Property Management Excellence: A Values-Based Approach to Real Estate and Property Investing

by Anthony A. Luna

In Property Management Excellence, Anthony A. Luna first shares the inspiring story of his journey from growing up in the Harbor area of Los Angeles to becoming the CEO of Coastline Equity in his thirties and immersing himself in the field of property management and real-estate investing. More than just a guide to managing real estate, this book offers a powerful blueprint for building a business grounded in integrity and values-based management principles.

With a focus on integrity, transparency, and community, Luna reveals the principles that have driven his success and the growth of Coastline Equity. From learning valuable lessons in his youth and early career at the Boys and Girls Clubs to managing multimillion-dollar properties, Luna emphasizes the importance of empathy, communication, and an owner mindset in achieving excellence. He also remains committed to the communities where he lives and works and understands the value of leaving a legacy.

Discover how these key values can transform the way you approach real estate

Listening and Communication: Build strong relationships with your tenants and team by fostering trust and open dialogue.Ethics and Integrity in All We Do: Gain a reputation for fairness and honesty, and see how it leads to long-term success.Owner Mindset: Adopt a proactive, detail-oriented, and long-term vision.Quality of Life: Deliver stress-free property management and learn about Coastline Equity’s hierarchies of Quality of Life for tenants, investors, and property managers.Building a Legacy: Learn why real estate is the ultimate long-term investment and how your portfolio can benefit future generations.In this book, Luna combines his real-world experience with timeless principles to help property owners, managers, and investors elevate their game. His commitment to ethical management practices ensures that not only do properties thrive—but so do the people and communities connected to them. He also addresses issues like tenants’ rights, fiduciary responsibility to clients, and affordable housing, as well as his commitment to philanthropy.

Whether you're just starting out in real estate or looking to take your property management skills to the next level, Property Management Excellence is the definitive guide to building a legacy with integrity, compassion, and profit.

Genres: Nonfiction

193 pages, Kindle Edition

Published August 12, 2025

Reviews

[Sarah Jensen · Rating 5 out of 5]

Book Review: Property Management Excellence: A Values-Based Approach to Real Estate and Property Investing by Anthony A. Luna

Rating: ★★★★☆ (4.5/5)

Anthony A. Luna’s Property Management Excellence offers a transformative perspective on real estate management that prioritizes human relationships alongside financial success. This isn’t just another property management manual - it’s a manifesto for ethical leadership in an industry often criticized for its impersonal approach.

What makes this book exceptional is Luna’s ability to translate his personal journey from modest beginnings to CEO of Coastline Equity into universally applicable principles. His concept of the Quality of Life Hierarchy, which systematically balances tenant welfare with investor returns, represents a paradigm shift in how we think about property management. As someone who has witnessed both sides of landlord-tenant relationships, I found his emphasis on empathetic communication particularly powerful.

The book shines brightest when Luna shares real-world examples of values-driven decision-making. His story about resolving a tenant dispute by addressing the underlying fears rather than just the surface conflict demonstrates how emotional intelligence can transform challenging situations. These narratives give life to his core philosophy that buildings are homes first and investments second.

While the ethical framework is robust, some readers might desire more concrete, tactical guidance in certain areas. The discussion on affordable housing, while morally compelling, could benefit from more specific implementation strategies. Additionally, the middle sections occasionally revisit core concepts without significant new insights, which slightly impacts the pacing.

Notable Strengths:
-Innovative “values as competitive advantage” philosophy
-Practical framework for balancing tenant and investor needs
-Authentic storytelling from the author’s personal journey
-Clear demonstration of how ethics drive long-term profitability

Areas for Growth:
-More detailed case studies on implementing values in practice
-Deeper exploration of affordable housing solutions
-Tighter editing in middle chapters to maintain momentum

Summary Takeaways:
- Redefining success in real estate - where profits meet purpose
- The antidote to predatory property management practices
- Proof that doing good is good business
- A blueprint for building wealth with integrity

Personal Reflection:
Reading this book reminded me of a challenging rental experience I once had, where impersonal management created unnecessary conflict. Luna’s approach made me wonder how different that situation might have been with his philosophy in place. His emphasis on “listening to the fear behind the anger” particularly resonated with my professional experiences in conflict resolution.

Final Assessment:
Property Management Excellence earns its 4.5-star rating by successfully marrying ethical principles with business pragmatism. While it could benefit from more tactical implementation guides in certain areas, its core message about values-driven management is both timely and transformative. This book doesn’t just teach property management - it inspires a better way of doing business.

