Deborah Bailey is a HERO PM member and has been a property manager in California for 18 years. We had the pleasure of speaking with Deborah this month about her property management business, how she got into the business, what challenges she faces, and her advice for people just entering the property management field.

Could you share with us how you became a Property Manager?

DB: Well, I’ve been in the property management field for 21 years; I was pregnant with my daughter when I started. I was doing bookkeeping for a small company and then liked the business so much I decided to get my license. I think I’ve been licensed for about 18 years or so now. As a single parent, this business allowed me to raise my daughter, support us and not ever feel like I missed anything. I was able to attend everything, and I have loved this business ever since.

What are some of the challenges you’ve faced in your business over the years, and how have you been able to deal with them?

DB:  I’d say as a whole, the biggest challenge that’s faced on a daily basis is educating the public, and letting them know how it works, what we’re doing, and then staying educated ourselves. Many property managers wear different hats. They all have a different set of responsibilities that they cover. In our office the two property managers cover a lot of different things – we show properties, so we’re leasing agents also. We meet with owners, we’ll do inspections, we usually do drive-bys, plus we do the computer work. So it just depends. When you’re talking to the public, it’s not misconceptions; it’s just a lack of knowledge. So it’s just the day-to-day stuff and really having to educate people all the time. I think that’s probably the biggest challenge. And staying positive about it because sometimes saying the same thing over and over again can get old. If you don’t have a sense of humor that could be your biggest problem.

What tools or habits do you utilize to help grow your business?

DB: A big part that we’ve been working on for a while is our Select 1 Realty website. We want to get our Internet presence strong, which while I think it’s okay, there is always room for improvement. So that’s something that we’re constantly working on – boosting it, getting it out there. I get tons of complements on the Select 1 Realty website, and being the one that put it together, with your help, that’s kind of a personal plus. But it’s really not to its potential. So we continue to use that tool, as well as your traditional marketing – mail, and of course referrals and our reputation are a huge part. I think the Internet and the website are the top tools that we’re working on to get more of a boost.

How has HERO PM been able to help save your business time and money?

DB: Online statements are a huge plus and time saver. And being able to do the ACH easily is another plus. I also think people being able to view our rentals online is a small portion of time and money savings, because even though we still go out and show the properties, they’re getting a preview. Just being able to see the listings as detailed as we can get them on the website, and the fact that we can use a gazillion pictures is helpful. So people can look there and determine at that point if they really want to go see the property or not. So that’s a time saver and money saver.

How has HERO PM been able to increase your owner and listing base?

DB: I would say by having the properties on the Internet and getting exposure that way. A lot of people surf the net and so the more HERO puts into getting listings all over, the more exposure we get. The more your name pops up, the more familiar people become with your brand and your product.

Is there any advice you have for someone just entering the Property Management field?

DB: Run the opposite direction quick! Actually, I think anything that educates people is beneficial, so I think NARPM® is huge. You really, really have to stay educated. NARPM® is a huge plus in keeping current events and hot topics out there.

And I think you have to have the right kind of personality. Not anybody can do property management well – it requires a different personality and a different mindset. I think I get a lot of clientèle because I’m open and honest. I’m not going to tell them what they want to hear, unless it’s true. I tell them how it is. If they don’t like it, that’s okay. If I don’t get the account because they didn’t like it, that’s okay too. I’d rather not get the account than have them come back and be unhappy with us because I told them something that they wanted to hear that wasn’t true.

HERO PM is proud to be an integral part of Deborah Bailey’s business and we appreciate Deborah taking time out of her busy schedule to talk with us. Many thanks, Deborah.