Thanks for the Rent Manager shout out @Kim Younkin!
Nathan, I highly recommend visiting some of your local property management organizations, such as any involved with NARPM or the NAA. If you are going to focus on the multifamily industry, the NAA has many state and local chapters which you can become a member of and learn from. Of those members we've met at industry events or they are our customers, they are always willing to give advice and love to talk about what they see currently happening in the market.
From a data and reporting standpoint, collect as much as possible about your properties and future tenants from the beginning and continue doing so as you grow your business. This can be anything from unit specifics (description of unit, amenities, photos of the property) to market research on Charlotte renters. This will help you in the long run with marketing and it sounds like with your current research, you're right on track.
The last item to really nail down is your brand - how do you want future tenants to see your business? Having a really solid brand from your company name, logo, color scheme, even how you describe and position your company, can really set you apart from everyone else. Your web developer should be able to give you a few pointers on what they have seen in the industry that works well.
Good luck!