In the fast-evolving vacation rental industry, property managers face the ongoing challenge of balancing homeowner expectations with operational excellence. This topic took center stage at ELEVATE 2025: Breezeway’s Property Operations Summit, with industry veterans Kerrie Racicot-Biatx of Tahoe Truckee Vacation Properties, Lori Smith of Seaside Vacations, Kevin Vozar of Vacations for You, and Ben Edwards of Towne Vacations. The panelists shared invaluable insights into setting owner expectations, maintaining strong relationships, and adapting to industry shifts.

Setting the right expectations from the start

Establishing clear communication and trust with homeowners from the outset is critical. Lori Smith emphasized the importance of on-site meetings with new owners to discuss their goals and concerns. “We tour the homes with them, talk about their revenue goals, and understand whether they see this as a long-term investment or a future retirement home,” she explained. This proactive approach helps tailor management strategies to each owner’s priorities.

Ben Edwards highlighted the pitfalls of basing relationships solely on pricing. “Once you establish a relationship predicated on price, it's always about price,” he warned. Instead, he advises focusing on value, transparency, and treating homeowners as long-term partners. Kerrie Racicot-Baitx agreed, emphasizing the importance of standing firm on commission rates. “The owners you negotiate with on price often try to negotiate on everything else, making the relationship harder to manage,” she noted.

Kevin Vozar stressed the need to classify owner personas early on—distinguishing between investor owners and familial owners—since their expectations and risk tolerances differ. By asking deep, sometimes uncomfortable questions, property managers can better align their services with homeowner expectations from day one.

Maintaining relationships with legacy owners

As industry dynamics change, keeping legacy owners informed and aligned is just as important as onboarding new ones. Kevin Vozar maintains engagement through quarterly market reports that provide insights into industry trends, property types, and revenue expectations. “Owners should never feel like they’re on an island, uncertain about the market,” he explained.

Proactive communication is key, as Ben Edwards pointed out. “Consistency builds trust, and trust is the foundation of a successful relationship,” he said. His company classifies owners into three categories—those focused on property care, those balancing personal use with rental income, and pure investors—to tailor communication and service approaches effectively.

Lori Smith shared her experience with rolling out short-stay rentals in her legacy owners in a traditional seven-night market. “We introduced the concept slowly, provided data-backed case studies, and built trust over time,” she said. This approach minimized resistance and allowed owners to see the tangible benefits before making changes.

Navigating owner personalities and setting boundaries

Managing a diverse group of homeowners requires adaptability and boundary setting. Kerrie Racicot-Baitx stressed the importance of fostering personal relationships while maintaining professional standards. For example, “If I see an owner in town, I invite them for coffee. Developing that trust makes hard conversations easier when they arise,” she shared.
However, not all owner relationships are beneficial. Kevin Vozar underscored the need to set clear boundaries and recognize when an owner is not a good fit. “Sometimes a bad owner is just a bad owner. If they’re disrespectful to my team or make unreasonable demands, I have no problem delisting them,” he said. Kerrie echoed this sentiment, advising newer property managers to be selective with their owners to avoid long-term headaches.

Leveraging technology for personalization at scale

The panel concluded with a discussion on how technology can facilitate both operational excellence and personalized service. Kerrie Racicot-Baitx gave a shoutout to Breezeway, noting how it enables her team to meet unique owner needs while maintaining consistency. “Breezeway lets us be super flexible while keeping our best practices intact. We can customize property-specific tasks and never miss a detail. It has really helped us grow and make personalization scalable, which is huge” she said.

Key takeaways

• Here are some of the most valuable insights shared during the discussion. These takeaways can help property managers navigate owner relationships more effectively while ensuring operational excellence.
• Set clear expectations with homeowners from the start to establish trust and long-term alignment.
• Avoid basing relationships solely on price—focus on value and partnership instead.
  Use proactive communication and market insights to maintain strong relationships with legacy owners.
• Adapt to different homeowner personalities by classifying their needs and tailoring communication accordingly.
• Set firm boundaries with homeowners to protect staff well-being and ensure smooth operations.
• Leverage technology to personalize service while maintaining operational efficiency.
• Read more about why owner relations should be a main focus in your 2025 property management strategy.
• Recommended read: Getting Naked: A Business Fable About Shedding The Three Fears That Sabotage Client Loyalty by Patrick Lencioni
• Recommended read: The 5 Gears: How to Be Present and Productive When There is Never Enough Time by Jeremie Kubicek

View all of the expert resources shared during ELEVATE 2025 and the full session recordings to continue elevating your property operations.