Case study 02 · Org design
12 → 1. Leasing moved off the properties.
2017 – present · Built in-house · All 12 communities
Leasing moved off the properties and into one small, cloud-based team that covers all 12 communities and the full lead-to-lease journey remotely.
01 · Problem
Twelve leasing offices, twelve ways of working.
Each community carried its own on-site leasing agents. Each office answered its own inquiries, ran its own tours, and closed its own leases. The same job, done twelve times, twelve ways.
The question was not how to staff twelve offices better. It was whether the lead-to-lease journey needed to sit on the property at all.
02 · System
One central team, cloud-based, covering all twelve.
Leasing came off the properties and into one small central team working remotely. That team handles the full lead-to-lease journey for every community — from first inquiry to signed lease — from one place.
It works because the zero-touch pipeline already removed the human steps between inquiry and tour. A small team only has to cover what remains: the tour and the close.
03 · Before and after
Headcount.
A far larger on-site staff became a small central team.
- Before · on-site leasing agents
- A far larger on-site staff across 12 communities
- After · central team
- One small, cloud-based team
- Coverage
- All 12 communities, the full lead-to-lease journey, handled remotely.
- My role
- Designed the model, built the pipeline it runs on, and operate it as part of the marketing department I run.
04 · Result
05 · What I'd do at your company
I'd start with the journey, not the org chart: list every step from inquiry to lease and mark which ones actually need a person on the property. Automate the ones that don't. Then I'd size a central team to what is left, give it one set of tools, and pick the one metric that must not regress before anyone moves a desk. Then I'd stay to operate it.
Start the conversation
One call or one message. I read every one.