The VTS team consists of folks with a diverse set of personalities, talents, and perspectives, and we want you to meet them! That’s why we’ve created this #WeAreVTS blog series to highlight some of the many outstanding people we have at VTS, get a closer look at the dynamic lives they have, and continue to create an environment where each VTSer can be their authentic self.
Without further ado, here is our interview with Frieda Lauw, TenEx Advisor!
Explaining the Role
In a sentence or two, can you explain what you do here at VTS?
"Hey Louisa! I’m a Tenant Experience Advisor and I work with groups ranging from Asset Managers to on-site Property Management teams that use VTS Activate. Together, we partner up to ensure their goals are being met via our platform and review features that could be implemented to increase tenant engagement, reduce their costs, and/or increase their efficiencies on-site."
Location and Life in Toronto
Where are you based right now? "
Toronto, Canada! We were recently ranked the worst for traffic in North America (yes, we beat New York!), so I commute to our office downtown via GO Train!"
From Telecom to Tech: Frieda’s Career Journey
Can you describe your professional journey and how it led you to VTS?
"I graduated with a diploma in English and Sociology on the West Coast while working at Canada’s largest telecom call center as a Customer Service Representative. Realizing through that job that I enjoyed sales and marketing, I quickly pivoted and got my Management Certificate for Marketing Communications.
This allowed me to grow my career within the telecom space from Marketing to Sales, getting to create the very first Multicultural advertising and packages, to eventually moving to Toronto to become a Regional Sales Manager for multiple provinces.
After a good run, I missed working with clients directly on strategic objectives and restarted my career through Commercial Real Estate by getting a fun and fantastic job offer in Property Management as their first Tenant Engagement Coordinator. I was quickly promoted to Community Manager and through that role was introduced to VTS as we onboarded the Activate platform. During COVID, we managed to get record-breaking adoption numbers, and this set the benchmark for expansion to our other properties.
When a position came up for VTS as a TenEx Advisor, I was excited to apply knowing that I could provide the CRE lens, while extending my ability to create success via the platform with a broader group of clients."
Why TenEx Strategy Matters
What excites you about what you do at VTS? Is there a moment in your time here that made you especially proud to work at VTS?
"There is no better feeling than achieving success with a client. I’m passionate about working with clients who are ready to take tenant engagement to the next level. I’ve had the privilege of working with clients who weren’t sure what their goals were to start, and over time, we’ve created solid data to track their success."
Beyond the Office
On to more personal topics—what was your dream job growing up?
"Growing up, I always wanted to be a teacher. I guess that explains a lot!"
What do you like to do in your free time? Any hobbies?
"I have a toddler at home that keeps me on my toes at all times! As a family, we enjoy going out to eat and traveling. Our next trip together is island hopping in Greece!"
If you could wave a magic wand to solve any problem in the world, what would it be? "Climate change!!!
I can’t stress this enough from a personal and professional perspective. Personally, we practice what we preach at home with composting, recycling, and freecycling. I think we have a responsibility to teach our young ones the effects of our everyday actions. Working with professionals in CRE, I also appreciate that they put a lot of thought and effort into sustainability measures."
Professional Advice
What’s your advice for someone who wants to be in a role similar to yours?
"Embrace change, be a lifelong learner, and don’t be afraid to ask questions. In my role today, I am constantly learning new things, if not daily. While this can be challenging to stay on top of, it’s never monotonous, and you’re surrounded by a great network of like-minded people who support each other towards the same goal."
Quick FAQs
1. What is the primary focus of a VTS TenEx Advisor?
A TenEx (Tenant Experience) Advisor partners with Asset Managers and Property Management teams to optimize their use of VTS Activate. They focus on driving tenant engagement, reducing on-site operational costs, and increasing property efficiency.
2. How does Frieda Lauw’s background in CRE help VTS clients?
Having worked previously as a Tenant Engagement Coordinator and Community Manager, Frieda provides a "CRE lens." She understands the on-site challenges property teams face, allowing her to bridge the gap between technology and practical property management.
3. What advice does Frieda have for aspiring PropTech professionals?
She emphasizes being a "lifelong learner" and embracing change. Because the PropTech landscape evolves daily, staying curious and asking questions is the key to providing strategic value to clients.
