One of the keys to succeeding in information product creation is to break the process up into discrete steps. This frequently isn’t an instinctive reaction for the typical information marketer. Especially on the internet where small sized learning products are the norm.

However, it is extremely important to your ultimate success. In fact, I would go so far as to say that if you don’t do this you probably won’t succeed… even when you are starting out let alone as you move forward.

Your product creation system should do this for you if only to help you to understand the overall task.

But why?

In this article, I’m going to ignore chunking and focus on the practical aspects. That’s not to say that chunking isn’t important. It is. It’s important to understanding and to learning the process. But while you can use the same chunks as you move forward, long term your focus needs to be on the operation of the system not the understanding of it. Unless of course you are constantly training new people!

So why is chunking important to long term use of the product creation process? (Yes, I know systems design uses a different term for this process but I’m not teaching you systems design. So I’m going to use the word learning content designers use.)

The first reason that having individual discrete tasks is important is one of schedule estimation. Frequently it is very difficult to estimate how long the total task of creating a product will take. After all, the size and type of the products matters as does the number of products in your product funnel. And those are just the most obvious elements. However, estimating a discrete task is often much easier. The total can then be estimated as the total of the discrete tasks.

Secondly, scheduling a large task can be problematic. However, by segmenting the task into a number of discrete tasks, you gain a much greater flexibility in scheduling. Not only that but as your business begins to add people you are able to schedule multiple people to the product creation.

Finally, segmenting a large task into smaller discrete tasks allows you to have much better control over the product creation. This affects two different areas — status and quality.

By segmenting your process into discrete tasks you are able to schedule and record the progress at much more detailed level. As a result you are more in control of the status of the product creation. You know what everyone is doing. When they should complete it. And how much it should cost. You also know exactly what has been done.

You also improve your overall quality. Instead of waiting until everything is done you can check quality as you go. This allows you to immediate react to low quality products without absorbing their costs. This means that you have less rework and your rework costs less. And if the product is not going to meet its quality requirement you will know about it in time to stop the development, change the requirement or fix the product.

Product creation in Internet marketing is getting stiffer and stiffer nowadays owing to tough competition between Internet-based businesses. Putting up a new product requires plenty of brainpower and finances along with an ability to take risk. With that, even if you have the product well-set already, you have to position it strategically in the Internet landscape for others to notice. You should get the interest of Web users and turn them to actual customers. Aside from the usual physical products, many different products that thrive well on Internet marketing include E-books, membership sites, and video lectures.

The long and difficult process of product creation begins with ideas. They are easy to get – compared to the effort that comes with analyzing the market for that idea. Before the idea turns to a product, businesses often spend money, even amounting to millions of dollars, to ensure the success of the new product that emerges from an idea. Businesses undertake many types of market research and surveys before releasing their products to the public. Now, you may think that because your business is small, you can’t afford research or you don’t have to do research; you can and you should. The Internet allows you to disseminate materials needed for your market study to many people at once without your having to spend a cent.

It is a common maxim in business: Look at your destination first before mapping out your journey. So what are the goals you intend to accomplish with your product creation ventures? The everyday travails of your business may make you forget the end in sight. On the other hand, prepare to entertain new developments that come to your mind in your product creation. Your conception of a product may have started this way, but a few tweaks here and there along with some market research results and it ends up another way. Take it as the result of a creative process, not as a failure to reach your goal. After all, your product creation activities are intertwined with a long-term goal that you should strive to sustain at your utmost: profit generation. So if your less profitable initial idea evolves to a more profitable product, be thankful!

With your product made up already, start doing some aggressive Internet marketing. A product purchase typically comes after more than five times a customer is exposed to an informative call-to-buy message. Thus it is important to get the contact details, like the e-mail address, of potential customers who are on the brink of a sale. Use the results of your market research to determine the demographics to which you should concentrate your marketing efforts.

With consistent product creation, you can make an inventory of your products that you can market in due time. Just keep making products – the moment you succeed in making and marketing a product, customers are surely wanting more from you, so give it to them. Keep them on your side through constant product creation.

