Getting to "Hell Yes!".

Getting to "Hell Yes!".

by Guillermo Salazar

Season 2

Getting to Hell Yes! LinkedIn live with Dana Dunford

Getting to “Hell Yes!” with Dana Dunford: Why the Real Innovation in Proptech Starts with the Underdog 💬 “Fifty percent of it is just hard work. The other fifty percent is luck - right place, right time.” – Dana Dunford Dana Dunford didn’t come from real estate. She came from Apple, Nest and a spreadsheet full of rental headaches. That mix led her to launch Hemlane, a property management platform built not for the REITs but for the 72% of landlords who self-manage. 📦 These aren’t the folks on CoStar. 🏘️ They’re the ones managing duplexes from two time zones away. 🧠 And they’re the future of housing, if we give them better tools. What stood out most from our conversation: ✅ Innovation doesn’t trickle down. It bubbles up. ✅ If users won’t pay for it, it’s not solving their real problem. ✅ Don’t chase features, chase outcomes. ✅ And don’t build for logos, build for loyalty. 🔥 “You don’t start disruption from the top. You start at the bottom.” – Dana Dunford If you’re in proptech, SMB SaaS or just believe in the power of overlooked customers then this one’s for you. #proptech #startups #productstrategy #rentalhousing #hellyes #bootstrapped #founderjourney

Getting to Hell Yes! LinkedIn Live With Yovonne Kenny from Palisade!

“We don’t sell showers. We sell lease-ups.” — Yovonne Kenny This episode is a masterclass in operational selling. Yovonne Kenny known for scaling Preferred Floor & Tile into an 8-figure brand and now leading at Palisade ACP joined us to break down why the real sale isn’t the product… it’s the performance outcome. 🚿 Her waterproof, groutless wall system cuts install time from 5 days to 2. But that’s not what sells. What sells? Faster unit turns. Happier residents. Lower churn. More lease-ups. 🧠 What we covered: Why maintenance delays = resident churn How to sell time savings, not specs What it means to align with ops, not just aesthetics Why distribution is won by reducing friction, not flashing features 💬 “If it’s not a hell yes, it’s a hell no.” Yovonne’s style is no-nonsense, ops-driven, and laser-focused on results. She speaks in work order velocity, not vanity metrics. And her sales approach? All about eliminating drag and unlocking NOI. This one’s for anyone who: ✔️ Sells into SFR/BTR ✔️ Builds tech or services for ops teams ✔️ Wants to stop pitching features and start closing outcomes #GettingToHellYes #PropTech #Multifamily #SFR #BuildToRent #Operations #LeaseUps #ResidentExperience #YovonneKenny #LinkedInLive

Getting to Hell Yes! LinkedIn Live With Kelsi Cory

“We don’t sell resumes. We help leaders play chess, not checkers.” — Kelsi Cory This episode is for anyone who's ever thought recruiting was just “filling seats.” Kelsi Cory - founder of Cory Executive Recruiting joined us to break down what great hiring really looks like at the executive level. Spoiler: it’s not transactional. It’s personal. 🧠 What we covered: Why real recruiting is built on trust, not urgency What stealth-mode executive search actually looks like The 4 Cs framework she uses to match talent: Commute, Compensation, Culture, and Challenge How to stop being a vendor and start being a partner 💬 “If you're just taking orders, you're a vendor. If you're leveling with them, you're a partner.” Kelsi doesn’t race to close roles. She builds relationships that compound. She’s called before the job is even posted and trusted because she’s not afraid to say “not yet” if the alignment isn’t right. This one’s a masterclass in strategic hiring, leadership, and career moves that stick. #GettingToHellYes #ExecutiveSearch #Leadership #Recruiting #PeopleStrategy #HiringForImpact #CultureMatters #LinkedInLive #KelsiCory

Getting to Hell Yes! LinkedIn live with Julie Blanc from Rentana!

