear expectations: Be transparent about timelines, documentation, and next steps. Clarity keeps people engaged. Highlight value—not just features: Focus your marketing on the experienceof living there—the lifestyle, convenience, and community. Re-engage the “ghosts”: Don’t assume silence means disinterest. A simple, friendly check-in can bring people back. We can’t control the market—but we can control the experience we deliver. When applicants feel guided and valued, ghosting happens less often. 🎃 Final thoughts This season, don’t let ghosting haunt your leasing process. Keep your follow-ups quick, your communication personal, and your focus on building real connection. Here’s to a leasing season that’s more treat than trick 👻 Stay spooky! Brandy Landon Broker/Owner Milestone Premier Properties This week's must-sees All things property management in the news these past two weeks: Single-family rent growth sits at 1.4% year over year, the lowest in 15 years, according to National Mortgage Professional. Overall rents are still up, though, and outpacing inflation, according to Nerdwallet. Rental scams are increasing. Yahoo Moneywise has tips on how to stay safe. Triple Win of the week What are you asking of your residents at move-out? Whether it's a cleaning checklist or an exit interview, the PMs in our Triple Win Property Managers Facebook group have some recommendations! Visit the group to join in the conversation. Making property management Second Nature MyQ, in partnership with EliseAI and RPM Living, have teamed up for an all new research report that highlights what today's renters want, and how to increase renewal rates in an economy that's offering more choice and flexibility to applicants. New from Second Nature From Melissa Gillispie, see why the move-in experience sets the tone for the entire lease, over on the blog. Adam Willis from Nestwell in Utah joined the blog-writing team, offering his thoughts on why residents are the lifeblood of any property management business. In case you missed it, Second Nature announced the Resident Experience Platform, bringing new lease orchestration to PMs and move-in experiences to residents. One last thought Did you know that only 37% of residents read their entire lease before signing? We surveyed 500 residents and 100 property managers, and found a big divide between how residents behave and what property managers expect. Keep an eye out for our upcoming report on the state of resident onboarding, and how you can bridge the divided between expectations and experiences. Until next time, 💜 The Second Nature team

Calendar icon October 29, 2025

Read more

Virtual Assistants & Remote Team Members: The Good, The Bad, and the Questionable

In the property management world, Virtual Assistants (VAs) and Remote Team Members (RTMs) come up in conversation often. Some managers rave about the cost savings and efficiency, while others remain skeptical. For clarity, when I use the term “remote staff,” I’m referring to hiring talent from other countries. Yes, you can absolutely have remote staff based here in the U.S., but the hot debate in our industry is really about outsourcing internationally—primarily for lower labor costs—and whether it’s a smart move for your business and operations. That’s where the divide happens. On one side, there are those who see international RTMs as a game-changer. On the other hand, those who believe the trade-offs outweigh the benefits. And then there’s the group in the middle—where I find myself—people who understand and appreciate both sides but haven’t yet made the leap to hire an RTM. In this issue, we’ll explore the upside, the downside, and my own personal thoughts. The upside The most obvious benefit is lower labor costs. Hiring RTMs can provide significant savings compared to in-office employees, especially when outsourcing tasks such as admin work, leasing support, or maintenance coordination. Many PMs report that once the systems are in place, their RTMs are just as productive as in-office staff. Other benefits include: Scalability: Easier to grow the team quickly without high overhead. Time Efficiency: Delegating repetitive tasks frees up local staff to focus on higher-value work. Talent Access: Tapping into a global talent pool opens doors to specialized skill sets. A friend of mine in property management hired her first RTM to handle maintenance calls. She was nervous at first—would residents notice? Would it feel impersonal? But within a month, she realized her residents didn’t mind at all, and she freed up nearly 20 hours a week for her local staff to focus on leasing and owner communication. For her, it was a win. The downside It’s not always smooth sailing. Hiring internationally can feel daunting—you’re placing a lot of trust in someone you’ve never met in person, who may be thousands of miles away. Add in the challenges of language differences and time zone gaps, and it’s easy to see why some managers hesitate. The most common hurdles include: Culture Integration: Building a strong, unified company culture can be harder when part of the team works across borders and time zones. Language Barriers: Even with strong English skills, subtle communication differences can affect clarity and resident/owner interactions. Time Zone Conflicts: Depending on where your RTMs are located, real-time collaboration can be limited. Supervision & Training: Onboarding and oversight often require extra structure and processes. Another PM I know hired a team overseas, excited about the savings—but one by one, they didn’t last. Some stayed only a week, others a month or two. She also faced inconsistent communication, difficulty reaching them, and lack of accountability. Of course, these issues can happen with local staff too, which is why the key is holding international hires to the same standards, providing proper training, and checking in regularly. My perspective At Milestone, we’ve explored both sides of the conversation. While I recognize the value of RTMs and have spoken with countless PMs and vendors who absolutely rave about them, I’ve chosen a different path. I value the office culture for many reasons, but one of the biggest is the separation it creates between work and home—a key piece of work/life balance. Our office has its own vibe, and my team genuinely enjoys being here. That said, I do have two staff members who work remotely, though in our case “remote” means they still live locally. They can easily come into the office, join team meetings, or meet up for lunch. For me, there’s real value in building an in-office culture where collaboration and connection happen face-to-face. That doesn’t mean the RTM model is wrong—it simply comes down to what works best for your business. For some, RTMs are a game-changer. For others, local teams make the most sense. Poll: what about you? We’d love to hear where you stand. 👉 Do you have or prefer using RTMs, or do you prefer not to hire RTMs? I currently have RTMs and love them I’m considering RTMs but haven’t made the leap I prefer in-office/local staff only Join our community to take the poll and see what your peers are saying. Until next time! Brandy Landon Broker/Owner Milestone Premier Properties This week's must-sees All things property management in the news these past two weeks: DoorLoop announced a new AI assistant to help with invoices, task management, maintenance, and more. Forbes has a new piece on why independent landlords are on the rise—and why it's more difficult than people expect without professional management. Nearly 20% of mortgages now have rates above 6%, the highest since 2015. As buyers adjust to the new normal, will we start to see a reduction in owners renting out properties instead of selling? Tripe Win of the week Crane has opened applications for new members! The deadline to apply is October 10th. Don't miss your chance to join a dedicated mastermind community with exclusive resources, content, and events. Apply to join Crane today! New from Second Nature Peter Lohmann joined the podcast last week to talk about everything from Zillow to AI to churn rates, and why surrounding yourself with a PM community is key to success. Melissa Gillispie from JWB made a return to the Second Nature blog with two new pieces: How JWB developed their HomeStep homebuyer program, and why they hired a dedicated resident experience coordinator. One last thought NARPM Nationals is just a couple of weeks away! Don't miss out on Second Nature's VIP program, including an exclusive magical afterparty. Register before it's too late! Stay triple winning, 💜 The Second Nature team

