Last month we introduced PM Avenue, the marketplace where property owners find local property managers. Owners are searching it right now. Many member profiles are still blank.
We have an owner-facing ad campaign built and ready to run. It brings you free owner leads. The campaign starts once enough verified and vetted managers have done two things: defined the region they serve and described their management offering to owners. Two fields. That is the trigger.
This issue covers the background, what those two fields do, why a filled-in profile still returns no leads, and how to finish yours in one sitting.
Enjoy!
– The HERO PM Team
Did you know?
PM Avenue direct leads are free. An owner finds your company, reads your profile, and sends a request straight to your HERO PM account. You pay nothing beyond the membership you already have. The ad campaign will raise the number of owners running that search, and it costs you nothing either.
FAQ
Who gets free owner leads from PM Avenue?
Every HERO PM member company with a Property Manager Edition package.
That is every company on HERO, whether you run Harmony or Horizon, as long as you have the PM Edition.
If your profile is not updated, you are excluded from most searches. And on the searches where you do appear, the listing shows up bare. Owners scroll past bare.
How is PM Avenue different from the other online lead sources that bombard me with spammy offers?
The others are pay-to-play or pay-for-position.
In pay-to-play, a company collects owner leads, then locks them until you pay a fee for each one. Or you pre-pay to unlock them in advance, without knowing what you will get.
In pay-for-position, you buy a spot on their website on the assumption that the top-billed managers get seen. It works like a billboard.
Both have their place. PM Avenue works differently, in two parts:
- Owners browse every property management company by market region served, vetted status, and type of management offered, then contact them directly. Free for everyone.
- Owners who would rather not read through profiles use the matching service instead. They submit their property details and priorities. We run that through our 44-point analysis and matching algorithm, then give matched managers the option to grab the lead and pay a price set by its quality. Grabbing a match is always optional.
If PM Avenue is paying to bring owners to me, and then giving me the leads for free, what is the catch?
A fair question. Two things fund it:
- The platform exists first as a member benefit for companies on HERO PM platforms like Harmony and Horizon. We want to help you manage your business and market it.
- Enough managers are growing aggressively and grabbing match leads to cover the platform and marketing costs. That spend brings in more owners, which produces more free direct leads for you.
The result works in your favor, and in the industry’s:
- More verification, more vetting, and more exposure of professional property managers give owners a smoother path to hiring a professional manager. That removes one of the big hurdles keeping them stuck in self-management.
- A lead source with free leads at the base and optional paid match leads on top lets you grow at the speed your budget allows, even when that budget is zero.
- The model raises a barrier against providers who lock property managers into growth deals that penalize the growth they promise. We watched that play out on the tenant leads side and did not like it. We are in a position to keep it from happening on the owner side.
Why are you holding the ad campaign instead of running it now?
Because the campaign only works if the owner lands on a page that helps them choose a property manager.
An owner clicks an ad, searches their city, and sees five profiles with no logo, no service region, and no description. They leave and go back to a search engine. We paid for the click, you lost the lead, and PM Avenue looks like a dead directory.
Run the same ad against a page of complete profiles and the owner sends a request for management. We start spending the day the profile coverage supports it.
What counts toward the threshold?
A verified and vetted manager with two fields completed:
- Region Our Company Serves: the cities, towns, counties, and zip codes you will manage properties in
- About Our Company and Our Company Specializations: what you offer an owner and who you do it for
Both live at Settings → My Account → Profile & Contacts. Add your logo while you are in there. A profile with no logo still counts toward the threshold, but it converts worse once the owners arrive.
My profile is filled in, but I have not received a single lead. What am I missing?
Check your Region field first. It is the most common gap.
Owners search by city and zip code. If your region lists one city and you manage across three counties, you disappear from every search outside that one city.
List all of it:
- Every city and town you serve, including the small ones
- Every zip code you manage a door in
- Neighboring markets you will accept work in
- County names, since some owners search by county
The field is not a marketing statement. It is a match list. Be thorough and you catch more owner traffic.
I mostly manage long-term residential, but I am expanding my commercial side. Do the categories matter?
Yes, because categories work as filters, not as labels.
PM Avenue reads the property functionality enabled in your HERO PM account: long-term residential, short-term rental, commercial, storage, and association or HOA. An owner filtering for commercial will never see a company without commercial enabled.
Confirm your HERO PM package includes every category you manage. A member who quietly handles a few small commercial buildings and never enabled the category has been filtered out of those searches all month.
How much writing does this actually take?
Three fields, and none of them need to be long.
- About Our Company: four to six sentences on who you are, how long you have operated, and why an owner should trust you with a door
- Our Company Specializations: the property types you handle and what you do better than the company down the street
- Region Our Company Serves: your match list, as described above
Add a logo at high resolution with a transparent or white background. Owners scan profiles visually before they read a word. A missing logo reads as a business no longer operating.
Ten minutes, one time.
My contact information is old. Where do owner requests go?
They go to the management contact set on your profile, so confirm it now rather than after the ads start.
Open Settings → My Account → Profile & Contacts and verify the person listed is the one who answers new owner inquiries. If a former employee is still in that field, the lead lands in an inbox nobody reads.
If your Harmony package includes management features, route those requests into your CRM follow-up sequences so every owner request gets an answer on the day it arrives, and automated ongoing contact until they are signed.
Featured Article: Setting Up Shop on the Avenue
PM Avenue is the marketplace that connects property owners with local property managers. For HERO PM members, the best part is the price. PM Avenue sends you free leads at no cost beyond the membership you already have. An owner finds your company in the directory, sends a direct request, and that lead comes straight to you.
