How to Create a Sales-to-Operations Handoff Process That Reduces Owner Churn
Most property management companies lose 20-30% of new owners within the first 90 days. The primary cause isn't pricing or service quality—it's a broken handoff between your sales team and operations team. This guide provides a step-by-step system for implementing a joint kickoff call that eliminates dropped details and creates owner confidence from day one.
Tools We Recommend for Implementation
A templated powerpoint or Canva presentation with easy customization
Calendar access for both your BDM (Business Development Manager) and assigned Property Manager (we like Calendly for this)
Video conferencing tool (Zoom, Google Meet, or Microsoft Teams)
CRM or property management software to document owner preferences
Email templates (provided below)
Step 1: Schedule the Kickoff Call Within 24 Hours of Signing
As soon as the management agreement is executed, your BDM should send a calendar invitation for a 15-minute video call. Include both the BDM and the assigned Property Manager on the invite.
Calendar Invite Template:
Subject: Welcome Call - [Property Address] Management
Duration: 15 minutes
Body: Hi [Owner Name], Thank you for choosing [Company Name] to manage your property at [Address]. This brief call will introduce you to your dedicated Property Manager and outline exactly what happens next. Looking forward to speaking with you! - [BDM Name]
Step 2: Property Manager Sends Pre-Call Welcome Email
Before the scheduled call, the Property Manager sends a brief introduction email. This accomplishes two things: the owner knows who they'll be working with, and the PM demonstrates proactive engagement.
PM Welcome Email Template:
Subject: Looking Forward to Our Call - [Your Name], Your Property Manager
Body: Hi [Owner Name], I'm [PM Name], and I'll be your dedicated Property Manager for [Property Address]. I'm looking forward to meeting you on our call scheduled for [Date/Time]. In the meantime, feel free to reply to this email with any questions. Talk soon! - [PM Name] | [Direct Phone] | [Email]
Step 3: Run the 15-Minute Kickoff Call
Want a template presentation for your Kick-Off call?
Click here!
Follow this exact agenda to keep the call focused and productive:
Minutes 1-2: BDM Opens and Affirms the Decision
Script: "[Owner Name], thank you for joining us. We're excited to have you with [Company Name]. I know we discussed your goals for [Property Address] during our conversations, and I'm confident our team will take excellent care of your investment."
Minutes 2-4: BDM Introduces PM and Transfers Relationship
Script: "I want to introduce you to [PM Name], who will be your dedicated Property Manager. [PM Name] has been with us for [X years] and specializes in properties like yours in [area/type]. From this point forward, [PM Name] is your primary point of contact. I'm handing the relationship over to [him/her]."
Minutes 4-9: PM Walks Through Next Steps
The PM explains the next 3-5 concrete actions in plain language. Example:
"This week, I'll schedule the initial property assessment and walkthrough."
"You'll receive an email with photos and any maintenance items I identify, along with cost estimates."
"We'll discuss rental price positioning based on current market data."
"Once approved, I'll create the listing and begin marketing within 48 hours."
"I'll send you showing feedback and application updates as they come in."
Minutes 9-12: Set Communication Expectations
Be specific about response times and communication channels:
Primary contact: "For day-to-day questions, email me directly at [email] or call [phone]."
Response time: "I respond to all emails within one business day, usually within a few hours."
Regular updates: "You'll receive a monthly owner statement by the 10th of each month."
Emergencies: "For after-hours emergencies, call our main line at [number]."
Minutes 12-15: Ask the Key Question and Close
Script: "Before we wrap up, I have one question for you: What's one thing we should know to make this experience great for you?"
Document their answer in your CRM. Common responses include communication preferences, past frustrations with other managers, investment timeline, or specific property concerns. This information becomes your roadmap for exceeding expectations.
Step 4: Document and Follow Up
Within 2 hours of the call, the PM sends a follow-up email summarizing what was discussed:
Post-Call Email Template:
Subject: Your Onboarding Summary - [Property Address]
Body: Hi [Owner Name],
Great speaking with you today. Here's a summary of our next steps:
• Property assessment scheduled for [date]
• You'll receive the assessment report by [date]
• Listing will go live within 48 hours of your approval
As a reminder, you mentioned [key concern from call] is important to you. I've noted this and will keep it top of mind.
Questions? Reply to this email or call me at [phone]. - [PM Name]
How to Measure Success
Track these metrics to measure the effectiveness of your new handoff process:
90-day owner retention rate: Target 95%+ (industry average is 70-80%)
First 30-day support tickets: Should decrease as expectations are set clearly upfront
Owner satisfaction score: Survey at 30 days asking "How would you rate your onboarding experience?"
Referral rate: Owners who feel supported refer more frequently
Common Mistakes to Avoid
Making the call too long: Stick to 15 minutes. Longer calls lose focus and feel like obligations.
Skipping the BDM introduction: The warm handoff from a trusted contact matters. Don't have the PM call alone.
Being vague about next steps: Owners want specifics. "We'll be in touch" creates anxiety. Dates and actions create confidence.
Forgetting to document: The insights from the call are gold. Log them immediately or they're lost.
