CoreLogic's Kasey McDonald, Qld State Manager at CoreLogic, was recently interviewed by Kylie Walker, host of the property management podcast That Property Mum.
In this interview, we uncover how property managers and BDMs can leverage RP Data to unlock new growth opportunities. With over 27 years of experience in the real estate industry, Kasey shares her journey, expertise in growth strategies, and practical ways to stand out in a competitive market.
Click below to listen to the podcast or continue to read the summary of the key topics discussed.
How did you get started in real estate and property management?
I've been in the real estate industry for 27 years. Like many, I started in property management on reception and have done all roles within the property management realm. I advanced into business ownership, training, and consulting, and now I'm the Queensland State Manager at CoreLogic.
What are some of the ways that RP Data can currently help people grow their businesses?
RP Data offers great tools and solutions for prospecting. For example, the tenure report shows the average time span of ownership in a suburb, helping identify potential sellers or investors. Sales agents use this well, and property managers can too, by reaching out to homeowners who might be considering their next real estate move. This report allows you to see the average time span of ownership in a particular suburb, giving you a bracket, let's say 7 to 10 years. It then shows you all those owners still holding onto their homes for that period, allowing you to start thinking that potentially their mindset as a homeowner is in the phase of considering turning their property into an investment home or even buying another property.
What other tools are available that can assist BDMs and business owners in targeting investor clients?
Another great example of reporting you can pull from RP Data is our aged and withdrawn listing reports, which show properties that have been on the market for a long time or withdrawn. This opens up new property management conversations. Additionally, our platform provides occupancy status, helping market to homeowners or tenants while ensuring compliance with privacy laws. This allows you to potentially market to those people either directly or indirectly, and our platform ensures that you remain compliant in how you're utilising the data.
How can property managers use RP Data to build out suburbs and understand their market better?
Using suburb reports, you can understand demographics, rental prices, and the percentage of investment properties. This helps in planning and prospecting, making you a trusted advisor with meaningful insights about that rental market down to the street level.
For example, you can understand which suburbs have a higher percentage of rented properties or homeowner occupiers, allowing you to target your marketing efforts more effectively.
Property management businesses often have valuable first-party data from their CRM and sales agents' CRMs. By analysing this data and the market intel provided by tools like RP Data, businesses can strategise and plan how to nurture and market to existing contacts about rental opportunities for their properties.
Can you explain how RP Data integrates with CRMs?
RP Data integrates with many CRMs, allowing you to pull through property attributes and verify ownership. Using first-party data from your CRM, you can nurture existing contacts and turn them into new prospects, leveraging insights from CoreLogic's tools. We have a feature called RP Inside, which is an additional integration that feeds through more data, ensuring your CRM is up to date with the most accurate information. There's also another feature called ownership verification. While we don't pull across the owner's exact name, if your record shows it is correct, a verification green tick will appear in your CRM to confirm the property owner.
How can Property managers and BDMs use appraisal reporting in RP Data?
We have a feature called RP Proposals which is available as part of your subscription for RP Data, which allows you to send interactive digital proposals (rather than just a standard PDF), track engagement, and tailor your conversations based on what prospects focus on. It's a powerful tool for both sales agents and property managers. You can customise it with your branding and marketing materials, and it provides heat mapping to see where prospects are focusing their most attention from the report, helping you tailor your follow-up conversations.
What RP Data packages and other tools would you recommend for a BDM or Property manager?
For a BDM or Property Manager, we offer a range of RP Data packages tailored to different needs.
Firstly, we have the Base Subscription. This package provides basic search filters and a CMA, but it doesn't include prospecting elements or extensive reporting. It's a good starting point, but it might not cover all the needs of a BDM or Property Manager.
Next, we have the Premium Subscription, which is quite popular in the industry. This package includes the prospecting module, direct marketing contact section, and agency benchmarking reporting. One of the standout features of this package is the Property Investment Report. This report offers detailed insights into property performance, potential capital gains, estimated equity, and cash flow scoring. It's a valuable tool for making informed decisions and having meaningful conversations with clients.
Finally, we have the Pro Subscription, which is our top-tier package. It includes all the features of the Premium subscription, plus the ability to generate individual Property Investment Reports. This is particularly useful for providing clients with comprehensive data on their investment properties, helping them make well-informed decisions. If you're on our premium subscription, it's available for you to purchase in bulk, and we at CoreLogic can support you with accessing that.
The Property Investment Report, available in both the Premium and Pro subscriptions, is especially powerful. It can be used for annual performance reviews and provides a wealth of information, such as property performance, potential equity, and more. This report supports positive and productive conversations with clients, extending beyond day-to-day topics like rent arrears, maintenance, and routine inspections to strategic discussions about long-term investment potential.
Do you have any last tips for how a property manager can get more from RP Data?
When I talk to business owners and property managers in the industry, they often ask, 'What else does CoreLogic ? What solutions do we have for property managers? ' Of course, we're very well known for RP Data. When I ask how they use RP Data , many say they just use your CMA reports.
While CMAs are important, there's so much more within the RP Data platform that can benefit your team and business. It's crucial to explore all the tools and resources available to you. As you plan for the new year, bring everyone together to understand the team's goals and objectives. Whether it's achieving five or ten listings a month, it's important to work together and also see how the sales team can support the property management side.
Take the time to sit down and review the tools you have. Understand what they offer and how to use them effectively. This will help you grow your business, enhance your skillset, and gain more expertise. Often, we get used to using a tool for one specific purpose, like doing a CMA, but it's worth diving in to see what other benefits are available. By doing this, you can get more value out of the tools your business is already paying for.
Can you share some personal development resources that have helped you in your career?
One book I always refresh myself on is "How to Win Friends and Influence People." It helps with communication skills and leadership. Investing in yourself and viewing property management as a career with multiple paths is crucial. This industry has so many opportunities, and it's important to take risks and invest in your personal development.
How can our audience connect further CoreLogic?
I'm happy to book virtual or face-to-face sessions focused on property management and growth strategies and we have some exciting training opportunities coming up this year. For more information and to set up more training in RP Data, visit https://www.corelogic.com.au/contact#training and select custom training.
CoreLogic Australia