Calendar icon October 1, 2025

Read more

Building Client Loyalty Through Communications

Want to know the fastest way to lose a client’s trust? Make them chase you for updates. In property management, communication isn’t just part of the job—it is the job. The way you show up in an owner’s inbox or on their phone determines whether they see you as a true partner or just another manager. At Milestone, we’ve made communication our superpower—and it shows. One of the best compliments we get is: “No matter who I talk to on your team, it feels like I’m talking to the same person.” That consistency doesn’t happen by accident. It’s the result of intentional systems, clear expectations, and a culture of communication that builds loyalty with our clients. Hi, I’m Brandy—and welcome back to the TWN newsletter. In this issue, I’m sharing the behind-the-scenes systems and habits that allow us to strengthen client relationships simply by the way we communicate. Creating a communication ecosystem We’ve built what I like to call a communication ecosystem. Here’s how: Centralized Channels: We use Gmail groups to keep communication simple and streamlined. Residents and owners email one outward-facing address (support@mpptx.com), and the right team member responds. This way, nothing slips through the cracks—and no one is left wondering, “Who am I supposed to contact for this?” On the internal side, we’ve set up department-specific email channels. This makes it easy for team members to collaborate within their own department while also keeping cross-department communication clear and efficient. For quick updates and fast back-and-forth, we rely on Slack, which keeps our texting-style communication organized and accessible to the whole team. Fast Response Times: Our company-wide policy is that all communication be responded to within one business day. Our average response time is just one hour (thanks to LeadSimple tracking). Quick responses send a clear message: you matter to us. Workflow Automation: We’ve spent years perfecting robust workflows in LeadSimple, fully integrated with our property software, Buildium. Every email template is written in our company’s voice, ensuring consistency no matter who sends it. Owners receive proactive updates at every major stage of their property’s lifecycle, so they’re never left wondering what’s happening. If an owner has to reach out for an update, we see that as a miss on our part. Tone & style matter Our communication style is what I’d call playful professional. We’re approachable, down to earth, and not afraid to throw in an emoji or light joke when appropriate. But at the same time, we’re firm and professional when enforcing policies. This balance makes us relatable while instilling confidence that we’ll get the job done. Keeping owners engaged with quarterly newsletters Another key piece of our communication strategy is quarterly newsletters. Every quarter, we send owners updates that actually matter to them—team member changes, policy shifts, seasonal challenges, and market statistics. These newsletters have become something our owners look forward to, and our open rate consistently sits around 98%. The key is to make your newsletters worth opening. Use photos, a clean template, and a personable tone that feels human. Owners are looking for value and connection—not another dry corporate update. We send ours through Brevo, which has been a simple yet powerful tool to keep owners engaged (and their free version is perfect if you’re just getting started). Handling owner preferences So, should you tailor your communication to each owner’s preferences? Here’s our perspective: If you’ve set up your systems correctly and know what matters most to owners, you don’t need to customize your approach for each one. Instead, you create consistency. Owners learn your communication style and—most importantly—they learn to trust it. For owners who want to be more hands-on, the best strategy is to build trust early. When you consistently provide the right information at the right time, they realize they don’t need to chase you for updates. Over time, they relax and let go because they’ve experienced that you’ll reach out when needed. And that’s when true loyalty forms—when owners can step back, confident you’ve got it handled. - - - - - At the end of the day, loyalty isn’t built through fancy reports or big promises—it’s built one email, one call, and one proactive update at a time. When owners know they’ll always hear from you before they have to ask, you stop being just their manager. You become their trusted partner. Until next time! Brandy Landon Broker/Owner Milestone Premier Properties This week's must-sees All things property management in the news these past two weeks: A HUGE congratulations to our friends Pest Share, who announced their $28M series A funding. That's a lot of cheese to catch a lot of pests! Yardi users will soon get to power their businesses with AI tool Claude, thanks to a recently announced integration. 42% of Americans set to inherit homes feel they don't have the financial means to maintain them. What does that mean for the future of the accidental landlord market? Triple Win of the week Don't cheap out on property management services According to Andrew, there are three things you should never cheap out on: Sushi Tattoos Property management Join the conversation in the Triple Win Facebook Group! Making property management Second Nature AppFolio's Property Management Benchmark Report is a must-read. With insights from over 2,000 property managers, AppFolio outlines the biggest challenges, opportunities, and best practices in 2025. New from Second Nature Reese Register from CXO Worx joined the podcast last week to talk about why thinking like a Chief Experience Officer can revolutionize your business. Struggling with resident satisfaction surveys? We wrote up a list of tips and what to include in your surveys to maximize participation and get actionable responses. Jen Ruelens outlined the 12 wins every property manager needs to get in order to get a lease signed. Check it out on the blog! One last thought Second Nature has some big surprises coming on October 15! To celebrate, we're giving away a surprise gift to the first 300 people who sign up to get the news. Claim yours before they're all claimed, and get ready for the resident experience to change forever! Claim your free gift today! Until next time, 💜 The Second Nature team

