Waterfront residential community at sunset
Systems Audit

AppFolio Systems Audit
and Optimization Plan

Prime Point Rentals
Bridgeview Capital Holdings LLC
The Brief

What you asked me to look at

I sat with the team, learned where the work gets stuck, and went through the systems you run every day. This is what I found and what I would change.

01
Met with the team
Walked through the daily workflow to find where time and leads get lost.
02
Audited the live systems
Reviewed AppFolio, RingCentral, Leasing Performer, and the follow up tools.
03
Built working samples
Tested the fixes before recommending them, so this is not just theory.
What I Reviewed

The systems running Prime Point today

AppFolio
AppFolio
The core platform
Runs accounting, leasing, and maintenance. The base everything connects to.
Working, underused
RingCentral
RingCentral
Calls and IVR
Handles inbound calls and the receptionist that routes them.
Working, limited
LP
Leasing Performer
Lead handling
Pre qualifies leads, answers questions, and books showings.
Active, needs a decision
RX
Realm-X Flows
Follow-up sequences
Drip follow up and message sequences inside AppFolio.
Conflicts with Leasing Performer
Solid Needs attention Decision needed Losing leads
The Short Version

What stood out

4
Systems reviewed
8
Findings
4
No cost integrations
3
Free fixes this week
Transfers have no name
Calls route with no person or department spoken to the caller.
Showings go unnoticed
A showing gets booked and no one on the team is notified.
Insurance gaps
Many tenants have no active liability coverage on file.
No move in standard
The steps live in people's heads instead of a repeatable system.
Phone and Front Desk

Callers do not know who they are being sent to

The limitation

RingCentral can route a call, but it cannot say who or which department the caller is being sent to. The line just goes quiet and hands off.

  • No spoken transfer message
  • Caller cannot tell if the call went through
  • Feels cold on a first impression
Edit rule
Transfer to extension
Ext. 101, Caleb Norville
Transfer when the caller asks for leasing, a tour, availability, or pricing.
288 / 500
!

No field for a spoken transfer message. The rule only sets the transfer type, the target extension, and when to transfer.

Phone and Front Desk

Retell AI, layered on your RingCentral number

Retell AI
Retell AI
Moving forward

We are moving forward with this. We keep your RingCentral number, inbound calls forward to a Retell receptionist with a custom IVR, and it hands off to the right person by name and department. It answers from a knowledge base built on your listings. An added layer on top of RingCentral, nothing else changes.

"Transferring you to Anna Ruth"
Anna Ruth
Leasing
"Transferring you to Mary"
Mary
Applications
"Transferring you to Bernadette"
Bernadette
Renewals and Collections
"Transferring you to Andremie"
Andremie
Maintenance
"Transferring you to Sofia"
Sofia
Acquisitions and Admin
Outbound too. I built a flow for delinquency calls so the team is not chasing every late balance by hand. Next I load the knowledge base and we demo before go live.
Leasing and Follow-up

Leasing Performer and Realm-X, working together

LP
Leasing Performer
  • Pre qualifies leads automatically
  • Answers questions and books showings
  • Knowledge base from the listing
then
RX
Realm-X Flows
  • Aggressive follow-up after the handoff
  • Re-opens stale guest cards at 6 months and a year
  • Sequences Leasing Performer cannot run
+

They run as one system. Leasing Performer works the live conversation, then Realm-X picks up the sequences around it. Tuned together so nobody gets dropped and nothing double messages.

Marketing the Listings

The photos are costing you inquiries

Here is one of our properties shot two ways. The reshoot is the difference between getting scrolled past and getting the call.

BeforeListing photo before, grey day
Shot on a grey day with bare trees and dead grass. Same house, weaker first impression.
AfterListing photo after, blue sky
Same house in good light, green grass, blue sky. This is the version that wins the click.
Recommendation: reshoot the weak listings first
Marketing the Listings

How your listings reach the market

Zillow
Zillow
Apartments.com
Apartments.com
Rent.com
Rent.com

AppFolio pushes each listing out to these sites. The feed runs one way. Fix anything wrong inside AppFolio, or contact the site directly. So the listing in AppFolio has to be right first.

Marketing the Listings

A showing gets booked and no one hears about it

Critical
The gap

Today a booked showing does not notify anyone. The lead is ready and waiting, and it slips through because nobody knows it came in.

