Harbor Group Management Co., LLC (“Harbor Group Management”) is a property management company headquartered in Norfolk, Virginia. For more than 30 years, Harbor Group Management has managed both residential and commercial properties. The company implemented the MRI Connect Suite across all its residential managed properties to provide a streamlined online leasing experience for prospects and residents.
Business Challenge
As part of its strategic planning process, Harbor Group Management recognized that online leasing offered significant business benefits and longterm competitive advantages. The company sought an online leasing solution to give prospects and residents the ability to interact with their properties 24 hours a day. Additionally, to attract and retain leasing staff and internal talent, Harbor Group Management needed a solution that benefitted both internal and external parties.
Solution
Harbor Group Management implemented the MRI Connect Suite in 2016 across all its residential managed properties to provide a streamlined online leasing experience for prospects and residents. The solution allows prospects to view pricing and availability, fill out an application and pay any associated fees online. After they move in, residents can pay rent online, submit service requests and use the portal to stay in touch with their community. Additionally, Harbor Group Management now provides the convenience of online renewals, making the process easier for both residents and leasing staff.
We knew we had to support an online experience, and we wanted to address new leases as well as the renewal process.
Tim Quick, Chief Information Officer
Harbor Group Management
Business Impact
Through the MRI Connect Suite, Harbor Group Management has created an online experience that covers the full resident lifecycle across its properties.
Real-time pricing and availability
Online leasing enhanced Harbor Group Management’s ability to attract new customers. They can now display and share real-time pricing and availability online, and prospects can initiate the application process at any time of day.
Streamlined integration
The MRI Connect Suite integrates with MRI’s Residential Management software, which makes it easy to migrate and share data between the property management software and the online leasing portals.
Responsiveness
“Once someone begins their application on-line, our team members can react quickly to get them moving along within the process,” says Carrie Anne Mosser, Director of Business Services for Harbor Group Management.
Increased online applications
In 2016, approximately 23% of Harbor Group Management’s total applications came in online. In 2017, that number jumped up to 43%.
Higher quality applicants
Not only is Harbor Group Management seeing an increase in the number of online applications, but the prospects received through online leasing are more serious leads.
Attract and retain staff
Harbor Group Management is well positioned to meet the needs of today’s digitally native workforce by leveraging automation and technology efficiencies within the organization.