Calendar icon September 17, 2025

Read more

Receive articles straight to your inbox

When to Fire a Client (and Why It Matters)

One of my favorite topics! Like many in property management, I made the mistake of saying yes to everyone—any client, any property, any price. Hi, I’m Brandy, Broker/Owner of Milestone Premier Properties in North Texas. When I started managing in 2020, I quickly scaled to 200 units. But the truth? I was miserable. I reached a breaking point: quit property management or change everything. I chose to cut my portfolio in half and rebuild with the right clients and properties. Looking back, it was one of the best decisions I ever made. The lesson was simple but powerful: not every client is a good fit, and not every property is worth managing. The wrong mix drains your time and energy; the right mix allows your business and team to thrive. In this issue, I’ll share key lessons from that experience—insights I hope will help you know when it’s time to let a client go. Getting clear on who you serve The first step was getting intentional about who I worked with. Not every property is worth managing, and not every owner is worth partnering with. To clarify, my team and I asked: “Who is our best client?” We quickly agreed on the same person and listed their qualities: they understand real estate and its risks, show appreciation even in tough conversations, respond quickly, keep reserves for repairs, and—most importantly—they’re people we enjoy working with. That became our standard. Now, every prospective owner is vetted against it, and if they don’t align, we don’t move forward. But owner fit is only half the equation—the property matters too. We learned even great owners couldn’t offset the strain of poor-fit properties. So we defined our “ideal property”: single-family homes and duplexes in our service area that are new, remodeled, or in excellent condition. We share our property criteria openly—on our website, in consultations, and through site visits before signing. If a property doesn’t qualify, we politely decline and refer them elsewhere. That’s how our “owner and property avatar” was born. It became our filter for every opportunity, and saying no to anything outside of it has saved me more stress than I can explain. Knowing when it’s time to fire a client Eventually, you realize some relationships just aren’t working. Maybe it’s an owner who won’t approve repairs, a property that attracts problem residents, or a client who constantly challenges your expertise. When the energy you spend outweighs the value they bring, that’s your signal. My first client termination was someone I regretted signing from day one. They were demanding, hostile, and expected us to be available on their overseas schedule—even in the middle of the night. What finally pushed me over the edge was how they treated my team. When staff came to me in tears, I knew I had to act. Thankfully, our month-to-month agreements gave me the flexibility to send a termination letter. It wasn’t easy, but it set a new tone for my company: that kind of behavior would never be tolerated. After that, it became easier to let go of other poor fits. So how do you know it’s time to fire a client? Deep down, you already do. If they’re draining more than they’re worth, trust your gut and take action. The relief—and the space it creates for the right clients—is worth it. Why letting go can be a good thing Firing a client feels scary in the moment, but the relief on the other side is real. When you part ways with the wrong fit, you create space for the right ones. Your team feels the difference too—they’re no longer bogged down by constant conflict, and they get to spend their energy on clients and properties that actually align with your business. In many ways, it’s not just good for you—it’s also better for your brand, your residents, and even your community. The mindset shift The hardest part was changing my mindset. Like many entrepreneurs, I thought growth meant saying yes to everything—more doors, more clients, more revenue. But I learned that unchecked growth can actually hold you back. True growth comes from being selective—building a portfolio where every property and client aligns with your values. One example that helped me see this clearly was Raising Cane’s. They only serve chicken and fries, but they’ve mastered it. Their simplicity is their strength. That idea clicked: what are the one or two things we can do really well? For us, it was providing quality, affordable rentals—single-family homes and small multi-family properties. From there, we focused our marketing on attracting owners who shared that vision. At first, narrowing our focus felt like stepping back. But in reality, that clarity and simplicity set us apart—and ultimately propelled us forward. Final thought Firing a client isn’t failure—it’s focus. And when you make that shift, you not only protect your business, you create the freedom to serve the people and properties that truly fit. See you in the next issue! Brandy Landon Broker/Owner Milestone Premier Properties This week's must-sees All things property management in the news these past two weeks: AirBnB fees are changing for short-term rental managers who use property management software. The company is moving managers from a split-fee model to a host-only fee system. California has backed down from requiring rental homes to have cooling systems that would keep indoor temperatures under 82 degrees. How will Vegas's tourism drop impact real estate and housing costs? Triple Win of the week What's your property management love language? 5-star Google reviews? ACH payments? Units left clean at move-out? Join the conversation and let us know what you most appreciate on the job! Not in the Triple Win Facebook Group? Join today! Making property management Second Nature If you haven't already, head over to Buildium's site and download their State of the Property Management Industry Report. The 10th edition, this report covers market insights, growth opportunities, technology updates, and tips on collecting feedback from both residents and clients. New from Second Nature Jen Ruelens (OneFocus Property Management and Hold It with PM Jen) wrote about why resident selection is more important than speed on the Triple Win blog. Alex Zweydoff and Lacy Hendricks talked all things search optimization and why SEO isn't dead on the Triple Win Podcast. From Kandise Varvil, read why planning for vacancies starts at lease signing. Until next time, The Second Nature Team

