Hi Keith-
I run a traditional property management region and also a vacation rental firm in addition to managing my own portfolio of rental properties. In my experience traditional property management firms are not an area of the industry that breeds excellence. There are a few great ones in each region I think, but the business overall has high switching costs for the owner so doing the bare minimum (or less) is often the norm. On top of that the traditional property management business tends to favor firms that scale to lots of units under management which can lead to dilution of service and individual attention.
So if you don't have a lot of units to manage and have time on your hands you can absolutely do it yourself. Many owners do. Here is my take for what it's worth. I am in the San Francisco Bay Area, your mileage may vary.
1. For renting out apartments I don't see any need for MLS in my area and we don't use it except for high-end single family homes. Vast majority of our leads come through Zillow network (70%+). Craigslist is still a player here (lots of bad leads to filter out) and Facebook Marketplace is rapidly becoming a big lead generator esp. with age 35 and under demographic.
2. Vacancies will probably eat up the majority of your time. Make sure you have a way to take *excellent* photos and a good walk through video of your units. Make sure to include exterior shots of the building. COVID forced us into figuring out a way to do self-showings so depending on your comfort level you could allow that via pre-screening and a photo of the prospective tenants DL.
3. AI is becoming a big deal in property management (I know, I was surprised too). We use AppFolio as our management platform and we have an AI chatbot (called Lisa) as part of our subscription and although she has limitations she has been a game-changer for us in lead response and scheduling showings and post-showing follow-up. Lisa automatically engages with every single lead and answers questions about the property and automatically schedules showings based on a predetermined schedule. She replies 24/7/365 and prospective tenants are pleasantly surprised how quick and engaging she is. Most tenants do not know she is a bot. Not having this type of technology is probably the biggest downside to managing on your own unless you have enough units to justify an AppFolio subscription.
4. The second most time-consuming part of self-management will be repairs. If you have a good handyman and don’t have a lot of units you will probably be ok. But this part ican be difficult and complex if you have lots of units because at a certain point you need a software management system where tenants can submit their own repair requests and you can quickly email/text those to the handyman and also pay the handyman quickly via direct deposit.
5. You probably already know this but never rent to anyone when you have not run the credit score yourself via a service like Transunion Smartmove of similar service. Don’t take print outs or PDFs of credit scores they are very easy to fake.
6. Lease documents you sound like you have a handle on but if you don’t most regions have a local landlord association you can join for a nominal fee that has good attorney reviewed/court tested leases. But the best leases would probably be from the Texas Association of Realtors (TAR)
7. If you do end up coming back to find a professional management firm I would try to find one that handles vacation/short-term rentals in addition to traditional property management. You are likely to get a much higher caliber of firm because managing AirBnB type properties is a whole different ball game in a different league. Those properties are management intensive and require lightening fast response times and a staff of pros who are used to operating in that kind of high-touch, high-expectation environment.
Good luck to you!