With a new year comes new goals, challenges, and opportunities. Step back for a moment to take inventory of what you have on your plate to accomplish this year, and make sure you have all the tools you need to succeed. In this webinar, community management expert Lauren Cassis: – Shared insight on top trends affecting the community management industry – Provided tips to staying informed, on track, and ready for growth – Discussed ways to stay ahead of the competition – Answered attendee questions about software and technology

1. 1. 2020 © AppFolio, Inc. Confidential.
5 Things Community Association Managers
Need To Do In 2020
Lauren Cassis – Associate Product Manager, Community Association Market, AppFolio

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The Power of a Complete Solution:
• Ease of Use - An intuitive, easy-to-use
software
• Real-time Insights - Greater control over
your business
• A Single Login - Less toggling and more
efficiency
• Team Mobility & Convenient Apps -
Everyone connected to the same data,
anywhere
• Modern Communication - Two-way and
bulk email/text directly from the software
… So You Run A More Successful Business
Web-Based Community Association Management Software

4. 4. 2020 © AppFolio, Inc. Confidential.
Lauren Cassis
Associate Product Manager,
Community Association Market, AppFolio

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Agenda
• Industry Trends and Insights
• Trends Affecting the Business
• 5 Things You need To Do In 2020
• Q & A

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Data & Insights

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*2018 Community Association Institute’s Homeowner Satisfaction Survey
2.5Mboard & committee members are
a part of community associations
73MAmericans live in community
associations
(21.3% of U.S.)

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61%of new development is in community
associations.
*2018/2019 Community Association Institute’s National & State Statistical Review

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57%of homeowners believe their
management company adds
value.
*2019 APM Homeowner Survey

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57%of community managers say that too many
manual processes are the main factor slowing
their company’s growth.
*2018 AppFolio survey conducted in partnership with John Burns Real Estate Consulting.

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64%of community managers cite
hiring additional staff as their
most important resource
needed to grow.
*2018 AppFolio survey conducted in partnership with John Burns Real Estate Consulting.

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33%Turnover rate in the property
management industry.
*NMHC Compensation Study

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5 Things You Need To Do In 2020
Keys to a Successful Year

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1 - Stay Informed

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Trend and Statistical Resources
• CAI - www.caionline.org
o Statistical reports and findings
o Events (both national and local)
o Webinars
o Magazines
o Blog
• Census - www.census.gov
o Regional, demographics, etc.
• AppFolio - www.appfolio.com
o Original research
o Webinars
o Blog
o Events

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2 - Evaluate The Competition

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Stay Ahead of the Competition
Step 4 - Evaluate and Repeat
Evaluate your success with the
plan, and begin the process again
to take inventory of the landscape
and make additional
improvements.
Step 3 - Plan & Execute
Create a plan of action from
your findings, and begin to
work on it - set clear goals
and outcomes.
Step 2 - Analysis
Evaluate how your business compares.
List your strengths, weaknesses,
opportunities, threats, and develop a
list of improvement opportunities.
Step 1 - Research
Monitor review sites, social
presence, and note word of
mouth reputation.
Constant
Improvement
System

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Stay Ahead of the Competition
ABC Community Management
● Great reviews on Yelp and 0
reviews on Google
○ Learned they do not
have a mobile app for
their customers
● They have a Facebook
account, but it’s not
monitored
● Somewhat positive
sentiment in the single
community they manage
● Their website is vague - it’s
not clear who they are or
what services they offer
EFG Management
● Some okay, some bad Yelp
reviews, but they respond
to all of them
● No social media
● Okay reviews on Google
○ Homeowners claim
the community is
not well kept
● They offer online
Payments
XYZ Management
● Good reviews on Yelp and
Google
● Active on Facebook and
Instagram
● Positive sentiment -
homeowners like self-service
options
● Offers online payments, online
portals, online maintenance
requests, mobile friendly
(according to their flyer and
website)

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Stay Ahead of the Competition
Step 4 - Evaluate and Repeat
Evaluate your success with the
plan, and begin the process again
to take inventory of the landscape
and make additional
improvements.
Step 3 - Plan & Execute
Create a plan of action from
your findings, and begin to
work on it - set clear goals
and outcomes.
Step 2 - Analysis
Evaluate how your business compares.
List your strengths, weaknesses,
opportunities, threats, and develop a
list of improvement opportunities.
Step 1 - Research
Monitor review sites, social
presence, and note word of
mouth reputation.
Constant
Improvement
System

