72. Using AI to Grow Your Property Management Business with Kristen Ewen of PMW

Rather than me just tell you what we're doing and encouraging you to copy some of these things, we're going to take a little different vent here.

I'm having Kristen Ewan with PMW that's property manager websites and rent vine on and she's going to analyze my website. Now, the reason she can analyze it is because she created my website for me. Almost 10 years ago now, we have a top ranked website. It does very well. She's not just going to tell me how great it does. Unfortunately, she's going to tell me some of the things I'm doing wrong.

“And you get to hear these things. She's going to tell me what I should be doing to improve my website and therefore what you should be doing to improve yours.”

A couple things I want you to listen specifically. She's going to tell you what are the top topics on my website, on our blogs, on our videos that clients, owner clients are watching. You need to copy these topics. She's also going to tell me the top missing topics.

What are the things that I should be talking about and therefore you should be talking about as well? That we're not.

What are the top pages on the site? We're going to talk a fair amount about AI. Should you be using AI to create content and her answer may surprise you like it surprised me around there. Here's my conversation with Kristen Enjoy. Kristen, you and welcome to the property management business podcast. Thank you so much, Mark. Thank you for having me.

I'm almost disappointed that it's taken us this long to get you on here. We talk about marketing a lot.

“And I say how great I am at marketing, but you're kind of the reason that our company is so effective at marketing. You're our secret weapon.”

You are actually very great at listening and taking to action, our recommendations and that's one of the big differences. So it's cool to see you in your team. Right before I hit the record button, you know, we're talking about how we want to frame this conversation around marketing, around content, around AI. There's so many different directions to come with this. And we landed on the idea of quarterly, your team does a call with me and you tell me how my website is doing. You tell me what I'm doing well at, you tell me what I'm doing, so so at and then you tell me to use your words where my content gaps, that's such a slap in the face Kristen.

“My content gaps are at what I need to do better at. So let's have that conversation. Let's let people ease drop in on you telling me what's why we're doing well.”

And to frame that just a little bit and you correct me if I'm wrong here on anything. For my perspective, we're doing a lot of things right. We bring in my company brings in about a 100 owner leads per month. Last year, I just looked this up. We read 1,400 owner leads last year. And some of those may be they click the give me the free rental analysis tool. Some may be a phone call. It's everything under that big umbrella of an owner lead us how we track it. Some are legit, some are tire kickers, whatever, but 1,400 for the year.

We don't do any paid paper click type stuff. We try to do the contents and education piece and we've been doing that for a long time and we'll wander into a lot of that stuff. But give me talk to me like no one's listening. Tell me why I got 1,400 leads last year. It's not so much just what you did this last year. It's what you've been building on for years with your content and your thought leadership. But that's where everything's going with not only AI, but even in Google search and all of their helpful content updates. You're providing great quality information and being in property management.

We're held to a different standard of with our content. The recommendations that you make to an owner investor can really impact their financial well being. So they want to know the internet, the Google's and the LLM, so the large language models like chat should be T Gemini perplexity. They want to know that you're an expert and qualified to get out this information. They've been doing a really great job at putting out good information for the owner investor that build you up as the expert, you're the clear winner of.

To hire you've done a lot with video videos incredibly important, especially with AI now while they don't show video in the results or site it, they cite it. So they'll pull the transcripts and they'll use the transcripts as part of the answers to some of the questions.

This is what comes to us how we fix them. That's such a more as an expert than just saying everything's perfect all the time. It's the authenticity piece as well. But all of those pieces tie back together and produce a ton of visibility. So everyone chases number one position on Google. Great that I have a lot of customers who are not number one, who are able to produce the same lead volume you are further down the first page because they've got visibility everywhere. So SEO isn't just search engine optimization anymore. It's search everywhere optimization and you guys have done a great job at showing up in all those other locations. They're so gaps in areas that we can fill.

And definitely love going through that with your site, the content gap analysis that we do with AI where we compare you to your competitors and it pulls up where your topic gaps are specifically for, you know, with a property management pillar. I keep got a big gap on me. Okay, but before you tell me my gaps, I want to talk about how great I am first Kristen, and you tell me how awful I am. So wait on on the gaps. Okay, so a couple things going to ask you about you said you said video. Yes, very effective that way. What about the idea of using AI for the generation of content, the creation of content I hear people talking about that well, I don't have time. I don't know how to do it.

