Not, only will the company be able to improve its bottom line, but Donges believes that RealPage will help make his company’s software the industry standard for service software. It measures personal productivity of the workers and offers both English and Spanish translations.
In addition, the company created a beta university, where all the on-site software was set-up just as it would be in a leasing office. “We brought in leasing specialists and business managers so they could practice trying to lease people, screen them, and operate the software,” says Donges.
At the end of the day, the company evaluated the on-site professionals and the software systemsand learned a great deal about the software’s effectiveness. “I wanted a fully integrated Web-based system, and that is not what I saw happening,” says Donges. “There were a lot of one-offs.”
Donges acknowledges that there is a lot of data in the industry, but for the most part, marketing decisions are made using old information. “There are reams of paper filled with data about occupancy, but you don’t get the crispness you get when you use technology,” he says. “We want data that will help us make faster, more timely decisions.”
As a result of its study, the company has decided to implement a Web-based system that will include management and training. “We are focused on making sure that the financial systems and the property systems all talk to each other,” says Donges. “We want to have a fully integrated data system. That is the one [thing] that will take us into next year.”
On the management side, employees will be able to pick up all the critical data on occupancy, delinquencies, and vacancies. In addition, through the company’s portfolio manager, clients will be able to view data on their properties via the Internet.
“One of the key parts of this strategic plan is that we’re going to invest in technology, and we’re going to invest in the people that we need to be the leader,” says Donges. For instance, Donges hired Elizabeth Pickworth, a technology process manager, whose job is to review the way the company uses technology and how the technology impacts the company’s bottom line. “I’ve discovered that if you map it out, you can start making things much more efficient,” says Donges. “It frees up time at the property level, allowing on-site personnel to do the things they need to do for resident services and offer a more personal touch.”
Donges has extended the use of technology throughout the company. “When I first joined the company, at every meeting I attended everybody had at least a foot or more of Xerox forms and brochures that they would hand out.” he explains. “I said, ‘wait a minute, how come you are doing that?’ and their answer was ‘this is how we transfer information.'” Donges put a stop to the piles of paper right away. Reports now are sent via e-mail three days before a meeting, and attendees come with laptops and give electronic presentations.
“Bill can coordinate all these folks and get them to work more efficiently, says Lane. “He has great management and organizational skills. He brings a fresh look at our business and really gets to the heart of the issue.”
Focusing on technology has made a real difference in the company’s productivity, efficiency, and profitability, says Easton. As a result of this technology, the company is well on its way to meeting its goal of becoming best in class.