Customer Story
Laguna Management Services: Achieving Greater Efficiency and Growth in Affordable Housing
Laguna Management Services
Established: 2000
Location: Ardmore, Oklahoma
Facing challenges in managing affordable housing properties, Laguna Management Services realized it was important to simplify operations, improve accessibility, and maintain compliance. By partnering with AppFolio Property Manager, they streamlined processes, enhanced flexibility for residents, and boosted efficiency. Read how they’re able to drive significant portfolio growth and ensure seamless compliance with evolving regulations.
Affordable Housing, Single-Family Residential
1,400+
85%
“With AppFolio, it’s incredibly easy to compare performance across properties and programs, giving us a clear view of our entire portfolio at a glance. This level of accessibility and insight allows us to stay informed and make better decisions for every property and project we manage.”
Marlene Salazar
Principal, Laguna Management Services, 1,400+ units
Transforming Affordable Housing With Technology and Care
Marlene’s journey in property management began 9 years ago when she started working as a receptionist at Laguna Management Services. Over the years, she worked her way up through roles in compliance and leadership, driven by her passion for helping others and her desire for a dynamic career where no two days are alike. Now, as part owner of the company, Marlene is deeply committed to supporting affordable housing communities, particularly those utilizing low income housing tax credits (LIHTCs).
Marlene emphasizes that innovation is what sets Laguna Management Services apart from other property management companies in Oklahoma. “Many companies still rely on outdated methods, like paper forms and in-person interviews, which can create unnecessary barriers for applicants. We’ve worked tirelessly to make the application process for affordable housing easy and entirely remote — a rarity in this industry. We’ve embraced technology like AppFolio Property Manager to simplify every step of the process, allowing applicants and residents to complete everything from the comfort of their own homes.”
“I always knew I wanted a career where I could help people one way or another. I wanted something that didn’t have exactly the same routine every single day. Even when I have a lot of meetings, I’m still brainstorming with my team on how we can test processes and find ways to create a better employee experience.”
Staying Ahead With One Powerful Platform
Laguna Management Services knows that managing an affordable housing portfolio is no easy task. In addition to being responsible for the same things that a conventional portfolio has, the company must also deal with an added layer of compliance responsibility. But when you manage your entire portfolio on AppFolio’s powerful platform, you have everything you need — all in one consolidated place.
“Having everything in one place is easier, and it helps keep you organized,” Marlene explains. “If you think learning one software can be challenging, imagine having to learn three different software systems just to get the same information you need. And when you’re using separate systems, it makes it harder to track where you really stand portfoliowise. Having one software — AppFolio — for all of our needs is the most important thing for us.”
Developed With Insight, Built for Success
Marlene’s team at Laguna Management Services has unique needs for managing its portfolio of affordable housing properties. Having a solution that supports programs such as the U.S. Department of Housing and Urban Development (HUD) Project-Based Section 8 Rental Assistance and LIHTCs is essential. In order to make an impact in their communities, the team members needed a technology provider to work side-by-side with them to ensure that they have tools to support those unique needs.
By partnering with AppFolio, Marlene’s team was able to provide direct feedback and hands-on input to shape an affordable housing solution that helps it succeed in solving real problems and driving meaningful results.
“We’ve tried different software solutions to manage our affordable housing portfolio, but AppFolio is one of the best options for the way we do things,” Marlene shares. “Being involved with the development of features has been worthwhile because AppFolio listens to our feedback to ensure the functionality is user-friendly and it can become a solution that works correctly based on the needs of those who use it.”
Flexibility for Residents, Efficiency for Teams
As the real estate industry embraces digital-first operations, the tools and technology used by your teams and residents evolve to meet these changing demands. The Laguna Management Services team is committed to reducing its usage of paper and leverages AppFolio Property Manager to automate processes and securely store data online, minimizing clutter and the risk of human error.
Navigating outdated systems can be one of the biggest challenges in managing a large portfolio. From compliance standards to application processes, every program demands a unique approach, creating inefficiencies in trying to stay organized and effective. For the team at Laguna Management Services, leveraging AppFolio’s innovative technology has been a game changer. By adopting AppFolio Property Manager, the company has streamlined everyday tasks with user-friendly tools that save time and reduce complexity.
“Within the last four years, companies have had to make a shift to innovation and not solely rely on being in-person. AppFolio does a great job of allowing us to communicate with our residents through the online portal and provides more flexibility for residents to quickly sign their leases online without having to drive across town to make it to an office.
“We’ve received great feedback from residents and applicants who enjoy the flexibility to complete everything from anywhere while knowing their housing needs are fully supported.”
This level of efficiency allows the Laguna Management Services team to focus on what matters most: improving accessibility and enhancing the overall experience for its applicants and residents.
Meeting Compliance Demands While Focusing on What Matters Most
Marlene and her team at Laguna Management Services say it means the world to them to be able to provide quality affordable housing for those who need it. “We worked very hard to break through the stigma of how affordable housing is viewed. Being able to provide safe and sanitary affordable housing to our neighbors is what keeps us going. Affordable housing is one of the most basic things that every human being should be allowed to have, and it gives us a sense of accomplishment to be able to do such,” Marlene shares.
In order to continue to support their mission and stay up to date with the ever-changing landscape within HUD, Laguna Management Services feels confident that AppFolio can support the upcoming legislative and Housing Opportunity Through Modernization Act (HOTMA) rules. Marlene and her team are taking all of the necessary HOTMA training and are working with their state agencies to be ready for when HUD introduces these changes.
AppFolio Property Manager offers those who manage affordable housing insights and resources to be able to navigate planning for HOTMA requirements. Once you’re ready to implement at your property level, you’ll be able to access the necessary tools to assist you through AppFolio.
“The partnership we have with AppFolio has been a blessing. Their platform has helped us tremendously with our everyday tasks, and it’s a bonus that it’s user-friendly. What once took 20 to 25 clicks in other systems is now just a few clicks. You’re able to focus on work that needs to be done.”
More Time for What Matters
Supported by AppFolio Property Manager, Marlene is optimistic about the future of Laguna Management Services. As a small but powerful team of 26 people, Laguna Management Services has achieved significant portfolio growth and aims to double its current count of 1,400+ units within the next 18 months. The company trusts AppFolio’s powerful platform to efficiently manage its affordable housing units, seamlessly navigate compliance, and automate critical processes. This efficiency allows Marlene and her team to provide exceptional experiences to residents and spend more time outside the office focusing on their families or doing things they enjoy.
“With AppFolio, I can work from home and handle tasks directly from my phone. With the app, I can conveniently complete move-ins, review applications, and so much more.”
Marlene Salazar
Principal, Laguna Management Services, 1,400+ units
Why Take Our Word for It?
See What AppFolio
Can Do for You
Can Do for You
Your success is our passion. Whether it’s onboarding, support, or strategic advice, product
experts are on call to answer your questions.