Priority Property Management

What Priority Property Management does

Priority Property Management is a privately-held, Virginia-licensed property management firm founded in 2011 by Keith May and Roy Brooks, headquartered at 737 E. Market Street, Harrisonburg, VA, and operating across the Shenandoah Valley submarket (Harrisonburg City, Rockingham County, and Augusta County). The company manages a mixed portfolio of single-family homes, townhomes, multi-family properties, retail shopping centers, office spaces, and warehousing for both first-time landlords and seasoned investors, with sister-company referral channels into Kline May Realty and Cottonwood Commercial for adjacent buy/sell and commercial brokerage needs.

The service offering is organized around two primary tiers — Full Management (marketing, multi-point tenant screening, rent collection, 24/7 maintenance coordination, accounting/owner statements, and eviction management) and Lease-Only (placement and screening for self-managing owners) — supplemented by a mandatory Resident Benefits Package ($10.95–$20.95/month) that bundles renters insurance, HVAC filter delivery, and a vetted vendor network. The technology backbone is the RentVine property management platform, with ShowMojo for showing scheduling, PropertyWare for owner statements, and listing syndication across 50+ partner sites including Zillow and Trulia; supporting digital tools include rent-vs-sell, ROI, and vacancy-loss calculators plus a free rental price analysis used to convert prospective owner clients.

Revenue is generated through percentage-of-rent management fees (quote-based, not publicly disclosed), lease-only placement fees, a $50 per-applicant non-refundable application fee, pet deposits/rent, late and processing fees, and the recurring Resident Benefits Package subscription. The go-to-market combines direct sales to property owners (free walkthroughs, rental analyses, and consultation) with a self-service resident portal and a formalized agent referral program that pays a one-month management-fee bounty to referring realtors. The firm employs roughly 25 people across residential management, commercial management, maintenance, accounting, and operations, and won the 2024 Shenandoah Valley Best — Best Property Management Company award.

Name

Priority Property Management

Legal name

Priority Property Management LLC

Website

https://choosepriority.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Priority Property Management is a Virginia-licensed property management firm founded in 2011 that provides full-service and lease-only management for residential and commercial owners across the Shenandoah Valley, using the RentVine platform.

Ownership category

akta.pro rank

Product category

Residential and Commercial Property Management Services

NAICS

Residential Property Managers (531311), Real Estate Property Managers (53131), Nonresidential Property Managers (531312)

SIC

Real Estate Agents & Managers (For Others) (6531), Operators Of Nonresidential Buildings (6512)

akta.pro primary industry

Single-Family Rental (SFR) Property Management (BPAJAFAB)

akta.pro secondary industries

Multifamily Apartment Property Management (BPAJAFAA), Mixed-Use Property Management (BPAJAGAE)

Keywords

• Residential property management
• Commercial property management
• Tenant screening services
• Rent collection services
• Real estate leasing

Headquarters

HQ city

Harrisonburg

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Full Property Management Services: Comprehensive management of residential and commercial properties including marketing, tenant screening, rent collection, maintenance coordination, financial reporting, and legal compliance. Management agreement signed with property owners.
2. Lease-Only Services: Marketing, applicant screening, and lease execution services for property owners who manage their own properties day-to-day. Security deposit and first month's rent collected and turned over to owner.
3. Application Fees: $50 non-refundable application fee per adult applicant (18+) to cover credit and background screening costs
4. Resident Benefits Package: Mandatory monthly subscription ($10.95 or $20.95/month depending on property) providing renters insurance, HVAC filter delivery, maintenance coordination, and online portal access

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Priority Property Management provides full-service residential and commercial property management and leasing services in Virginia's Shenandoah Valley, including marketing, tenant screening, rent collection, maintenance coordination, financial reporting, and eviction management for property owners. The company offers two core service tiers—Full Management and Lease Only—supported by an online portal platform for owners and residents.

