6 Brilliant Tools to Make You Look like a Pro Landlord

by | BiggerPockets.com

We have all heard “fake it until you make it.”

Well there is a lot of truth to this! Today I am going to share some “must have” vendors and tools I use as a Landlord and that will help any landlord improve their image to their tenants.

I have used some of them since we first got started and they have helped us carry the presence of a large company even when it was just my wife and I working out of a spare bedroom of our house when we were managing only 4 units! Now, ten years later we are managing over 100 units.

Let me first say upfront that I don’t receive any affiliate marketing fees, commissions, kickbacks, or even a thank you from these companies. I am just a fan of their services and want to share them with my fellow landlords on Bigger Pockets!

First let me say WHY it’s important for you to look like a “Big Landlord.” There may be times where it benefits you to look like a startup or a newbie, but I can think of many more where it benefits you to look like a large company.

Banks and potential investors want to do business with seasoned companies and contractors will take you more seriously if they don’t think you are brand new to the business. Most importantly though, the people you want to show a presence of a large company to are your tenants. No one wants tenants to figure out that you are just getting started.

When we bought our first rentals, I told the tenants I worked for the property management company! They bought it for a while but soon figured things out when the only phone number they had for me went to my cell phone, I didn’t have a website, and the rent checks went to a PO Box. Once the tenants figured out that I was a newbie, I was in big trouble.

They tested me at every corner, from inventing off the wall maintenance repairs to coming up with excuse after excuse on why they couldn’t pay their rent. I once had a tenant tell me that he mailed his rent in on time, but the stamp fell off in transit.

I don’t want to see anyone get taken advantage of like we did early on so here are some services we use to give you the presence of a large company and hopefully the respect that comes along with it.

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1. Get a Logo and Letterhead

There’s nothing that smells like newbie more than a business card with a generic logo, or even worse one from those online business card companies that gives you free business cards if you put their commercial on the back.

We all know these cards and it’s hard to take them or the people that hand them to you seriously. For a few more dollars you can go out and have a logo and letterhead created for you. Try 99 Designs to start. Or better yet find someone in your network that is creative and can make a high resolution logo for you. Once you get that logo, put it on EVERYTHING.

Business cards, email signature lines, letters to tenants, and on and on. It sounds simple but it goes a long way and it will look like you are a more established business.

Related: Business Cards: The Most Important Marketing Tool You’ll Ever Have

2.Use a Web Based Phone Service

Tenants should never have your cell number.

I learned that the hard way after many phone calls on weekends and nights with nuisance requests that could be addressed the next business day. You can create a number through one of these phone services that will give you the barrier to your tenants and also allow you to do some marketing and even call screening. There are several companies like this and you should shop around. The free but very limited version of this service is Google Voice.

We use a service called Grasshopper. When someone calls the number they get options – they can listen to a recording on properties we have available for rent, leave a message if they are interested in selling a property, or reach us directly by dialing our extension. If they have an emergency there is an option to page one of us at any hour.

When they are looking to speak to one of us directly, the service then forwards them to a desk at the office and then a cell. If we are available, we can be reached. We can also screen the call and take it or forward it to voicemail. If they leave a message it even gets emailed to us as an mp3. The only thing I would do differently is not use a toll free number, which was prestigious a while ago but doesn’t mean anything now!

3. Get a Real Website and Email

The next thing that smells like newbie is an email address on a card that ends in gmail, yahoo, etc.

For not much money you can setup a domain name and reserve a website using your business name if you have one or a “Doing Business As” name if you are a sole proprietor. We use Blue Host for ours and have been very happy.

Again, shop around because there are a ton of companies that can provide that service. Once you get the domain name reserved, you need to go out and build yourself a website. It doesn’t need to be anything fancy to start, it can really be an online business card with a brief explanation of who you are and what you do. Providers like Weebly will let you build a site like this for free or very close to it. You can also go a bit bigger and jump into a more robust website.

We use WordPress for our site, which allows a ton more flexibility. We can add regular updates easily and even videos. We also added an online rental application to our website through a WordPress plug in called Form Maker. If you are a small company with a robust website, you no longer look like a small company.

4. Standardize Your Door Locks

I see so many landlords walking around with a wad of keys the size of a softball.

Even with the nice tags on each key, it becomes a mess to manage all the door keys for your units once you own more than 2 or 3 of them. And once you change the locks on an apartment after a move out, you either have to bring out the drill and take the time to swap the locks out or face a handyman bill of at least $100.

I have several landlord colleagues that still operate that way, and more than once I have heard that they went out for a showing and found that they had an old set of keys to a unit that had locks changed. It makes a bad impression on a potential tenant, I’m sure!

We use a service called Landlord Locks. With it, you move to a very professional system that involves one master key for that opens all your apartments. The master key has a huge DO NOT DUPLICATE stamp on it which is normally honored by hardware stores and locksmiths. You also get the ability to change the locks by pulling out the core of the lock, the housing stays in the door. It’s easily done, even by those that are not that handy (like myself, I must admit).