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Stay Ahead of the Competition
Competitor Their Strengths Their Weaknesses Our Opportunity Threats to Our Business
ABC Community
Management
Strong Yelp Reviews No mobile app for
residents
Vague website
They manage a small
community - we could
potentially bring the
community on as our
customer
We don’t know what
services they offer
EFG Management Offer online payments High turnover
Weak social media
presence and mixed
reviews/sentiment
Unkempt community
They are barely managing
the few communities they
manage today- If we offer
online payments, we could
consider bringing on new
business
None known at this time
XYZ Management Active social media and
review site presence
Offers online payments,
online portals, online
maintenance requests,
mobile friendly
None known at this time Offer more self-service
tools to our residents
Strengthen social media
presence to cultivate
community culture
Heavy growth - they sent
our board a flyer about
their services

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Stay Ahead of the Competition
Step 4 - Evaluate and Repeat
Evaluate your success with the
plan, and begin the process again
to take inventory of the landscape
and make additional
improvements.
Step 3 - Plan & Execute
Create a plan of action from
your findings, and begin to
work on it - set clear goals
and outcomes.
Step 2 - Analysis
Evaluate how your business
compares. List your strengths and
weaknesses, and develop a list of
improvement opportunities.
Step 1 - Research
Monitor review sites, social
presence, and note word of
mouth reputation.
Constant
Improvement
System

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Stay Ahead of the Competition
Outcome Projects Timing
Expand Reach and Grow Brand
Awareness
Expand Social Media Presence with
Instagram
Q1 - Assign headcount to manage social presence
and have Instagram in place by end of March.
Q2 - Research Twitter, decide whether or not we
should do it.
Expand Reach and Grow Brand
Awareness
New website Q1 - Plan website content, and look for website
building tools / developers
Q2 - Build new website
Q3 - Launch new website on July 1.
Gain a Competitive Edge Go mobile Q1 - Research mobile tech options and report
findings to the team
Q2 - If in-budget, elect an option demo with the
team and
Gain a Competitive Edge Expand service offering Q1 - Research new services we can offer
Q2 - Re-evaluate and plan pending research

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Stay Ahead of the Competition
Step 4 - Evaluate and Repeat
Evaluate your success with the
plan, and begin the process again
to take inventory of the landscape
and make additional
improvements.
Step 3 - Plan & Execute
Create a plan of action from
your findings, and begin to
work on it - set clear goals
and outcomes.
Step 2 - Analysis
Evaluate how your business
compares. List your strengths and
weaknesses, and develop a list of
improvement opportunities.
Step 1 - Research
Monitor review sites, social
presence, and note word of
mouth reputation.
Constant
Improvement
System

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3 - Monitor Social Media

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Social Media Plan
• Social Accounts
o Which channels are competitors using?
o Naming convention
o High resolution logos and graphics
• Dedicated Resources
o Social media manager + backup administrator
• Content calendar
o Cadence (daily, weekly, bi-weekly, etc.)
o Planned content

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Content Calendar
Date Content Image Social Site Complete?
1/1/2020 Happy New Year! Champagne Instagram Yes
1/8/2020 Highlight ABC HOA Entrance to ABC HOA Instagram Yes
1/15/2020 Company Branding Ad Outside of Office Instagram Yes
1/22/2020 Team Spotlight Entire CAM Team Instagram
1/29/2020 News - new CA law goes
into effect soon
Alert sign graphic Instagram
2/5/2020 Highlight EFG COA EFG COA Pool Instagram
2/14/2020 Happy Valentine’s Day! Hearts Instagram

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Social Media Plan
• Share it!
o Website
o Email signatures
o Newsletter
o Customer communications
o Business cards

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4 - Prepare & Scale for Growth

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1. Automate & Streamline the Obvious

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2. Choose Scalable Business Solutions

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3. Deploy Intuitive Technology

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4. Keep Your Customers Happy

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5 - Demonstrate Your Value

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Cost vs. Value
Differentiation
• What does your business bring to the table that others don’t?
• Certifications / years of experience
• Continuing education
• What do your online reviews look like?
Customer Experience
• Do you respond quickly?
• Are you utilizing email and texting technology?
• Do you offer self-service options like online portals?

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AppFolio innovates
on your behalf to
thrive in the new
economy.
Deliver Mobile
Experiences
Instant Communication
Streamlined Workflows
Dashboards

36. 36. 2020 © AppFolio, Inc. Confidential.
Lauren Cassis
Associate Product Manager,
Community Association Market, AppFolio
Thanks!
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