Adrienne Lally and Attilio Leonardi, Hawaii's #1 real estate agent team, partnered with a property manager about 10 years ago to initially send their rental referrals. To grow, they put four irresistible guarantees in place, focused on external agent referrals, and purchased a second Vyral Marketing account just for their property management business to get the word out. Their business now manages 1,300+ doors and is "very profitable" with the help of virtual assistants and digital marketing. Watch the interview to learn how we helped them achieve success. 

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Reach Adrienne Lally at adrienne@teamlally.com or call 1-808-227-2703. 

AI Summary Notes

Introduction and Background

• Frank Klesitz of Vyral Marketing interviews Adrienne Lally and Attilio Leonardi, who lead the top real estate sales team in Hawaii. They’ve been clients of Vyral Marketing for years, using video marketing to stay connected with their database, including listing appointments and buyer appointments.

• Several years ago, Adrienne and Attilio decided to open a property management division, partnering with a property manager to build the business from scratch.

Building the Property Management Business

• Initially, they had no doors in the property management business. They leveraged their existing real estate network, which was already referring clients to property managers providing poor service.

• Recognizing a gap in the market, they decided to launch their own property management division, using the same marketing strategies that had proven successful for their real estate sales team.

• The business began by generating referrals from agents and providing exceptional service to foster loyalty and long-term relationships.

Guarantees and Unique Selling Propositions

• Rent Guarantee: The company offered to pay the rent if a property wasn’t rented within 30 days at a certain price, which built trust with property owners and drew attention in the market.

• Return to Agent Guarantee: A unique guarantee that reassured agents who referred clients for property management would receive those clients back when they were ready to sell their properties. This strengthened relationships with referring agents.

• Communication Guarantee: This addressed a common complaint where property owners struggled to contact their property managers. The communication guarantee promised prompt responses to any inquiries.

• Eviction Guarantee: Attilio’s team performed extensive background checks on tenants and promised to cover the cost of eviction if necessary, offering peace of mind to property owners.

The Power of Video Marketing

• Adrienne and Attilio attribute much of their success in property management to consistent video marketing. Videos on their website created engagement, helped educate clients, and drove traffic.

• Their business partner, with a background in TV and commercials, embraced the power of video marketing and made it a core part of their strategy. His consistency in producing videos has been a key factor in their ongoing success.

Building a Sustainable Business Model

• Attilio highlights the importance of having clear business structure and roles. While their property manager focuses exclusively on property management, Adrienne and Attilio handle sales, which allows both teams to specialize and grow efficiently.

• They also scaled their business by utilizing virtual assistants, which kept overhead costs low while maintaining excellent service quality. Virtual assistants handle much of the admin work for property management, allowing the core team to focus on client relations and growth.

• With effective compensation structures and high-quality service, they have retained great property managers, which has contributed to the steady growth of their portfolio.

Final Insights and Takeaways

• Agent Referrals: In the early stages, agent referrals were the primary source of business. Over time, they expanded to additional marketing efforts, but agent relationships remained a key driver.

• Profitability: Though property management is often seen as a low-margin business, Adrienne and Attilio prove that with the right systems, guarantees, and strong partnerships, it can be highly profitable, especially when combined with a robust real estate sales operation.

• Focus and Consistency: Specialization within teams and consistent video marketing have been essential to the continued growth and success of their property management division.