Methods of digitalizing leasing processes in property management companies using CRM systems and online services for tenants

the contemporary property management market is characterized by intense competition and the imperative of digital transformation of core business processes. The aim of this study was to identify the impact of implementing CRM systems and online services for tenants on the operational, financial, and client performance of property management companies (PMCs). The empirical base comprised data from 80 companies of varying scale operating in Russia’s largest cities during 2022-2024. The research methodology included comparative and regression analysis, content analysis of CRM platform functionality, as well as in-depth interviews with PMC executives and specialists. The results confirm the hypothesis of a direct relationship between business performance and the level of digitalization of leasing processes. Property management companies that implemented CRM and online services demonstrate nearly a twofold reduction in deal closure time (from 28.4 to 14.9 days), a 26.9% decrease in operating costs, and more than a 60% increase in manager productivity. Significant changes are also observed in client service: the tenant churn rate declines from 12.8% to 7.6%, the average response time to requests is reduced by a factor of 3.5, and the Net Promoter Score (NPS) increases by 32.8 percentage points. These improvements translate into growth in key financial indicators: the EBITDA margin increases by 41.2%, revenue per employee rises by 74.4%, and the accounts receivable turnover period is reduced by more than half. The investment analysis showed that the average payback period for digital projects is less than 15 months, and the three-year ROI exceeds 245%, confirming their strong economic viability. The discussion of the results revealed a multiplicative effect of digitalization: the synergy of operational and client improvements creates a sustainable competitive advantage. The study’s conclusions underscore that the digitalization of leasing processes is a strategic imperative for property management companies, ensuring enhanced efficiency, resilience, and investment attractiveness.

digitalization, CRM systems, online services, lease management, property management companies