Getting to “Hell Yes!” with Julie Blanc: Why Revenue Management Is More Than Math and Core to the Mission 💬 “You can’t optimize what you can’t see.” – Julie Blanc After multiple startup exits and a career in VC, Julie Blanc zeroed in on one of multifamily’s most overlooked levers: pricing. With Rentana, she’s not just offering AI-powered pricing suggestions. She’s building a transparency-first platform that gives operators and strategists full visibility into every decision. 🔍 Plain-English explanations of every recommendation 📈 Daily insights that go beyond rent and reveal what’s really blocking performance 💡 A system that aligns onsite teams, corporate, and ownership with shared goals This convo was a game changer for me. If pricing drives NOI, cap rates and asset value, why are so many teams still managing it with duct-taped spreadsheets? 👇 Here's what I learned: • Revenue management is not about raising rents, it’s about hitting your goals • The best customers are often those who tried to DIY it first • Transparency isn’t a nice-to-have, it’s a requirement • Compliance and clarity matter just as much as lift Julie’s approach reminded me: Hell Yes doesn’t come from hype, it comes from clarity. #multifamily #proptech #pricingstrategy #revenueoptimization #hellyes

Getting to Hell Yes! LinkedIn Live With Allan Klassen

Getting to “Hell Yes!” with Allan Klassen: Why Clarity Isn’t a Buzzword, It’s a Business Strategy 💬 “Clarity is the new clever.” – Allan Klassen After decades leading one of Canada’s top homebuilders and transforming customer experience at Brookfield Residential, Allan Klassen now coaches CEOs on the one thing most leaders struggle to admit: misalignment. 👉 Alignment isn’t agreement in the boardroom. It’s what happens when people walk out and execute. From frontline autonomy to trade partner trust, Allan’s philosophy is simple but powerful: If you’re not clear on the why, you’ll never scale the how. 📌 "You get what you tolerate. So set the standard and stick to it.” 📌 “Most companies tell people what to do. Great companies tell them what not to do and let them fly.” 📌 “If your customer experience is broken, check your internal alignment first.” This one hit differently. Especially if you’re: • Leading through complexity • Relying on third-party vendors to deliver your brand • Trying to scale culture, not just output Allan’s approach blends strategy, story, and soul. It’s not just leadership advice, it’s a reset. Let’s talk about alignment not as a buzzword, but as your next unfair advantage. #leadership #culture #strategy #executivecoaching #realestate #proptech #hellyes

Getting to Hell Yes! LinkedIn Live With Tyler Kuresa from Onsite Analytics

Getting to “Hell Yes!” with Tyler Kuresa: Why Maintenance Without Data Is Just Expensive Guesswork 💬 “If you don't have the best information, you're gambling. The question is: are you ready to own that?” – Tyler Kuresa Before founding Onsite Analytics, Tyler Kuresa was a professional baseball player and a DIY landlord. That second part nearly ruined him. After losing thousands on avoidable HVAC failures, Tyler realized the biggest leak in property operations wasn’t a busted pipe, it was missing data. Work orders were being handled blind. Capital planning was just math + hope. And maintenance? It wasn’t managed. It survived. Enter Onsite Analytics: a full-stack data platform that transforms maintenance decisions from guesswork into strategy by actually knowing what’s in every unit. 📸 Thousands of unit photos 🛠️ Warranty + lifecycle tracking 📊 Predictive failure analysis 📱 Onsite techs scanning door tags to get instant access to service histories and manuals This isn’t just proptech, it’s operations intelligence. And Tyler is crystal clear on where the “Hell Yes!” happens: 📌 When a maintenance lead can prevent repeat work orders 📌 When asset managers can defend budgets with real forecasts 📌 When directors of maintenance stop gambling and start leading 🔥 “If you want to make data-driven decisions, you actually need the data first. We give it to you clean, real and usable.” – Tyler Kuresa Ready for a wake-up call? Ask yourself: What’s costing you more: a broken appliance or a preventable one? Gambling might feel normal. But so did Blockbuster. It's time to choose clarity. Choose control. Choose “Hell Yes.” #proptech #maintenance #data #multifamily #assetmanagement #hellyes

Getting to Hell Yes! LinkedIn Live With Daniel Paulino

🚀 Getting to Hell Yes: From Metrics to Meaning with Daniel Paulino What if your reputation wasn’t just about your star rating? What if it could predict business health, uncover blind spots and give you a daily playbook for loyalty? In our latest Getting to Hell Yes episode, I sat down with Daniel Paulino, Head of Real Estate at Reputation and former VP of Digital Strategy at Bizzuto. To talk about why great brands go beyond “doing things right” to creating experiences worth forgiving. 💬 “A brand can apologize. But a relationship seeks forgiveness.” — Daniel Paulino We covered: Why “love brands” win in crowded markets Blending physical + digital experiences (“fidgetal”) to create loyalty Why chasing star ratings is a losing game and what to measure instead How AI and predictive analytics are changing discoverability and recommendability The link between brand health and NOI (and how to prove it) If you’ve ever wondered how to stop guessing where to invest in CX and start focusing on what actually moves the needle, this conversation is packed with actionable insights. #GettingToHellYes #CX #ReputationManagement #Multifamily #BrandStrategy #LinkedInLive #PropertyManagement #Leadership

Getting to Hell Yes! Live with Dan Oltersdorf of Centricity!