“I'll create a video version of myself and I'll tell AI to go talk about this and I'll plug AI into the site. Does that work?”

It's got its place. So talking had videos are the best for your main pages where they can actually see you as the experts speaking.

Does it mean you can't build an AI avatar? I have one and the avatar does the video for you. I'm like talking to your AI avatar right now. Oh, not right now. I have built an avatar and I just feed it scripts and then it builds the video off of the script that I give it. So you can have the owner investor talk for two minutes to an avatar and then you can have a marketing person or someone near team just producing video all the time. So video is amazing talking head is better. But AI videos, AI generated things are perfect for blogs and that type of additional content. So okay, so I'm where you're using it. So here's something I don't understand and maybe maybe I'm just too.

“I can't wrap my head around this. What you just said a few minutes ago is that it wants original content that that's what it's looking for. That's why it's ranking us high. Okay, I got original content.”

But then I also hear you can use AI to create content. If I'm using AI to create content, but then the AI chatbot on the inside is looking for original content isn't it like is it screening as itself? Is it going to be like, well, this is an original. This is AI created like, does I even make sense? Am I connecting those dots in my head? So the thought expertise is what creates it original. So you're it, but on there, you can use AI to put together a script, but you have to put human hands on it. You need to put your specific experiences.

Things that you're we talked about what we've done that's worked, what hasn't worked in a specific to your market. That's the difference. That's the unique content. That's the originality piece doesn't matter if it's your AI delivering it.

It's that the content is unique and specific and has expert opinion in it. It's half to have an opinion. Everything AI generates on its own is very.

It's monotonin, avoids having an opinion. It's us as humans who become in with a strong opinion in a direction that it sets that apart.

“You need to bring opinion to this. And as you say, like authentic storytelling is because that's not something AI can generate. That's a real life example of an eviction. You did or how you helped this owner or tenant overcome an issue.”

So so storytelling you feel is effective. 100% AI is never going to come up with that. You can tell AI the story and have it right the script for you.

But you still put together. That's sorry. You've got to give it a good bit of information. You got to write a great prompt. So what we try to always focus on is that educational piece. And as you said, giving our opinion. We try to be kind of cautious on that so it doesn't turn into a opinion show, right, like type of a thing. But more of a best practices around property management here.

Yeah, your thought expertise on it. That's exactly right.

“So I'm not a big AI person, but I asked AI last week, we had a team meeting and I wanted to be able to tell our team how we're doing around this stuff. So I asked AI who's the number one property management company in Denver.”

And I did it on a like a different person's device so that hopefully wouldn't know who I was type of a thing like, oh, this is Mark with Grace Management. So I asked and it popped up. I took a screenshot. I'm going to read this to you here and then you tell me where it came up with these things. It says often ranked as the number one Denver property management company period in business since 1978 is true. They offer a rare month to month contract with no termination fees and they do not charge for bill paying evictions or inspections. Now, all of that is true.

But my thought was or my wondering was like, how does it know this? Like, it's true that we offer a month to month contract for our owner clients and it's true that's rare. And I guess maybe we have somewhere on our website that it's a month to month agreement and we have somewhere maybe that there's no termination fees. But how does it like that blows me away that it knows that about me. Every property manager should be going into and it's tell me everything you know about and they're competing. They absolutely should do that and see if there's anything to lose.

That's good. Tell me everything you know about this. Okay, so if it says something false, like what if it said Mark has really big termination fees and their property management agreement and I don't what do I do? And we'll have a citation next to it and it will show you where it's getting that content on if it doesn't and you have AI optimization reporting like we run for you. We have a set of facts that it gives us and we check those facts against your website and make sure they're accurate. And if they're not, we pull back the source and we try to see where we can get it updated because it's a pattern matcher, right.

Mary had a little lamb, right? Well, what if Mary had a dog?

If you never finish not sentence AI is going to auto assume lamb is the next word.

“So you have to tell it everything you want it to know about your company.”

