Guide
Guide to Getting the Most Out of HubSpot
How to set up, use and get more value from the HubSpot tools you already pay for.
Institutional Owners & Operators
One standard for leasing and operations across
every market.
Lease-up, resident marketing, operations and reporting systems for institutional owners and operators of single-family, build-to-rent and multifamily housing, built in HubSpot and connected to your property management platform.
The short answer
What does Geekly Media do for institutional owners and operators?
Geekly Media is a Diamond HubSpot Partner that builds leasing, resident marketing, operations and reporting systems for institutional owners and operators of single-family, build-to-rent and multifamily housing. We connect HubSpot to your property management platform, run PMOS pipelines for leasing, turns, renewals and collections, and give every market one standard, backed by founders who have run a property management company themselves.
What gets in the way
How do you know it's time for a change?
Scaling as an institutional owner means portfolio size can jump overnight, breaking down your operational and marketing processes. Here are some common signs it's time to think differently.
- Homes and units sit vacant longer than they should
- New communities and acquisitions come online faster than leasing can absorb them
- Lead follow-up depends on who is working the market and speed-to-lead is unpredictable
- Marketing and ad spend is hard to tie to signed leases
- Turns, move-ins, renewals, and collections each live in a different place with missed handoffs between software
- Investor and asset reports take days to assemble
- Headcount rises faster than units leased
Why Geekly
Why institutional operators choose Geekly Media
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We have run a property management company
Our founders managed thousands of residential properties before they started consulting. Leasing, turns, renewals and collections are work we have done, not just configured.
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We built PMOS for this work
PMOS, the Property Management Operating System, gives you leasing, move-in, renewal, turn and collections pipelines in HubSpot, so you start from a proven build instead of a blank account.
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We connect your property management platform
The Geekly Bridge syncs AppFolio, Yardi and Propertyware to HubSpot daily, and we have built API integrations for platforms like Buildium. Your PM software stays the system of record.
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Diamond HubSpot Partner, strategy and execution
We plan the system, build it, write the resident marketing and train your central and onsite teams. You get a working standard across every market.
PMOS, the Property Management Operating System
Five pipelines that keep every market moving
Geekly's founders built PMOS to run their own portfolio. For institutional operators, it puts lease-up, leasing, renewals, turns and collections in HubSpot pipelines, triggered by what happens in your property management platform, so every market runs the same way.
"We were able to move one full-time employee off of rent collections and re-positioned them elsewhere in the business."
Lease-up and pre-leasing
Interest lists and waitlists for new communities and acquisitions, with lease-up pace tracked by community until it stabilizes.
Leasing and move-ins
Prospects, tours, applications and move-in tasks keep moving in every market, with follow-up nobody has to remember.
Renewals and expirations
Lease expiration events start renewal outreach on schedule, with reminders and documents, so fewer residents move out.
Move-out and make-ready
Move-out notices open the turn, and make-ready milestones trigger marketing the moment a home or unit is ready to show.
Collections and delinquency
Delinquent payment events start collections outreach, with every step visible in one pipeline across the portfolio.
Every pipeline runs itself, triggered by what happens in your property management system.
What we build
An operating system for a large portfolio
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Lease-up programs
Pre-leasing, waitlists and interest lists that capture demand before homes or units are ready. Lease-up pace is tracked by community and market, from first inquiry to stabilization.
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Resident marketing
Listing syndication, paid media and community landing pages built to scale across markets. Every lead source is tracked through to signed leases, so spend follows what works.
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Leasing pipelines
Prospect, tour and application follow-up by market, built for self-guided tours and onsite leasing teams. Prospects who miss one home get matched to the next one that opens up.
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Turns and availability
Make-ready milestones that trigger marketing as soon as a home or unit is ready to show, so vacancy days shrink at the turn.
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Retention systems
Renewal outreach that starts on schedule, plus resident onboarding, referrals and reviews by community. Fewer move-outs means fewer turns to pay for.
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Portfolio reporting
Leads, tours, applications, leases, occupancy and renewals in one set of reports across every market and community, ready for asset managers and investors.
Resident marketing
Marketing that fills homes in every market
Spend follows signed leases, not clicks.
When a portfolio spans dozens of markets, marketing either runs on a standard or it runs on whoever happens to be working each market. We build resident marketing that scales across communities, tracks every lead source through to a signed lease, and shifts spend to what fills homes fastest.
Speak to a Geek about resident marketingCommunity pages, SEO and AEO
Landing pages for every community and market, built to show up when renters search in Google and in AI answers.
Paid media and listing syndication
Paid search, social and listing sites managed by market, with budgets that move toward the communities that need leases most.
Prospect and resident email
Interest list updates, availability alerts, renewal offers and referral asks, sent automatically based on where each person is.
Cost per lease reporting
Every lead source tied to tours, applications and signed leases in HubSpot, so you know what each lease costs by market and channel.
How HubSpot fits in
Your PM platform runs the properties.
HubSpot runs the relationships.
Your property management platform stays the system of record for leases, ledgers and work orders. HubSpot sits beside it and handles the people: prospects, residents and the follow-up between them, with the same standard in every market.
- Property management platformAppFolio, Yardi or Propertyware synced daily
- Community pages and formsEvery inquiry captured by market and community
- Paid, listings and SEOLead sources tracked to signed leases
- Self-guided toursShowMojo and Rently connected
- Leasing pipelineProspect, tour, application and move-in
HubSpot
One record for every prospect, resident and home
- Lease-up trackingPace by community until stabilization
- Turns and availabilityMake-ready milestones that trigger marketing
- Renewals and retentionOutreach on schedule, plus referrals and reviews
- CollectionsDelinquency outreach in one pipeline
- Portfolio reportingLeasing, occupancy and renewals by market
HubSpot automation
Workflows that run the same in every market
Set it once. It works in every community.
