PURE Property Management
Making Property Management Better for Everyone By Carole VanSickle Ellis At the beginning of 2024, roughly 10 million individuals in the United States owned rental properties. Of those 10 million, 51% work with a property manager to manage those investments, and those property management firms take between 8% and 12% of monthly rents, generating nearly $100 billion in annual revenue for these valuable services. Despite this professional management, in 2023, only about one-third of investors reported being “happy” with their cash flow, and many professed to a general dissatisfaction with their property management strategies and managers. This, said Joe Polverari, general partner and co-founder at boutique proptech property management company PURE Property Management, is something that must change. “Property management has historically been something of a ‘walled garden’ where companies have focused on keeping customers rather than actually making them happy,” Polverari explained. “The interesting thing about property management that made us want to get involved in the space is that there are very few innovation-focused participants in the industry. We could see if we had the right level of innovation, technology focus, talent, and the capital to back those things up, we could change the way the industry works for the better.” Polverari, who founded the company with longtime friend Mike Catalano in 2020, has spent the majority of his career buying, selling, and operating tech companies. “Mike is the one with real estate experience, and I am the one with experience looking at industries that are big and ‘suboptimal’ and figuring out ways to improve them,” Polverari explained. “After I sold my last business, we realized the time had come to bring our talents together and start a business that would benefit the massive asset class of single-family rentals.” Catalano has been active in real estate investing, sales, and property management for more than two decades. As a result of this long-term immersion in the industry, he had a close-up view of how technology and property management could be combined to create a better experience for real estate investors and residents of SFR properties. “Property management is a highly fragmented industry,” Polverari said. “There are about 40,000 property management companies in the United States that focus largely on local SFR management, and most SFR assets are owned by small investor-owners who own 10 properties or fewer. When you see a market that is fragmented, it naturally speaks to the question: Can it be consolidated, and would that make the industry better for customers and more valuable economically?” In the case of property management, Catalano and Polverari ultimately decided the answer to this question was a resounding, “Yes!” The result was PURE Property Management, a comprehensive property management platform that handles every element of SFR investing and management from acquisitions and market analysis to leasing, rent collection, and maintenance. “When we got started, there were no formal ‘best practices’ in place in the property management space,” observed Jennifer Stoops, PURE’s vice president of industry relations. “The property management industry is extremely disjointed. Everyone is doing pretty much the same thing, but they are all doing it slightly differently and using, in most cases, about a dozen distinct software tools in order to manage assets. PURE is taking what has been historically a very reactive industry and trying to change it into a proactive industry that is focused and simple.” Bringing a Positive Light to Renting & Rental Ownership When Catalano and Polverari first began examining the possibility of a proptech property management company, they knew they needed what Stoops calls “a fresh set of eyes” to truly effect change in the industry. The two brought in several leading property management companies and a team of technology experts in order to achieve this perspective, ultimately starting PURE with four property management companies willing to implement the newly developed processes and solutions. While this may sound complicated, PURE employees and the company’s leadership team explain the entire process is one based in simplification of existing practices. “We want to improve the property management experience, simplify it, and make it satisfying for everyone involved,” Stoops said. “We are not just serving owners; we are serving the residents, too.” The company started out with its team of four property management companies in 2020, debuting just after the global COVID-19 pandemic shut down much of the United States in the spring of that year. However, in October 2020 when PURE officially launched, it had become evident that the consistency and technology touted by the founders and initial members would be exactly what many investors were desperately seeking at a time when every state was enacting different regulations to keep their populations at home. “When we first got started, there was a lot of capital being deployed [into rental real estate] because of the [pandemic-related] stimulus and low interest rates, and there was a strong and obvious need for technology-driven business models,” Polverari recalled. He continued, “Ultimately, that led to a mindset shift in property management and real estate that there is a need for the ability to conduct business and commerce with less friction. That has created an environment where innovation can really start to flourish.” A People-First Strategy for Acquisitions Since October 2020, PURE has acquired more than 70 property management companies using what the company describes as a “people-first strategy” that is highly flexible and designed to fit many types of sellers in the property management space. This has enabled the company to acquire and establish anchor presences in Los Angeles and Orange Counties in California, as well as in Albuquerque, New Mexico; Dallas-Fort Worth, Texas; Denver, Colorado; Nashville, Tennessee; Portland, Oregon; and Tacoma, Washington. As of the end of 2023, PURE also had expanded existing services’ reach in Arizona, California, North Carolina, and Washington, the company reported. The accelerated pace of growth resulted in Catalano being named a HousingWire (HW) 2022 Vanguard for “outstanding leadership, vital contributions to [his company], and the dynamic way [he] is changing the industry.” “Because
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