All of that information is built into your website. Most of that is on your pricing page. It AI loves charts and pricing pages are fantastic for charts. So we structure everything on the site and within the content to make sure that it is optimized not only for user experience, but to get picked up correctly by AI and by the Google answer engines and all of those so that it can deliver that information correctly. Let me take a quick break from the show and tell you about our sponsors.

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And now back to the show.

“I'm honestly taking notes right now as we're recording this podcast of things you're telling.”

It's funny because I actually look at your AI visibility over time to see what web pages are getting cited.

So, do you know what the difference is between a citation and a mention in AI most people don't? No, I do not. Okay, perfect. So a citation is anytime your contents from your website is used in an answer. There'll be a little bubble and it'll show a link in a link back to where that content came from. So you're cited as a source. So that's a citation. The mention is anytime race, property management is mentioned anywhere, but not applicable. So it is mentioned in reviews in podcasts and credit threads.

Those are mentions. So when someone talks about your brand. So we look at those citations and where are you getting traffic back from those in AI?

“You're number one actually your top three pages coming from AI are all blog posts.”

One is a legal update for landlords must accept tenant provided background reports. The legal updates I'm sorry, I'm going to interrupt you because we do a monthly video slash blog post typing. I find that the legal updates are the ones that get hit that the biggest people love those. Yep, and because you're putting the law HB 24-1098. People will search for that. They'll search for that in AI. They'll search for that on Google.

And if you don't put that in your title and it's in your URL, it's all the places that it should be to get you to show up for that. So you're doing that correct already. And that's a big deal. What you just said there. I don't want to gloss over that. It took us two years to figure that out. When don't just do legal update from ABC management company. What you just said there is reference the bill number as goofy as that sounds like who cares if it's AB to HB 2517. But Google cares. Hey, I cares. So you want to reference that in the title and in everything.

Yeah, and then owner investors like I heard about this bill. I found it. I have no idea. I don't understand it. I don't. I'm going to search it and see what other people are saying about it. And if you don't put that in the title, the URL, the meta's inside the content.

“It's not going to get picked up. And you've got it in all the right places. So that's why those are getting picked up.”

We actually had a customer in California right a blog fantastic about a rule or regulation. But it just wasn't structured right and was missing some of those pieces. We've rewrote it. I think he's getting 3,000 views a month to that post now. Because you rewrote it and you read because we read it. We adjusted it. We had our content team. We write content for him to go back to some of his top blogs and rework them. And then have like an actual professional rewrite them and they're performing just unbelievably for him, just traffic and otherwise.

So the rental market updates do really well too. So if you have a rental market update for your local market. And then what is the market conditions right now here? They're going to be looking for someone who has authority and expertise in the area to provide that information. So if you want to get cited there. And then like, oh, well, this company wrote this, let me click on that. And then they're all said back on your site. And now you have the potential to close that.

You said our top one is that that legal update specifically. And you said there were three. What's what's what's yeah. So that's that Lee. So it was the. And landlords must accept tenant provided background reports. The least renewals required by law, except for these six instances. Okay. So those are both legal.

And then the third one is a market update in November.

And then you're pricing page and then it gets into more blogs. We're actually starting to see properties. Get links down to because you're with right fine. Or if you have an S sub plug in with PMW our properties are fed to AI as well. So if someone searches for show me all the rental properties that Grace property management has available right now. It's going to pull back a list of properties. It can run filtered criteria and look for, you know, pricing and all those things and it pulls back your actual rental property.

That's wild. You said something quickly there. I want to go back on you said our pricing page because I see that as well that our pricing page, which blows my mind is one of our higher visited pages on the site.

Talk a little bit about that because I know some people they hear that and their first side is I don't I don't want a pricing page. I don't want to tell my competitors what I charge.

“What do you say to people when they're on the fence about even creating a pricing page?”

So every time someone spies and I'm not showing up in AI. Okay, that's a ask it. Why is this company not showing up in the top end results on AI for recommendations of property management and whatever city. I'll say they're missing guarantees. They're missing pricing. They don't have enough reviews. Those are the major things. It is specifically looking for a pricing page. It wants to be able to compare you to your competitors. If you don't give it your pricing, it may assume pricing. And say, well, everyone else charges this. So I assume you're going to charge the more thing. Don't let it make assumptions. Don't let it be wrong.

