But that is just one part of what Carlson would like to do. Her ultimate goal is to achieve 100 percent penetration. And she’s not just talking about the 14,000 units that the company has under management. Within the next five years, she would like to grow the management contracts to 1 million units. That means doubling in size every year.
To do so, Carlson believes the company needs to stay on the cutting edge of what’s going on in the industry. But she believes CMI has an advantage. Generation Y is just staring to rent and is bigger then the baby boomers.
“This group of people has the same values that we have,” she says. “They are concerned about the environment and their health. I think that will give us a competitive edge.”
Carlson believes that SenEarthCo will play a huge role in the management of the new units. And while 1 million units in five years might seem like a lofty goal for a small, third-party management firm, Carlson doesn’t stop there.
Her dream is to have a TV show highlighting healthy living and incorporating healthy business management. “I want to be able to change the property management industry in a positive way.” Plus, with a show, her reach would expand outside the industry.
She believes that her generation of business leaders is interested in more than just a bottom line mentality. A healthy bottom line is “a by-product of good business, not the purpose of good business,” she says. “Hopefully the new generation [of clients] understands that.”