Sales Development Representative (SDR)

Overview

You're booking demos for AEs by prospecting into property management companies. You'll cold call and email property managers, regional directors, and operations leaders to explain Second Nature's resident onboarding and benefits platform. Your goal is to qualify prospects who manage 50+ units and get them interested enough to take a 30-minute discovery call with an AE.

Role Snapshot

Company Context

Stage: Growth stage (349 employees, established product)

Size: 349 employees

Growth: Actively hiring multiple SDRs, promoted 5 SDRs to AE in past year

Market Position: Niche player in property management tech—focused product in a specific vertical

GTM Reality

Pipeline Sources:

• 20-30% Inbound - Property managers who find them through search or referrals (smaller volume, likely higher intent)
• 70-80% Outbound - Cold calling and emailing property management companies, often sourced from property management databases or LinkedIn
• Some referrals from existing customers

SDR/AE Structure: Dedicated SDR team feeding AEs (you're booking meetings, not demoing)

SE Support: Likely minimal—product is operational software, not deeply technical

Competitive Landscape

Main Competitors: Other property management software platforms, legacy resident portal providers, custom internal solutions

How They Differentiate: Only platform combining resident onboarding + benefits packages in one system

Common Objections: "We already have a system", "Our residents don't need this", "Too expensive for our portfolio size", "We handle onboarding manually and it works fine"

Win Themes: Time savings on onboarding, resident satisfaction/retention improvement, revenue from benefits packages

What You'll Actually Do

Time Breakdown

Prospecting (60%) | Meetings/Follow-up (25%) | Internal/Admin (15%)

Key Activities

• Cold Calling: 50-70 dials per day to property managers, regional directors, and VPs of Operations. Most calls go to voicemail. You're trying to catch them between tenant issues and vendor calls. Your pitch is brief—you help automate resident onboarding and offer benefit packages that save time and increase NOI.
• Email Sequences: Writing and sending personalized emails (5-10 per day) to decision-makers at property management firms. You reference their portfolio size, markets, and pain points around resident turnover or onboarding inefficiencies.
• LinkedIn Outreach: Connecting with property management professionals, engaging with their posts, and sending InMails when you can't find direct phone numbers.
• Meeting Prep & Handoffs: When you book a meeting, you prep a summary for the AE—company size, portfolio details, pain points discussed, decision-making process. You join the first few minutes of some calls to make the handoff smooth.
• List Building: Researching property management companies (50+ units is likely the threshold), finding the right contacts, updating Salesforce with notes and activity.
• Internal Syncs: Daily standups with Joey and Alanna, weekly pipeline reviews, training sessions on new messaging or competitive intel.

The Honest Reality

What's Hard

• High rejection rate: Property managers are busy dealing with maintenance emergencies, tenant issues, and vendor problems. Cold calls often get shut down fast. You'll hear "not interested" or "send me an email" dozens of times a day.
• Niche market limits volume: You're only targeting property management companies with enough units to justify the software. The addressable list isn't infinite—you'll call into the same companies multiple times with different contacts.
• Educating a traditional industry: Property management isn't known for being tech-forward. Many prospects are skeptical of new software or comfortable with their current (often manual) processes. You're selling change management as much as software.
• Quotas are real: The team averaged 83.83% attainment in January—that means hitting quota isn't automatic. You need to be consistent with activity and good at handling objections to hit your number.

What Success Looks Like

• You book 15-20 qualified meetings per month that show up and advance to next steps
• You maintain 50+ daily dials and 5-10 personalized emails sent
• After 6-12 months, you promote to AE if you consistently hit quota and show deal acumen

Who You're Selling To

Primary Buyers:

• Property Managers (small to mid-size firms)
• Regional Directors of Operations (larger portfolios)
• VPs of Operations or COOs (enterprise property management companies)

What They Care About:

• Operational efficiency: Reducing time spent on resident onboarding, paperwork, and move-in coordination
• Resident retention: Keeping residents happy so they renew leases (lower turnover = lower costs)
• NOI improvement: Resident benefits packages can generate ancillary revenue
• Ease of implementation: They don't want a tech project that requires months of setup or training

Requirements

• 1-2 years of SDR or B2B sales experience (they specifically want people who've done this before)
• Comfortable with high-volume cold calling and rejection
• Coachable and competitive—the current team ramps fast and promotes quickly, so they want someone who can keep up
• Organized with CRM hygiene (Salesforce likely)—you'll be managing a lot of outreach and follow-ups
• Self-motivated to hit activity metrics daily without constant oversight