During my daily activities driving around town looking at properties, I see many For Rent By Owner signs on lawns of vacant rental property. As I see these signs, I find it interesting that the owners have not asked themselves, is it really worth it?

I wonder to myself if the property owners have actually asked themselves some key questions:

Am I actually saving money doing it myself?
Am I prepared for the responsibility?
Do I have all the tools I need such as Applications, credit and background checks, leases, eviction forms, notices, repair and cleaning resources?
Will the cost of doing it myself actually save me money or will it cost more?
As a full time professional property manager, I know from experience how difficult and costly it is to manage rental property.

How do I know this?

Because I do it for a living, I have unique insight into the activities and costs associated with managing income properties. My time is valuable! Why would you as an income property owner want to invest the aggravation, effort and time it takes to make a few extra dollars a year renting a property yourself, when you can hire a reputable company to do it!

It’s a no brainer to me. Isn’t your time worth more then $10.00 per hour or $33.58 per month or $403.00 a year for one property! What am I talking about? Let’s take a look at how I arrive at these figures… Before we begin to look at the costs associated with property management, let’s set a few ground rules and identify and define some terms.

Fees

Property management companies charge anywhere from 5-35% for their services based on:

The rental term – Short, mid or long term
Services offered – Concierge, housekeeping etc
Repair services – On staff or hired as needed
Local market – Some areas receive higher management fees then others. Example: Los Angeles California may charge 20-30% fees for long term rentals where my market area charges much less.
Other factors
Property Management services in my area for mid and long term rentals run approximately 10% of each month’s rent. Sometimes, an additional first month’s rent fee is charged to cover initial setup costs.

Lease Terms

I classify lease terms as:

Short term rentals – Less then 1 month
Mid term rentals – 1 to 6 months
Long term rentals – 7 months to 1 year
Variables for renting in my market area depend on several factors:

The season – Being a primarily tourist oriented area; we go through several tourist oriented seasons where our residency swells.
Transfer in and out of Military personnel and families
Construction increases
The Seasons
Let’s break down the type of renters by season so we can estimate and gauge the types of renters we will typically have in a given season:

Winter – During this season we get several types of renters which include “snowbirds”. “Snowbirds” tend towards mid term rentals. They come to our area during the winter months and their primary residences are often the northern United States and Canada.
Spring – The spring season brings short term renters in the form of “spring breakers” as well as families taking advantage of breaks during the school year. An interesting aspect to spring is the semi annual transfer of military families to one or more of our local military bases.
Summer – This season consists primarily of short term renters and midterm renters. Visitors from all over the world travel to our area during summer and stay anywhere from 2-3 days to 1-2 months. While visitors from the United States tend towards short term, European visitors lean more towards 2 weeks or more.
Fall – This is an interesting season and often the time of year local residents change residences. It is also part of the semi annual transfer of military families to one or more of our local military bases.
Vacancy ratio
An important factor to consider in estimating the costs to run an income property is the Vacancy Ratio. Vacancy ratio is defined as the amount of time a rental property is vacant compared to the amount of time it is not.

Vacancy ratio is governed by not only the seasons as mentioned above, but also:

The price of the unit
Amenities – Pool, spa, allow pets, etc.
The local economy
Marketing
Availability of the unit
Other factors defined by the area
In my area we typically see on average a vacancy ratio of 2-4% for small multi-family long term rentals (duplexes and triplexes). However, during difficult economic times we could expect to see ratios as high as 6-7%! I’ve recently seen vacancy ratios as high 10-12% for several areas.

For ease of calculation, we will use a 5% vacancy ratio since it is in the middle of the vacancy ratios we expect to see in my market area. These may or may not reflect the ratios other areas experience. It is advisable to seek the assistance of a qualified property management company in the local area for accurate data.

Let’s get to it…

Now that we have a few guidelines to work with, we can make some educated estimates:

Vacancy ratio
Expected rental terms
Property Management Costs
Using these guidelines, let’s look at the average costs to use a Property Management company. In our example we will use a 2 bedroom 1 ½ bath apartment which typically rents for $700.00 per month utilities not included and no pets allowed.