Acknowledgments:
Thank you to the publisher and Goodreads Giveaways for providing a review copy. In a market saturated with get-rich-quick real estate guides, this thoughtful, principled approach is a welcome change.

Recommended For:
-New investors seeking an ethical foundation
-Property managers looking to humanize their approach
-Community developers focused on sustainable housing
-Business students studying values-based leadership models

This review highlights the book’s unique contribution to rethinking property management through an ethical lens while providing balanced critique of its structure and content. The rating reflects its significant strengths with room for expanded practical applications.

[Steven Finkelstein · Rating 5 out of 5]

There are many landlords who are accused of being slum lords, and there are plenty who fit that description. It’s not a nice thing to be, but it’s possible to become someone who is the exact opposite: caring, compassionate, and understanding. In order to get to that point, though, there are several actions that property owners need to take. If you’re uncertain as to what those are, it will help you to read this book.

In its pages, you will learn how to keep your tenants happy and to make money steadily as well. It’s not actually all that complicated, yet some of the practices contained herein are less common than you might imagine. If you are willing to closely examine what you’re doing with your buildings, you will only make things better for both yourself and those who rely on you to provide them with comfortable, affordable housing. It’s a win-win situation, and it starts when you read this book and implement its suggestions.

[Grady · Rating 5 out of 5]

‘Barriers become opportunities’ – Learning about real estate investing and management

California author Anthony A. Luna is the CEO of Coastline Equity, a commercial real estate advisory and property management firm, and offers the in-depth experience lessons he has garnered in this fine book about real estate and property investing. Some of his learned advice – ‘foster trust through communication, invest in the future, embrace innovation, gain a reputation for fairness, and deliver stress-free management.’ Luna shares his personal history, beginning as a child of low income living in Section 8 housing then building his dream of profiting from a property management company, and the steps he shares in this excellent book open windows of both access and achieving goals of prospering in the field of real estate investment and multifamily property management. Sound advice from a compassionate expert

[Maps R · Rating 5 out of 5]

Real estate is very interesting, and reading Property Management Excellence gave me a great perspective that goes beyond the technical aspects of it. I like that the author starts by sharing his personal journey, which makes the book more real, relatable, and inspiring.

This book goes the extra mile. It is not solely about property management, it also highlights the values and integrity behind the business, aspects that are sometimes overlooked. I found it very valuable how the author integrates his personal experiences to provide tips and advice that can work for everyone. He emphasizes that soft skills are key in the industry and invites readers to pay close attention to listening, communication, and empathy as the core of the job.

I really enjoyed learning from him, and I appreciated the human side of the story, how he manages to humanize a job that is often seen as purely technical or transactional.

[AMR CAMI · Rating 5 out of 5]

Useful book

Property Management Excellence by Luna is an informative and actionable guide for anyone currently in or looking to enter the property management profession. The book provides an overview of the management of various forms of properties while addressing not just the mechanical process but all things professionalism, communication, and relationship building with a long term focus on owners and tenants. The author provides readers with ideas to improve productivity, address issues when they arise, and maximize value on behalf of clients in both residential and commercial property contexts. The structure of the book is very clear while it offers completely actionable steps that can be incorporated into real life. The book combines industry knowledge with language that all readers can easily comprehend, and as a result is a good read for beginning managers, as well as more experienced managers who want to hone their skills and optimize excellence.

[Gianfranco · Rating 5 out of 5]

Values are everything in business
What a powerful message this author gave me. He began in an inspiring way, telling us about the paths he took, the courageous decisions that made him grow, and he concluded precisely with the success that many of us aspire to. This is not just a book about inspiration and personal motivation. The message that really resonated with me is the idea of always growing under a standard of impeccable integrity, acting as if someone is watching what you do and what you decide all the time. Clearly, that growth is accompanied by many key tips for achieving what you want. If you really take them to heart, I have every faith that success is just around the corner. As soon as I closed the book, I went to get a notebook to structure the meaning of my goals. Spectacular, I must say.

[Almiria · Rating 5 out of 5]

If making money from property seems impossible and overwhelming, then Property Management Excellence by Anthony A. Luna is the book you need to read! Luna describes his own remarkable journey which saw him becoming the CEO of Coastline Equities at a young age. But this book is more than just a business memoir of personal success. Luna shares important insights and values from his own experience. He emphasizes the importance of the relationships you build in a property business, the crucial role of ethics, and the fulfilment of creating a legacy. What I particularly liked about this book is that Luna also brings up the core importance of not allowing your business to take over your life, but to ensure that your own quality of life is good.

