Pay-per-lead is old news in property management. All Property Management and others have run that model for years. But pay-per-door? That's new.

Earlier this year, RentScale CEO Jeremy Pound mentioned they had something new in the works. Instead of helping you hire a BDM, they'd close the owners for you directly. My first reaction: sounds like a dream come true. I send money, you send back signed PMAs.

That product is Clozr, born inside RentScale.

Clozr's CEO, Jennifer Merritt, spent years running RentScale alongside Jeremy. She's now part-owner of RentScale and majority owner of Clozr. This came up while she and I were talking through Crane benefits, and I realized I had no real idea how the model actually worked. So I got Jennifer on a call to walk me through it, on the record. It's the most genuinely novel sales model I've seen in this industry in a while.

Quick disclosure: this isn't sponsored content, and I don't have an affiliate arrangement with RentScale or Clozr. I just think the model is interesting. RentScale is a Crane Partner.

The Model: Done-for-You Closing

Plenty of PM companies can't justify a full-time BDM, or just never wanted the hassle of recruiting, onboarding, training, and managing one. Clozr's pitch: you don't have to. Bring at least 10 leads a month, their closers handle the rest, and you pay $590 for every door that actually signs.

What separates this from just renting a warm body is that it takes sales management off your plate entirely. Most PM owners are operators first, and managing a salesperson, or a team of them, is a completely different skill. Clozr absorbs that whole function.

A few numbers from Jennifer that stood out:

  • It takes an average of 13 touches to go from new lead to signed agreement, spread over a 30 to 45 day sales cycle.
  • Each closer handles up to five clients. The average closer works roughly 60 leads a month; her top performers handle close to double that.
  • Right now she's running 45 clients and 12 closers, with three more closer roles open.

Leads aren't the bottleneck, notably. "Everybody in this industry is screaming for leads," Jennifer told me, but across her client base, the leads are already showing up. What's missing is the capacity to nurture and actually close the ones already in the pipeline.

BDM vs. AE

Jennifer's argument: our industry has crammed two different jobs into one title. A real BDM develops business, meaning outbound prospecting, relationships with developers, the whole motion. An account executive closes inbound leads. Most PM "BDMs," she says, are really just AEs. That's true of my own BDM at RL Property Management. We hand him the leads and expect him to focus exclusively on closing them.

Here's the part worth sitting with: if your "BDM" is actually functioning as an AE, working inbound leads only, but tells you they're maxed out at 40 or 60 a month, it's worth a closer look. Several of Clozr's closers handle 100+ leads a month without breaking stride. I'm not saying your person is lazy. But it's a fair question to ask whether you've given them scalable systems, or whether they're spending half their day hand-updating LeadSimple. (If you've got a genuine BDM out prospecting and building relationships, none of this applies. That work is far more time-intensive.)

The Price

  • $3,500 up front for a calibration fee, which covers a custom 40-page playbook, a built-out CRM pipeline, AI discovery-call packets, and a marketing consult 30 days in.
  • $590 per signed door, billed monthly. Honestly, I think this is priced very reasonably, and I doubt it stays this cheap for long.
  • You can set a door-size threshold, say anything over 8 or 16 units, so the larger, negotiation-heavy multifamily or portfolio deals get handed back to you to close rather than billed to Clozr.

The Ownership Swap

So who actually owns Clozr, and is it part of RentScale? No: Clozr stands on its own, with a separate cap table. Jennifer holds the majority stake, with Jeremy as her partner. And in the same transition, the reverse is now true at RentScale, where Jeremy holds the majority with Jennifer as a partner.

Jennifer told me she first floated the idea at RentScale's 2025 annual offsite. It went nowhere and sat on a whiteboard until a March epiphany, when the whole model suddenly clicked. She went to Jeremy and told him, in her words: "I'm doing this with or without you, but I'd love to have you in it." He was in. That's how Clozr came to be.

Check out Clozr.

-Peter