The property management fee of 10% will provide the following services:

Marketing and advertising – general (lawn sign, website, print, etc.)
Tenant screening/Application services – Background and credit checking
Unlimited unit showing – Using an average of 5 pre-qualified tenant showings per Unit before is rented.
Online transaction processing for tenant and owner
Monthly accounting report
Monthly Unit inspections for the first 3 months
Tenant notifications – Failure to conform to Lease, 3 day rental notices and late payment notices, etc.
Tenant evictions – NOTE: Only the beginning of this process is included. Expenses for full tenant evictions are typically paid by the owner.
Our formula for calculating rental income will be:

Rent * term = Gross Rent minus Vacancy Ratio = Net Income:
$700.00 * 12 = $8400.00 – $420.00 = $7980.00 annually

We expand on this formula and include a property management fee of 10%

Rent * term = Gross Rent minus Vacancy Ratio = Income – Property Management Fee = Net Income:
$700.00 * 12 = $8400.00 – $420.00 = $7980.00 – $798.00 = $7182.00 annually

Note: This article is not intended to be an investment strategy article. The intention of the article is to identify whether it is worth the cost to use a property management company for a rental unit. Therefore, our example uses a simple calculation of net income and not Net Operating Income which is much more complex and used for investment strategies.

In our example calculation we see that without any negative impacts affecting a rental unit, the property management company made a whopping $798.00 per year on 1 unit. Let’s now put a price tag on just some of the services we’ve identified being offered by the property management company using average pricing:

Application services – Application forms will cost approximately $5.00 for 5 forms

Marketing and advertising – Lawn sign – $15.00, Website – $40.00 per month, Newspaper advertising – $40.00 per week

Tenant screening – Background check – $15.00, Credit check – $15.00

Unit showing – $10.00 per hour, 5 showings (1 showing per hour) = $50.00 (This is an extremely low rate and used simply to provide a guide. I’m sure your time is worth much more then $10.00 per hour).

Tenant notifications – Notification forms will cost approximately $5.00 for 5 forms, Hourly cost for 1 notification – $10.00 (includes travel time)

We will omit the remaining example property management services as typically they would not be provided by an owner anyway. Without including the advertising costs, when we add up these costs we have an expense of $155.00. If we use our vacancy ratio of 5% (or 6 weeks) and calculate our advertising costs we will need to add in $240.00.

The cost for an owner managed unit not using a property management company is then calculated as:

Rent * term = Gross Rent minus Vacancy Ratio = Income minus simple operating costs = Net Income or:
$700.00 * 12 = $8400.00 – $420.00 = $7980.00 – $395.00 = $7585.00 annually

Wow, a property owner who does the renting of a unit by themselves makes $403.00 more a year or $33.58 more a month then if they hired a qualified property management company!

However, I am not aware of too many property owners whose hourly employment rate is $10.00 per hour considering someone who makes $10.00 would find it difficult to obtain financing to purchase income property!

The question then becomes, how much is your time worth?

If your time, aggravation and effort to rent a property yourself are worth the added income of $403.00 per year or $33.58 a month, then by all means you should not hire a property management company! If on the other hand, less aggravation and effort and your time is worth more then $403.00 a year, you should consider using a property management company to take care of your income property.

A qualified property management company not only saves you time, effort and aggravation but also saves you money. What would happen if the unit would have been vacant longer then 6 weeks? The advertising costs would have eliminated all or part of that $403.00 a year you made!

Is it really worth it? I don’t think so.

If you own rental property, do yourself a favor and hire a reputable, qualified property management company.

Services such as:

Tenant screening – Background and credit checking
Application services
Unit showing
Online transaction processing with tenant and owner reporting
Monthly account reporting
Electronic funds transfer
Are all part of most property management companies standard services.

In addition, property management companies have professional full time staff to help you with all your needs: from creating the most efficient advertising campaigns to tenant screening and background checks to advice for repairs and staging to get the most income for your rental units.