FOOTHOLD · OPS
Foothold
Boise Apartments

A partnership vision for Liberty Asset Group

Same boat.
Different power.

Most operators put up the sails and wait on the wind. Foothold adds motors, a crew, and a captain, so we move whether the market cooperates or not.

A capable operator at the wheel, sails slack, waiting for wind
The typical operator

Hands on the wheel, waiting on the wind.

Capable and steering, but with no brand, no engine, and no crew, they only move when the market moves them.

The Foothold boat: AI motors, a rowing crew including Liberty, and a captain towing it forward
Foothold

Motors, a crew, and a captain out front.

Foothold's brand on the sail, AI in the water, and Liberty on the oars. Everyone pulling the same boat forward, fast.

Foothold is the resident-facing brand. Behind it: Neely Property Investments owns the assets, Liberty Asset Group runs the properties, and the AI engine does the rowing.

The idea in one screen

Two ways to lift a rent roll.

One is physical, and every operator competes there. The other is a system almost nobody's building.

Supply-side · everyone competes here

Renovate. Push rent.

Physical, commoditized, and it stops at the unit door.

New floorsPaintFixtures
Real, but it's already priced into every offer.
Demand-side · Foothold

Brand. Capture. Keep.

Own the demand and the relationship, run with no new headcount.

A real brandAI leasingRetention engine
The half of the business nobody else is buying, and the one that moves the exit.

The scoreboard

Six numbers decide whether this works.

Not lead volume, not speed-to-lead. Those are diagnostics. These six move income at the property, benchmarked against real industry data with the Foothold target beside it. Everything after this is the machine behind each one.

Applications per tour (pent-up demand)
~0.4→3.0:1
An owned waitlist + an always-on agent, so tours sign instead of shop.
Industry tour→application ≈ 40% (0.4/tour)
Vacancy days per turn
~41→~0days
Pre-lease during the notice window; spoken for before it's empty.
U.S. avg ≈ 41 days vacant; Class C 60+
Renewal / retention rate
57%→70%
Recognition + responsiveness. The biggest NOI lever we have.
U.S. Class C ≈ 57%; top-quartile 70–80%
Online rating
3.9★→4.5★+
Ask for the review at the moment of goodwill, every time.
Avg apartment Google rating ≈ 3.5–4.2★
Economic occupancy
~90%→95%+
The rollup of the four above: fuller, stickier, fewer empty days.
U.S. physical occ ≈ 94.7%; economic runs lower
Brand-rent premium
market→+5–8%
The proof. Rent and NOI above market because the brand earns it.
Shows up every month in collected rent

Baselines sourced July 2026: retention — RealPage / IPA (Class C ≈ 57%, top-quartile 70–80%); vacancy days — 2025 U.S. multifamily avg ≈ 41; tour→application ≈ 40% (RentViewer); rating — Google apartment avg 3.5–4.2★; occupancy — U.S. physical 94.7% (NAA/Yardi, mid-2025). Apps-per-tour target set conservatively at 3:1 (top performers run higher). Foothold targets set from takeover baselines, not seller history.

1

The demand engine · drives applications per tour

We build our own demand, then convert it in minutes.

Three moving parts: a lead magnet that captures Boise renters into an owned list before they hit Zillow, an always-on AI leasing agent that answers and sells 24/7, and the Insider list that turns an open unit into applications overnight.

How to Rent in Boise Without Getting Burned
The lead magnet · captures renters into our list
Foothold AI agent
Foothold Leasing
always on · replies in seconds, day or night
Any 2 bedrooms at North River?
9:47 PM
Great timing. Our 2BRs run $1,395. I've actually got one opening up soon that goes to our Insider list before it ever hits Zillow, it's in great shape, quiet end of the building, with a big fenced backyard. Want me to hold your spot?
9:47 PM · replied in 14 sec
Maybe, can I see it first?
9:48 PM
You can walk it right now in the 3D tour → tour.footholdboise.com/nr-2b. If you love it, I'll book you an in-person look Thursday at 5:30, and add you to the Insider list so you get first crack the day it's ready. Sound good?
9:48 PM
Yes, do that.
9:49 PM
Done. You're on the Insider list and booked for Thursday 5:30. Here's the application to lock your priority → apply.footholdboise.com. Anything else I can grab for you tonight?
9:49 PM
Every message logs to the Entrata guest card. Anything past its guardrails becomes a ticket for Liberty, with the full thread attached.

