EOS Systems That Scale Property Management to 1,000 Doors

Daniela Pardo (00:00)
And at the beginning I was doing everything. As every entrepreneurial journey starts, you wear all the hats and you are the HR, the web developer, the property manager, the accounting, the finances, the refinances and everything else like that. So that’s how I started whenever the company was this very, very small. We took it, we 10x the business in two years, taking the units from 20 units all the way now to 300 units, and we’re getting ready to double next year. Right now we have 300 units under management. By the end of this year, we’ll be at 400, and next year we’re gonna be at a thousand.

Joseph Crooms (02:05)
Welcome to Investor Fuel Real Estate Pros podcast. I’m your host, Joseph Crooms. Today I’m joined by someone I’ve been looking forward to chatting with. Her name is Daniela Pardo.

And she’s into the rental s you know and property management. And I’m gonna let her explain what they’re doing, how they’re doing it. And so she’s making serious moves in this industry, in this space. So hey, Daniela, glad to have you here. Say hello.

Daniela Pardo (02:37)
No, thank you so much Joseph for having me. I’ve also been looking forward to to having this conversation. I think I’ve been following this podcast along, so very happy to be here. and like you mentioned, so we are mostly in the BTR build to rent space and what I niched on on is in property management.

Joseph Crooms (02:50)
Good. I think our listeners are really going to take away something away from how you’re approaching business. So let’s dive in. So first of all, for people who may not be familiar with your world, give us the short version and what’s your main focus today’s

Daniela Pardo (03:05)
So the short version is we finance, develop it, build and manage all in house. The idea is to build a vertical business. so that’s fully integrated and of course we’re always adding new things into that vertical world of it. But that’s basically what we do, is the whole BTR space. We do sell some part of the portfolio just to put cash into the machine, but ninety percent we hold.

Joseph Crooms (03:26)
And what markets are you operating in?

Daniela Pardo (03:28)
Mostly we are in Hickory, North Carolina, that has been like the untapped gem. We are roughly forty five minutes away from Charlotte, the Queen City of North Carolina. So being close to this big hustle and bustle, but also far enough to where there is still the opportunity and you know the opportunity cost in there to develop that. So we’re mostly there. We’re also in Texas, Belton and Temple, Texas area. And we have a small, you know, part of our business also in South Carolina.

Joseph Crooms (04:44)
Thank you for saying that. So let me ask you this. so what is the name of your corporation and where you’re based out?

Daniela Pardo (04:51)
Yeah, so we’re called Legacy Homes and then the other company, the holding company is Gottisch Capital, we’re based above Hickory, North Carolina.

Joseph Crooms (04:58)
And are h what role do you play there? Are you a bit are you one of the the decision makers or well tell me about your role?

Daniela Pardo (05:05)
So I’m the property manager or you know, I’m all the hats. So I’ve been in this with them since pretty much six months after they started. So it’s pretty amazing to be able to come in and did the ha the entire division of property management.

And at the beginning I was doing everything. As every entrepreneurial journey starts, you wear all the hats and you are the HR, the web developer, the property manager, the accounting, the finances, the refinances.

And everything else like that. So that’s how I started whenever the company was this very, very small. We took it, we 10x the business in two years, taking the units from 20 units all the way now to 300 units, and we’re getting ready to double next year. Right now we have 300 units under management. By the end of this year, we’ll be at 400, and next year we’re gonna be at a thousand.

so that’s how I got into it. I call Patrick with David, it calls the Warriors.

The first one that comes in and they’re just, you know, down for anything. funny story if I can go into it real quick. My first week on the job, I remember I’m at the dollar store because I’m buying cleaning supplies for a house. I get a call from a police officer because someone’s upset that there’s a moving truck. All of this, the house is supposed to be ready. I’m using my own credit card. The police is on one side, I’m buying cleaning supplies, I’m over here in my heels because I’m supposed to have an office job.

And trying to do with the situation. So that’s the the ugly side of starting the business. Now of course we’re not we’re not there anymore. But it’s nice to see the journey.

Joseph Crooms (06:35)
Tell me, wow, you you’re moving three hundred units. How does that trans the the volume, how does that translate into monthly revenue for you guys?

Daniela Pardo (06:44)
So right now monthly revenue were roughly between two hundred and eighty thousand to three hundred thousand a month. And like at the beginning it was only twenty thousand. So in two years now that’s what the revenue is looking like. I’m really eager to see. I think that in the next two years we hit a million dollars in revenue each month.

Joseph Crooms (07:02)
Well, that’s a that’s congratulations. So what has been the biggest impact that the industry has made on you? What have you learned?

Daniela Pardo (07:14)
Wa ⁓ so many things, like where to where to even start. I think that a lot of it has been just self growth and leadership has been our biggest thing. And what my advice would be to people is that I work so many hours and even feeling guilty for reading the book or listening to the podcast or going to the events because he would just have so much work and I’m swung with work. And it would have been so much more beneficial for me to go to that event, to listen to that podcast, to read that book, to better my Rolodex.

that would have benefited the company more when I grow myself than putting those extra hours. I think that’s the biggest thing I I even regret not doing later. I mean not doing sooner is to start investing in myself in that way.

Joseph Crooms (08:32)
Are you part of the decision making team now, Daniela?

Daniela Pardo (08:36)
Yes, absolutely. So it is pretty incredible to be able to steer the ship. And as I like to say at first it was just a go kart with me and we were, you know, we’re gonna change this, we’re gonna change this and now we have this big armor truck and the whole team and everything behind it. So every time we make a decision it’s a little bit harder to to steer the ship now.

Joseph Crooms (08:55)
Okay. tell me, what’s and and that’s not easy, especially in this climate now that you’re growing. What’s been the key to keeping your machine running smoothly?

