Customer Spotlight: Karen Jordan, Director of Operations at HBR Rentals
Tell us how your business got started. What inspired you to get into property management?
It started with a little question: "Hey Karen, can you help us with our rental?" At first, I thought, sure—how hard could it be? Just collecting rent, right? That was back in 2011, and that’s when it hit me. Rentals aren’t just about collecting rent. It’s about protecting homes, helping people, and solving problems before they become disasters.
I realized I love that challenge. I love the balance of being part detective, part therapist, and part superhero. What started as helping turned into a full career. I dove headfirst into California housing laws, building systems, and developing a people-first management style. Today, I help lead HBR Rentals with a team just as passionate about caring for people and properties as I am.
What’s your tech stack? Why did you choose those tools?
At HBR, we use tools like Rentvine, PMW, Property Meld, ShowMojo, The Inspector, Pet Screening, Stripe, Calli, and G Suite. If I had to highlight one, it would be PMW. It integrates seamlessly with Rentvine and ShowMojo, offers professional branding, a modern design, and user-friendly functionality. It makes our listings and blogs load faster, which helps us stand out from the competition—especially on mobile.
What’s one of your biggest business successes so far?
Over the years, my biggest success has been building a team of incredible people who care deeply about our clients, residents, and each other. Together, we’ve created a culture where systems run smoothly, residents feel supported, and owners can rest easy—even when I’m not involved in the day-to-day.
That structure has allowed me to focus on what I love most: creating educational content, training residents, growing the HBR Rentals brand, and keeping our team aligned with ever-changing laws. When you invest in people, you build a business that thrives—and gives you space to dream even bigger.
What’s a mistake you made early on, and what did it teach you?
When I first started in property management, I thought saying yes to everything was the key to success. Yes, I’ll take your property—even if it didn’t meet our standards. Yes, I’ll let you set the rules—even if they clashed with our systems. Yes, I’ll stretch my team—even if it wasn’t sustainable.
What I’ve learned is that saying yes too often comes at a cost: to my team, to our systems, and to my peace of mind. I’ve learned the power of saying no. No to properties that don’t meet our “rent-ready” standards. No to owners who don’t align with our process or values. No to decisions that pull us away from delivering the service we’ve promised.
Now, every yes we give is intentional and aligned with who we are as a company. Boundaries aren’t barriers—they’re how you protect what matters most.
If someone new to the industry asked for your advice, what would you tell them?
Set your standards early, and stick to them. It’s tempting at the beginning to say yes to every client, every property, every opportunity—but those decisions will shape your reputation and your experience.
Build strong systems from the start, even if you’re small. Don’t wait. Educate yourself—learn the laws, the market, and the tools. Join NARPM, join masterminds, and surround yourself with others who want to grow.
Communicate clearly—with owners, residents, and your team. And most importantly, trust your gut. If something doesn’t align with your values or standards, it’s okay to walk away. This isn’t just about business—it’s about protecting people’s homes, investments, and peace of mind. When you build your company around integrity, clarity, and care, the success will follow.
What changed in your business after partnering with PMW?
Since partnering with PMW, the biggest change we’ve seen is how our brand shows up online. Our website isn’t just a place for listings—it’s a true extension of our business. It reflects our professionalism, our local expertise, and our commitment to both residents and owners.
We’ve seen a noticeable increase in organic leads from property owners finding us through Google searches. PMW’s SEO and user-friendly design make it easy for people to learn about us and take action.
As for our residents, it’s now seamless for them to view homes, schedule showings, and access their portals—all in a modern, mobile-friendly way. Best of all, it’s allowed us to focus on what we do best: delivering great service—knowing our website is working in the background to attract the right clients for us.
