Meet Cindy Lathan, founder of C Crest Property Management, a vacation rental management company based in Myrtle Beach, South Carolina. After a career in social services and many years serving her community as a Coroner’s Investigator, Cindy stepped into vacation rentals after early retirement. What started with three homes and no prior experience has grown into a successful business built around her love of working with people and helping families find the perfect place for their vacation.

Can you tell us a little bit about your history?

I am a graduate of the University of South Carolina with a degree in Criminal Justice. I always resided in the state, and this southern girl doesn't ever want to leave!

What is your background?

My early background was in social services and loss prevention/asset protection. I never thought about property management/real estate.

Were you always in vacation rentals or property management? If a later career, what did you do before?

This is my 1st career after early retirement. I was previously a Coroner's Investigator in Spartanburg County, South Carolina. I investigated unattended, unnatural deaths. I truly was dedicated to this position; it humbled me to be able to serve a grieving family. From notification to issuance of a death certificate after the investigation was complete, I was honored to serve them at one of the most difficult times in their lives. Obviously, you see things that you never want to see, but I realize the decedent was a person too, and treat them with dignity and respect.

Are you from the geographical area where your properties are located, or did you move there later?

I am originally from Spartanburg, South Carolina. I have had a vacation home in Myrtle Beach since 2007 and moved here full-time in 2019. When I moved here, I was looking for something 'to do' (Vacation rental management never entered my mind!) After exploring the option, I found that a class on Real Estate Property Management just happened to be immediately available, so I took that as a sign. I completed the class in the late fall, worked hard to open the business, and actually got three homes to manage with zero experience! I got my first few reservations and was thrilled, only to have to cancel the VERY first one due to COVID-19 closures. I started 2020 with three homes, and now I will accept no more than 30 a year.

If later, is there something that drew you to that area?

Myrtle Beach had always been a family vacation destination, but we were only able to come for 2-3 nights, maybe once every 2-4 years. I always enjoyed the beach, as I became an adult with a car, I could come more often and found out there was more to the area than that one motel we always stayed at. Since living here full-time, I have realized that there is something to do all the time! The beach never closes, but even in the winter, there is excitement that abounds.

What do you love the most about the vacation rental business?

I enjoy meeting the homeowners, explaining to them the advantages/disadvantages of sharing their vacation property with others. I have met wonderful families from all over the US. I enjoy being able to assist families in choosing their vacation home and try to encourage them to get out and explore the other areas when they can. I love to hear when families are looking for multiple homes for a reunion or birthday celebration. I try to go the extra mile with information regarding things they may want/need during that stay (cakes, balloons, catering, etc).

What do you dislike the most about it?

I feel like I enter every ounce of information that I can onto the website and in correspondence. I am a person who wants details down to the tee when I receive instructions/directions/what to do, etc. My major dislike is guests who receive the information and then call and ask the exact same questions that has been covered 2 or 3 times with them over different mediums. My 2nd dislike is turnover day, when guests call and want an early check-in. Again, I basically beg them not to call or text me on a turnover day (it is crazy busy!) I inform them that as soon as the house is ready, I will let them know. Basically, a perfect guest would read the information that is sent to them; it isn't that difficult. Finally - I have to throw this in, guest who come, stay, you never hear a peep from them, and then they call their credit card company and say the card was used fraudulently. I provide signatures, license, video/pictures of the guests arriving/leaving, etc., only to have it approved by the processor and denied by the bank. Obviously, I can pursue further, but that is at my cost, and as a single business owner, it is cheaper to pay for their vacation than to fight it. That's the disheartening part.

How do you use OwnerRez to manage your business?

OwnerRez is my go-to for the entire business except for advertising. Website, inquiry, reservations, payments, reviews etc.

What is the most useful feature OwnerRez offers?

To me, the payment options are the most helpful. I don't have to worry about handling cash or card payments; everything is processed, security deposits are returned, etc. It is the best feature for me. The ability to merge OwnerRez with other booking platforms is wonderful too; no double work is involved.

Cindy’s people first approach and genuine love for what she does continue to shape C Crest Property Management. With OwnerRez supporting her day to day operations, we look forward to seeing her continued success as she grows her business in Myrtle Beach.