Should it be an add on, should we automatically apply it into their rent because we would already offer it as an amenity etc?

There are plenty of resources and value without having to buy any add-ons.

Maybe as an add-on to all of the good advice everyone above has given, you might want to think about learning Excel, if you do not already know it.

It may sound nice to pay a 5% management fee but the extra fees can add up to be more than the other company that charges 10% with no add-on fees.

Should I add one or two more? 

I'm not a big "put everything in my calendar" guy, but if you are, the calendar way should be easy to add on.

There was so much promised in that webinar, including a better price and much more than one would normally get for that price, but each time I try to do what they were showing that was so cool (and it DOES have cool capabilities) - it's an add-on.  

If there’s no exit clause I’d take this opportunity to add one.

I'll add on to what the other Ben said and mention that there are exceptions based on the # of days that you rent out your home to where the income/expenses are excludable (being lesser of 14 days or 10% of total usage if under 140 personal use days).

However as time went on, I realized with a bunch of add-on fees this PM charged, the PM fee actually averaged over 12% per month.