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ASK KARI: Renting Challenges

Kari Negri, Chief Executive Officer, SKY Properties, Inc., and McKenzie Ehrhart • Sep 13, 2023

"Dear Kari, I’m having trouble renting my vacant unit. What am I doing wrong? Should I lower the asking rent? What should I do?"

a bird's eye view photo of a female landlord holding her head in deep thought while reviewing data on her laptop

The Vital Importance of the Market Survey

Whether you have a brand-new building with a complete lease-up, or an existing building with a new vacancy, conducting regular market surveys are vital for maximizing your “ROI” (return on investment). A market survey will help you to answer some of the following important questions: What are our competitors doing? Are the rents you are charging too low? Can a small feature or amenity be added to increase rent? Market surveys can answer these and many more important questions.


To begin your market survey, you need to know the details of your property in exactness such as square footage of every “nook and cranny,” each amenity offered, types of appliances, unique details that make your property stand out, etc. It will be difficult to find an equivalent comparison if you do not know your building’s specificities. Checking the surrounding area is crucial when deciding what your competition is. If your building is in an area with specialty shops, a famous theatre, etc., you want to find your competition placed in a similar neighborhood location.

a bird's eye view photo of a small group of property management experts huddled  and, working  on their laptops

Many people merely just check postings online to see what apartments are being listed for in the general vicinity. That would be the WRONG approach. To truly know for sure if your rental units are priced comparatively, you must shop in person by visiting the competition! Pictures are not sufficient to decide if your buildings is similar. If you have ever been on a blind date and the person who shows up looks nothing like their picture... You know what I am talking about here. It is important to pay close attention to how fast people respond to your requests to tour a vacant unit and their attitude. That could be the reason someone chooses your building over one that is similar, not to mention its cleanliness! These are all factors that necessitate in-person touring by you.


To maximize your ROI, you always want to “price up.” It would also not be a bad idea to shop for an apartment that might be priced a bit higher to see if it might make sense for you to modify your units and/or make upgrades to your property. Cost analyses are helpful in deciding whether to do this. For example, if you want to upgrade the carpet in the bedrooms to laminate flooring, you need to factor in that cost and compare that to the increase you may receive in rent and how quickly your investment might be earned back. Not only will you want to make your money back, but hopefully you are able to estimate how much additional profit might be accumulated in a year due to the rent increase. This applies to upgraded appliances, new fixtures, or even adding a murphy bed to a studio!


Lastly, you will want to keep track of every market survey according to building location and characteristics, and unit type. When you update each market survey, you can look back at the previous ones for reference. You should also try to use the same market survey template every time. If you are going to use the same building competitors for comparison, make sure they still qualify as good comparable. It never hurts to double check to see if you had missed a better comparable building previously to avoid the possibility of inaccuracies in your market survey and potentially leaving “money on the table.” Conducting market surveys are vital to achieving improved ROI.

Is Your Advertising Lacking Luster?

According to researchers, people form 11 impressions in the first 7 seconds of meeting you - this is what’s called the “7/11 Rule.” What does this mean? Will Rogers said, “You never get a second chance to make a first impression,” so you always want to leave a positive one. When it comes to property management, advertising equates to that first impression!

a close up image of a pair of hands on a table, zooming in on details of an apartment rental ad on a tablet

Picking the theme of your advertising might reflect your buildings’ color scheme or just overall professionalism. It would be a great idea to look up colors that evoke the mood you are trying to convey. This is where creativity can come into play but should remain cohesive. Look up examples of advertising that catches your eye or that you find memorable and investigate the “why.” Is it the structure? Content? Colors? Keep these in mind when creating your advertising’s theme.


First, make sure the content of the advertising is up to date and accurate. Being up to date and accurate helps build trust. Advertising should always be clear and concise and it should not be filled with too many words or pictures. Let your property do the talking. After all, that is what the potential tenant is interested in! Highlight the beautiful, unique features like a podcast room or wine refrigerator already installed in the kitchen. This could even include distinctive geographical features nearby such as a famous theatre or specialty shops. The key word here is “highlight.” It is unnecessary to include pictures of a smaller closet or an up-close and personal picture of the oven.

a photo of an event poster with some details of an expo on rental properties

This blog is from an original article by Kari Negri, published in the Apartment Age magazine from AAGLA https://aptnewsinc.com/aagla/2023aa05/#p=46


Kari Negri is the Chief Executive Officer of Sky Properties, Inc. and is a member of the Board of Directors of the Apartment Association of Greater Los Angeles. Do you have a question for Kari? Please send your questions and comments to Kari@SKYprop.LA.

