"How are you getting new owners?"

This issue of Pillow Talk, our weekly newsletter, went out by email on October 1, 2026. Get the next one.Editor's note, October 2026: This issue describes Blanket as it was when it was sent. Product names, packages and features have changed since, and some work differently today. By default, every message the AI drafts waits for your team's approval before it sends.

Hey friend,

Welcome to the 56th weekly edition of Pillow Talk! This is where I share my unfiltered thoughts on life, business, and property management.

This week, we’re talking about referrals!

“How are you getting new owners?”

Someone in the Property Management Mastermind Facebook group posted this question a few weeks ago.

Property Management Mastermind Facebook group post asking “How are you getting new owners?”, with 6 reactions and 20 comments

There are a few comments mentioning they’re getting leads from ChatGPT which is pretty cool. And others said traditional search still works for them.

But what was mentioned more than any other channel was referrals.

Supercharge your referral program

It’s no secret that in many ways, referrals are the gold standard lead channel:

They’re cheaper. Aside from the work put into building the relationships, you might pay a referral fee.
They convert better and faster because you were referred by someone the owner already trusts, their guard is down. They trust you faster which means they close faster.
They stay longer because they start with built-in trust, realistic expectations, and an active social connection to the business.

Referral Manager, a Super BDM add-on, turns agents, builders and vendors into a steady lead channel: the Blanket astronaut shakes hands with a partner beside referral and closing counts

If you’re looking to generate more referrals or want to put your program on autopilot, take a look at Super BDM.

Blanket partners who have a Super BDM plan get access to our Referral Manager solution. This is a referral management platform within Blanket that makes building an managing your network way easier:

Auto search. Referral Manager automatically searches for active agent, builder, and vendor partners.
Personalized communications. It automatically drafts personalized outreach and followup communications.
Customizable. You can customize your program perks.
Integrates with your CRM. Referred leads are automatically added to your pipeline.

Book a demo

Risk-free paid lead gen

One comment on the post mentioned they’ve been running paid ads on thumbtack to get in front of owners. This can be a strong lead channel depending on your market. The commenter says in their market, lead quality is hit and miss, and it’s competitive.

Facebook comment from a property manager: referral programs for current owners and realtors, and Thumbtack paid leads that are hit or miss against other local PMs

This is the case for many paid lead gen channels. Google PPC for example could work for you if your market is low competition. But as soon as a keyword gets competitive, it gets expensive. Which makes it a risky play because you pay whether they convert or not. You could wind up paying gobs for irrelevant, spam, or low-intent leads.

Lead Boost, a Super BDM add-on, sends you owners actively shopping and you only pay if they sign: owner leads pour through a funnel into qualified owner leads

If you’re tired of paying for bad leads, a Super BDM plan also gets you access to Lead Boost, our paid lead gen program.

Lead Boost is a risk-free lead gen channel. We send you owners actively shopping for a property manager. You pay a flat fee if they sign. It’s that simple.

Book a demo

The Roundup

Content worth the click

Good night 😴

Lior Abramovich
Co-founder, CEO

WRITTEN BY

Lior Abramovich

Lior is our CEO and Co-Founder of Blanket, bringing a decade of experience in the single-family rental market with over $150 million worth of acquisitions for more than 1,000 individual investors.

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