So give it that information. And if you don't want to put clear actual pricing, at least put your packages.

So we have several customers will build out their table and include two different maybe packages that they offer, but we don't have to put an actual price in there. They can put a range or no price. But give them the packages and what's included. Give AI what it's looking for to include you in answers if it doesn't have enough information about you. It's not going to recommend you. So I get this all the time. I don't want a pricing page.

“That's why we need to at least outline what you offer in your packages if you don't want to advertise the actual price.”

Yeah, on our pricing page, we tried to make it pretty comprehensive. So it's not just like a list of fees. That's not what it is at all. It's almost like a list of the services we provide. And then if there is a specific fee for that service, we'll list it listed. And if not, it's just kind of like a little check box that, hey, this is something that's included within our full service management.

So it becomes almost like a list of services, not just the list of fees, is how we phrase. Yes. And you dig into each one of those. So what is 10, 10 at handling.

What a owner has no idea what that is. And you've got these little extra bubbles and you gave a little bit more. Love the little pop up bubbles. Yes, you click on that and then it pops up with the description of what a property inspection is or how you advertise the property or how detailed your lease agreement is. So that's what's so effective about that page is you can use it to really make yourself stand out. Yeah, you're getting probably better converting leads by having that much detail in what your services are and what you offer.

And that's probably another reason why you're getting more leads than others who might be positioned to and through that below you because you are very transparent with the service offering that you have and what they should expect from you. And it's very clear and easy to make a decision before that you've been talked to anybody. The last step is just making sure someone answers the phone and can create that relationship with them. And then they sign up. It's that easy. Most property managers don't answer their phone. So they'll do a great job with the website or put all this information on there.

And that last check that actual touch point piece will you be of well, be able to go hold for you. If I'm willing to give you money, but you can't talk to me then how might know you're going to talk to me later when you've already got my account. You have to be able to answer the phone. That's the hardest thing you've said to me in the last half hour. It's the phone too. Okay. Okay. So now tell me, could you start to tell me some of the things I'm doing wrong or the content gaps.

“I think I've, I think I've steeled myself to be able to face your criticism now. What are the things we're doing wrong that I should improve on?”

The only thing you don't have touched out what if you times is I love more short form. Did you have, did you guys hear that though? Like how she throws in the, we talked about we've talked about this mark quite a few times. Yeah. Go ahead and add it out. I'm going to edit that out though. Does it just slap in the face to mean Kristen?

Short form content for the other social media is Instagram. The TikToks, the places you don't really want to be the YouTube shorts. More short form for that. Get more consistent with the videos.

That would be great. That's somewhere that you can leverage and get more out of.

According to AI, you have a little bit of gap on your property maintenance. Maybe a little bit more content on the site, whether it's within the maintenance page, more video or another blog post on that would be good. Remainance. Okay. I will add that to the list. And in your action plan, let's see what it's got in here. Yeah. It talks about fully described preventative routine and emergency maintenance processes that impact the owner ROI.

“And that would be probably your next piece of next 30 days preventative routine and what else?”

What do you just say? You said describe preventative routine and emergency maintenance processes. So AI is telling you that my site has gaps in these things. Yeah. Compaired specifically to your competitors. So what I love about this system that we use for this report is we actually go with two competitors in your market and we compare your content to theirs.

And then we can see where you're winning and where they're winning. And then we can help go and we can make changes. When we write content for anyone who's on our premier package or higher, we are going to start including the report. I'm at it. Everyone on premier is going to get it because our content team is actually using this gap analysis to decide what content they write on the blogs. Our customers. So they don't have to think too much about that. Yeah. So we're starting to use it internally more and more.

But this is where a lot of our recommendations are going to come from is where is AI finding the gaps.

It gives us additional differentiation options shows that, you know, your calculators and educational content is amazing.

But your competitors appear more consolidated around dedicated property management hubs. So clear experience benefit messaging. And that's another thing that we should look at too is I ran my team through. We've gone through three of five AI trainings that I'm taking the team through. And we spoke specifically this last week about reputation and visibility everywhere.

