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Related, Hello Alfred launch nationwide home management service

Related Rentals has formed a partnership with a New York startup to make the sweet life in its Manhattan luxury apartment buildings a little suiter.

The real estate juggernaut has teamed up with Hello Alfred, a company that provides hotel-like services such as tidying up, laundry and toiletry replacement via highly trained home managers.

Together, they will offer a new service called Life Simplified at no cost to every Related apartment from penthouses down to the mandatory affordable units, first in New York then throughout the companies various properties in Boston, Chicago, Los Angeles, San Francisco and Washington, D.C.

Combining high-tech data with what she calls the “high-touch” intuition of its employees, Hello Alfred founder and chief executive Marcela Sapone said her service is able to learn about its users’ wants and needs, creating a set-it-and-forget-it interface.

“We’re this bridge between offline and online,” Sapone said. “Once you use us for three or four months we begin to anticipate you: we can fill in your grocery list, we know when you run out of toilet paper.”

Services include loading and unloading dishwashers, wiping down kitchen counters, making beds, taking packages to the post office and restocking refrigerators. Add-ons, such as pet care and furniture assembly also can be scheduled through the Life Simplified app, which Sapone said serves as a control dashboard for the service.

Since it was founded in 2014, Sapone said Hello Alfred has helped company’s draw and retain tenants while also bolstering steady rent increases. By offering the service to tenants free of charge, she said she believes Related is raising the bar for what residents will come to expect from luxury housing.

She noted that Alfreds are full-time employees, not contracting freelancers. They’re also put through extensive background checks before being hired.

“It’s like the Swiss Bank of background checks with 10 different stages,” she said. “Our goal is to be one of the most trusted companies in the world.”

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