HubSpot workflows enroll prospects, residents and homes based on what happens in your property management platform, so speed-to-lead, turn marketing and renewal outreach do not depend on who is working a market that week.
Speak to a Geek about automation
Speed-to-lead routing
New inquiries route to the right leasing agent or self-guided tour by market, with tasks if nobody follows up in time.
Turn-triggered marketing
When a make-ready milestone hits, matching prospects hear about the home right away, so vacancy days shrink at the turn.
Date-based renewal outreach
Lease expiration dates start renewal sequences on schedule, with reminders for the onsite team when a resident goes quiet.
Geekly Media is a Diamond HubSpot Partner
HubSpot is a capability, not our starting point. We build it around how your portfolio leases and operates.
Leasing enablement
Give every leasing team the same playbook
Close the gap between a tour and a signed lease.
Leasing is your sales process. When central and onsite teams follow different steps in every market, prospects fall through and reporting stops lining up. We give your teams one set of stages, templates and dashboards, so leasing performance is comparable across the portfolio.
Speak to a Geek about leasing enablementOne leasing process
Shared stages for inquiry, tour, application and lease, with clear handoffs between central leasing and onsite teams.
Templates, snippets and sequences
Approved follow-up for every stage, so prospects in each market hear a consistent, on-brand message.
Leasing dashboards by market
Leads, tours, applications and leases by market, community and agent, ready for regional managers and asset managers.
How we work
Occupancy and margin first. Software last.
One standard across every market, built around how your teams actually lease and operate.
We start with the homes or units you need to lease and the occupancy and margin targets behind them, trace where leasing and operations slow down, and only then build the system.
Start with the goal
Homes or units to lease up, occupancy and margin targets, and the markets involved.
Find the constraint
We trace lease-up status and the processes for leasing, turns, renewals and collections to find the step holding growth back.
Fix the people and process
One standard for every market and community, with clear owners across central and onsite teams.
Build it in HubSpot
We connect your property management platform and other tools into one source of truth in HubSpot. PMOS pipelines and resident marketing run from there.
Pricing
Institutional owner and operator pricing
Pick a starting point. We'll scope the rest to your portfolio.
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Includes
- Five pipeline tracks in HubSpot
- Lease-up, leasing and move-ins
- Renewals, turns and collections
- Ongoing HubSpot admin
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Includes
- Leasing and lease-up pipelines
- Lifecycle stages and automation
- Market and portfolio dashboards
- Four live training sessions
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Includes
- Strategic marketing plan with flexible delivery
- Dedicated marketing strategist
- Resident marketing by market
- Cost per lease reporting
Resources
Fresh thinking for owner-operators
Guide
Paid Ads: The Definitive Guide
How to plan, run and measure paid campaigns that bring in qualified leads, not just clicks.
Get the guide
Template
Full Marketing Funnel Campaign
Plan a campaign from first touch to follow-up, the same way you would for a community lease-up.
Get the template
Related services
Other ways we can help
Frequently asked questions
Questions institutional operators ask us
Do you work with multifamily, single-family or both?
Both. Our systems support single-family, build-to-rent, and multifamily owners and operators, including community-level lease-ups and ongoing resident operations.
Can you support a new community or a batch of acquisitions coming online?
Yes. We set up pre-leasing, interest lists, and availability-driven marketing ahead of delivery, then track lease-up pace by community until it stabilizes.
Which property management platforms do you connect to?
The Geekly Bridge connects AppFolio, Yardi, and Propertyware to HubSpot via daily syncs. We have also built API integrations for platforms like Buildium. For other platforms, including RealPage, we work with your team to get sponsored access and scope the right connection.
How often does the data sync?
The Geekly Bridge syncs daily. For API integrations, we scope the sync to what each platform allows.
Does this work with self-guided tours and onsite leasing teams?
Yes. Follow-up is built around how each market leases, whether prospects tour on their own or with your team. We also connect self-showing tools like ShowMojo and Rently to HubSpot.
Does HubSpot replace our property management software?
Your property management platform stays the system of record for leases, ledgers, and work orders. HubSpot handles the relationships around them: prospects, residents, follow-up, marketing, and reporting on how leads turn into leases. The two stay in sync, so nobody enters data twice.
What is PMOS?
PMOS, the Property Management Operating System, is Geekly's set of HubSpot pipelines for leasing, move-ins, renewals, move-outs and turns, and collections. Our founders built it to run their own portfolio. Each pipeline is triggered by what happens in your property management platform, so the work starts without someone remembering to start it.
Can we see reporting by market and by community?
Yes. Reports can roll up the whole portfolio or filter to a region, market, or single community. Leads, tours, applications, leases, occupancy, and renewals sit in one set of dashboards that asset managers and investors can read the same way.
Can you tie marketing spend to signed leases?
Yes. Every lead source is tracked through tours and applications to signed leases in HubSpot, so you can compare cost per lease by channel, market, and community and move spend to what works.
How long does setup take?
It depends on the number of markets, platforms, and pipelines in scope. Kickoff is scheduled within one to two weeks of signing, and the first session is a working session where data mapping starts. We give you a timeline when we scope your build and plan around lease-up dates.
How much does it cost?
PMOS starts at $1,500 per month, HubSpot Onboarding and Implementation starts at $5,750 one-time, and Marketing Strategy starts at $4,000 per month. HubSpot licensing is separate. We scope every engagement to your portfolio and goals.
We already use HubSpot. Can you fix what we have?
Yes. We start with an audit of your current portal, then clean up pipelines, properties, and automation so every market runs on the same standard, instead of starting over.
Speak to a Geek
Lease up faster and keep every market on one standard.
Tell us about your portfolio and the communities coming online. We will show you where we would start.