“And how to find where the reputation gaps are in your specific market come up with where you need to get more reviews,”

which is extremely important. And then how to make sure that we're responding in the right way to reviews.

I think your team's been great with that.

I don't think you have any gaps there on the review responses. But I will send you some prompts and some things to run. Specifically in your market to find out where your review gaps maybe. I review it. If when you say reviews, just be like Google reviews, is that what you're talking about? That's unfortunately not just Google reviews anymore.

So AI can pull reviews from everywhere and it doesn't just have to be reviews. It's any mention of your brand and the sentiment around it. So it goes and it finds anywhere grace property management was mentioned and then it reads the sentences before and after. And it pulls back the tone of the person who wrote about it. Is it it understands the difference between owners and tenants and then it can highlight the differences of experience there.

What are owners looking for what is their sentiment and what are tenants expecting or looking for what are their main concerns and what are their sentiments.

“And it can tell you based on the big trusted websites versus the small local guys where you need to be mentioned or reviewed in more places.”

So we really dug in and did some actionable exercises with the team yesterday on that. So I can send those to as well. That's wild. That's wild. Before we get record, you were telling me another problem of my site is around Facebook. Yep. Now we use we do a few things on Facebook, but we're not real active there. What do people need to know about that?

So Facebook actually locks out a lot of the reporting and features until you hit 1000 likes. And you are very close, but you need to get there. You've been hovering around 800 for a while. We haven't seen that go up and it. It's just running a like campaign for a series of months until you get everyone listening to this silly podcast to go like my face. Absolutely.

Hey, ask. If you guys don't go like the Facebook page, then you're not allowed to listen to any future podcasts. So there we can I lock them out of that. This kind of like him. No, no, but I'd love to see if the number goes up now. We'll have to keep an eye on it.

Okay. So I need a couple hundred more Facebook likes.

Mm-hmm. And then of course Facebook's going slow for me. You're also not updating or uploading your video directly to your Facebook.

“So every video that you upload to YouTube, you should direct upload to Facebook as well.”

It creates a video tab at the top and your videos will live there forever. They won't just disappear in the feed. Okay. Upload the videos to Facebook. Here's why we have been hesitant to do that. A lot of the video stuff we do is is owner focused, right?

Legal focused. And what we found over time is the most of the people on Facebook are tenants interested in properties for rent. I want to rent from there, whereas our video education stuff is owner focused. And we try to kind of draw a line between those two.

And I think you're telling me this is wrong, but we've always trying to draw a line because we don't want.

For example, we don't want a video on how to evict a bad tenant. We don't want to plaster that all over tenant facing media, Facebook being one of them. That's the philosophy that we've had in our heads. Tell me if you create a video of how to evict a bad tenant on the other side. Let's make a video on how to be a great tenant.

Oh, how to be a great tenant. That's good. And that's like those on your Facebook and be strategic about what we use where. Thanks. Those can be turned into short form and put in TikTok and Instagram, which is probably a little bit younger demographic and where those will get seen there. Okay.

Alright, people are listening to this and they're thinking, "Oh, this sounds good.

“They're taking furious notes like I am, but then I think I don't have time for this.”

I can do a little bit of it." So what I do is I use you guys. I use PMW. How many years have I been at PMW? Do you know? It's got to be at least seven. Yeah, I think more than that. It's got to be more than that.

Eight, nine, ten, maybe.

I still remember building your first site.

Yeah, you built my first site when our original site was hacked. It was hacked and they said terror. Oh, they said terrible things on it and the company actually got hacked so badly. They just closed down their website company and so I called you. You're open again.

Of course they are. I called you in a state of emergency and said I have no website. Can you help me on a Friday afternoon and on a Monday morning, you had a site up for me, which I still owe you on that.

“I think, and now here we are 10 years later and for many years now though,”

but we've been a very high ranking site because of the of the voodoo black magic that you guys do on the back side of things. So if people are interested in that, right? I don't have time for this stuff. I can do a little bit of content.

Tell me what you guys do on that back end. But we do offer the SEO coaching, but it is very much coaching. And a lot of times if you don't have someone to work on video and do these things, we can do as much as we can do, but we need those pieces. So it's not a great fit for everybody.

