Creating Excellence in Owner Relations:

The CRM Model

Presented by:Paul Herman, Tom Leddy

and Linda Hess

What is “CRM”

• Customer Relationship Management• Becoming a common and important

concept in many industries• Beyond mere ‘Contact

Management’• Many industries have CRM software

to help sales process, on-going service, and even accounting

How Does CRM Fit in the Vacation Home Rental World

• Our industry actually has 2 major customers– Both owners and guests

• We need some quantity of both to thrive• Customers can choose to go elsewhere• The happier our customers are, the

more likely they are to stay or come back

How Do You Rank Your Customers?

• Is your owner your primary customer– Or

• Is your guest your primary customer• You can’t have 2 primary customers• In some states, agency defines this

relationship

Today We’re Talking About Owners

• Whether the owner is your primary or secondary customer, he is still you customer and you can manage your relationship with him!

Define Relationship

• Relationship:– The state of being related by kindred,

affinity, or other alliance.• Webster’s Revised Unabridged Dictionary

Value of CRM• Gain more control in interaction with

customers• Manage expectations better• Understand what customers really

want• Provide products that better serve

customers• Increase trust and loyalty• Competitive advantage

A Working Definition…

• “The Plan and Practice of managing the lifetime relationship with your customer.”– “The Plan”: Every successful

endeavor requires proper planning. Successful CRM rarely happens by chance. Many organizations jump to implementation w/o proper planning.

• “The Plan and Practice of managing the lifetime relationship with your customer.”– “The Practice”: Systematic

implementation of your plans. Should produce measurable results. Should be evaluated and refined over time.

• “The Plan and Practice of managing the lifetime relationship with your customer.”– “Lifetime Relationship”: The

relationship needs to be actively managed from the day they enter your program until the day that they leave (and perhaps beyond).

A Few Basic CRM Concepts…• Touch Points

– Each time your company interacts with a customer is a touch point.

– Can we name a few?– Are they planned? Managed? Documented?– Are all “touchers” properly trained? Enroll

your complete staff in the vision.– Any way to increase the effectiveness of the

touch?– Any way to increase the number of touches?

Owner Touch Points • Renter who purchases property• Original purchase of property• Rental listing• Any owner stays in property• Every month’s owner statement• Newsletters• Owner get-togethers• Any phone call – positive or negative• Any marketing information that the owner

may see – including web site

Listing New Owners

• Walk them through the process• Create realistic expectations• Provide written package of

information• Have face to face meeting (at home)• Answer all questions, follow up• Introduce them to staff members• Be courteous, polite and professional

A Few Basic CRM Concepts…• Market Segmentation

– Do you treat all of your customers the same?– Are they?– Consider the difference between an owner that

has one 1970’s motif 2 bedroom condo and an owner that has 3 8 bedroom oceanfront homes

• We shouldn’t treat the condo owner badly, they are in your program for a reason (right?)

• We should realize that the OF home owner deserves the best that we can offer.

Market Segmentation Examples

• Saks Fifth Avenue– High value customers ($2000/yr) are

routed to special CSR’s.– The calls are routed such that a high

value customer is connected to a CSR in one second or less.

• Could we coin a new acronym here:– HVO – High Value Owner?

What Type of Owner

• First-time owner• Experienced owner• Multiple properties• Good business sense• No business sense• Hands-on• Hands-off

What is a Vacation Home

• Investment– Revenue and occupancy are most

important

• Second home– Nice and homey

• Little touch of heaven– Rest of life just in anticipation of next

visit

What does your owner relationship include

• You manage his property• You rent his property• You provide services to his guest• You provide ancillary services for

his home• The more you know about him the

better he feels about the relationship

Important Relationship Items• Good communication

– Regular out-going communication– Easy access to correct people in-coming

• Recognition– More is better, not easy for newer staff

• Respect– VIP treatment in some fashion– Reasonable deference from all staff

• Consistency of actions• Good follow-through on problems or

research

Why did he choose you in the first place

• Most established company• Oldest company• Start-up company with lowest fee

structure• Personal relationship or referral• Yellow pages• Saw your sign driving by• Bought the home from you

All Owners Want• To trust you with his property/asset• To receive timely communication• To receive timely revenue checks and

documentation• To arrive at your office and be recognized• To call your office, be recognized and

treated with respect• To get quick, accurate answers to his

questions• To arrive at his home and have it perfect

Many Owners Want

• To be self-sufficient• Have more control• Direct access

– Direct owners’ 800 number – On-line access to specific information

• New capabilities available elsewhere– Direct deposit funds

Some Owners Want

• To exchange Christmas cards• To make you Godparents of their

kids• To have dinner with you every time

they come to visit– Or

• To be totally invisible• To be left alone

Tools to Help Manage the Relationship• Property Management

System– Current address and

contact information– All financial information

from properties– Current and past

maintenance history– Take full advantage of

capabilities• Newsletters

– Email or regular mail• E-alert

– Disaster information– Weather

- Pre-arrival

• Owner Surveys– Do them, and publish the

results• Web site

– General site containing items of owner interest

– Owner-specific site– Access to owners’ statement

and work order history• Owners’ 800 number direct to

liaison• Owner agent/representative• Guest Surveys Allow them to hear directly

from guests

Owner Retention• You want to keep your owners in the

program• It is always less expensive to do more

business with existing customers than to get new customers

• You invest in each owner through your web site, photographs, brochures, correspondence, etc.

• Encourage and listen to feedback; thank them

Owner Services

• Basic maintenance• Cleaning• Marketing for rental guests• Handling finances

– Rental income– Bill paying

• Educational opportunities• Knowledge of market, trends, etc.

Developing Loyalty/The Extra Mile• Open house/party annually• Owner/guest events: weekly welcome party;

holiday activities• Owner’s fair w/vendors, staff, community• Educational seminars: investing, upgrading, etc.• Gifts: welcome basket, logo items, cards --Trade w/local golf, restaurant, etc.• Perks: discount club• Rewards: add on services to reward action• Select owners: priority bookings, bonus services,

etc.

The Other Side of CRM

• Some owners should be let go• They are too demanding• Take up too much time and

provide too little profit• You can only know this if you

measure it

Competitive Advantage

• The closer your customers feel to you, the better customers they will be

• Better customers spend more money• Better customers complain less often• Better customers are more

understanding when things go wrong

Your Thoughts?