In today’s sales environment, success depends on one critical factor: alignment. Customers no longer want to be persuaded or pushed; they seek partners who understand their problems and provide tailored solutions. Phil Rodgers, CEO of Re-Ops and a veteran in the multifamily and proptech industries, exemplifies this modern approach to sales with his philosophy of “Getting to Hell Yes!” In a recent interview, Phil shares insights from his journey and how sales professionals can better connect with clients.Phil’s journey began in a small Iowa farming town, where he learned the values of hard work and sales at an early age. By 13, he was helping his parents sell furniture and carpets, developing an innate ability to understand and meet people’s needs. His path later took him into teaching and coaching, where he honed his leadership skills and knack for recognizing individual strengths—qualities that proved essential throughout his career.Phil’s professional experience spanned diverse industries, from mortgages to property management technology. At every stage, he prioritized meaningful growth—not just in numbers but in relationships and insight. This commitment propelled him to leadership roles at companies like RealPage and ResMan, where he was known for solving complex challenges with clarity and precision.Now, as CEO of ReOps, Phil is focused on transforming how multifamily properties approach maintenance operations. His mission is to create efficient, standardized solutions that drive innovation and results across the industry.
Listen to the “Getting to Hell Yes!” podcast on apple or spotify here:https://open.spotify.com/show/4TY87ToVuLK7eqkZZvZA5Thttps://podcasts.apple.com/gm/podcast/getting-to-hell-yes/id1772602174
The Challenge in Selling Today
Traditional selling techniques no longer resonate with modern buyers. As Phil aptly puts it, “Nobody wakes up wanting to buy a new software or system. They respond to their current environment and the problems they need to solve.” The challenge lies in understanding those problems deeply enough to offer meaningful solutions.In the multifamily industry, one of the biggest hurdles is inefficiency—particularly in property maintenance. Phil highlights issues like rogue spending, where maintenance teams bypass standardized processes to purchase parts on the fly, leading to inconsistent inventory and inflated costs. “You’ll walk into a property and find eight different types of dishwashers,” he says, “making inventory management nearly impossible.”Another common problem is a lack of standardization in procurement. With maintenance professionals spending 7 to 12 hours a week on administrative tasks, there’s a significant opportunity to streamline processes and free up time for higher-value work. These challenges underscore the need for solutions that are not just efficient but also intuitive and easy to adopt.Embracing "Getting to Hell Yes!"
Phil’s approach to solving these challenges relies on the principles of “Getting to Hell Yes!” At its core, this philosophy builds alignment between a company’s offerings and a customer’s needs through meaningful discovery and authentic communication.- Listen with Intent Phil stresses the importance of listening to customers without preconceived notions. “Ask open-ended questions like, ‘What problems are you trying to solve?’ instead of leading them toward the answers you want,” he explains. This approach not only uncovers the root of their challenges but also helps establish trust.
- Solve Real Problems One of Phil’s guiding principles focuses on genuine pain points rather than creating unnecessary “widgets.” For instance, ReOps addresses inefficiencies in procurement by standardizing products and automating processes. “If it’s just another tool that doesn’t change the industry, then why build it?” Phil asks rhetorically.
- Build Credibility Phil believes in treating clients as partners, emphasizing their desired business outcomes (DBOs). Whether it’s reducing operational costs, improving tenant satisfaction, or increasing asset value, he aligns ReOps’ solutions with the specific goals of each stakeholder.
Transforming Maintenance Operations
During his due diligence for ReOps, Phil visits a multifamily property in Phoenix, Arizona. He finds stark inconsistencies in unit maintenance—one unit features a premium gooseneck faucet, while the adjacent unit has a standard model. When he asks the property manager about the discrepancy, the answer is disheartening: “Welcome to multifamily.”This lack of standardization not only wastes time and resources but also undermines tenant satisfaction and asset management. Phil’s solution? A centralized procurement system that standardizes product catalogs and eliminates the need for ad-hoc purchases. By automating these processes, ReOps saves clients significant time and money while improving consistency across properties.The Path to Hell Yes!
Phil’s strategies for achieving “Hell Yes!” moments in sales boil down to a few key principles:- Data-Driven Decision Making ReOps uses analytics to demonstrate the tangible benefits of their system. For example, Phil shares a case where standardizing procurement across three properties saves $47,000 in one year. “It’s not just about savings—it’s about increasing asset value and operational efficiency,” he explains.
- Empowering Maintenance Teams By reducing administrative burdens, ReOps allows maintenance professionals to focus on resident satisfaction. Phil emphasizes that “maintenance is marketing”—a well-maintained property attracts and retains tenants, ultimately boosting the bottom line.
- Fostering Partnerships Phil views clients as partners rather than customers. This mindset fosters long-term relationships built on trust and collaboration. “We’re not just selling a product; we’re creating solutions that make a difference,” he says.
Three Takeaways on ‘Getting to Hell Yes!’
- Listen with Intent
Great salespeople prioritize understanding over pitching. By genuinely listening to clients, you uncover the real problems they need to solve. - Solve Real Problems
Effective solutions address specific pain points and deliver measurable results. Avoid offering tools that add complexity without providing value. - Build Partnerships, Not Transactions
Long-term success comes from treating clients as partners and focusing on shared goals. This approach creates trust and loyalty that outlasts any single transaction.
An Invitation to Transform Selling
Phil Rogers’ journey demonstrates the power of authenticity and problem-solving in sales. His philosophy of “Getting to Hell Yes!” is not just about closing deals—it’s about creating lasting partnerships and making a meaningful impact.Whether you’re a sales professional, an entrepreneur, or simply someone looking to better understand your clients, Phil’s insights offer a clear path forward: listen, solve, and align. By embracing these principles, you transform your approach to selling and build connections that truly matter.Are you ready to get to “Hell Yes!” in your sales strategy? Share your thoughts and experiences in the comments below!Listen to the “Getting to Hell Yes!” podcast on apple or spotify here:https://open.spotify.com/show/4TY87ToVuLK7eqkZZvZA5Thttps://podcasts.apple.com/gm/podcast/getting-to-hell-yes/id1772602174
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