You will see "Asset Manager" as a certification badge on some TrueMatchâ„¢ profiles. This guide covers what it means, what the learning path looks like, and how to earn it.
Asset management separates "handling properties" from advising owners
Most property managers get hired for operations — leasing, maintenance, collections, communication. But the best owner relationships quickly move into bigger questions: Should I renovate now or wait? Is this rent increase worth the vacancy risk? Should we sell, 1031, or hold?
That is asset-level work. And the managers who can do it consistently — with a real framework, not just gut instinct — are the ones who retain premium clients and grow through referrals.
What "asset-level" service actually looks like
This is the most practical section in the guide. If you take one thing away, make it this.
A cadence that prevents surprises
- Monthly performance snapshot
- Quarterly strategy check-in
- Annual business plan and renewal conversation
Recommendations, not reporting
Instead of "here is what happened," lead with:
- "Here are the 3 decisions that matter this month."
- "Here is what we recommend."
- "Here is the tradeoff we are managing."
This framing changes the entire owner relationship. You stop being the person who sends updates and start being the person who drives outcomes.
A small set of KPIs you consistently explain
You do not need 40 metrics. You need five or six that you own and can speak to every month:
- Occupancy and vacancy timeline
- Rent change vs. time-to-lease tradeoff
- Maintenance volume and aging
- Turns: days vacant and cost per turn
- Owner distributions and reserve posture
Language owners trust
Owners do not need jargon. They need plain language tied to outcomes:
- "This reduces vacancy risk."
- "This protects long-term rent growth."
- "This is the lowest-cost way to reduce complaints and churn."
- "This improves future saleability."
If your team can deliver this cadence and communicate this way, you are already doing asset management. The certification makes it visible and verified.
What you will learn (the 4-course learning path)
Property Management University's Asset Management Learning Path covers four modules, each roughly 20 minutes long. The full path takes about 90 minutes of coursework — designed to fit around your actual job, not replace it.
- Two Perspectives, One Property
- Measuring Success: Metrics that Drive Decisions
- Investor Math that Matters
- Everyday Decisions, Big Impact
Meet the instructor: Brad Randall
The course content was developed by Brad Randall, owner and operator of Welch Randall Real Estate and Property Management, a Utah-based firm managing single-family rentals, small multifamily, commercial properties, and dozens of residential and commercial HOAs.
Brad holds a degree in facilities and property management and a master's degree from Brigham Young University. He teaches property management courses at BYU, serves as a national instructor for the Institute of Real Estate Management (IREM), and works directly with investor clients to build, analyze, and grow portfolios.
This is not theory from a textbook. The course material comes from someone who runs a property management company, advises real owners, and teaches the next generation of operators — all at the same time.
How the certification works
The workflow mirrors our other certifications:
- Complete the four-course learning path on Property Management University.
- Receive your certificate once you finish the program.
- Submit the certificate for verification inside your PropertyManagement.com dashboard under Certification Submission.
- Once verified, the Asset Manager badge appears on your TrueMatchâ„¢ profile and can contribute to improved TrueMatchâ„¢ positioning.
Who should earn this certification
- Property managers who are the primary point of contact for owners. If you are the person owners call when they want advice (not just updates), this is for you.
- Broker owners who want to lead by example and set the standard for how their team communicates with clients.
- Assistant property managers and owner services staff who are stepping into more owner-facing responsibilities and need a framework for those conversations.
- Operators moving from reactive to proactive. If you want a structured approach for the strategic conversations you are already starting to have, this gives you one.
- Leaders who want a consistent standard across the team. Instead of hoping every PM handles owner conversations well, you give them a shared playbook and a credential that proves they have completed the training.
Business owners: if you are not the one taking the course yourself, forward this to the team member who handles day-to-day owner communication. This certification is built for the people having those conversations.
Frequently asked questions
How long does certification take?
Each of the four modules takes roughly 20 minutes, so the full learning path is about 90 minutes of coursework. It is self-paced — you can complete it in a single sitting or spread it across a few days alongside your normal workload.
How do I submit my certificate?
Download your certificate after completion and upload it in your PropertyManagement.com dashboard under Certification Submission.
When is it verified?
PropertyManagement.com reviews submissions and updates your profile once verification is complete.
Does this affect my TrueMatchâ„¢ score?
Yes. Like all certifications, the Asset Manager badge contributes to your TrueMatchâ„¢ positioning. Each certification you earn adds to the overall trust signal on your profile. We take this position because we believe property owners and consumers benefit from certified education and performance.
Can I certify multiple team members?
Yes. Any team member can complete the learning path and submit their own certificate. If you have multiple PMs handling owner relationships, getting the whole team certified creates a consistent standard.
What if a certified team member leaves?
The certification is tied to the individual who completed the coursework. If that person leaves, other team members can complete the learning path and earn their own credential.
What comes after this certification?
This is the foundational course. Property Management University plans to add advanced master classes that go deeper into portfolio strategy, investor reporting, and owner advisory. Completing the Asset Manager Certification gives you the groundwork for what comes next.
Get started
Whether or not your company is verified on PropertyManagement.com, you can start the Asset Manager Certification on the Property Management University partner campus.