IrisCX

By: Guillermo Salazar • 28 May 2025

From Chaos to Clarity: How to Get to 'Hell Yes!' in Selling, the Jose Benitez Way

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Imagine you’re a property manager. A resident gives notice—they’re moving out. The clock starts ticking. You need to turn the unit, call vendors, order supplies, schedule work, and keep everyone in the loop.What happens next?For most property managers, it’s a scramble. Spreadsheets, sticky notes, text threads, and lots of “I think someone handled that.”Jose Benitez saw this chaos everywhere. That’s why he founded Renowise—a platform that cuts through the noise and brings clarity to multifamily renovations.But Renowise isn’t just about software. It’s about how to sell—really sell. How to listen before you pitch. How to ask the right questions. And how to solve the problem that matters most to your customer.This is how to get to that golden moment in a sales conversation when the prospect leans in and says:“Hell yes, let’s do this.”

Setting the Stage: Learning the Business, One Brick at a Time

Jose didn’t start in a boardroom or at a fancy conference. He started on construction sites—right out of high school, balancing labor jobs during the day and school at night.He learned how the work gets done. He saw the pressure, the miscommunication, and the chaos that comes from managing big projects with small tools.Later, he moved to the vendor side—quoting jobs, reading blueprints, and supplying materials. Then he spent six years at Lowe’s, managing renovation programs for multifamily properties across the country.The problem became clear:“Renovations in multifamily are still managed through emails, texts, and memory. There’s no standard process.”Jose watched the chaos play out:Property managers managed huge projects using spreadsheets, emails, and memory. Vendors stayed in the dark. Regional managers had no visibility. Everyone blamed someone else when things went wrong.The process was a mess—and nobody was fixing it.

Complication: The Hidden Cost of Chaos

When a resident gives notice, the clock starts ticking. In theory, there’s a plan:
  • Inspect the unit.
  • Schedule vendors.
  • Get work done.
  • Lease it again.
But that’s not how it works.Property managers juggle too much. Vendors get partial instructions. Regional managers can’t see what’s happening. Delays pile up—each day costing $50 to $70 in lost rent.Jose puts it bluntly:“Every day a unit sits empty, you’re bleeding NOI dry. One slow turn won’t kill you, but 20 slow turns will.”And the real problem? Nobody owns the process. Teams aren’t leading—they’re just surviving.“Most teams aren’t leading the process. They’re just surviving it.”The blame game takes over. Deadlines slip. Nobody’s accountable.That’s when Jose realized: the industry didn’t need another tool. It needed a new way of thinking.

Turning Point: Stop Selling Features. Start Solving Problems.

Jose’s breakthrough wasn’t about building software. It was about selling by solving.Too many salespeople lead with features. They say, “Look at what we built! Check out this dashboard! Isn’t this tool cool?”Jose flipped the script.He stopped pitching features and started asking better questions:
  • How do you track delays?
  • What’s your average turn time?
  • Who takes responsibility when something goes wrong?
  • How much money do you lose each day a unit sits empty?
When property managers couldn’t answer, he knew they needed help.“If they can’t answer basic questions about their process, that’s when the conversation flips. That’s when they say ‘Hell yes.’”Jose doesn’t sell Renowise as a platform. He sells it as the solution to a problem no one else is solving:Clarity. Accountability. Control.His advice for every seller?“Stop pushing features. Start asking the right questions. Understand the pain.”That’s how you get to Hell Yes.

Resolution: The Renowise Way—Bringing Clarity to Chaos

Renowise standardizes the renovation process, eliminates guesswork, and helps teams work faster and smarter.Here’s how it works:
  • Centralized Communication – No more sticky notes or messy email chains. Everyone stays on the same page, from property managers to vendors.
  • Standardized Workflow – Clear processes guide every step. No more “winging it” or relying on memory.
  • Visibility for Everyone – Regional managers see what’s happening. Vendors know what to do. Property managers track progress in real time.
  • Faster Turns, Higher NOI – Renowise cuts average turn times from 60 days to under 21. That protects revenue and keeps properties profitable.
Jose built Renowise for the people doing the work:“We’re not just another software company. We’re a standardization company that uses software to solve the problem.”“If your process leaves when your tech quits, you never really had a process.”Renowise gives teams the tools—and the clarity—to lead, not just survive.

3 Lessons on Getting to ‘Hell Yes!’

Jose’s journey reveals key lessons for anyone selling a product or service:

1️⃣ Clarity Beats Speed

Most sales teams pitch speed—“We’ll help you work faster!” But speed means nothing without clarity.“The best proptech doesn’t sell speed. It sells clarity.”Renowise doesn’t just help teams work faster. It shows what’s happening, who’s doing what, and when it’ll get done.That’s what property managers want: confidence.

2️⃣ Ask Before You Pitch

Jose doesn’t lead with a product demo. He asks questions first:
  • What’s broken?
  • Where do delays happen?
  • How are you tracking progress today?
These questions open the door. They reveal the pain. And when you know the pain, you can show how to fix it.“If you don’t understand the pain, you’re just throwing another platform at people who are already overwhelmed.”

3️⃣ Own the Problem

In multifamily, nobody owns the renovation problem. That’s why it stays broken.Jose steps up and says, “We’ll own this for you. We’ll make sure it gets done right.”That’s the key. Don’t just sell a tool. Sell a fix.That’s how you go from “maybe” to “Hell yes.”

Solve Problems. Don’t Sell Features.

The best proptech companies don’t sell features. They sell clarity. They give busy teams a way to stop scrambling and start leading.Jose’s approach shows exactly how to do that:
  • Ask the right questions.
  • Understand the pain.
  • Solve the real problem.
When you do that, the sale happens naturally.“Hell yes comes when you stop selling and start solving.”

Ready to Get to ‘Hell Yes’?

If you’re tired of the chaos in property management, it’s time to stop surviving and start leading.Renowise can help.👉 Visit Renowise.com
👉 Connect with Jose Benitez on LinkedIn
👉 Schedule a free demo and discover how Renowise brings clarity to your renovation process.Stop managing chaos. Start driving results. Let’s get to Hell Yes!—together. 🚀

Our mission is to simplify the homeowners & home builders customer experience. Let Iris do the work.

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