The AI leasing agent Building answers questions, upsells, asks for the sale, files the application, and books the tour, in seconds, at 9:49 at night.

What this requires · a Foothold investment

To get 3 applications a tour, renters have to be able to apply without one.

Sight-unseen leasing only works if every unit is fully documented. Foothold invests upfront so each unit, and each floor-plan type, carries a complete digital package. Nobody applies to a photo and a price. They apply because they've already walked the unit online.

Accurate floor plans3D / video walkthrough per planFull professional photo setsAmenities & finishes detailedLive availability & pricing

The Insider list · owned demand on tap

A unit opens

Notice comes in

A resident gives notice. Now we work backward to the day it'll actually be ready.

→
Liberty sets the date

Available date confirmed

LAG does a pre-inspection walk, factors any reno, and locks the ready date. Nothing goes out until it's set.

→
One tap

Blast the Insider list

Date confirmed, waitlisted renters get 48-hour early access before Zillow.

→
Overnight

Applications flow in

Pre-qualified, ready to sign, tour optional.

APPAPPAPP
Apps / tour~0.4 → 3.0
Feeds it: speed-to-lead <5 min · owned-list growth · cost per lease ↓ (tracked in Entrata)
Foothold: marketing, lead magnet, AI agent, owned list, unit media Liberty: sets the available date · in-person tours & close Entrata: guest cards, source, applications
2

The turn engine · drives vacancy days to zero

The next lease is signed before the last resident leaves.

Vacancy days are lost rent that never comes back. There's always a short make-ready turn after move-out, but the goal is simple: line up the new resident's move-in with the day the unit is ready, so it never sits empty and rent-ready.

Day −60
Renewal offer goes to the current resident. First shot is always keeping them.
Day −45
No renewal? Liberty confirms the ready date, and the Insider waitlist gets the unit: "apply to save your spot."
Match
Lease signed to the applicant whose move-in can hit that ready date.
Move-out → ~3-day turn
Liberty's make-ready (longer if there's a reno). The only real downtime.
Ready = move-in
The new resident moves in the day it's ready. No empty days on top of the turn.
Idle vacancy~41 → ~0
The goal: ready date = move-in date, so the only downtime is the ~3-day turn. Feeds it: make-ready ≤3–5 days · pre-leased at move-out ↑
Foothold: pre-leasing, Insider early access, applicant sort Liberty: sets the ready date · 3-day turn / make-ready Entrata: notice dates, availability, lease dates
3

The recognition engine · drives renewals

Real cards in the mail, sent automatically, no staff task.

Retention beats rent bumps on NOI every time (a turn costs ~$3,900). The AI recognition engine Building auto-mails a real, physical card and a $25 gift at the moments that matter, each with a follow-up text the night it lands, and logs it back to Entrata. Nobody on-site has to remember a thing.

Welcome packet
Move-inWelcome packet + card. The first impression, day one.
Birthday card with Amazon gift card
BirthdayBirthday card + a $25 Amazon gift card, pulled from the resident profile, with a text the night it lands.
Pet card with Chewy gift card
Pre-renewalA thank-you right before the renewal decision, tailored: pet on file gets a pet card + a $25 Chewy gift card; no pet gets a "thanks for being a Foothold resident" card.
Referral flyer
RenewalA resident who feels seen renews, and the $250 / $250 referral flyer rides along.

And the engine keeps firing beyond these four: tenure milestones, resident life events, and property updates each trigger their own automated card, gift, or note, all logged to Entrata. No staff task, ever.

Renewal57% → 70%
Feeds it: quarterly satisfaction (watch for drops) · fast maintenance first-touch · referral-sourced leases
Foothold: recognition engine, survey, referral program Liberty: maintenance & the renewal conversation Entrata: resident profile, work orders, renewal dates
4

The review engine · drives online rating

Every good moment becomes a review, on the right channel.

Most operators never ask. We do, at the two moments goodwill peaks: a card left the minute a service call wraps, and an email a few days after a recognition touch, confirming the gift landed and asking for a quick review. A one-star lift moves revenue 5–9% and doubles listing leads, and we're doing it while peers sit at 3-point-something.

Birthday card with Amazon gift card
The birthday card + gift the email is following up on

The follow-up email · confirms the recognition landed, then asks for the review while the good feeling is fresh.

Rating3.9★ → 4.5★+
Feeds it: new reviews / month ↑ · staff sentiment ↑ · every listing has reviews → lower cost per lease
Foothold: review engine, cards, email follow-up, monitoring Liberty: the service worth reviewing Entrata: work-order completion triggers the ask
5

The rollup

Economic occupancy.

