How Cathy Simpson built a thriving rent roll through referrals, relationships and relentless standards.
Running a rent roll isn’t about scaling fast — it’s about building a business that lasts. For Newcastle-based agency owner of Simpson Property Management, that means delivering a service grounded in empathy, efficiency and high-touch communication.
With over 25 years in the industry, Cathy’s career has spanned leasing, senior property management roles and now, agency ownership.
In just two years, she’s built a portfolio of over 100 properties — entirely through word-of-mouth referrals.
Her secret? A strong service ethic, an unwavering commitment to client experience and systems that support her, not slow her down.
Leading with experience and intuition
Cathy’s career began on a traineeship straight out of TAFE, where she worked under a mentor who taught her the value of proactive communication and strong relationships.
“One of my first tasks was doing arrears calls — not emails, not SMS, but actual phone calls. That stuck with me,” Cathy explains. “To this day, I still prefer a conversation. You get to the heart of the issue much faster — and people appreciate the human connection.”
A natural leader with an evident passion for Property Management, Cathy attributes her love of the role to early leaders that role modelled this in their practice, something Cathy carries through her ‘everyday’ 25 years later. She reflects, “You can’t underestimate the value of a quality mentor and learning from someone who truly loves what they do.”
Over the years, Cathy worked across Sydney and Newcastle before returning home and eventually launching her own agency after taking time off to start a family.
“I loved what I did too much to stay away,” she says. “The only thing I’d do differently is start sooner.”
The confidence to say no
One of the biggest lessons Cathy had to learn wasn’t how to bring business in — it was knowing when to walk away.
“Having faith in myself to say no to the wrong kind of business was tough, but necessary,” she says. “It’s easy to feel like you have to say yes to everyone when you’re growing, but not every landlord is the right fit.”
That mindset has paid off. Cathy’s rent roll is now 100% referral-based.
“People know how I work. They know I over-communicate, and they know I’ll always give them the best advice for their situation, even when they’re time-poor.” One of the biggest lessons Cathy had to learn wasn’t how to bring business in — it was knowing when to walk away.
“Having faith in myself to say no to the wrong kind of business was tough, but necessary,” she says. “It’s easy to feel like you have to say yes to everyone when you’re growing, but not every landlord is the right fit.”
That mindset has paid off. Cathy’s rent roll is now 100% referral-based.
“People know how I work. They know I over-communicate, and they know I’ll always give them the best advice for their situation, even when they’re time-poor.”
Over-communication as a service model
Cathy’s approach is grounded in clarity and care. Every new tenant is onboarded personally, with a 25-point checklist that covers everything from the PropertyMe app use and condition reports to strata responsibilities and maintenance expectations.
“I do my onboarding onsite. It makes a huge difference. I walk tenants through everything, including the PropertyMe app. They’re confident from day one — and it cuts down on confusion later.”
That level of detail helps set expectations early and creates a strong foundation for smoother relationships.
“I’d rather tackle an issue head-on with a phone call than let something spiral via email,” she says. “Even if someone doesn’t like the message, they respect that it’s being delivered honestly.”
Powered by PropertyMe
Behind the scenes, Cathy’s business runs on systems that are as streamlined as her communication.
She’s been using PropertyMe for over 10 years, both in previous roles and now in her own agency.
“I wouldn’t use anything else,” she says. “It’s user-friendly, reliable and makes it easy to stay on top of everything — from inspections and repairs to documentation and messaging.”
PropertyMe forms the backbone of her daily workflow, giving her more time to focus on the people side of the business — while keeping everything connected across landlords, tenants and support staff.
The right tools and the right people
Like many successful business owners, Cathy’s strength is knowing what to delegate.
Her virtual assistant, Angelica, handles much of the operational load, enabling Cathy to stay focused on high-impact tasks.
“She’s my right-hand woman. I couldn’t do what I do without her,” Cathy says. “But it’s not just about outsourcing — it’s about trusting the right people to help you grow.”
She’s also built a network of trusted advisors, including her accountant, bookkeeper and several other professionals, such as networking through PropertyMe partner Sidekick’s PMBA program, who offer invaluable business insights and keep her grounded.
Switching off in a 24/7 business
Cathy knows property management is notorious for burnout, but she’s found ways to protect her time.
It comes down to systems, boundaries and education.
“If tenants know how to report maintenance, how to use the app and what the processes are, they don’t need to contact me for every little thing. That gives me breathing space, and it empowers them too.”
Advice for rent roll owners (or aspiring ones)
Whether you’re running your own agency or considering taking the leap, Cathy’s advice is simple:
“Don’t let anyone tell you that you can’t do it. Surround yourself with good people — not ‘yes’ people — but people who challenge you to grow.”
She also recommends putting service before scale.
“Not every door is worth managing. If something doesn’t feel right, trust your gut.”
What new business owners can learn from Cathy Simpson
Cathy’s story isn’t about a lucky break or explosive growth. It’s about consistency, intention and staying true to your values. Her advice for others thinking about launching or scaling a rent roll?
- Build with purpose, not pressure. Take on the right clients, not just any clients.
- Prioritise communication. Especially in onboarding, it saves time later.
- Don’t wait to start. The timing will never feel perfect, but confidence compounds.
- Surround yourself wisely. Choose people who challenge you and help you grow, not just those who agree with you.
Cathy’s journey proves that in an industry that’s often focused on rapid growth and tech-first solutions, a people-first, values-led approach can still deliver exceptional results.
If you’re looking for technology that frees you from the busy work and lets you put people first, it’s time to demo PropertyMe.
