Founded on a Simple Idea

In 1998, Sally Friar-LaBate started Alpha Property Management with a belief that property owners deserved better. Better service, better communication, and especially better pricing.

While other managers charged 8–10% of monthly rent, Sally introduced a flat $99/month fee that covered everything. No hidden charges, no vacancy fees. The model was built on a principle: if we do our job well, owners stay. Volume replaces markups.

Sally spent 25 years in Sacramento property management, starting as an on-site manager, working every role in the business, and earning her broker's license. She has managed residential, commercial, HOAs, and everything in between. That experience shaped every system, every hire, and every standard at Alpha.

Over 25 years later, that same commitment drives everything we do. We've grown to manage over 500 properties across the Sacramento metro area, but we still answer the phone when you call. Every Alpha placement also comes with $100,000 in tenant damage protection, included free of charge, plus a 1-year tenant guarantee on every placement.

Big Firm Infrastructure, Small Firm Attention

Large property management companies promise the world. Big teams. Specialized departments. Impressive credentials. Then your property becomes one of 2,500 doors. Your manager changes. Messages stop getting returned. Nobody notices when things slip.

Alpha was built so this never happens to you.

We run dedicated departments for maintenance, leasing, bookkeeping, and tenant relations, the same infrastructure as the large firms. The difference: a team built on 25 years of knowing what goes wrong and how to prevent it. When you need something handled, you reach the people in charge. Not a call center. Not someone reading your file for the first time.

Owners who left for bigger firms come back. Not because the big companies lacked resources. Because nobody was paying attention.

At Alpha, someone always is.