HELA MANAGEMENT

Growth Powered by a True Technology Partner

YEAR
ESTABLISHED

2012

UNITS
MANAGED

800

SHOWINGS BOOKED
ANNUALLY

2,500+

APM TIER

PLUS

Company

Hela Management
Detroit, MI

Portfolio Type

Single-family Residential, Multifamily Residential

Previous Solution

Buildium

A Bit of Backstory

In business since 2012, Hela Management owns and manages over 800 single and multifamily units in the Detroit metro area and throughout Southeast Michigan. Hela's goal is to quadruple in size over the next 3-5 years.

One of the biggest challenges that they faced as growing business was how to maximize their employees' time. With a geographically diverse portfolio, they found their leasing team could not keep up with the inbound. Their team’s time was so consumed with scheduling, booking and confirming showings across their properties that they missed leads - which ultimately hit their bottom line.

Interview with Jordan

Jordan Friedman is the Co-Founder and President of Hela Management. He runs his business from top to bottom using AppFolio Property Manager PLUS, enabling greater visibility across financials, reporting, maintenance, and leasing. Hela’s made it a priority to maintain complete and accurate data in AppFolio, which has allowed them to gain better insights into their business and ultimately grow more efficiently.

A 2-story home with tree shadows visible across the front & a separate image of a living room with a dark green wall that contains modern design furnature.

Why did you choose AppFolio and how has using services like the AI Leasing Assistant Lisa impacted your business?

Ultimately, the scalability and user interface of AppFolio Property Manager PLUS compelled us to make a change. We realized early on that other software providers were not meeting the needs of management companies and owners who were growing as fast as we are. We needed a company like AppFolio that innovates quickly and continually and is a true technology partner. As we grow with AppFolio, when new features are added it always feels like a natural progression and integration, always an extension of the software that already existed.

We were looking for a solution to respond to the incoming leads efficiently and cut down on time spent coordinating leasing tasks like scheduling showings. With AppFolio's AI Assistant Lisa, we've been able to scale our growth in units without increasing headcount. Lisa handles the back and forth communication and schedules showings so our team can focus on what matters - showing and leasing the unit. It took an average of 31 back and forth text messages to result in 1 scheduled showing. This seemed like a huge waste of our employee's time.

quote

"We have seen a 12% boost in occupancy in the last year and have more insights on our business, with perfectly accurate data. Lisa provides visibility we never had before."

JORDAN FRIEDMAN
Co-Founder & President, Hela Management

How has AppFolio's AI Leasing Assistant optimized your leasing process?

We could not imagine running our company without Lisa. In the last year alone, Lisa's entered over 24,000 guest cards, sent over 118,000 messages to prospects and booked over 2,500 showings. She prequalifies leads and even cross-sells properties for us. Not only are we more effective at capturing and responding to prospects, but we are also leasing units faster. We have seen a 12% boost in occupancy in the last year and have more insights on our business, with perfectly accurate data. Lisa provides visibility we never had before.

How do you see AppFolio supporting your continued business growth?

We want to quadruple in size over the next few years by adding 5,000-10,000 units to our portfolio and there's no doubt in my mind that AppFolio can grow with me. I love how quickly updates are made and new features are constantly added. AppFolio is listening to our feedback and implementing our suggestions in real-time. AppFolio really listens to their users and releases tangible features every single week that make our processes more efficient. AppFolio is the hub of our business.

They have been with us every step of the way in leveraging Lisa and I feel like our partnership is special. If there was ever an issue I know that AppFolio would be there with us. I feel like we are in it together — our success is your success and vice versa.

quote

"We needed a company like AppFolio that innovates quickly and continually and is a true technology partner."

JORDAN FRIEDMAN
Co-Founder & President, Hela Management

Do you recommend AppFolio?

Yes, I do. If you ever want to scale and have more growth, AppFolio is an absolute must. AppFolio is the only property management software company that I recommend. We chose to partner with AppFolio after using a smaller software company because we wanted to grow with our software partner and AppFolio has been a great company to grow with. We look forward to continued mutual growth.




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