We'll coach some of them not to sign up for that program. For it's called Elite Now. We will work directly with you and get you to hit your goals in a responsible way. We don't want to blow up your company and not be able to handle in a new honor, owner onboarding in too many leads.

And some markets are not going to get 100 leads because the market is just not big enough. But we'll get you to a good growth point for your company and get you showing up everywhere. Build that visibility, build that reputation, the brand piece, really optimize everything and work with you strategically there. Because not everyone's goals are the same.

But like I said, it's not a good fit for everybody and we don't try to oversell it because we want to make sure we're getting the right people into that program. And as of right now we're really only offering it to identifying customers. For pulling it back for everyone else. For people that you know, they hear we hear the words PMW, which is property manager websites,

rent vine, explain the connection there for people that don't know it. Rent vine, PMW. Yeah, so PMW is the starter right Dave and John and I 15 or more years ago created a PMW. We actually didn't want to do websites. We were we built for rental site. We were building a zill competitor working out at listing engine.

We're gaining traction in Poland and Canada. Don't ask. And then we built a listing tool for showing websites. And we would give it the customers they didn't know how to put it on their website. And they where they didn't have a website.

We don't really want to.

“And we built the website and then someone else saw it and then another person saw it.”

Another one side. And then we started ranking high on Google and then their competitors were seeing it. And we were just by word of mouth selling these websites that we're working. We said, okay, well, you know what we're meeting a need for the property managers. We really should offer this.

So PMW was born in creating websites specifically for property management. Once you know the industry, it's it's pretty easy to know what we need to put those types of things together, what Google is looking for. And just continue to optimize over and over and over and over. And then from there, you know, life got too easy.

So we decided the customers are asking.

Build a software, please build a software because your support is amazing.

And the support is lacking everywhere else. And nobody's got new technology. So we said, all right, we'll do it. And we built Rampine and we've gone and Dave separated off and started building that product. And a few years later, we've rolled the website company back in under Rampine.

Rampine purchased PMW. We still offer it to people not using Rampine. But because it is a part of Rampine, they're giving away a lot of marketing. Like they're giving their grow package away at a lower cost than someone not on Rampine. Can get it at the base price.

So if someone is on a different accounting platform and they love their accounting platform, they can still add PMW, property manager websites. You guys can still do the website. But if they want the full package, they can do Rampine.

And then you get a lot of additional benefits on the PMW side.

Yes. What I like about it, what I love about it. Because of course, we've been on Rampine for four to half years now.

“I believe it's four and a half years. I just love that they talk now.”

So when someone goes to my website, which ranks high, we talked about that, right? There on my PMW website, they click apply. They're an owner, they're a tenant, whatever. That information feeds right into my Rampine accounting side of things. So if that applicant decides they want to apply, they click apply.

When we approve them, it's a click and pop. There they are. The maintenance is there. It just, it's very comprehensive and they talk, which is fabulous. And there's a lot more coming where you're going to have more visibility into everything that happens on the website.

Sure, your Rampine portal.

And there's a lot more coming with the website specifically for Rampine. So I don't want to give it all away. I think we're getting into beta with some of the things that you're going to love. Some things that are specifically I worked with the Rampine team to identify what I see property managers need. And they're going to, they're building it out.

We've got a couple of pods now that are working directly on some of the things from the website to Rampine. So. That's great. More is coming. That's great. Well, when you have that ready to go, you let me know.

We'll have you come back on here. We'll link in the show notes.

“But if people are just wanted to jump on your website, where do they go for Rampine and/or PMW?”

So my pmw.com is the easiest way. My mw.com. Mm-hmm. Nice and easy. And then nobody can have a member property manager website. It's where it's floral and where it's not.

But they exact match domain still work both for AI and for Google. So just my pmw for the website and then Rampine.com. And then there is an option for smart sites there. You can see all of the discounts and benefits that Rampine is giving to their customers to help with their growth. They're investing back and eating the costs on the marketing on the pmw side to help property managers grow when they're on Rampine.