Calendar icon September 3, 2025

Read more

Back to School Season Brings PM Changes

Mid-August already? Pumpkins are about to make their grand entrance, cinnamon lattes will be brewing, and honestly, I’m here for it—this is my favorite time of year. Hi, I’m Brandy, and today we’re talking about how seasonal changes affect property management. Right now, the back-to-school wave is in full swing. I get it—I have a soon-to-be stepson starting his senior year, and I’ve watched my soon-to-be stepdaughter graduate and join me in the business. I’ve lived the family side of this season. I’ve also lived the teacher side—about 12 years ago, I was one myself. And now, from a property manager’s perspective, I can tell you this: seasonal shifts ripple through every part of our lives, including our work. Seasonal changes in property management aren’t just about weather—they’re about shifts in pace, priorities, and even people’s mindsets. As the chaos of summer dies down and families settle into the back-to-school grind, your day-to-day operations will naturally start to look different. The trick is to anticipate these changes before they catch you off guard. In this issue, I’m sharing the top five things property managers should know about seasonal changes—whether it’s your first shift or your fiftieth. Either way, I hope you’ll find a few fresh ideas—or at least one new perspective—to bring back to your own business. Let’s dive in! 1. The summer rush is over — now what? Summer is prime leasing season for a reason—families prefer to move when kids are out of school, and the weather makes for easier transitions. By mid-August, leasing activity typically slows, and the phones that rang nonstop a month ago suddenly feel… quiet. This is the perfect time to shift focus from reactive tasks to proactive ones—review marketing strategies, check renewal timelines, and start lining up your fall maintenance plans. Treat this slower pace as a chance to strengthen systems before the next wave hits. 2. Maintenance requests take a turn Hot summers bring one thing in abundance: AC repair tickets. But as the temperatures cool, the focus shifts. Fall often brings a surge of maintenance requests for heating tune-ups, weatherproofing, and roof or gutter inspections as storms roll in. Depending on your location, now’s the time to start prepping for the cooler months. Use this window to encourage preventative maintenance—schedule furnace inspections, clean gutters, and check insulation. Not only will this help reduce emergency calls down the line, but it will also strengthen trust with both residents and property owners. 3. The downsides to consider The start of a school year means families shift into more structured routines—drop-offs, sports practices, homework nights. This can lead to residents being less responsive to calls, emails, or showing requests. It’s not personal, it’s seasonal. Adjust your communication strategy accordingly—send reminders earlier, give more notice for appointments, and use multiple channels (text, email, phone) to make sure nothing slips through the cracks. 4. Owners start planning for year-end Fall often sparks financial reflection for property owners. Many begin evaluating performance, considering upgrades, or deciding whether to expand or sell before the year wraps up. This is your chance to shine as an advisor—provide market updates, suggest cost-effective improvements, and offer data on how seasonal trends might impact their investment. When owners see you as proactive rather than reactive, trust grows. 5. Your team needs a reset, too Seasonal changes affect your team just as much as your clients. After the summer rush, burnout can creep in if you don’t pause to regroup. Use this time to celebrate wins, review processes that got clunky in the busy season, and set fresh goals for the fall. Even small resets—like reassigning roles for efficiency or refreshing training—can reignite motivation and prepare your team for a strong finish to the year. 🎃🎃🎃🎃🎃🎃🎃🎃🎃🎃🎃🎃🎃🎃 I told you I was excited for the pumpkins! But, what excites me most about this season is what it brings for my team. At the end of the day, taking care of my staff—who work tirelessly for our residents and owners—is my top priority. Property management is tough, and burnout is common, so over the years, I’ve introduced initiatives that motivate my team and keep them looking forward to the perks of being part of Milestone. Starting in October, we close the office at 12:30 pm on Fridays, giving the team extra time off through December. They love our half-days! Inspired by my teaching career, I also started giving my team a "Christmas Break" about five years ago. We close the office before Christmas Eve and let everyone recharge until the New Year. The expectation is they handle any emergencies, but otherwise, they’re free to fully disconnect. We also enjoy team outings, Thanksgiving parties, and a fancy Christmas dinner with families. We decorate the office, play games, enjoy good food (and cocktails), and show our gratitude. Additionally, we use this time to give back to the community. We’ve organized fundraisers for the local homeless shelter, attended charity events, donated to causes, and volunteered our time to help those in need. These efforts are a great way to bring the team together for a bigger cause. The point is: Use this time to connect with your team. It strengthens team dynamics, fosters closer bonds, and shows that you truly care. For everyone powering through August and gearing up for the fall season—I see you. You’ve got this! Just one more push, and then it’s time to focus on other projects to move the business forward. But don’t forget to take time to enjoy life’s little pleasures and give your team the well-earned break they deserve. See you in the next issue! Brandy Landon Broker/Owner Milestone Premier Properties This week's must-sees All things property management in the news these past two weeks: Greystar has reached a deal with the Department of Justice, including strong limits on how the company uses algorithmic pricing tools in the future. Five "pandemic boomtowns" are cooling off, with more than 35% of active real estate listings seeing price cuts in June. One consultant's view on why more real estate investors are turning toward franchising opportunities. What's changed and what hasn't a year after the NAR settlement? Triple Win of the week What was your weekly win? For Sam Eddinger, it was receiving a glowing review from a resident who specifically wanted to keep renting from his company even after they moved to a different town. Share your weekly win and read what others are celebrating in our Facebook Community. Not in the Triple Win Facebook Group? Join today! Does your brand move units for you? Register now to join us on September 3, 1:00–2:30 pm ET for an interactive online session where you’ll learn from — and with — your peers. Featuring Jennifer Ruelens (One Focus Property Management / Hold it with PMJen) and Kori Covrigaru (PlanOmatic), this is your chance to swap ideas, pick up new strategies, and see how the best are using marketing to stand out in their markets. If you can't make it live, no problem. We'll share out the recorded panel discussion to all registered attendees. And yes -- it's free to register! New from Second Nature Kandise Varvil on the Triple Win Podcast: Why 5-Star Properties Attract 5-Star Renters and why any property can be a 5-star property, regardless of price point. Kandise also made an appearance on the Second Nature blog with The Costs of Marketing a Property Too Early - why stale listings can hurt your bottom line and your reputation. Also on the blog: A Guide to Social Media Marketing for PMs One last thought Heading to the NARPM Florida State Conference? Sign up to have Second Nature cover your ticket and hotel room! The conference is September 9th through 11th in Stuart, FL, just north of West Palm Beach. Spots are limited, so register soon! Until next time, 💜 The Second Nature team