The fix
Turn on notifications

Switch on the notification toggles in AppFolio for the right people. I showed the team where they live. This one is free and takes minutes.

Screening and Compliance

Collect pet details with an AppFolio form

We keep this inside AppFolio. No third party, no extra fee for the tenant, and no new login for the team.

1

Send the form

A short pet form goes to the resident portal at application or renewal.

2

Tenant answers

Do you have a pet, type, breed, and weight. They sign it in the portal.

3

On file

The answer lands on the tenant record where the whole team can see it.

4

ESA only if needed

If they claim an ESA, we collect the letter then and verify it. Photos come from the inspection.

Screening and Compliance

Too many tenants have no active coverage

47%
Expired or missing
Active coverage38%
Expired or missing47%
Unknown status15%
Required: 100k liability Representative data until we pull the report

The fix is a report to see who is missing or expiring, reminders at 60 and 30 days, and a fallback policy that applies when coverage lapses.

Move-in Experience

Hand off utility setup, for free

Utility Profit
Utility Profit
Demo booked, Monday PM

It takes utility setup off the team and runs it for the tenant. No cost to us, and we earn a commission. We will record the demo so Paul and Caleb can see how it works.

1

Connect

Links to AppFolio and pulls the move in list.

2

Send link

Each tenant gets every required utility with phone, email, and website.

3

Set up

Tenant starts service or uploads proof of setup.

4

Chase

Utility Profit follows up with anyone not finished.

5

Confirm

The team gets a completion email. Done.

Move-in Experience

One welcome letter, one place for the basics

Standard welcome letter

The same clear message to every new tenant, so nothing gets missed.

Building and fob accessLiability coverageUtilitiesInternetTrash and recyclingParkingResident portal
Maintenance guide site

A short page of videos for the simple fixes, linked right inside the welcome letter.

  • Garbage disposal reset
  • Clearing a simple clog
  • Clears the easy tickets, works alongside Maintenance Performer
Move-in Experience

The welcome letter, in full

A sample template to standardize. The same clear message to every new resident.

Hello. We are excited to have you as our new resident at 123 Main St. Please keep this email handy (email.com) as it is the best way to reach us. For any maintenance items, use the online portal to submit a request. To access your unit on your move-in date, your existing charges must be paid in full.

Building and unit access

You will get a text with a link to download the Mobile Access app. It opens the building doors and your unit over Bluetooth. Wait for the link and follow the instructions. You will also receive a key fob. Small black boxes by each door read your phone or fob. Doors lock automatically after hours and on weekends, so keep your fob or phone on you. Test your access right away. If there is an issue, contact us at email.com and we can reset the app.

Fob and key pickup

All keys and parking permits will be in the apartment, on the kitchen counter or in a drawer.

Liability coverage

Required coverage is 100k liability. Adding insurance to your portal does not satisfy the requirement. It must be completed through era.confirminsurance.com.

Utilities

Utilities are already started in your unit. You do not need to contact the providers. ERA Management bills your tenant ledger directly as the bills come in, due with your next rent payment.

Internet

Contact Astound at 800-427-8686 to activate your unit. You will need a router or modem, which is not included in the $65 per month service fee. For customer service, call Astound at 805-548-8000.

Trash

The trash enclosures are at the back of the property in the parking area. There are two large bins near the courtyard.

Recycling

Recycling is in the trash enclosure. Break down all boxes so they lay flat before placing them in the bin.

Green waste

Green waste disposal is in the trash enclosure. Pick up your green waste pail from the parcel room. If none are available, let us know and we will deliver more.

Maintenance

Submit any maintenance request through your online portal. It is the best place, and management will route the ticket to the right person.

Bathroom fan

The bathroom fan is very quiet. We have had requests about it that turned out to be working. If you think it is off, get closer with a stool and look and listen to confirm it is running.

Parking

Park only in your assigned space from your lease. There are no guest spaces. Guests use your spot or park offsite. You will receive a parking tag with rules and towing instructions. At move out, return the permit or you will be charged $50.

Fitness center

Hours are 6am to 10pm daily. Dropping weights or loud music or TV affects neighboring units, so please be mindful within those hours.

