Overview
You're booking meetings for AEs by prospecting into multifamily property management companies. Your targets are regional managers, VPs of Operations, and property owners managing 500+ units who are struggling with resident communication and staffing. You're doing cold calls, LinkedIn outreach, and email sequences to get them interested in seeing how AI can automate their leasing and resident communication workload.
Role Snapshot
| Aspect | Details |
|---|---|
| Role Type | Outbound SDR with some inbound lead follow-up |
| Sales Motion | Outbound-heavy |
| Deal Complexity | Qualifying operational pain and booking discovery meetings |
| Sales Cycle | Your part: 2-4 weeks from first touch to booked meeting |
| Deal Size | N/A - you're booking meetings, not closing deals |
| Quota (est.) | 15-20 qualified meetings per month |
Company Context
Stage: Series C-D+ (523 employees, growing 2x YoY, recognized category leader)
Size: 523 employees
Growth: Aggressive hiring across all teams including sales - suggests strong inbound demand but still need outbound muscle
Market Position: Category leader in AI-native property management communication
GTM Reality
Pipeline Sources:
- 70% Outbound - Cold calling and emailing property management companies, researching who manages what properties
- 30% Inbound - Following up on demo requests, conference leads, and website inquiries
SDR/AE Structure: You book meetings, AEs take it from there. Clean handoff process.
Targets: Property management firms, REITs, large owner/operators with 500+ units under management
Competitive Landscape
Main Competitors:
- Legacy property management systems (Yardi, RealPage, Entrata) with basic chatbot add-ons
- Other AI communication startups in proptech
- Status quo (hiring more leasing agents/call center staff)
Your Opening: Property managers are drowning in calls, texts, emails from residents and prospects. They're short-staffed and can't hire fast enough. You're offering a way to automate 90% of routine communication so their teams can focus on complex issues and relationship building.
Common Brushoffs:
- "We already have a chatbot in our system"
- "Not interested in AI right now"
- "Send me information" (aka the polite no)
- "Call back next quarter"
What You'll Actually Do
Time Breakdown
Cold Outreach (60%) | Inbound Follow-up (20%) | Admin/Research (20%)
Key Activities
- Cold calling property management companies: You're making 50-70 calls per day to property managers, regional directors, and VPs. Most don't answer. Many are in the field dealing with property issues. You're leaving voicemails about operational relief and following up with emails.
- Email sequences: You're running multi-touch campaigns mentioning specific pain points (staffing shortages, high call volume, slow lease-ups). Personalization helps but you're still sending high volume.
- LinkedIn prospecting: Connecting with property management professionals, engaging with their content about industry challenges, sending thoughtful messages about communication overload.
- Qualifying inbound leads: When someone fills out a demo request or downloads content, you're calling within minutes to qualify their interest, portfolio size, and timeline before routing to an AE.
- Research and list building: You're constantly identifying new property management companies, figuring out who the decision-makers are, finding their contact info. The industry is fragmented so there's endless targeting work.
The Honest Reality
What's Hard
- Property managers are busy and in the field - getting them on the phone is tough. You'll leave a lot of voicemails.
- The industry is fragmented with thousands of small-to-mid-size management companies. Lots of research time to build good prospect lists.
- Many property managers are skeptical of AI after trying basic chatbots that didn't work. You're overcoming "tried it before" objections just to get a meeting.
- It's repetitive - you're having the same conversation about staffing pain and communication overload 50-70 times per day.
- Your meeting quota is your lifeline - AEs are depending on you to keep their pipeline full, so there's consistent pressure to perform.
What Success Looks Like
- Booking 15-20 qualified meetings per month consistently
- High show rate (prospects actually attend the meetings you book)
- Good AE feedback (your meetings convert to opportunities because you qualified properly)
- Building a systematic approach to prospecting that's repeatable
- Eventually promoting to AE after 12-18 months if you hit your numbers
Who You're Targeting
Primary Contacts:
- Regional Property Managers (closest to the operational pain)
- VPs of Operations (have budget authority and feel staffing pressure)
- Property Owners (smaller portfolios where owner is involved in operations)
What Gets Their Attention:
- Specific metrics about staffing costs and turnover in property management
- Stories about similar properties solving communication overload
- Questions about their current leasing process bottlenecks
- Acknowledgment that they've tried chatbots before and this is different
Requirements
- 0-2 years SDR/BDR experience (this can be a first sales role)
- High activity tolerance - comfortable making 50-70 calls per day
- Thick skin for rejection and gatekeepers
- Curiosity about property management operations (you'll need to learn the industry)
- Coachable and process-oriented - you'll be following proven sequences and scripts
- Resilience - this role is about volume and consistency, not every day will feel productive