SKY Blog & Media

photo of a 2-storey apartment building complex owned by an independent rental owner
By Kari Negri 28 Feb, 2024
Independent rental owners (IRO)—often referred to as “mom-and-pop” housing providers—are small-scale owners and operators making a difference in local communities across the country. Among the 49.5 million rental housing units in the U.S., nearly 46% of them are small rental properties, over 70% of which are owned and self-managed by small-scale owner-operators, according to the National Association of Realtors. IROs are, in many ways, the backbone of the affordable housing stock in many major cities nationwide. Here are two individuals who embody the essence of IROs with unique stories. Meet Lynnette Horton Lynnette Horton is a resident of Boise, Idaho, and for nearly two decades, she has skillfully managed her family’s extensive portfolio of 357 units. Following a career in law enforcement, Horton made a purposeful decision to join her family’s mission of providing housing to renters within her community. Horton and her company, CBW Properties, hold a unique perspective when it comes to their residents. To them, residents are not merely faceless unit numbers; they are regarded as an extension of their close-knit, family-like community. The company takes genuine delight in commemorating residents’ birthdays, sharing their moments of happiness, and extending a supportive hand during challenging times. Similarly, CBW Properties recognizes that vendors and suppliers are the lifeblood of their operations. When challenges arise, the team turns to these essential partners for resolution. In return, suppliers provide the vital materials that fuel the company’s endeavors. On an annual basis, CBW Properties expresses deep appreciation to their suppliers and vendors through a heartfelt appreciation BBQ, a warm gathering where they honor and celebrate these crucial contributors. This event is not limited to employees; it extends to include their families as well. Within their team, every member is embraced as a part of their close-knit family, guided by a simple yet powerful motto: “Work hard and play hard.” Horton’s company is also deeply committed to giving back to the community in various meaningful ways. They come together as a team to serve local shelters, deliver meals to the less fortunate during the holiday season, collaborate with nursing centers, and engage in a multitude of service projects. Their goal is to serve their community at least once per quarter, demonstrating their unwavering commitment to making a positive impact. Moreover, CBW Properties pays it forward by directly assisting those in need. Horton, in her role as the company’s Regional Manager, instills a sense of benevolence by offering a month’s rent to a deserving family who may be experiencing financial difficulties. She encourages her staff to identify families in need, and this act of kindness is not only a blessing to the recipients but also holds deep personal significance for Horton. She is acutely aware of the blessings she’s experienced in her career and recognizes the impact of providing countless families with the home they deserve, a place to cherish and respect, every single day. Meet Lorenzo Donatelli With only $50 in his pocket and a third-grade education, Lorenzo Donatelli’s venture to the United States marked the start of an incredible story. His first encounter with the English language unveiled the harsh realities of unfamiliarity and was a foreshadowing of the challenges ahead. Initially, Donatelli lived in a spare room with his aunt and uncle in Pacoima, a neighborhood nestled within the vast expanse of Los Angeles. He entered the workforce as an asphalt layer, a grueling job that he considered one of the most challenging. He later tried his hand at bricklaying before landing a job at General Motors (GM). With the assistance of his cousin, Donatelli secured a position as a floor sweeper at the GM assembly plant. On one occasion, a critical issue arose on the assembly line, prompting Donatelli to swiftly abandon his broom and step in to assist. This spontaneous action led to a summons to the office of the plant’s head, and initially, Donatelli feared he might face dismissal. To his surprise, the plant leader was deeply impressed by Donatelli’s initiative and promptly promoted him to the metal finish assembly line. Paired with an experienced employee, Donatelli received a crash course on the job. The mentor provided him with the tools of the trade and clear instructions. With a reassuring wave, the seasoned worker affirmed, “you’ve got this,” and indeed, Donatelli did. After about three years, Donatelli ran the entire division, working multiple shifts regularly. During this time, Donatelli was able to buy his first rental property, a house in Pacoima. With unwavering determination, he was able to pay for it in a year by working night and day. Driven by ambition, he decided to sell that house to buy a larger home in Burbank, where he carved out a one-bedroom and bathroom for himself and rented out the rest of the home to another family. He then saved every penny and purchased the house next door to rent out as well. Within five years, he had expanded his real estate portfolio and had bought most of the block while still living in his one room and paying off all debt owed. However, life took an unexpected turn, and after 15 years, a piece of equipment on the assembly line malfunctioned and he hurt his back, leaving him unable to work on the line and ending his time with GM. With vision and hard work, he went on to construct a 10-unit apartment building, a testament to his resilience and his commitment to the community he held dear. Today, this apartment building stands as a vibrant hub, housing numerous families and bearing witness to Donatelli’s unwavering dedication to shaping his neighborhood’s future. Donatelli’s story is a lesson in determination, resourcefulness, and the ability to turn challenges into opportunities. Through his hard work and investments, Donatelli not only improved his own life but also contributed to his community by providing housing for multiple families. It serves as an inspiration for anyone facing obstacles on their path to success, showing that with the right attitude and hard work, one can overcome difficulties and create a better future for themselves and their communities through real estate investment and management. —Powered by IRO Check out the original article published in the National Apartments Association's (NAA) March Digital Magazine .
Glassboard with innovation and action plan words written by a hand with white pen and lighted bulbs
By Kari Negri, Chief Executive Officer, SKY Properties, Inc., and Carmen Zelaya 26 Sep, 2023
Kari Negri, SKY CEO, shares insights on the numerous innovative ways apartment building owners can increase income from their rental properties. Multifamily building owners can maximize their assets' revenue by applying the sound advice she shares in the article. Kari shares her knowledge and expertise from over 27 years of providing expert property management in Los Angeles.
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