such as lease accounting, maintenance requests, resident management, financial reporting for property owners, and team communications. This software platform integrates CRM’s property management and maintenance functions, enabling seamless communication with residents and property owners through texting, an approach that caters to today’s communication preferences. “People don’t want emails and phone calls anymore. They want quick, efficient communication via text messaging, and our software allows us to provide that,” Julie Mullinax explains. This shift toward text-based communication has significantly improved response times, fostering better relationships between CRM and its clients. Another key tool in CRM’s technology arsenal is the use of 360-degree cameras and the software Z-Inspector, for property inspections, move-ins, and move-outs. While they have yet to adopt drone technology, the company is exploring the potential for integrating it into their operations. Video tours of rental properties, facilitated by Before After 115 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 11 CRM PROPERTIES
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