Calendar icon August 20, 2025

Read more

Pets in Rentals: Perk or Problem? A Practical Look at Pet Policies

Hi again! I’m Brandy Landon—and if we haven’t met yet, welcome! I’m here to help guide you through all things property management. In our last issue, we talked about resident retention. Today, I want to talk about something a little furrier. With over 70% of U.S. households owning pets, renters are looking for homes that welcome their four-legged companions. But is allowing pets in your rentals a smart move or a risky one? In this issue, I’ll walk you through the pros, the cons, and the pet policies we've adopted at our brokerage — including how we use the popular Pet Damage Guarantee to help protect our owners and their investments. But first, let me introduce you to the pup who helped inspire our approach… 🐶 Meet Artem He’s my loyal, slightly mischievous, and always cuddly pup. If you have a doodle, you know the drill — nonstop energy, the judgmental side-eye, chaotic curls, and acrobatics that make it seem like they’re training for the circus. He’s a big reason I care so much about this topic: pets in rentals. For years, he was my only companion. I raised him from a puppy, and there’s no world in which I’d leave him behind. Wherever I go, he goes. So if I were looking for a rental, it would have to be pet-friendly — no exceptions. He’s smart and well-trained, but he’s still a dog. That means the occasional mess or scratch is inevitable. As a responsible pet owner, I fully expect to be held accountable for any damage he causes. But helping property owners understand that — even the ones who love animals — can be a challenge. Not every owner is comfortable with pets in their properties. That’s why it’s our job as property managers to bridge the gap: to explain the upside, acknowledge the risks, and put smart policies in place that protect their investment while meeting today’s renter expectations. 🐾 The upside of being pet-friendly Pet-friendly properties attract a larger pool of applicants, often lease faster, and can generate extra income through pet rent or fees. Plus, pet owners tend to stay longer since it’s harder to find rentals that welcome their four-legged family members. 🐾 The downsides to consider Pets can bring added risk—property damage, noise, and allergy concerns are common. There's also potential liability, especially with certain breeds, making strong policies and proper screening a must. 🐾 Fees, rent, or deposits—what’s best? When it comes to structuring pet-related charges, there’s no one-size-fits-all answer—but there are a few common approaches: Pet rent is a monthly charge added to the resident’s rent. It provides consistent, recurring income that can help offset wear and tear over time. This option is increasingly popular and can add up to hundreds—or even thousands—of dollars in additional revenue annually. Pet fees are one-time, non-refundable charges collected upfront. These are often positioned as an access fee for having a pet on the property and can be used to help cover potential cleaning or minor damage expenses. Pet deposits are refundable amounts held to cover any pet-related damage at move-out. While this option provides a layer of financial protection, it doesn’t create ongoing revenue—and it requires clear documentation for any deductions. Each of these structures has pros and cons, and in some cases, a combination of them is the best approach. For example, many property managers choose to charge a non-refundable pet fee and monthly pet rent, offering both upfront protection and ongoing income. We’ve seen well-structured pet policies generate thousands of dollars in additional revenue across rental portfolios—without creating extra hassle, as long as expectations are clear and enforcement is consistent. The key is balancing risk and reward—making sure property owners are protected, while staying competitive in a market where pet-friendliness can be a major draw for high-quality residents. 🐾 What we do at Milestone At Milestone, we adopted the popular Pet Damage Guarantee (PDG) about two years ago—and it completely changed the way we manage pets across our portfolio. Before that, I’ll be the first to admit—we were driving ourselves crazy trying to accommodate every individual owner’s preference. When you’re just getting started, it’s manageable. But over time, juggling multiple pet policies across hundreds of properties simply isn’t scalable. That’s when I attended a class at MetroTex here in the Dallas area where Todd O. spoke about the Pet Damage Guarantee program (Hey, Todd!). I was instantly intrigued. It sounded like a true triple win—for the owner, the resident, and the property management company. Here’s how it works: If an owner opts into the PDG program—and about 98% of ours do—we provide up to $1,500 in pet-related damage protection beyond the resident’s security deposit. So if pet damage exceeds the deposit, like needing to replace carpet, we cover the difference. In exchange, our company retains the pet rent associated with the lease. We charge a flat $55 per