Getting to Hell Yes! with Dan Oltersdorf of Centricity Dan Oltersdorf’s journey from a college RA to President of Centricity is a masterclass in spotting problems, building solutions and scaling them across an entire industry. In this episode, Guillermo and Dan dive into: How a conversation between two competitors sparked Centricity’s launch Why centralizing HR, accounting, IT, and insurance can unlock growth The challenge of replacing “Jack-of-all-trades” roles with true specialists Why timing and trust often matter more than NOI in decision-making How passion and authenticity fuel resilience in high-rejection roles 💬 Key quotes from Dan: “Pay attention to what gets you excited… that’s where you’re going to be most effective.” “What if we could reduce margins and deliver services to multiple companies while remaining competitors and unique brands?” “The old way of hand tools isn’t cutting it anymore… let’s pick up the power tools.” “Sometimes the priority is stability and the idea of making a change feels like a threat.” “No matter how much technology we bring in, you have to enable the human impact to come through.” My takeaways: From my perspective, the real gem in Dan’s story is that his “Hell Yes!” buyers aren’t just chasing NOI, they’re solving for stability, scalability and the freedom to focus on their core business. Centricity’s model works because it removes the friction of non-core, high-effort tasks, letting leaders put their best energy into what matters most.

Getting to Hell Yes! Live with Kelly Brooks from Property Masters!

Getting to Hell Yes! with Kelly Brooks: Speed, Consistency & Data in Property Renovation In this episode of Getting to Hell Yes!, we sit down with Kelly Brooks, CEO of Property Masters, to explore how speed, consistency, and data are transforming large-scale property renovations. With nearly two decades of experience, Kelly shares her journey from starting at Property Masters in college to leading a semi-national renovation provider serving institutional investors across 23 states. We dig into why speed, quality and consistency aren’t just buzzwords but critical factors that protect margins, reduce risk and deliver predictable results in both SFR (single-family rental) and REO (foreclosure) markets. Kelly also opens up about the technology her team built to eliminate inefficiencies, why listening is the most underrated skill in sales and leadership and how data-driven operations create real competitive advantage. 👉 Whether you’re in real estate, PropTech or leadership. This conversation is packed with insights on scaling operations without sacrificing quality. #Leadership #RealEstate #PropertyManagement #GettingToHellYes #KellyBrooks

Getting to Hell Yes! Live with Jake Stoll from Rent Ready!

Jake Stoll – Director of Partnerships at Rent Ready, a national turn services provider helping property managers simplify and standardize make readies. From sticky notes to standardization: how property managers can cut turn times, improve resident experience, and unlock NOI. Key Quotes “Most make ready boards are in the back of a basement somewhere totally siloed.” “We’ve seen average turn times at 18 days but management companies want 5.” “The first nine days determine retention. Speed without quality isn’t enough." “Data gives you visibility: reliability rates, quality rates, actual vendor performance.” “Patience is critical. Be present, be consistent and the change will come.” Highlights The Problem: Unit turns are still tracked on whiteboards and sticky notes, leading to siloed communication, delays and lost revenue. The Impact: Industry averages show turn times of 18 days, costing operators thousands in lost rent and damaging occupancy rates. The Rent Ready Solution:National vendor network bundled under one system. Software-driven scheduling and automation to cut turn times to ~4.25 days. Dashboards that give property managers visibility into quality, speed and vendor reliability. Resident Experience: The first 9 days in a unit are critical to retention. Poor turns mean work orders pile up immediately, increasing churn. Growth Trigger: Companies feel the pain most acutely during expansion when old processes don’t scale and visibility gaps become costly. Guillermo’s Key Takeaways Turns are not just a cost center, they’re a strategic growth lever. Speed + quality must work together. One without the other creates churn. Data-backed visibility transforms turns into a predictable, repeatable process. Patience and presence matter when driving change in an industry built on status quo. Track not just speed, but quality. What percentage of your turns create immediate work orders?

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