[Carlos Perea · Rating 5 out of 5]

AWESOME

Property Management Excellence by Luna is not simply a book about real estate or property administration; it is, in fact, a profound reflection on life itself. As I read it, I realized that every principle applied to managing a physical space can also be transferred to our own existence. It speaks about organization, about paying attention to details, about keeping balance, and solving conflicts with calmness and a long-term vision. And in the end, isn’t that what we all seek in life? Learning to manage what we have, to value resources, to generate harmony in the midst of chaos. This book reminded me that excellence begins with small actions, and that life, much like a property, must be cared for, nurtured, and built patiently every single day.

[L Becerra · Rating 5 out of 5]

Perfect guide for property management!

Honestly, I’m not an expert when it comes to real estate, and I believe learning about it is very relevant and valuable in today’s world, especially with the way investments move nowadays.

That’s why I was looking for a practical, simple, and easy-to-read guide that would allow me to understand all the concepts, even without being an expert.

I turned to this incredible book, which helped me learn, understand, and guide myself step by step to gain more knowledge. The whole financial world seems crazy to me—a universe waiting to be discovered—and this book is a great introduction to real estate investing and how to make the most out of it.

[Diana · Rating 5 out of 5]

Reading Property Management Excellence by Luna was a more profound experience than I expected. I started this book thinking I'd find technical advice on how to invest better in real estate. But what I found was something much more valuable: an inspiring life story and a guide that puts people and values ​​at the center of everything, and that was definitely what resonated most with me. I can conclude that what I liked most about the book was the concept of the "owner mentality," the idea of ​​caring for what we manage as if it were our own, with real commitment. And I definitely now understand that it's a mindset that elevates the level of what you do. Highly recommended.

[Margarita Garcia · Rating 5 out of 5]

If you want to transform your real estate investment, this is the book you should pick. “Property Management Excellence” is a compelling guide accompanied by the life story of Anthony A. Luna. With this book, the author wants to inspire you to build your business based on the values that helped him succeed in this field. This book is useful and practical to follow. You will find interesting tips and tools that will make a difference in your business. For me, this book more that helps you to strengthen yourself will also create a legacy for your business and that is something that has a different value. Highly recommend it.

[Eric F · Rating 5 out of 5]

I really enjoyed Property Management Excellence because it showed me a different way to think about real estate. I liked how the author talked about treating tenants, owners, and managers as partners instead of just people on opposite sides. It made a lot of sense to me because when everyone feels respected and heard, things work better and problems are easier to solve. Another part that really stood out to me was about Community and Reputation. It made me realize how important it is to create a positive impact in the neighbourhood, not just focus on the property itself.

[Mayra Guayara · Rating 5 out of 5]

Values

Through personal experiences and proven principles, Luna demonstrates that integrity, empathy, and effective communication are essential pillars for building solid businesses and lasting relationships. Her human and transparent approach transforms the traditional concept of property management, highlighting the importance of cultivating trust, caring for tenants' quality of life, and adopting an owner's mindset that prioritizes long-term well-being.

[Rodrigo J · Rating 5 out of 5]

Building with purpose

This book made me see that property management is not only about buildings, contracts, or money. It is about people, values, and the impact we leave on the lives of others. I realized that doing things well, with ethics and responsibility, can change entire communities. It inspired me to think beyond business and to build something that truly matters, not only for myself, but also for the people around me.

[Lina Perea · Rating 5 out of 5]

A reading that teaches

This book is a very helpful guide for everyone responsible for managing properties.
It offers a different perspective, showing that the most important thing is not only to generate profits, which, although relevant, should not be the sole objective.
On the contrary, it highlights the importance of creating added value focused on transparency, integrity, and community.

[Jennifer · Rating 2 out of 5]

I found this book both slow and interesting. the first half of the book was all about the author and the struggles, which can be helpful. i found it a bit boring. I know we need a bit of history but a half of a whole book? once I got past the first part, I did find it a bit more interesting on how he succeeded and continued to help others.
im not sure where to put the focus of this book, but I will learn some from reading go this book but im sorry, I cannot recommend thus book.

[Kimberly Hendricks · Rating 5 out of 5]

I won this book and I am excited to read it. Thank you!

[Daniel Moreno · Rating 5 out of 5]

I really liked how personal and principle-driven it is. I think it is interesting that the author grounds everything in real experiences and values. So, I really recommend this book.

[AMAO · Rating 5 out of 5]

💯💯💯💯💯

[Heather · Rating 5 out of 5]

I won this book in a Goodreads giveaway.

This book is packed with practical tips for anyone wanting to succeed in property management without losing sight of ethics. Super helpful and easy to follow!