Community Communication Corner
by Bob Gourley, MyEZCondo Founder, Member of CAI CT Board of Directors

Is good communication the ultimate management tool?

Managing a property or group of properties is hard work. Today's property managers are expected to juggle several priorities at once. Uninformed association members may think success happens by itself, but failure is the responsibility of those in charge. When all goes well, residents simply enjoy their properties, but when there is a problem, the property manager usually takes the heat.

Problems take on a communication methodology all their own. Depending on the severity of the issue, you can expect everything from simple rumors to angry homeowner petitions, which can even magnify the problem. Depending on the severity of the bad news, a property manager might even lose an otherwise viable client by not dealing with the bad news effectively. In case you hadn't noticed, nothing spreads faster than bad news.

A good communication strategy can alleviate this problem. It can also help a property manager gain respect and loyalty from customers, as well as do a better job at managing a property.

Surprises and disasters not withstanding, the most common problems that properties face are aging facilities and repairs (i.e. roofs, pavement, siding, etc.). Consider this example. A property manager manages two different communities, each roughly 200 units in size. Both communities are 25 years old and are facing major pavement replacement projects at a cost of $1,500,000. Community A has always maintained a healthy reserve budget and is ready for the expense. Community B has chosen to make assessments to residents as major expenses have occurred and has decided that every resident will be assessed $7,500 to cover the cost of the project. As the property manager, the job of assessment notification has fallen to you. Many Community B members are upset over what they consider to be an unfair assessment.

Think about the perception of members of both communities. Community A most likely has happier residents since it has dealt with the problem without inconveniencing its residents. Community B is more likely to have angry residents since the problem appears to have taken them by surprise and they were not prepared.

Even though it appears that Community A will experience success and Community B will experience failure, there is a communication element in common to both. In both cases, your expertise in managing the bid process, project management, homeowner concerns, and more will be used. The vendor will be hired and the pavement will be installed. In Community A, you should be hailed a hero. In Community B, you will likely be thought of as part of the problem. In fact, how well you handle the communication process will largely determine whether or not you will still be managing Community B next year.

There is a difference between failure and perceived failure. Failure happens when things aren't working. Perceived failure happens when we let people think that things aren't working. You can use communication to change people's perception and keep the focus on the solutions that work and the work you are doing on behalf of the community. Averting perceived failure is critical to keeping clients loyal.

How will you use communication as your ultimate weapon? There is no reason to keep your work a secret from community members. A regularly scheduled newsletter is an inexpensive method of speaking to homeowners. Don't be afraid to discuss potentially uncomfortable subjects like reserve studies and necessary property improvements. Share your expertise and wisdom. Let homeowners know that you are a professional and that they can expect your help and guidance to keep their community safe, strong and protected. They hired you for a reason and you need to remind them regularly that they made the right decision.

When there is a problem, expose the issue and proposed solutions. Don't let rumor and innuendo tell the story. In most communities, the only official source of information is that which is disseminated from the property manager to the homeowner. For the best results, tell the story well and tell it often.

Finally, don't be afraid to take a bow or take the heat when the project is over. Success does not happen by itself and you should not be afraid to remind your clients of that. Should a failure occur on your watch, avert perceived failure by using communication to keep residents informed.

By using your communication tool wisely, you'll be rewarded with loyal customers who respect your abilities and professionalism. That assures your continued success and the success of your managed communities. If your goal is success, then good communication is your ultimate management tool. Use it wisely and reap the rewards.

This article originally appeared in CondoManagement and is being used with their permission.

Back to list of articles