Product overview

Priority Property Management is a residential and commercial property management company serving the Shenandoah Valley (Harrisonburg City, Rockingham County, Augusta County). The company operates as a full-service property management platform with two primary service tiers: Full Management (complete property oversight including marketing, screening, rent collection, maintenance, accounting, and eviction management) and Lease Only (marketing and tenant placement for self-managing owners). The product portfolio centers on the property management platform with integrated Owner Portal and Resident/Tenant Portal for self-service. Supporting modules include Property Marketing & Advertising, Resident Screening, Rent Collection, Property Maintenance Services, Accounting & Financial Reporting, Eviction Management, Multi-Family Property Management, and Commercial Property Management. Additional offerings include interactive financial tools (Rent vs Sell Calculator, ROI Calculator, Vacancy Loss Calculator), a Resident Benefits Package add-on ($10.95-$20.95/month with renters insurance and filter delivery), Agent Referral Program, and a Free Rental Price Analysis service. The company uses RentVine for property management software powering tenant/resident portals, with syndication to Zillow and Trulia for listings, ShowMojo for viewings, and PropertyWare for owner accounting.

Differentiator

Problem solved

Functional benefit

Products and services

• Full Management Service
• Lease Only Service
• Commercial Property Management
• Multi-Family Property Management
• Resident Benefits Package
• Free Rental Price Analysis
• Agent Referral Program

Quantifiable outcome

• Properties marketed across 50+ partner sites for maximum exposure
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Kline May RealtycoreOthersSister company providing residential real estate services. Priority Property Management can provide referrals to Kline May when property owners are ready to sell or purchase additional investment properties.
• Cottonwood CommercialcoreStrategic or Co-development PartnerSister company and commercial real estate brokerage. Priority Property Management partners with Cottonwood Commercial to provide leasing services for commercial properties, helping find quality commercial tenants.
• Area Brokerages (Commercial)minorChannel Partner/ Reseller/ DistributorCoordinates professional leasing services through partnerships with area brokerages to help find quality commercial tenants for commercial property owners.
• Agent Referral PartnersminorChannel Partner/ Reseller/ DistributorReal estate agents who refer clients (property owners) to Priority Property Management. Referrers receive a referral fee equal to one month's management fee upon agreement for Full Management services.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Others

• RentVine: Property management platform that Priority Property Management actively uses for resident/owner portals and listing/workflow automation. Indirect technology peer—same software category but not a competing services business.
• AppFolio: Property management SaaS platform providing the underlying technology stack for many small and mid-market managers like Priority. OTHERS adjacency because they enable similar workflows but do not directly compete for property management services revenue.
• Buildium: SaaS property management software (owned by RealPage) targeting similar SMB property managers. Indirect adjacency as technology vendor rather than direct service competitor.

Direct peers

• All County Property Management (Franchise): National property management franchise serving residential and small commercial owners with full-service offerings. Overlapping target customer (small landlords, single-family and small multi-family owners) and similar online portals/tooling.
• Property Management Inc. (PMI): Global franchise network providing residential and commercial property management with full management, lease-only, and similar add-on services. Competes in the same small-portfolio SMB segment Priority serves.
• Evernest (formerly Renters Warehouse): Multi-region residential property management operator with similar full-service offerings including tenant placement, rent collection, and maintenance. Comparable scale and service structure, though broader geographic footprint than Priority's Shenandoah Valley focus.
• Real Property Management Affiliates: National franchise platform offering full-service residential and small-commercial property management across hundreds of U.S. markets. Directly comparable business model (leasing, tenant screening, rent collection, maintenance), full management and lease-only tiers, and similar reliance on third-party property management software.

Regional players

• Rappahannock Model Management / Virginia-based regional PMs: Other small Virginia property management firms in the Shenandoah Valley/Central VA region offering similar full-service residential and commercial management. Compete for the same geographic customer base.
• Jenkins Property Management (Virginia): Virginia-based residential property management firm comparable in size and service mix (full management, lease-only). Provides a similar regional benchmark for owner-acquisition tactics and unit economics.
• Valley Management Group (Harrisonburg-area local): Local Shenandoah Valley property management firm serving the same Harrisonburg/Rockingham/Augusta County territory. Competes head-to-head for the same SMB property owner clients in Priority's primary market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ChoosePriority
• LinkedInlinkedin.com/company/priority-property-management
• Xx.com/choosepriority

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Priority Property Management