5. Use an Accounting System Made for Rentals

We used to manage our portfolio using spreadsheets and a checkbook register.

If you are still operating this way, you will soon see that as you expand your business you will need an accounting system that allows you to keep accurate real time financials that is easy to use.

There are many accounting software solutions out there, the most popular is of course QuickBooks. You can use QuickBooks for our business, but I have found that as its not tailored to what we do as landlords. You have to work around a few things to make it work.

Related: How to Really Know If You Need Property Management Software

There are others that are centered on real estate including Yardi and the one we use, Rent Manager. We are able to keep an active database of all our tenants and can email rent invoices to everyone automatically. If they have a carryover balance from the month before, the system automatically drops that into the invoice too.

We can print out checks for payments and upload our credit card expenses too. Additionally, at the end of the month I run accurate Cash Flow statements to see how we performed and compare it to prior months. I can send this report along to our investors as well so they can see how their investment with us is performing.

6. Ditch the PO Box

Most real estate investors got started working from home, as we did.

There is nothing wrong with it as you can keep overhead down, as long as you have the self-discipline to keep busy with all the distractions that can come up! You don’t want to give tenants your home address of course, so you open up a PO Box, right?

I know they are affordable and can be convenient also, but using a PO Box has newbie written all over it because it looks like you don’t have a physical business address, even if you do. There are a few affordable solutions. One is the UPS Store which operates much like a post office but they give you a real address with a “suite number.”

It’s much more professional for a few more bucks per year. If you are looking for the benefit of a real address and also want to get out of the house, you can spend a few more dollars and rent a “virtual office” from one of those office suite companies like Regus or others.

For a few hundred bucks per month, you can get a mailing address and use of their conference room for meetings (no more meetings at coffee shops that have free wifi). You can also go the expensive but lucrative route like we did.

We purchased an office building and leased it out to small businesses like ours. We rent a small office from ourselves in the building and now have a professional environment to work in and a cash flowing investment on top of it.

To take a line from my wife’s favorite Broadway show (Wicked): “It’s not about Aptitude, it’s the Way your Viewed.”

Like it or not, image matters and it effects the way people do business with you including your tenants. It doesn’t cost much to create an image of a big business when you get started in real estate and the return you get on your investment is well worth it.

I bet I missed a few services, so if you read this far, post one of your favorites! Do you use any of the ones I mentioned? What has your experience been?

Thanks for reading and have a profitable week!

About Author

Matt Faircloth

Matt Faircloth, Co-founder & President of the DeRosa Group, is a seasoned real estate investor. The DeRosa Group, based in historic Trenton, New Jersey, is a developer and owner of commercial and residential property with a mission to “transform lives through real estate." Matt, along with his wife Liz, started investing in real estate in 2004 with the purchase of a duplex outside of Philadelphia with a $30,000 private loan. They founded DeRosa Group in 2005 and have since grown the company to owning and managing over 370 units of residential and commercial assets throughout the east coast. DeRosa has completed over $30 million in real estate transactions involving private capital including fix and flips, single family home rentals, mixed use buildings, apartment buildings, office buildings, and tax lien investments. Matt Faircloth is the author of Raising Private Capital, has been featured on the BiggerPockets Podcast, and regularly contributes to BiggerPockets’s Facebook Live sessions and educational webinars.


  1. Excellent, excellent advice. There is nothing wrong with free email accounts but for business, it is no good and you don’t look professional. I cringe when I see businesses using Yahoo,Gmail, Hotmail or any such free email service as their business email. A domain name costs less than $10 a year and you can have a fully branded email with that domain name.

    • Hey Peter – I agree. I use Gmail for personal stuff and love it. I even use Gmail to check my work email so I see it all in my phone. There is no reason at all to use Gmail as the front for business, it’s so affordable to have a company domain as you said.

  2. Wow, I didn’t know about virtual offices; there is a Regis one just 2.5 miles from my house! But UPS store is still a better fit for me costwise; that’s what we use.

    • Hi Kimberly – Thanks for the comment. You should go down and check out the Regus office by your house anyway. You may be suprised at their prices. They are also really agressive at growing their business so they might offer you a free or discounted trial period. You could even keep the UPS store account and use Regus for meetings. Good luck!!

    • Hi Frankie – Thanks for your comment! Glad you enjoyed it and hope you got some take aways. I have found that it is so easy to work on what is infront of me – to be “in” the business. I have to schedule time to work “on” it which allows me to find and develop concepts like the ones in this article. Good luck!!

  3. Jennifer Kurtz on

    I enjoyed this article! It is very true about your image for your residents, but also for your own success. Its very much like the cliché “dress to impress” or “dress for the job you want”. While that sounds a lot like HR Specialist or College Advisor lingo, I believe there to be merit in it because to me, how we ” dress” is how we operate!

    I couldn’t agree with you more on accounting systems and I vouge for rent manager also. I have used it and yard I as well, but I love the simplicity and user friendly approach in rent manager!