pet, per month—no extra fees or deposits. The benefit to the resident is that we accept all breeds and weights, as long as the pet is screened and approved through our pet screening process. We use the pet verification tool built into Findigs (our application processor), and we also maintain an account with PetScreening.com for any screening needs outside the original application process. The result? Owners get peace of mind, residents get more flexibility, and we’ve eliminated the chaos of trying to enforce dozens of different pet policies. And yes—our company does generate revenue through pet rent, but I want to be clear: I would never structure something around revenue if I didn’t believe it was a true benefit. After doing the research, I’m confident this is a win for everyone involved. Of course, we still give owners options. When onboarding a new property, we present three pet policy options: Pet Damage Guarantee (PDG) – Our recommended and most popular plan. We accept all breeds and weights, manage pet rent, and offer owners up to $1,500 in pet damage protection. Standard Pet Policy – For owners who prefer restrictions, we offer a limited pet policy: a $400 non-refundable pet fee (which the owner keeps), a two-pet maximum, and a weight limit of 45 lbs. This cuts out most large breeds while still keeping the property pet-friendly. No-Pet Policy – While we don’t recommend this, we will honor an owner’s request for a strict no-pet policy if there are insurance or warranty restrictions—or if they’re adamant about it. By presenting these options upfront, we empower our owners to choose what fits best while making it easy for our team to stay consistent and efficient behind the scenes. No more one-off exceptions, no more policy confusion—and most importantly, everyone wins. Final thoughts If you’re considering restructuring your pet policy, I highly recommend offering a few clear pet options for owners instead of letting each owner create their own individual policy. This approach helps maintain consistency and scalability, while still respecting owner preferences. If you decide to implement the Pet Damage Guarantee program, be sure to have your language carefully reviewed by an attorney—and never use the word “insurance” in your communications. It’s important to implement programs like this because of the genuine benefit they provide, not solely because you expect to generate revenue. In my experience, no one can successfully sell a program they don’t truly believe in. And finally—remember, furry friends are family. If you have one, you know exactly what I mean. Until next time, friends! 🐾 Brandy Landon Broker/Owner Milestone Premier Properties This week's must-sees All things property management in the news these past two weeks: Snappt purchases Trigo, aiming to establish a new level of trust in residents' ability to pay rent in the multi-family market. Property management jobs continue to grow, despite slow job growth overall. Both residential property managers and leasing agents were in higher demand than predicted in July. The Kansas Supreme Court upheld claims that a woman owed over $21,000 in late fees. Her lease dictated $20 per day in late fees, and she was more than three years delinquent. In another high-profile suit, former Yankees third baseman Josh Donaldson settled with his former landlord for $729,000 after his wife and daughter became ill from mold in their rented Connecticut mansion. Los Angeles County will consider an ordinance that requires rental units to maintain a maximum indoor temperature of 82 degrees. If it passes, it will take effect in 2027. Lacy Hendricks and Alex Zweydoff have teamed up to launch ClearLead Digital, an SEO and website agency specifically for property managers. Triple Win of the week How long have you been in property management? Inspired by Laura Mac's Second Nature anniversary, we asked how long our members have been in property management. Since before phones had cameras? Since work orders got faxed? Add to the nostalgia and share your story! Not in the Triple Win Facebook Group? Join today! Making property management Second Nature If you haven't checked out the 2025 Renter Preferences Report from our friends over at AppFolio, make sure you do! The 30-page research report contains all new insights on what modern residents want and where property managers are delivering (or missing the mark). New from Second Nature Why Vendor Relationships are the Key to Efficient Turns: Kandise Varvil from PM PathBuilders walks through how to build reliable vendor relationships so you can minimize turn time and expenses. Calculating your Max CAC as a Property Manager: Mark Brower leans on his economic background to illustrate why most property managers can afford to spend more to acquire new clients. One last thought It's International Assistance Dog Week! PetScreening CEO John Bradford shared this video message to recognize the occasion. We want to echo his shoutout to everyone who trains, handles, cares for, and relies on assistance dogs. 🐾 Until next time, 💜 The Second Nature team