Online resident portal

You should have a link to activate your portal. Pay rent, see your ledger, and make maintenance requests there. More information at appfolio.com/help/online-portal.

Move-out

A move out that runs the same way every time

Before
  • Notice confirmed
  • Pre inspection scheduled
  • Move out letter sent
Day of
  • Final inspection
  • Keys and fob collected
  • Parking permit back, or a 50 charge
  • Utility transfer confirmed
After
  • Deposit returned within the state deadline
  • Deductions itemized
  • Unit turnover scheduled
  • Final utilities billed
Automation

The follow up that should run on its own

01
Follow up system
Choose one engine, Realm-X Flows or Leasing Performer. One runs all the lead and lifecycle follow up so messages never double up.
02
Bulk messaging
Rent reminders, notices, and announcements sent from templates.
03
Insurance reminders
Automatic nudges at 60 and 30 days before coverage lapses.
04
Maintenance deflection
The guide plus Maintenance Performer cut the easy tickets.
Why It Matters

What changes for the team

Fewer dropped leads
Showing alerts and a receptionist that routes properly mean fewer leads slip away.
Less manual chasing
Utilities, insurance, and follow up run on their own instead of by hand.
Cleaner compliance
Pets, insurance, and deposits handled the same way every time.
One clear standard
Move in and move out follow a written path, not memory.
Rollout

A four week rollout

Week
1
Foundations
Free
  • Showing notifications on
  • Insurance report pulled
  • Pet form live in the portal
Week
2
Move in
Setup
  • Utility Profit connected
  • Welcome letter standardized
  • Maintenance guide live
Week
3
Phone and leasing
Launch
  • Retell receptionist built and demoed
  • Realm-X follow-ups configured
Week
4
Automation
Scale
  • Bulk messaging
  • Insurance reminders
  • Guest card follow up

Click a week to see what happens in it

Next Steps

First moves

01
Turn on the free fixes
No cost, and we can do them this week. Showing alerts, the insurance report, and the AppFolio pet form.
02
Set the follow-up
Leasing Performer up front, Realm-X for the sequences around it. Tuned together so nothing double messages.
03
Build and demo Retell
On your RingCentral number, the inbound receptionist plus outbound delinquency. I load the knowledge base, we demo, then go live. I need the team's direct lines.

Questions and discussion

Part Two · The Update

Where we landed after the audit

Since the walkthrough I sat with the team and we made the calls. This part updates the rollout and the next steps with what we decided, what I am building, and what I need from you.

RingCentral stays
It remains our IVR and system of record. No phone migration.
One follow-up engine
Leasing Performer and Realm-X Flows, improved together.
More automation
Stale leads, active leads, post-handoff, and showings.
Team training
Recorded sessions and a knowledge base, starting next week.
Decisions Locked

What we settled on

RingCentral
RingCentral
Staying
The number stays here
We keep the RingCentral number and the team's direct lines. It already holds the calls, texts, and history, so we build on it instead of moving. The receptionist layer is the only thing we add on top.
Retell AI
Retell AI
Moving forward
Layered on your number
We keep the RingCentral number. Inbound calls forward to a Retell receptionist with a custom IVR, then hand off to the right team member. I am also building outbound delinquency calls. Next I load the knowledge base and we demo before go live.
LP
Performer + Realm-X
Improving together
One engine, built up
Leasing Performer handles the conversation, Realm-X Flows handle the sequences around it. We tune them as one system so nothing double messages.
Automation · Lead Follow-up

Follow-up that matches the lead

Different leads get a different cadence. Cold ones get re-opened, active ones get pushed harder, and no one gets dropped after the handoff.

01
Re-open the stale leads
For leads that went quiet years ago, a short burst of touch-ups across one week to see who is back in the market.
02
Push the active leads
For current leads, a more aggressive follow-up cadence so we stay in front of them while they are deciding.
03
Catch them after the handoff
Today there is a gap once Leasing Performer hands off. We add a sequence that keeps working the lead after that point.
Automation · Realm-X Flows

Two new flows we are building

Recover the lead
Leased unit, redirect the interest

When a guest card inquired on a unit that then gets leased, the flow redirects that guest card to other available units in the same area. The interest stays with us instead of dead-ending on a unit that is gone.

