When it comes to the Washington, D.C. rental market, VP of Marketing Karen Kossow finds herself in a big pond with plenty of fish. As the one-woman marketing team at Community Realty Company (CRC), she is determined to grow with limited resources. She is overcoming her small fish status by working smarter, not harder. Step one, Kossow made sure that CRC offered what renters want most. “The funny piece is, other than the rent, the Millennials and the Boomers are looking for the same things,” Kossow observes. “They want the good locations, the walkable locations, the amenities, and the social aspect.” Community Realty Company properties are already in coveted locations such as Pennsylvania Avenue and Foggy Bottom. The next natural step was to begin the process of renovating the properties to reflect modern expectations. Properties are being renovated on turn, with upgrades like improved space allocation; granite, stainless and other upgraded finishes; and wi-fi accessibility throughout the building. The latter was no small feat since some structures were erected in the 1960s. Kossow then gave the renovated properties professional glamor shots. These images are accompanied by resident testimonial videos. Combined, the media efforts give prospects a taste of what CRC has to offer—but there was still more work to be done. Step three for the growing  business: getting the right tools in place. “I’m excited to get all of the software rolled out so we can go out and start pitching more business, showing everybody that we’re not the little teeny tiny company and that we can compete with the big boys in some areas,” says Kossow. To help level the playing field, Kossow uses Yardi RentCafe. “I am a one-woman marketing show who has also overseen much of the software roll out. Being able to tackle...

It’s the time of year to make resolutions, and Steven Rea of Roscoe Properties tells us that the Austin, Texas property management firm has set some ambitious property management technology goals for 2013. “This is still very much an analog business,” observes Rea, who has been in the industry for ten years and worked his way up to Vice President of Administration after starting at Roscoe as a site level property manager. “My goal for our company, and a way our company set itself apart, is as a digital company in an analog world.” With that goal in mind, Rea and Roscoe Properties owner Jason Berkowitz are using technology best practices to make the properties they manage operate efficiently, for their employees and residents alike. Two of their goals for the year are ambitious by industry norms, but attainable given the progress they’ve pushed forward so far. “I want to be able to say that we have 95 percent of our residents pay electronically and we have a 100 percent paperless office by January 2014,” Rea said confidently. Currently, 65 percent of the Roscoe portfolio submits monthly rents electronically; up from 10 percent two years ago, with some portfolios the company manages boasting over 80 percent electronic remissions. In January 2013, Roscoe Properties will manage 3,000 rental units, the majority in Austin, with 700 units in San Antonio. “I’ve got my accounting department almost paperless, just making use of the technologies we already have. It used to be that accounting departments would have file cabinets and banker boxes full of invoices. We still have those file cabinets, but they’re all empty,” Rea said. A last remaining barrier to an all-digital office has been the historic need for paper records. Though Roscoe now rarely executes...