Continental Realty University

CRU Management Performance Course CRU Selling with Technology course Learning & Development | Continental Realty University CRU Leasing World of Sales

Continental Realty University (CRU) is a comprehensive training program for property management and real estate professionals. We have an in-house faculty of subject-matter experts who help you develop skills specific to your role and give you a well-rounded foundation to build on as you advance your career.

Since CRU began in 2013, several team members have earned promotions based in part on their participation and achievement in the program, and their ability to put what they’ve learned into action. This is because courses are in alignment with job descriptions and annual performance reviews to foster team member growth.

Courses Offered

Leasing College

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CRC | CRU Leasing College
  • Traffic Management

    Now more than ever closing a prospect sale begins with excellent traffic management techniques. This CORE training will review all aspects of nurturing your leads, enhancing and personalizing email follow-up, and best practices. Additional review includes generating prospect ledgers, SMS best practices and an LRO review.

  • Policy Essentials

    This CORE class covers pertinent policies and procedures essential to our day to day operations and business best practices. Students will review fair housing, understanding the lease clause revision, qualifying and processing applicants and corporate business leases. Additional review will include managing common resident actions, incident reporting and risk management.

  • Handling Sales Calls

    The telephone is a critical sales tool in today’s competitive market. This CORE course is designed to enable individuals to sell successfully over the phone. Techniques offered include selling benefits, managing questions, identifying buying preferences, handling initial rejection, securing the appointment and handling unqualified callers.

  • Maximizing Sales Opportunities

    This CORE course covers techniques to handle objections, and difficult questions which arise during the sales process. Instead of challenges, these instances should be viewed as buying signals and as opportunities to increase success of the sale. When handled effectively, sales opportunities can lead to customer commitment and secured leases. Overcoming objections, closing techniques and asking for the sale are also discussed.

  • Resident Lifecycle

    This in depth CORE class allows students to complete various workflows within CRM pertaining to the resident lifecycle. Function review includes, processing move ins and move outs, accurately entering notice types, how to add an occupant and rentable items to the resident profile, managing renewal leases, portal troubleshooting and effectively completing the transfer and promote roommate procedure.

  • Customer Service Workshop

    Exceptional customer service is about responsiveness and doing the right thing – every time. This means that we need to be there for our residents, not just at lease signing, but throughout their stay with us. We will explore what good customer service means, how if affects our brand, and how to avoid pitfalls of bad customer service.

  • Data Matters

    Numbers tell the story of overall property performance, including marketing and sales effectiveness. Students will learn the Key Performance Indicators (KPIs) and how trends in data allow businesses to make informed decisions. Students learn to both interpret and present data to make viable recommendations and decisions for their respective communities. The course also focuses on the cost of total turnover. We will understand the cost of losing a resident and gaining a new one.

  • Social Media Marketing

    Social Media Marketing is how large and small businesses gain attention to their brand. In this course, attendees will learn to gather engaging content, understand the importance of posting etiquette, soft sales, the rule of 80/20, interpret various analytics, and develop a social media strategy that works for their target audience.

  • Selling with Technology

    Today’s renter is all about technology! Learn how to sell better and faster when incorporating technology into your leasing presentation. Discover new mobile apps and ways to use your iPad in addition to text message (SMS) strategies, upcoming community website features and more!

Leadership College

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CRC | CRU Leadership College
  • The CRC Way

    This course will provide a basic context for understanding CRC’s emphasis on continuous learning, critical thinking, and professional development, providing the foundation and framework for understanding CRC’s mission, vision and core values. We will also discuss CRC’s approach to growth and standardization.

  • Leadership Development Program (LDP)

    Designed for new and aspiring managers and supervisors, LDP gives team members the essential skills in leadership, such as communication, coaching, professionalism and organization. Team members are nominated by their supervisors in this very selective program. A capstone project is required at the end of the program.

  • Employment Law

    Workplace issues have become one of the fastest-growing areas of state and federal law. Employment-related lawsuits filed in federal court have tripled in volume in the past decade and now account for a tenth of all civil cases. This course examines the labyrinth of laws that regulate the employment relationship between CRC and team members so that managers can better understand their responsibilities with regard to this important topic.