It's really awesome. That is awesome. Well, I've said this too privately, but I'll say it publicly. We view Rampine and pmw as much much more than just vendors. Like we view you guys as partners in our success.

We really do. I don't think we would be where we are. If you guys wouldn't have helped us as much as you have done. So thank you for that. And we appreciate you as well. Like I said, you listen.

You act on things and we love working with you. And I've created so many great friendships with clients over the years. And we really do want to be your partner. We don't want to be some vendor that you're going to change. We are invested in your growth when you're growing and you're happy.

You don't leave us. And that's the idea is that we invest in your growth. And we both win. Final words of wisdom to our PMs listening Kristen. Gosh, they everyone hates this one and loves it.

AI is not going to replace property managers. But property managers who use AI will. Let me take a quick break from the show and tell you about our sponsors. If you've been listening to the podcast for a while, you've heard me talk about lending one.

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They're the only team I trust with my online presence. And now back to the show. I got to think about that for a minute. AI is not going to replace property managers, but property managers who use AI will. We're placed the ones who don't.

It's kind of deep, but it's a deep thought to end on. I was hoping for just like a little joke or something there. I know it's the reality and a lot of people are afraid of it or boomeranging because there's a lot of AI out there that's useless. There's some really great AI out there as well. We're happy to walk through it.

I'm going to be speaking on this a lot. We do a ton of internal training. We have a lot of AI we're using house. It's the way of the future. And there's a lot of opportunity there.

I was talking to my son last night on the phone. He goes to Liberty University out in Virginia. And he's a sophomore there. And he said he's taking a business. Business metrics, business, some type of business class.

He said that it's it's my favorite class of all.

“He said our professor says to us, you have to use AI and everything you do in this class.”

All of like I want you to try to cheat basically. I'm going to teach you how to use AI for all your projects. Don't write into your projects. You're going to use AI, but I'm going to teach you how to properly use AI for all these things because there's this

there's this constant talk in the school like always as if I use AI in my cheating.

And so this the business classes are saying not only are you not cheating, you better use it. But we have to teach you how to properly use it and how to frame it. So they're going through all this stuff and he said it's just fascinating. I'm learning how to use AI to compare companies to write business projects. So so you're right. I think if if we don't do ourselves, we've got to hire someone who knows how to use this stuff because the people coming out.

They're being trained in college right now. Not how to go write a paper, but how to use AI to compare the business analysis and it's. It's the direct and take this podcast and they can jump it into AI and say pull out all of the notes and actual items compared to my website and my market. Run all of these and give me the my next 30, 60, 90 days and they'll get a whole plan out of it. I went to an AI marketing conference in California.

Probably one of the best conferences I've ever been to was a HF's evolved conference. I recorded every session on my phone with my voice notes.

“Took them back, transcribed them, jumped them into AI, pulled out all of the actionable bits, all of the key points and metrics created.”

Case studies and test scenarios for my team to run with and put it all into a GPT.

Wild. Absolutely.

“And it's it just all I did was voice record on my phone.”

Okay, final comment you guys have a conference coming up in April.

May the rent vines, second annual user conference if people are interested in rent vines, but they're not currently clients.

Can they still come to this? Absolutely. Absolutely. Where's it going to be?

It'll be a Tampa again. Same location as last year.

It was a ton of fun. So it's changing a little bit on the brand, but it's going to be very similar. Hopefully a little bit bigger even. And it's not a great session.

“I will be there. I hope people, if you want to fun trip to Tampa, learn about it.”

So if you're considering rent vineer pmw, that's a great way to, it's a great trip and a great way to learn and consider you guys as a software. Yeah, come ask all the questions. Kristen, thank you and I'll see you in Tampa. Awesome. Thanks, Mark. Appreciate it. All right. Well, I hope you have a long list of items. I honestly was taking notes during our conversation.

And it's daunting the notes. I have the tasks I have to do.

“If you want to alleviate some of your marketing tasks reach out to my friends there at rent vineer pmw,”

we will link considered going to their conference out in Tampa. I will definitely be there. I'm speaking out there. I hope to see you out there as well.

But we'll link in the show notes, jump on our website at pmw if we can be of assistance to you as always.

And until next time, my friends, I wish you success.