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CapMan Real Estate entrusted its portfolio of 2,000 rental apartments to Retta Management, which took over the entirety in a controlled and structured manner, simultaneously building a new service package customized to the client’s concept. This was far from an ordinary onboarding – it included the launch of CapMan Real Estate’s new rental housing concept Leona and the creation of a completely new digital white label experience.
Retta Management began preparations for the onboarding well in advance of the official start. The first joint kickoff meeting was held six months before the launch, and regular weekly meetings began four months prior to ensure that every detail was fine-tuned before the go-live date.
“We’ve onboarded over 10,000 apartments across different projects using this model, so we know what we’re doing. It’s crucial to identify the key elements that give the client peace of mind,” says Tuula Sjöberg, Project Manager at Retta Management, who was in charge of the overall execution.
The scale of this onboarding was exceptional, but we handled it with confidence – our systematic approach and refined processes made the difference. Cooperation between CapMan Real Estate and the previous property manager was seamless.
“A successful onboarding requires a dedicated project manager who has no operational responsibilities and can focus solely on the onboarding process without any interruptions. In the fast-paced schedule, it’s also essential that time-sensitive issues are flagged, tracked, and resolved completely,” Sjöberg explains.
Despite the volume and the novelty of the project, daily operations had to continue without disruption. This was ensured by Account Manager Tomi Mikkonen, who managed day-to-day operations, collaborated closely with the client, and ensured that his team understood the requirements of the new concept.
“The onboarding that began in December ran smoothly throughout thanks to our efficient account team working hand-in-hand with our highly experienced project manager. Managing daily operations alongside such a large onboarding wasn’t easy – everyone had to prioritize tasks on a daily basis, and we did an excellent job. A special shoutout goes to our leasing team, which quickly absorbed a huge amount of data, set up background systems, and adapted to the Leona concept’s changes in leasing operations – a true success story,” Mikkonen says.
A key aspect of the onboarding was taking over the financial operations, which were handled by Senior Controller Hanna Talvinen from Retta Management’s Financial Services team. Her team worked with precision, ensuring that reporting for the new portfolio began without a hitch.
“Onboarding such a large financial entity requires close cooperation with both the current and previous financial teams, as well as consistent communication with the client. Regular financial onboarding meetings with all parties allowed for real-time data transfers, and we quickly received answers to any questions or challenges.
The first group-level financial reports were completed just two weeks after the start, and delivering those on time and correctly is a testament to the professionalism of our financial team,” says Talvinen.
In parallel with the takeover, Retta built white label services reflecting the client’s new concept – this was no ordinary onboarding.
“Launching a new housing concept was a major investment for CapMan Real Estate, so it was clear from the start that the concept had to be visible in every part of the operation. We’ve invested in our digital platforms to ensure they are flexible, and I’m very pleased we were finally able to create a white label branding solution for our client that’s visible in services like the Omaleona.fi resident portal and MyLeona mobile app. Even in our online rental store, Leona Homes appears with its own distinct look, and the site’s AI-powered chat adapts to the Leona concept when discussing CapMan Real Estate properties,” says Paavo Karlin, Director of Development at Retta Management.
“Since the white label branding across different applications was built in-house with our partners, we were able to meet the client’s needs very well. This has required foresight and planning from us – we started the first white label specifications during the COVID restrictions,” Karlin continues.
Recognizing the importance of the upcoming concept already at the bidding stage, Retta decided to appoint a dedicated Brand Manager for the project. Marketing Manager Julius Heino brought the vision to life, delivering a consistent and brand-compliant presence across all marketing channels.
So, what does launching a new brand or concept for the client actually involve?
“A new brand or concept isn’t just about logos and colors – it’s about how the rental experience feels to the customer, how the service works, and the impression it leaves. Leona isn’t just a name – it reflects a way of operating that allows the resident to focus on what matters: effortless living. It’s vital that this mindset and the concept’s essence are consistently visible across all channels – from websites to customer communications, apartment marketing, and customer interactions. That’s how you build a clear, recognizable, and trustworthy experience,” Heino explains.
CapMan Real Estate is pleased with both the partnership and the outcome.
–At Retta Management, the overall takeover was managed with a steady hand, and Project Manager Tuula Sjöberg kept everyone up to date. The concept is showcased beautifully across all platforms, thanks to the project’s Brand Manager Julius Heino, who took strong ownership of the visual identity. Special thanks for the smooth implementation also go to the Account Manager Tomi Mikkonen and the Leona leasing team, who demonstrated exemplary professionalism and solution-oriented thinking throughout the process. This provides an excellent foundation for further developing the concept together to make it even more customer-focused, says Noora Lehtonen, Junior Asset Manager, CapMan Real Estate.
A successful onboarding starts with understanding the client’s needs already in the proposal phase and working determinedly to fulfill them as soon as the collaboration begins.
“We had a clear vision of what our collaboration with CapMan Real Estate required and what it should look like. We did everything we could to ensure the successful launch of the Leona concept – and the end result speaks for itself,” Project Manager Tuula Sjöberg summarizes.