  • Coaching & Counseling

    In every organization, a robust staff development program is a key tactic to advance the organization by grooming individuals for increased levels of responsibility and creativity. It is also a key component of job satisfaction and aids in employee retention. This course solely focuses on the importance and difference in coaching and counseling team members and how to document certain processes regarding performance.

  • Remote Processes and Documentation

    This course stresses the importance of process documentation when managing a team remotely, whether due to telework or geographic distribution of team members. Remote managers cannot rely on face-to-face instruction and interaction in order to develop highly effective teams to the same degree as co-located managers. This class will unpack the methods of analyzing and documenting your processes for team members that you manage remotely.

  • Cultivating Remote Culture

    Burnout, anxiety and feelings of isolation are common among team members who work remotely. This course will explain some of the steps you can take as a manager to identify these patterns and the tools you can use to combat these issues to create a positive culture for remote team members.

  • Coaching for Performance & Evaluation for Service

    This course explains the manager’s role in coaching and techniques for successful coaching. We will specifically focus on the performance evaluation and the methods, documents and processes to follow to develop and deliver an effective performance review.

  • Compensation, Benefits, and Motivation

    This course is designed to give managers a better understanding of the total rewards model and its link to motivation. Topics covered include mandatory and non-mandatory benefits and the regulatory environment governing them. We also discuss the concept of the hidden paycheck and how to communicate the value of your team member’s benefits to them. In addition, we discuss intangible benefits and the importance of work-life balance. Learning objectives include: The ability to basically explain the total reward mix at CRC and its motivational value – cash compensation, health and welfare benefits and other benefits offered to assist with work-life balance The ability to determine and explain the differences between statutory and non-statutory benefits. An understanding of the managerial best practices with handling private health information. The ability to explain the value of pre-tax savings.

  • HR On-Boarding for Service Managers

    This course provides a thorough review of the orientation and on-boarding processes including how they differ and the role that HR and the manager plays in each. We will explain the tangible benefits of a thoroughly designed and executed on-boarding process and design a property-specific on-boarding checklist as a final assignment in the course. Learning objectives include: The ability to understand and explain of the differences between orientation and on-boarding. The ability to design a site-level on-boarding checklist and process.

  • Counseling for Course Correction for Service

    This course will explain the difference between coaching and counseling and focus on counseling as part of the Service Manager’s role in correcting a team member’s performance direction. Students will learn how to administer and document the steps of progressive discipline and how to have difficult conversations in a productive way. The class will include role play and instruction on using CRC’s standard performance documentation forms.

Communications College

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CRC | CRU Continuing Studies College
  • Continental Kick-off

    This orientation course is designed to give new team members insight into CRC’s organizational structure, policies and procedures, mission, vision, core values, and culture. For residential team members, this also includes fair housing and curb appeal training.

  • Emotional Intelligence

    Emotional Intelligence is the ability of individuals to recognize and manage their own emotions and other people’s emotions. Utilize this emotional data to guide thinking and behavior in constantly changing environments to achieve one’s goal(s).

  • Predictive Index Workshop

    The Predictive Index (PI) assessment tool measures work-related behaviors. A better understanding of your own PI will increase your self-awareness. A better understanding of your teammate’s PI will improve communication and increase overall performance for the entire group.

  • Written Communication

    This course focuses on all forms of written communications, both formal and informal. This includes correspondence with vendors, tenants, residents, co-workers and management. Formal business letters and memos are discussed, along with the proper structuring of written documents. Study will include grammar, punctuation, style, and formatting.

  • Developing Your Personal Brand

    Have you ever thought about your personal brand? In the era of social media and a highly individualized society, your personal brand goes beyond a business card. This class will cover topics like how to present yourself on social media to maximize your professional presence, how to navigate a networking event like a pro and the pitfalls that can tarnish your valuable brand image.

Operations & Management College

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CRC | CRU Property Management College
  • Property Acquisitions

    Students gain an introduction to markets, along with property selection, evaluation and due diligence. Topics also include buyer and seller motivation, letters of intent and negotiation strategies, operational and financial analysis, working with brokers and working with asset management teams.

  • Maintenance for Community Managers

    An efficient maintenance program protects and preserves the asset. This course will cover three aspects of maintenance that must be addressed a part of a comprehensive program. Preventive maintenance, corrective maintenance, and deferred maintenance will be reviewed for the roles they play in maintaining your community.