Daniela Pardo (09:06)
For us is the EOS framework. Golly, we couldn’t do it any other way. Systems, systems, systems, repeatable systems. Yeah, I always tell my team if we can if we’re gonna do it more than once, there has to be a system for it. So for us it was being able to take anyone from on the street and be able to plug them into the system and you know, as seamless as possible.

Joseph Crooms (09:28)
Now every operator I know ha had a moment when things really got real and you already sorta gave me a early version. But maybe there’s a deal that went sideways or a time that you had to pivot fast. Do you mind sharing one of those with me?

Daniela Pardo (09:42)
Yeah, I think that the biggest one was we had to fire our CFO and you know, you don’t fire your CFO for for any reason something, you know, happened or you know, fire, let go, whatever it is, but CFO was no longer gonna be with us. And that was a huge hit, that was a huge pivot moment, a huge let’s reallocate resources to where we need them. Let’s now go and dive back years back and see what actually happened, see where we’re at, dealing with all the uncertainty.

through that and all the cleanup that goes through that and just buckling down and saying we’re gonna get through this we it’s gonna be a lot of overtime, it’s gonna be a lot of days, there’s gonna be a lot of uncertainty. But we’ll just work through it. What else are you gonna do?

Joseph Crooms (10:24)
That’s the kind of stuff people don’t talk enough about. And honestly, so what separates the folks who just dabble from the ones who stay in the game long term? Let me ask you this. What do you focus on solving now and scaling next?

Daniela Pardo (10:39)
So definitely it is marketing. So for us, we’re getting ready to go into a lot of new markets. We are already almost oversaturating the current market with the channels that we’re using. And we’re going places where there is some pretty big players out there. so the next thing that we need to really double on is our marketing, from our, you know, digital footprint to actual like you know, billboards and everything else like that. We’re looking to double down on that.

Joseph Crooms (11:05)
And what’s the next real goal for you?

Daniela Pardo (11:07)
Right now it’s five hundred doors under management. So by the end of this year, we’re looking to be at four hundred and seventy five. So I’m looking Q one twenty twenty seven for us to be under five hundred doors under management. The goal of the company at the end of the day is thirty seven hundred doors and we’re looking to be there in the next five years.

Joseph Crooms (12:05)
That’s big, especially when you’ve already really had some success stories and you you you you got your foot on and running on the ground. The next move can either compound things or create chaos depending on how you play it. Now I know a lot of people listening are early in their journey and looking to level up, and I think they’ll benefit from hearing this. When it comes to building relationships and growing your network.

What’s made the biggest difference for you?

Daniela Pardo (12:34)
being vulnerable. Especially if you’re asking someone that’s already been there, done that. They don’t want to hear how successful you are. They don’t they don’t care. Right? We’re all busy. Right? We we want to hear of, hey, I have this issue. This is what I’m going through. If you’re not vulnerable, there is no way of growing. Especially whenever you get into these big rooms and you always want to get into the room where you’re the smallest. If you’re the smallest in the room, you’re in the right room. As soon as I feel like I’m big in the room, I want to leave that room. Right. So once you get into that

space, be as vulnerable as you can, ask as much for resources, help mentorship that that you can get into there. So that’s been my my biggest thing that’s helped me along my career is being vulnerable and saying, I don’t know. I’m not sure. I’ve never done this.

Joseph Crooms (13:18)
When it’s interesting that you said w y you don’t wanna be the the the big dog in the room. Explain when did you learn that? How did you learn it and how are you applying that to yourself now?

Daniela Pardo (13:29)
Yeah, I mean if you’re the biggest in the room, there’s nothing for me to learn there. You know, it’s it may sound very selfish, but what can I get out of this room, right? There is there is nothing else for me to be to do there. So for me I learned that whenever I started to actually pay out of my personal money to go into these rooms. So then it hurts, right? I’m putting on my personal money and then where’s my ROI coming from? Right. So it’s okay, let me go ahead and scale into the next room, the next room. And that’s why a lot of these

mentorship places and whatnot, they have different tiers. Like, you know, you have your general, then you have your CEO or your founder level and so forth. That way you can always grow within that same you know, same place, same group.

Joseph Crooms (14:09)
Thank you for sharing this. So yeah, you can’t fake that. Relationships are everything in this market. All right, before we wrap up, if someone wanted to reach out to you, connect with you, Daniela, or maybe collaborate or learn more about what you’re doing, what’s the best way to reach you? And you can repeat it twice.

Daniela Pardo (14:28)
There we go. Yeah, so the best way to reach me is through a text message. I’m a text message away, to be honest with you. and I also have a LinkedIn profile, but you guys can reach me at (828) 639-3258

Joseph Crooms (14:40)
Imagine someone like me trying to get a pen. Give it to him one more time.

Daniela Pardo (14:44)
(828) 639-3258

Joseph Crooms (14:49)
Well perfect. Well listen, I appreciate your time, your story, your perspective and your philosophy. Thank you for sharing it and being so transparent. I I we need more people in spaces who are doing the right thing and doing it the right way. Thanks again for being here. And for those of you tuning in, you just got some valuable information for from a great entrepreneur and and make sure you subscribe we got more conversations coming from operators just like Daniela Pardo and ⁓ and who are doing their business, doing real business and helping real people not just find work, but also start careers for themselves. So we’ll see you on the next episode. And until then, sign in, come in and be a part of Investor Fuel Real Estate Pros podcast. And today our guest was Daniela Pardo. Daniela tell to talk to you later.

Daniela Pardo (15:46)
I’ll talk to you guys later. Please send me a text message. We’d love to connect with some of you guys.