One in five real estate agencies today can’t fill their property management positions.
That’s not a recruitment problem – it’s a warning sign that our industry needs to fundamentally rethink how we support and value our people.
After 20 years in property management, I’ve seen countless bright, enthusiastic professionals enter our industry ready to make a difference.
Too often, that initial spark gets extinguished by outdated systems, isolating work practices, and a culture that celebrates sales while treating property management as a training ground.
We’re approaching a critical turning point.
Good people simply won’t work for businesses that don’t invest in their growth and success.
The world is too transparent now, and talented professionals have too many options.
The Real Crisis is Cultural
When I started in this industry, the answer to every challenge was “work harder.”
Need to deliver more value? Work harder.
Clients want more choices? Work harder.
That mindset has created a generation of burnt-out property managers working in isolation, drowning in administrative tasks instead of building the relationships that drive real value.
Property management is one of the loneliest jobs in real estate.
Often, you’re part of a small team with limited mentorship opportunities and little recognition for your achievements.
I’ve asked many property managers how often they’ve heard a genuine “thank you” in their careers.
Most can count the instances on one hand – including thanks from their own leaders.
Technology Isn’t the Answer (Alone)
Yes, we need better systems. The days of property managers juggling four or five different software platforms should be behind us. But technology alone won’t solve our talent crisis.
What we need is a fundamental shift in how we think about property management.
Property management shouldn’t be seen as a stepping stone to sales or a back-office function.
It’s the heart of relationship building in real estate.
When we get it right, property managers become trusted advisors in their communities, serving not just landlords and tenants, but creating connections that drive business growth across the entire agency.
A New Path Forward
To attract and retain top talent, agencies need to:
- Invest in Growth: Property managers need clear development paths that don’t necessarily lead to sales. Let’s celebrate expertise in relationship building and community connection.
- Break the Isolation: Create mentorship programs and collaborative environments where property managers can learn from each other and share successes.
- Recognise Excellence: Make “thank you” part of your daily vocabulary. Celebrate the small wins that add up to exceptional service.
- Enable Success: Give your team the tools and support to focus on relationship building instead of administrative firefighting.
The Cost of Inaction
The agencies that continue treating property management as a necessary evil rather than a growth engine will find themselves increasingly unable to compete; not just for talent, but for business overall.
Think about it: property managers touch more potential sales opportunities than anyone else in real estate.
A well-supported property management team building strong community relationships will naturally drive a significant share of your future sales listings.
Time for Change
I remain incredibly optimistic about the future of property management.
The opportunities for growth and innovation have never been greater. But capturing those opportunities requires a new mindset.
We need to stop asking “How do we fill these vacant positions?” and start asking “How do we create an environment where talented professionals can thrive?”
The agencies that answer this question effectively won’t have a talent crisis: they’ll have a talent advantage that drives growth across their entire business.
The choice is yours: continue fighting for talent in a shrinking pool, or build a culture that attracts the best and brightest to your door.