Calendar icon August 6, 2025

Read more

Introducing the Triple Win Newsletter!

Hi, Brandy Landon here, and I’m excited to officially take the helm on Second Nature’s‬ newsletter! This is where I’ll be sharing insights from my corner of the property‬‭ management world—what’s working in my business, lessons learned, and the trends‬‭ I’m seeing across the industry. A little about me: I own and operate Milestone Premier Properties, a full-service real estate brokerage and property‬ management company based in North Texas. We also provide construction and‬‭ remodeling services tailored to our investor clients. I’m passionate about building‬‭ systems that serve both people and performance. Whether it’s resident retention,‬‭ investor communication, or process improvement, I’m always looking for ways to‬‭ elevate the experience for everyone involved.‬ My goal with this newsletter is to make it a resource worth opening—one that brings real‬‭ value, sparks ideas, and reminds you that you’re not in this alone.‬‭ To kick things off, let’s dive into a hot topic this summer: resident retention‬‭. With‬‭ inventory surpluses, rising vacancy rates, and a softening market driven by factors like‬‭ unemployment, high mortgage rates, and affordability challenges, keeping residents‬‭ happy—and in place—has never been more important.‬ But instead of focusing on the usual industry talking points, let’s take a look at a few‬‭ practical, budget-friendly strategies that often get overlooked, but can make a big‬‭ difference. 3 Not-So-Obvious Resident Retention Strategies — Plus Pro Tips A resident recently renewed her lease for the fifth year in a row. No rent discount, no new‬‭ countertops, not even a gift card for tacos.‬ She did, however, leave a note after signing:‬ “Thanks for always being kind and treating me like a person, not just a tenant.” That one sentence said it all—people renew because of how they’re treated, not just because of what they’re offered. So if you want to impress your owner clients and boost renewals without‬ cutting into the bottom line, here are three less-talked-about ways to do it.‬ 1. Trust: The heart of retention‬ ‭Let’s not forget—we’re in the people business. Every day, we’re navigating emotions,‬ expectations, and experiences, both good and bad. That’s why building strong relationships with‬ both owners‬‭ and‬‭ residents is essential.‬ Too often, the resident side gets overlooked in favor of focusing solely on what’s best for the‬ owner. But here’s the truth: what’s best for the owner‬‭ is‬‭ keeping the resident happy. And the key‬ to that? Trust.‬ When residents trust you—when they feel seen, heard, and respected—they’re far more likely‬ to respond with patience and understanding, even when things go wrong. Whether it’s a‬ maintenance emergency or a tough conversation about a lease violation, they’ll know you’ve got‬ their back. 🎯 Pro tip: Build trust through proactive communication‬ ‭ Don’t wait for something to go wrong—get ahead of it. Send quick updates to residents when a‬‭ work order is submitted, a vendor is scheduled, or a repair is completed. Even a simple note‬‭ like, “Just a heads-up, the plumber is running behind but still scheduled for today,” helps‬‭ manage expectations and shows you’re on top of things.‬ Consistent, transparent communication—even with small updates—builds trust and reassures‬ residents that you’re reliable, responsive, and truly invested in their experience.‬‭ 2. Make it personal (but not creepy)‬ Connection builds loyalty, and a little thoughtfulness goes a long way. Celebrating a resident’s‬ move-in, sending a handwritten birthday card, or leaving a treat for their pet are small actions‬ that leave a lasting impression. These gestures say,‬‭ “You’re more than just a rent payment to‬ us.” ‭And here’s the best part: you don’t have to rely on memory alone. Automate reminders in your‬ CRM so nothing slips through the cracks. Platforms like‬‭ LeadSimple‬‭ or‬‭ ProcessStreet‬‭ can‬ help remind you when it’s time to reach out and let residents know you’re thinking of them. ‭🎯‬‭ Pro tip: Make a strong first impression with welcome bags‬ Welcoming a new resident is the perfect opportunity to set the tone for a positive experience ahead. Consider gifting a branded reusable welcome bag filled with helpful resources, including‬ a resident welcome packet. Adding a personal touch (like a handwritten note, a chip clip, or a‬ fun coffee mug) makes it even more memorable. Plus, it’s a great way to reinforce your brand!