This time, I’m joined by Steve Rosenberg from Empire Industries in Houston, Texas. In addition to being an expert property manager, Steve is a distinguished speaker and international trainer who has a passion for helping people -- especially other property managers -- grow their businesses.
Steve and Pete Neubig, whose name you may remember from the last episode, are co-founders of Empire Industries, which now has around 600 properties in the Houston area.
Thanks to the massive growth in the area, Steve has been working on setting up different satellite offices, as he calls them, around the Houston area. This is important in reducing windshield time, which can be a huge problem in such a big area.
In this episode, we talk quite a bit about these satellite offices. Topics we cover include the financial and expense questions to consider when setting up a satellite office as well as the SEO challenges of having these offices. We also talk about the challenges that come with quick growth. Steve explains that about 50% of people and systems break under this kind of pressure, and we talk about solutions and strategies for managing this.
We also spend a while discussing marketing. Again, the importance of SEO becomes clear, but Steve offers some great suggestions for ways to increase exposure, and we explore the fact that great, value-added content isn’t limited to blogs.
You can find Steve here:
[02:06] - Steve starts things off addressing the topic of setting up different management centers or pods.
[03:07] - The size of Houston is bigger than a lot of people realize. Steve explains how this contributed to their decision to open small satellite offices.
[04:55] - We hear more about the expenses involved in this strategy.
[07:41] - Did Steve have a break-even number, and is that for each satellite office? As he answers, Steve also talks about the point at which a BDM/marketing agent needs to pick one role or the other.
[11:34] - Steve talks about the SEO benefits of having satellite offices. He then talks about the SEO challenges.
[14:04] - We hear more about Steve’s strategy for SEO related to satellite offices. He then lists one of their biggest challenges: the mental hurdle of taking a big step and scaling up.
[15:27] - Brad steps in for a moment to talk about the structure of Empire Industries, which has two principals: Steve Rosenberg and Pete Neubig.
[16:09] - Steve shares more about Empire Industries and its growth process. He and Brad then discuss the necessity of changing things as a company expands.
[20:53] - We learn about making something scaleable and ensuring consistency. Steve offers an example using their 600 properties.
[23:34] - Brad offers an example of his own. He and Steve then talk about Pete Neubig, and how he implemented systems to work efficiently.
[25:23] - Most people’s challenge isn’t a toolset issue, but a mindset issue, Steve explains.
[28:26] - Steve talks about the marketing strategy at Empire Industries.
[29:00] - Brad talks specific numbers, using his company as an example. Steve then talks more about their marketing strategy, emphasizing the importance of keeping track of where money is being spent.
[32:17] - What’s one of the new, cool things Steve has done in marketing in the last few months?
[35:39] - Brad explores what constitutes good content, explaining that it’s not limited to a blog.
[36:25] - We hear about Steve’s company’s realtor referral programs.
[38:41] - Steve expands on dealing with brokers.
[40:42] - Steve is certified by the state of Texas to teach continuing education, and teaches around six classes. He touches on the things covered in these classes, then talks about the kind of momentum the classes generate.
[44:13] - How do you overcome some of the broker objections?
[47:54] - Steve explains that his strategy is to try to be top of mind, and goes into more depth about how to provide value and work with brokers.
[51:05] - Brad and Steve talk about the PM Grow Summit, where Steve will be speaking.
[52:52] - How can people reach Steve? He recommends the blog pages at Empire Industries.
Links and Resources: