We sell our rental real estate software and services through our direct sales
organization. We organize our sales force by geographic region, size of our
prospective clients, and property type. We believe this focus provides a higher
level of service and understanding of our clients’ unique needs. Our typical
sales cycle with a prospective client begins with the generation of a sales
lead through Internet marketing, email campaigns, telemarketing efforts, trade
shows, or other means of referral. The sales lead is followed by an assessment
of the prospective client’s requirements, sales presentations, and product
demonstrations. Our sales cycle can vary substantially from client to client
but typically requires three to six months for larger clients and one to six
weeks for smaller clients.
In addition to new client sales, we sell additional solutions and consulting
services to our existing clients to help them more efficiently and effectively
manage their properties as the rental real estate market evolves and competitive
conditions change.
We generate qualified client leads, accelerate sales opportunities, and build
brand awareness through our marketing programs. Our marketing programs target
property management company executives, technology professionals, and senior
business leaders. Our marketing team focuses on the unique needs of clients
within our target markets. Our marketing programs include the following activities:
field marketing events for clients and prospects;
participation in, and sponsorship of, user conferences, trade shows, and industry
events;
client programs, including client user meetings and our online client community;
online marketing activities, including online advertising and SEO, email campaigns,
web campaigns, white papers, free product trials and demos, webcasts, case studies,
and the use of social media, including blogging, Facebook, LinkedIn, and Twitter;
public relations;
use of our website to provide product and company information, as well as learning
opportunities for potential clients; and ongoing consumer email marketing campaigns
that drive adoption of transactional products, such as online payments and renter’s
insurance, by residents on behalf of our property management clients.
We host an annual user conference where clients both participate in and lead
various types of sessions and planned discussions designed to help accelerate
business performance through the use of our integrated platform of solutions.
The conference features a variety of client speakers, panelists, and presentations
focused on businesses of all sizes. The event also brings together our clients,
technology vendors, service providers, and other key participants in the rental
real estate industry to exchange ideas and best practices for improving business
performance. Attendees gain insight into our product plans and participate in
interactive sessions that give them the opportunity to provide input into new
features and functionality.
We are committed to developing long-term client relationships and working closely
with our clients to configure our solutions to meet the evolving needs of the
rental real estate industry. Our clients include REITs, leading property management
companies, fee managers, regionally based owner operators, vacation property
owners, and service providers. We had over 12,400 clients who used one or more
of our on demand software solutions to help manage the operations of approximately
13.0 million rental real estate units. Our clients include each of the ten largest
multifamily property management companies in the United States, ranked as of
January 1, 2017 by the NMHC, based on number of units managed.