‬ ‭3.‬‭ Make communication effortless‬ ‭What’s more frustrating than calling a service provider, getting stuck in an endless automated‬ ‭menu, finally reaching a person—only to find they can’t help? Yeah, you know exactly how that feels. Don’t let your residents go through the same experience. Make it easy for them to reach‬ you. Once connected, treat them like a human and show empathy when needed. We are all just‬‭ people trying to do our best.‬‭ ‭ 🎯 Pro tip: streamline and humanize your communication‬ ‭Use shared inboxes, texting platforms, and friendly automated updates to keep residents‬ informed every step of the way—no one should have to play hide and seek just to get a status‭ update.‬ And when things go off track, follow this simple formula:‬ Acknowledge → Apologize → Act → Follow up.‬ It’s the customer service equivalent of a warm blanket and cup of tea, building trust and showing‬ residents you truly care.‬‬ ‭Here are some key stats from Milestone Premier Properties:‬ ‬‭ 95% Occupancy Rate‬ ‬‭ 4.9 Stars on Google‬ ‬‭ Average Response Time: 30 Minutes‬ ‬‭ Resident Satisfaction Score: 4.9‬ All the pro tips I shared above are practices we use every day to keep our residents‬ happy—and it shows. These simple, intentional actions make a real difference in boosting both‬‭ occupancy and satisfaction.‬‭ Bottom line?‬ Residents don’t need perfection—they need connection. When you focus on creating a human‬ experience (and back it up with great systems), retention becomes... well, second nature. 😉 This week's must-sees For every issue of the newsletter, we'll pull together news stories, social media posts, or videos that we think you'll want to check out. A Scottsdale renter was sued for leaving negative reviews for his property managers. Investopedia suggests renters have the upper hand in negotiations, thanks to an increase in apartment construction. Nerdwallet disagrees. Gothamist suggests that ending broker fees in NYC has slightly increased rents. Triple Win of the week Resident welcome packages: Inspired by Brandy’s tips on delighting residents, here’s a recent post from the Triple Win Property Managers Facebook group on how different PMCs are welcoming residents to their new homes. Join the conversation and share your thoughts! Not in the Triple Win group? Join now so you don't miss any insights. Making property management Second Nature We're always striving to make property management easier for everyone. That's why each week we'll offer resources from experts across the industry, free for you to watch, listen, or download. Up first is a recording of our recent Triple Win Live workshop with PM PathBuilders, ProfitCoach, and Allegiance Property Management. New from Second Nature How to Incentivize Behavior with your Management Fees: Mark Brower of Mark Brower Properties walks through why your management fee structure might be incentivizing behavior that's not in your investors' best interests. Second Nature’s guide to structuring a property management proposal:Working on expanding door count? Check out this guide to building out a comprehensive pitch to new clients and see how your proposal measures up. How Service Tiers Shaped My Proven Process, from Jennifer Ruelens of OneFocus PM and Hold It with PM Jen. She walks through her story of finding the right process for her business and how she's tested different service packages over time. One last thought Interested in attending Property Meld's Maintenance Summit in Rapid City this September? We'll cover your ticket or a hotel room if you join a meeting with us. Spots are limited to the first 10 eligible property managers who complete a meeting, so act fast! Learn more on our website. Until next week, 💜 Brandy and the Second Nature team

Calendar icon July 23, 2025

Read more