Summary

In this episode of the Property Playbook, host Rory Anderson interviews Catherine Maestas, a multifamily property management expert with over 15 years of experience. Catherine shares her journey in property management, including the challenges she faced during lease-ups, the importance of proactive communication, and her philosophy of putting people before products. The conversation delves into the significance of emotional intelligence in leadership, misconceptions about sales in multifamily, and the need for intentional branding. Catherine emphasizes the value of kindness and courage in leadership and shares a personal story about a leadership misstep that taught her valuable lessons. The episode concludes with a light-hearted discussion about Catherine's love for Downton Abbey, highlighting the importance of personal interests in maintaining balance in a demanding career.

Takeaways

• Catherine Maestas has over 15 years of experience in property management.
• Proactive communication is key to resident satisfaction.
• The 'people before product' philosophy leads to better KPIs.
• Emotional intelligence is crucial for effective leadership.
• Sales in multifamily should focus on building connections, not just transactions.
• Intentional branding can enhance a property's appeal.
• Leaders should be willing to do any job to support their team.
• Mistakes in leadership can lead to valuable lessons.
• Kindness and courage are essential core values for leaders.
• Secret shopping can provide insights into improving service.

Chapters

00:00 Introduction to Property Management Leadership

01:24 Catherine's Unique Journey in Property Management

05:54 Challenges of Lease-Ups and Problem Solving

11:00 The Importance of Proactive Communication

15:27 People Before Product Mindset in Leadership

19:50 Transitioning from Sales to Property Management

25:10 Diving into Multifamily and Sales

27:16 Breaking Down Barriers in Sales

29:25 The Importance of Connection in Leasing

31:34 Transforming the Leasing Experience

35:06 Psychological Barriers in Sales

39:47 Intentional Branding in Multifamily

44:25 Creating a Cohesive Brand Identity

48:27 The Power of Connection

50:45 Leadership Lessons from Mistakes

58:04 Core Values in Leadership

01:03:20 Personal Touch in Professional Life

Keywords

property management, leadership, multifamily, sales strategy, emotional intelligence, branding, resident experience, team building, communication, kindness