Fuller (1), stickier (3), fewer empty days (2), better-rated (4). Economic occupancy is where all four show up as collected dollars, not just heads in beds.

Share of potential rent collected
Typical operator
~90%
Foothold
95%+
The gap is vacancy, delinquency, and concessions, the money that leaks out between "leased" and "collected."
Feeds it: physical occupancy ↑ · delinquency ↓ · concessions ↓
6

The proof

Brand-rent premium.

When residents choose Foothold for the brand and stay for the experience, rent and NOI clear +5–8% above market. It's the proof the whole system is working, and it shows up every month in collected rent, not someday, now.

Rent vs the market
Market rent
base
Foothold rent
+5–8%
Same building, a rent the brand earns, and it drops straight to NOI.

The partnership

You run the property. We run the demand.

Liberty keeps doing what Liberty does best, leasing, maintenance, make-ready, renewals, and maintaining the ILS listings. Below is only the new layer Foothold adds on top, and the one handshake that makes it work: Entrata as the shared source of truth.

The new layer
Foothold brings
  • +The brand & the owned Insider list
  • +24/7 AI leasing agent
  • +Detailed unit media (floor plans, 3D, photos)
  • +Auto-mailed recognition & gifts
  • +Review engine (the rating land-grab)
  • +Weekly ILS report card & grade
  • +FlightDeck analytics we both see
What changes for you
Liberty gains
  • →Warm leads, pre-qualified, tours pre-booked
  • →Escalations arrive as clean Entrata tickets
  • →Recognition & reviews handled off your plate
  • →Units pre-leased before turn
  • →A weekly ILS report card: what to fix to rank higher
  • →One dashboard instead of status calls
The one handshake
Entrata
  • •System of record for both sides
  • •AI logs every guest-card interaction
  • •Work-order completion triggers reviews
  • •Escalations raised as tickets to Liberty
  • •Feeds every number in FlightDeck

The shared cockpit On the roadmap

FlightDeck — one board, every property, both of us.

FlightDeck is our asset-management platform. It pulls from Entrata and the demand engine so the whole portfolio, Aspen, Summerset Park, North River, sits on one screen: occupancy, NOI vs budget, DSCR, renewals, the demand KPIs, and an ILS grade per property, with red flags surfaced before they cost us.

FlightDeck · Portfolio Intelligence
Foothold + Liberty
Live · synced with Entrata moments ago
Apps / tour
2.8:1
▲ pent-up demand
Vacancy days
10
▼ from 38
Renewal
65%
▲ 8 pts
Rating
4.5★
▲ 0.6 · 118 reviews
Econ occ
92%
1 property lagging
Brand premium
+6%
vs market rent
●
Summerset Park · Econ occ 88%4 pts below portfolio · 2 units 30+ days vacant
▲
North River · DSCR 1.19approaching covenant floor · watch
▲
Aspen · satisfaction −6 pts QoQsurvey dipped last quarter · investigate
PropertyUnitsPhys occEcon occNOI vs budgetDSCRRenewalRatingILS gradeApps/tourVac daysFlag
AspenBoise · Class C6095%93%104%1.3566%4.5★B+2.6:17
Summerset ParkNW Boise · Class C4092%88%96%1.2258%4.2★C1.4:119Red · occ
North RiverGarden City · Class C2496%95%108%1.1971%4.7★A−3.4:13
Portfolio12494%92%103%1.2565%4.5★B2.8:1102 to watch

Illustrative mockup of the shared board. Figures are representative targets in motion, not live data. Live FlightDeck pulls these from Entrata + the demand engine per property.

To light this up

What we'd need from Liberty.

The one big ask

Entrata API access

  • Guest cards & applications — the AI agent logs every interaction and files applications directly.
  • Work orders — response, resolution, and completion, so a finished job triggers the review ask and feeds FlightDeck.
  • Escalation tickets — anything past the AI's guardrails is raised to your team, with the full thread.
  • Prospect source tagging — so we can prove cost per lease by channel.
  • Resident & lease data — profiles and renewal dates that power recognition and the turn engine.
The one agreement

The escalation flow

Together we set what sits inside the AI's guardrails versus what routes to your team, so every hand-off is warm, not cold, and nobody's stepping on anybody. One afternoon to map it, then it runs itself.

Same buildings. Different power. Let's put motors on the boat.
Foothold
A Neely Family Property