    • Hi Jennifer – thanks for the comment!

      I agree – your presentation does have an effect on how you see yourself. For me, “dressing up” like a big company in the past has caused me to expand our business and grow into that vision!

      Also glad to hear you are a Rent Manager fan as well.

      Take care!

    • Hi Troy – thanks for the comment and for the recommendation to check out Xero. I think that use of a real estate accounting software is imperative for any investor owning more than 2 units. I didn’t mention it in the article but when tax time rolls around I am so grateful for having the software. I can print out a few reports and send them to my CPA, and we are done. I have never once needed to file for an extension. I see friends of mine that don’t use anything at all or use something too basic like Excel. They don’t file their returns till October, or later. I can say from their experiences with banks that it is very hard to get a loan when your tax returns are incomplete for the prior year.

      Good luck!!

  4. For the phone number do you think that an 800 number would be useful for REI work? I have two 800 numbers in stasis from an old business ($4/month to hold the numbers) that I can point to any phone number. One of the reason I am tempted to use them is that my primary area right now is just outside the standard metro area and only three towns can call the local number toll free. With the rise in mobile phones and unlimited long distance plans it is not as big a deal, but you still run into the do I dial a one in front of the number thing.

    • Hey Paul — thanks for reading and making a comment!
      I WISH I could ditch my 800 number. It’s an added expense and as you said nobody really needs the toll free benefit since most cell phone and home phone plans have unlimited calling to anywhere in the USA. I’ve had the number for 9 years so I’m stuck with it though. Take care!

  5. As a new investor, I found your article extremely helpful with a lot of truly actionable information. I’ve spent some time today checking out both Grasshopper phones and Landlord Locks, and I think these would make my life much simpler. These are the types of tools that level the playing field between the “big guys” and newbies like me.

    Thank you for taking the time to share!

  6. In 4 Hour Work Week, there is a section entitled “how to look like a blue chip”. One of the tips was to use a PO Box without using “PO Box” in the address. So for example if you registered PO Box 555 Fake St, you’ll have the tenants send rent to 555 Fake St.

    It accomplishes your tip to look professional and gives you a business address. There’s no suite number, but that is just a nicety if you like one. Save that few extra bucks!

    • Hey Jason – thanks for reading and for the comment. I love the 4 Hour Work Week. Good idea on leaving the “PO Box” part out. I’ve seen people say 555 fake street, number 34, Anytown USA as their mailing address to accomplish the same thing. PO Boxes are by far the cheapest option – $90 for 6 months in my town. The only limitation is normally you can’t get overnight packages to them (Fedex, UPS) from what I understand. Take care!

  7. I would highly recommend a Google Voice number. Use it in lieu of your own phone number anywhere that requires it. Any public facing repository should have this filtered number. Many people put their personal number on their website registration not knowing that people can then reverse lookup that information.

    It also gives you the added benefit that you can change your personal cell number without having to change it in twenty places! And since I don’t have to update everything, I still have all my contacts when I change phones.

    The last benefit this service gives is that it’s 24/7. If your phone dies or you are not near a cell tower, you can hop online and shoot off text messages or forward calls to another phone.

    • Hey Jason – thanks for reading and for leaving a comment!

      I have been wanting to setup a Google Voice number, thanks for bringing it up. I already have my 888 number which is on our web registration and advertising, so I’m good there. My reasoning is that I don’t want my cell number showing up on caller ID, especially when I’m calling tenants! I have heard that through an App on my phone Google will show my Google Voice number as the caller ID instead of my cell.

      Take care!

  8. I really liked this article and it prompted me to do a lot of research including “dba”, “sole proprietor” and the tax implications of this. I’m in this gray area where I’m not a newbie but I’m also not an LLC (I have an umbrella instead). I just bought my third house and am renting the other two. Currently I file my rental income in my personal tax returns. I still use my own cell phone number and gmail account but don’t give out my home address. Rent is paid via Paypal; I manage my properties myself. Currently things are working great but I have wonderful tenants. I have had situations where tenants have tried to take advantage of me and I fully believe that if I represented more of a “business-like” structure, they wouldn’t have happened. I am highly interested in creating more systems and looking more professional like I’m a bigger entity than just myself. However, I’m torn a bit on your article for people like me. How could I have a business card/name but technically I’m not a registered business? I realize anyone can set up most of the above suggestions you mention (website, google voice, acctg systems, etc) however, what is your suggestion for someone wanting to appear with a bigger presence vs just a single person? Hope that makes sense where I’m coming from.

  9. Megan Thomas

    Hi, this is great advice and I will definitely be putting some of these ideas to use. I have a question: I am an actual landlord and after research I think it sounds like I shouldn’t put my properties under an LLC. Can I use these ideas, especially the logo and business card if I don’t have an actual business? In my most recent investment especially, I will be living in the same building as my tenants. I would rather not be the face of the business right there on location with them. Any advice? Thanks!

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