  • Multifamily Metrics

    Metrics are all around us and help us make decisions in our life every single day. Just think, would you make that trade on your Fantasy Football League without looking at all their stats? Or would you buy something on Amazon without checking out seller ratings and overall feedback? Everything that goes into those decisions relies on metrics. In this class you will review the financial and operational metrics related to revenue, expenses, capital, and overall performance in multifamily property management. Coming out of this class you will have a better grasp of ‘why’ we make the decisions we do.

  • The Maintenance Experience

    This course offers an inside look into the daily challenges of property management from the perspective of our service team members. Office team members will discover strategies for supporting the maintenance team as well as how to assist with ever-changing resident demands. Techniques learned in this course include effective documentation, follow-up, and improved communication to reduce confusion and save the service team time which drive better results for all stakeholders (including residents).

  • Real Estate Accounting and Finance

    This course covers accounting basics, including balance sheets and income statements, as well as accounting terminology. Students will also learn how to make investment decisions, determine market value, and determine returns on investment. The role of appraisers, lenders and CRC’s finance team will also be discussed.

  • Advanced Management Principles

    A seminar-style class in which we read and discuss short essays on individual management topics, including motivating employees, cultivating your leadership style, managing your boss, and more. You will be required to read and take notes on the essays between each class session. Classes consist of informal discussions of the reading materials and of real-life management issues faced by class members. Class sizes will be limited to facilitate robust class participation by all students.

  • Legal Principles

    This curriculum is designed to provide a general understanding of the legal principles affecting CRC’s business, with special emphasis on contracts and leases. The course will also cover basic legal terminology, entity formation, agency and authority, legal risk management, and discovery and document retention requirements.

  • Apartment Market Analysis

    A market analysis is a quantitative and qualitative assessment of a market. It looks into the size of the market both in volume and value, the various customer segments and buying patterns, the competition, and the economic environment in terms of barriers to entry and regulation. Learn how this data is utilized in our business.

  • Construction Building Material/Product Identification

    This course is open to all team members and designed to help students view their property through the eyes of the construction professional. Identifying common building materials, construction terms, detecting areas on your property in need of repairs or maintenance, and learning how common preventative practices can keep your site in great shape!

  • Proposal Review for Ops Projects

    During this course, team members will learn about the proposal review process. We will review important aspects of three types of proposals, a roofing, asphalt, and HVAC proposals. This course is designed to help an operations team member look at proposals with a critical eye and identify the differences in contractor proposals.

  • Recruitment

    This course is designed for managers with hiring responsibilities. It focuses on best practices for sourcing, screening and selecting talent to avoid mistakes and successfully hire candidates. Students will learn about the interview process and legal pitfalls to avoid, as well as, the importance of branding and selling the opportunity. The course includes various exercises including mock interviewing.

Facilities & Maintenance College

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  • Customer Service for the Service Team

    This course was specifically designed for CRC and teaches service team members techniques on how to deliver optimal customer service to our residents.

  • Risk Management

    Focusing on specific industry mandates and regulations, this course will provide OSHA compliance insights to effectively evaluate and manage/minimize risks.

  • Heating

    This course will cover preventive maintenance, fundamentals of heating systems, thermostat operation, identifying equipment/controls/components, troubleshooting electrical issues and working with gas fittings.

  • Electrical

    Team members will learn the hazards/dangers of electricity, fundamentals of electricity, lockout/tag-out procedures, identifying and working on various electrical components and materials.

  • Plumbing

    This course covers safety precautions, fundamentals of plumbing, proper use of drain machines, identifying types of pipes and pipe fittings, troubleshooting/installing sump pumps and hot water tanks.

  • Air Conditioning

    This course includes general safety practices, fundamentals of air conditioning, refrigeration cycle, EPA regulations, identifying the different refrigerants, preventive maintenance and troubleshooting various systems.

Continuing Education

If there is a course we don’t offer through CRU, we will direct you to an outside resource that does. Our employees take classes through organizations including CCBC, the Maryland Multi-Housing Association, the Institute of Real Estate Management, and the Property Management Association.

Call 410.296.4800 to speak with a recruiter, or click here to see our current job openings. Continental Realty Corporation is an Equal Opportunity Employer.