Stories of scale: How two operators efficiently grew their businesses

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A recent AppFolio survey uncovered that property management companies overwhelmingly see adding units to their portfolio as the greatest opportunity this year. But rapid growth can be just as dizzying as exciting. Watch this session for a panel discussion with executives from property management companies that have achieved tremendous unit expansion — and profitability. We’ll dive into the goals that they set for themselves, how they achieved such impressive growth in a sustainable way while exceeding customer and employee expectations, and the technology that enabled them to remain transparent and help fuel their rapid growth.

Technology

Stories of scale
How two operators eﬃciently
grew their businesses
Presented by: Audrey Rund and Ryan Sather
Hosted by: Sean Forster
May 30, 2023

4 2023 © AppFolio, Inc. Conﬁdential
4
Panelists
Audrey Rund and
Ryan Sather are joining
us today to present and
answer questions.
Q & A
Send us your questions
via the Q&A box found in
your Zoom controls.
Survey
Let us know
what you think!
We welcome your input

5 2023 © AppFolio, Inc. Conﬁdential
Director of Marketing & Sales,
Fairlawn Real Estate
Audrey Rund
Presenter
President,
Hegenes Properties
Ryan Sather
Presenter

6 2023 © AppFolio, Inc. Conﬁdential
Hegenes Properties
Our opportunity
How can we sustain
achievement in our growth
goals…
…while remaining committed to
our values and ensuring
continued employee
satisfaction?
The situation
Experienced rapid portfolio
expansion.
Manual processes started to
strain as teams spent too much
time on busywork.
Refused to let growth introduce
errors or distract from our
company mission.
Spotlight:

7 2023 © AppFolio, Inc. Conﬁdential
Process invoices with a single payment
Corporate
accounting
Automatic AR input
Corporate credit cards for simpliﬁed AP
Instant management fee receipts

8 2023 © AppFolio, Inc. Conﬁdential
8
Residents
Improved internal procedures
led to an enhanced customer
experience for residents.
Boosted Google reviews from
3.3 stars to 4.2 stars!
Growth
Grew our portfolio by 1,200
units with an additional
.5 FTE to support our
accounting team.
.
Culture
With extra time, back-oﬃce
roles are could get out into
the ﬁeld and build
relationships with the frontline
teams they serve.
Our
outcomes

9 2023 © AppFolio, Inc. Conﬁdential
9
Hegenes Interview.

11 2023 © AppFolio, Inc. Conﬁdential
Our opportunity
How can we eﬃciently scale to
support this growth without
overwhelming our team…
…while simultaneously juggling
the extra steps, added
uncertainty, and competitive
pressures we were experiencing
in 2021?
The situation
Signiﬁcantly grew our portfolio
through a $150M transaction.
Needed to support a 550%
increase in our student housing
stock, on a tight deadline.
Create a space for community on
campus.
.
Fairlawn Real Estate
Spotlight:

12 2023 © AppFolio, Inc. Conﬁdential
Vacancy insights
Instant communication
Centralized leasing
Cross-market campaigns
Intentional marketing
Our approach

13 2023 © AppFolio, Inc. Conﬁdential
Business
Further proved to ourselves
that “we do hard things”,
increased conﬁdence across
multiple levels, and fueled
future growth plans!
13
Growth
Expanded our portfolio by
50+ properties (1,100 units)
and placed all buildings
under the management of
one portfolio manager.
.
Colleagues
Invested more in employee
growth and development,
especially with leasing agents.
Our
outcomes

14 2023 © AppFolio, Inc. Conﬁdential
14
Fairlawn Interview.

16 2023 © AppFolio, Inc. Conﬁdential
16
Ask us anything.

17 2023 © AppFolio, Inc. Conﬁdential
One Powerful Platform

20 2022 © AppFolio, Inc. Conﬁdential
20
Clarity to focus
on what matters

22 2022 © AppFolio, Inc. Conﬁdential
Would you like a customized demo
of AppFolio Property Manager?
22
Poll

23 2023 © AppFolio, Inc. Conﬁdential
Sr. Director &
Industry Principal
AppFolio
Stacy Holden
2023 Industry Challenges:
Navigating (Another)
Economic Downturn
Thursday, June 8, 8:30-9:30 AM
Location: B308/309
AVP, Industry
Research & Analysis
NAA
Paula Munger
President
Cadman Group
Neil Cadman
Join us next week at Apartmentalize!

24 2023 © AppFolio, Inc. Conﬁdential
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5th LF Energy Power Grid Model Meet-up Slides

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Stories of scale: How two operators efficiently grew their businesses

1. Stories of scale How two operators eﬃciently grew their businesses Presented by: Audrey Rund and Ryan Sather Hosted by: Sean Forster May 30, 2023

2. 4 2023 © AppFolio, Inc. Conﬁdential 4 Panelists Audrey Rund and Ryan Sather are joining us today to present and answer questions. Q & A Send us your questions via the Q&A box found in your Zoom controls. Survey Let us know what you think! We welcome your input

3. 5 2023 © AppFolio, Inc. Conﬁdential Director of Marketing & Sales, Fairlawn Real Estate Audrey Rund Presenter President, Hegenes Properties Ryan Sather Presenter

4. 6 2023 © AppFolio, Inc. Conﬁdential Hegenes Properties Our opportunity How can we sustain achievement in our growth goals… …while remaining committed to our values and ensuring continued employee satisfaction? The situation Experienced rapid portfolio expansion. Manual processes started to strain as teams spent too much time on busywork. Refused to let growth introduce errors or distract from our company mission. Spotlight:

5. 7 2023 © AppFolio, Inc. Conﬁdential Process invoices with a single payment Corporate accounting Automatic AR input Corporate credit cards for simpliﬁed AP Instant management fee receipts

6. 8 2023 © AppFolio, Inc. Confidential 8 Residents Improved internal procedures led to an enhanced customer experience for residents. Boosted Google reviews from 3.3 stars to 4.2 stars! Growth Grew our portfolio by 1,200 units with an additional .5 FTE to support our accounting team. . Culture With extra time, back-office roles are could get out into the field and build relationships with the frontline teams they serve. Our outcomes

8. 11 2023 © AppFolio, Inc. Confidential Our opportunity How can we efficiently scale to support this growth without overwhelming our team… …while simultaneously juggling the extra steps, added uncertainty, and competitive pressures we were experiencing in 2021? The situation Significantly grew our portfolio through a $150M transaction. Needed to support a 550% increase in our student housing stock, on a tight deadline. Create a space for community on campus. . Fairlawn Real Estate Spotlight:

9. 12 2023 © AppFolio, Inc. Conﬁdential Vacancy insights Instant communication Centralized leasing Cross-market campaigns Intentional marketing Our approach

10. 13 2023 © AppFolio, Inc. Conﬁdential Business Further proved to ourselves that “we do hard things”, increased conﬁdence across multiple levels, and fueled future growth plans! 13 Growth Expanded our portfolio by 50+ properties (1,100 units) and placed all buildings under the management of one portfolio manager. . Colleagues Invested more in employee growth and development, especially with leasing agents. Our outcomes

16. 23 2023 © AppFolio, Inc. Conﬁdential Sr. Director & Industry Principal AppFolio Stacy Holden 2023 Industry Challenges: Navigating (Another) Economic Downturn Thursday, June 8, 8:30-9:30 AM Location: B308/309 AVP, Industry Research & Analysis NAA Paula Munger President Cadman Group Neil Cadman Join us next week at Apartmentalize!

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