Efficiency and Customer Service Enhancement at Red Rock Realty Group with AppFolio

Red Rock Realty Group is a full-service real estate, property management and investment company based in Birmingham, Alabama. Established in 2010, the company manages over 1,400 units and operates across Alabama and neighboring states. The company's portfolio includes multifamily residential, single-family residential, commercial, and community associations. Red Rock Realty Group is committed to providing excellent service to its customers and continually seeks ways to improve its business processes and efficiency.

Red Rock Realty Group, a full-service real estate, property management and investment company based in Birmingham, Alabama, was facing several operational challenges. The company was struggling with its previous software, which was cumbersome and difficult for new employees to learn. The process of pulling ledgers and reports for day-to-day operations was complex and time-consuming. Additionally, the company was dealing with a disorganized paper-based system for managing files, leases, and communication with residents. This led to missing files, lost leases, and untraceable communication. The process of processing rent payments was also laborious, taking up to five days of work. The company also had issues with tracking work orders, which were done on paper and often missed or dropped. Lastly, the process of posting new and upcoming rentals to their website was delayed and cumbersome.

Red Rock Realty Group implemented AppFolio to streamline their operations and improve efficiency. AppFolio's user-friendly interface allowed new employees to get up and running quickly, significantly reducing the learning curve. The software's universal search feature made it easy for users to find almost anything. AppFolio also provided a digital solution for managing files, leases, and communication with residents. The company was able to document communication through texting, email, or notes about phone conversations, and all communication was recorded directly in the tenant record. AppFolio also revolutionized the company's rent payment process. Over 60% of rent payments were paid online and AppFolio posted the rent automatically to the resident’s ledger, cutting processing time in half. The software also automated the posting of late fees after the grace period. AppFolio also digitalized the company's work order process, allowing maintenance technicians to receive work orders directly on their phones and take pictures of their work before and after. Lastly, AppFolio made it easy for managers and leasing agents to post updates to the company's website within minutes.

• The implementation of AppFolio has brought about significant operational improvements for Red Rock Realty Group. The software has made it easier for new employees to learn the system and perform their day-to-day tasks. The transition from a paper-based system to a digital one has resulted in better organization and traceability of files, leases, and communication with residents. The automation of rent payment processing and posting of late fees has saved the company significant time and effort. The digitalization of the work order process has eliminated missed or dropped work orders and made the workflow easier for the staff. The ability to post updates to the company's website within minutes has improved the company's leasing operations. Overall, AppFolio has enabled Red Rock Realty Group to improve its processes, increase efficiency, and provide better service to its tenants and clients.

• Time saved on accounting per month: 60+ hours
• Percentage of online payments: 65%
• Reduction in rent processing time: from 5 days to 2 days