Showings
Follow-up before the showing

Reminders and a nudge before each showing so fewer no-shows. The goal is every showing reminder and first touch sent on both email and text.

?

Confirming with AppFolio. Whether the showing reminders and initial touch-ups can send on email and text at the same time. Once confirmed, both channels go on.

Automation · Move-out

From notice to pre-leased

The day a tenant gives notice, the move-out runs the same way every time, and the unit gets re-listed before it is even empty.

1

Notice in the portal

The tenant submits a 30 or 60 day notice through their portal, per company policy, when they choose not to renew.

2

Team gets the email

Everyone opted in is emailed the moment a notice comes in, so the move-out starts the same day.

3

Acknowledgement letter

We confirm the move-out and lay out what to do, settle, and clean so their deposit stays protected.

4

Tracking report

A report lists every upcoming move-out and date, so nothing slips and we can plan ahead.

5

List and pre-lease

We list the unit early and pre-lease it, filling it before the current tenant is out.

★

The ultimate goal. The tracking report lets us list and pre-lease in advance, so the vacancy is filled before the unit is even empty.

What I Need From You

Green-lights to start

Most of these are free and ready. I just need the go-ahead, and the dates, to put them live.

Approve
Listing photos
Approve the reshoot of the weak listings so we stop getting scrolled past.
Free · Approve
Pet form in AppFolio
We collect pet details with an AppFolio portal form instead of a paid service. No third party and no tenant fee. We ask for an ESA letter only when one is claimed.
Demo Monday
Utility Profit
Hands utility setup off the team at no cost, and we earn a commission. Demo booked Monday afternoon, recorded so Paul and Caleb can see it before we connect it.
Collaborate
Welcome letter
A shared Google Doc to write the per-property welcome letter, then we load it into Letters in AppFolio. Open the doc
Need dates
Implementation dates
A scale-up request: the dates we can turn each change on, so I can schedule the rollout against real targets.
Team Enablement

Every conversation stays inside AppFolio

Now live
Mentions are turned on

We activated mentions in AppFolio. You can @ anyone who needs to be looped in, right on the record, in work orders, the tenant page, the unit page, anywhere.

  • One source of truth per record
  • Notes and the people involved in one place
  • Nothing buried in personal inboxes or texts
Why it matters
Cover for each other

Keep the conversation on the work order. When the person handling it is out, anyone can open the record, see the full history and who is involved, and keep it moving. No one waits on a single person to be back.

Training & Knowledge Base

The lesson plan the team asked for

Recorded sessions Monday, Wednesday, and Friday, plus a knowledge base I am building for the recordings and references. The team asked for maintenance best practices, assigning, the portals, and the move-in and move-out flows.

Notes & Reporting

Mention Users in Notes · Reporting Basics · Customize & Save a Report · Report Builder · Schedule Emailed Reports · Report Connection · Favorite a Report · Row Filtering

Leasing CRM & Moves

Leasing CRM · Move In Tenants · Cancel a Move In · Cancel or Transfer a Completed Move In · Move In Surveys · Move Out Tenants · Move Out One from a Group

Portals

Online Portal Overview · Vendor Portal Overview · Vendor Portal Activation

Work Orders & Dispatch

Notifications · Actions & Status Updates · Texting from Work Orders · Updates to the Online Portal · Email Vendors & Techs · Edit or Delete · Recurring Work Orders · Resident & Vendor Scheduling · Accept or Decline · Mark Do Not Use · Resident status view

I will keep adding to the lesson plans as the team flags more
My Schedule

Four weeks, hands on the whole way

Wk 1
Now
Gather & prep
To Sat Jun 7
  • Gather everything the team needs
  • Prepare and consolidate the materials
  • Daily meetings, jumping in where needed
Wk 2
Jun 9
Train & build
MWF + TTh
  • Mon/Wed/Fri recorded trainings
  • Tue/Thu building the automations
  • Gathering more areas the team needs
Wk 3
Jun 15
Apply & test
Go live
  • Apply the automations
  • Test that each one works
  • Test and publish
Wk 4
Jun 22
Scale & hand off
Finalize
  • More trainings and recordings
  • Keep building and refining automations
  • Finalize the handoff on all projects

Click a week to see what happens in it

Gathering now, building next, live by week three

01/19
Prime Point Rentals Systems Audit