Value Place late fees Kansas City Missouri

I have a friend, who moved here from Florida and he needed a place to stay, so he booked a room at Value Place Kansas City the one near Stadium Drive. They had a sign up that said, they were having a special for at $699 for the first month, by the time they added on some ridiculous fees he ended up paying about $850. They told him after 30 days, it would go down, and it did to $721, but their month ended every 28 days, which was even more ridiculous because some months have 30 to 31 days, so that means you are paying more for less days, in my opinion. Anyway, this is the third month and his rent was due yesterday, which would have been his 28th day, but because he didn't pay his rent by 11 am, he was charged a $56 late fee, that's even more ridiculous, its not the next day, until after 12am. I shouldnt have mattered if he paid it at 11am or 11pm as long as he paid it, the day it was due. They are just trying to get more money out of him and there should be some way he could report them, but its not, you have to feel out some kind of online form and then they email you back, there is no customer service number. I thought this was a pretty nice hotel, but after all he's been through, they will never have to worry about me setting foot in their business, even for on night and I am going to help him, run as fast as he can away from this place. I would suggest anyone else reading this, should do the same. This company is ripping people off, and its doesnt matter who or how old you are, I think they should be reported to the BBB, this is ridiculous. Oh and his rent this month was $723 but just a month ago it was $2 dollars less. Sounds like to me that they are making up their own charges and constantly ripping people off.