Property Management Inc. Launches New PMI Purify Program

Property Management Inc., a fast-growing, 300-plus unit property management franchise that provides services across four pillars of rentals: residential, commercial, association and short-term rentals, has introduced a new cleaning initiative called PMI Purify to demonstrate to customers that the franchise is going above and beyond to take COVID-19 safety seriously.

“PMI Purify is PMI’s cleaning protocol for all of our housekeeping teams and every one of our short-term rental properties across the world,” said Marianne Heder, PMI’s short-term rental lead. “These enhanced procedures and guidances share a standardized process and certification program to empower hosts to effectively execute to PMI’s high standards.”

According to Heder, short-term rental spaces live and die by the property manager’s ability to manage the space, and with the COVID-19 pandemic an ever-present concern, PMI wanted to introduce a new, industry-leading gold standard.

“We launched PMI Purify because of COVID-19, of course,” she said. “But this wasn’t just a quick fix. We took our time to create a system that educates our franchisees and best practices while certifying every step of the process. Airbnb has its standards, we make sure they meet that but we go beyond. Instead of a five-step program suggested by Airbnb, we created a 10-step program.”

But PMI isn’t just an innovator in new cleaning services, it also offers best-in-class franchisee support. That means that PMI has given hands-on training to the franchisees and employees piloting the PMI Purify program and designed the system to easily add value to franchisee’s existing workflows.

“Our vendors will provide the EPA-approved cleaning supplies to franchisees at a much lower cost than they can get on their own,” said Heder. “It’s a benefit for franchisees and benefit for our guests because they’re going to use the right cleaning supplies. Not only do we get them the right supplies, but also the right training. Not just the franchisor or the franchisees, but every member of the housekeeping team is trained on our standardized process, which is detailed yet simple and easy to do.”

Cleaning means very little to short-term rental guests if they can’t see what’s been done to their room before they get in. That’s why PMI Purify provides visible indications of the cleaning and uses proprietary software so that property managers can easily verify that processes have been followed.

“Our software engages the housekeeping team and the owner to get them all on the same page on the same software,” said Heder. “We use a process called ‘Follow the Wall,’ where we make sure every square inch has been sanitized and cleaned.”

For guests, PMI Purify shows up in little details around the rental property which lets them know the space has been thoroughly sanitized.

“Everything inside the property has PMI Purify branding, from a wrapped card with a QR code they can use to read about the process, to the plastic sleeve covering the remote control and a seal over the toilet that shows it’s been deeply cleaned,” said Heder. “That gives them the confidence to rent with us.”

PMI Purify isn’t just some jargon members of the PMI team kick around, it’s a real industry standard recognized by titans in the space like Airbnb.

“PMI properties listed on online travel agencies, such as VRBO and Airbnb, will feature a PMI Purify logo with the image you see on the website,” said Heder. “Our franchisees who use PMI Purify will also get a logo in their email signature that links to information about the process.”

PMI knows that in the era of COVID-19, guests need to feel confident and secure to feel good about booking short term rentals. The PMI Purify initiative creates a new standard of clean that, once guests experience it, they’ll expect of every rental room. According to Heder, creating PMI Purify was the brand’s way of protecting customers and franchisees alike during this uncertain time.

“Our guests and franchisees are kings in our franchise,” she said. “That’s what matters. Why? Because we care. We really do. We’re in this together. Especially through COVID-19. We’re elevating the industry together because we care about our guests, our owners, making them feel safe and helping them relax and feel confident. Come stay and feel pristine like you’ve been cared for. That’s the goal of PMI.”