HOW COMMUNICATION IMPACTS THE MULTIFAMILY RESIDENT EXPERIENCE By Matthew Guenther With today’s multiple communication channels, property managers work hard to make messages stand out. C ommunica-tion in prop-erty man-agement is often overlooked, since for so long in the industry, it was rel-atively straightfor-ward. Flyers, mail-ers and email alerts Matthew didn’t have to fight Guenther for residents’ atten-Village Green tion like today, sim-ply due to the fewer number of communication channels. However, with the yearly increase in internet usage on smartphones and the number of emails received around the world every day, property manag-ers are having to work harder to make their messages with residents stand out. Communication is a key driver to successful property management and is essential for building positive rela-tionships, increasing resident satis-faction and solidifying high retention rates. When property managers com-municate effectively, they can resolve problems quickly and efficiently, en-courage resident participation and differentiate themselves from their competitors. With the emergence of new technolo-gies and higher expectations from resi-dents to go beyond general building updates, resident communication has undergone many changes in the last few decades. However, new expecta-tions can be met by establishing a solid foundation and expanding upon it. Healthy communication The building blocks of positive resident communication are vital to establishing a healthy relationship between property managers and their residents. For instance, property managers should be clear and concise when it comes to building updates, rule changes etc. Residents should be able to understand what’s being said without having to read between the lines. Any communication from property managers should be timely and ac-cessible through multiple channels to ensure that all residents receive the updated message. Property managers can achieve this by utilizing a combi-nation of tech-centric communication channels such as email and social me-dia, as well as traditional methods like posting notices on community bulletin boards and distributing paper flyers. Transparency is another key to de-veloping an excellent foundation in the property manager-resident rela-tionship. Sharing positive updates like new amenities is great — es-pecially since residents tend to ap-preciate them, however, managers shouldn’t ignore sharing updates that may be perceived as negative or in-convenient. While those updates, like a hallway remodel or elevator repair, may upset some residents in the short term, it’s a common courtesy that can lead to long-term trust and respect. Residents gather at One University Circle in Cleveland, Ohio. Becoming a resource Property managers should take note to expand their communication efforts once the building blocks have been es-tablished. Taking additional steps will show residents you’re going above and beyond to be a resource for the everyday updates and in their lives. For instance, imagine a situation where a popular concert is scheduled to take place in town or when there’s significant construction planned on a major freeway. As a property man-ager, you have a unique opportunity to be a valuable resource for your resi-dents and let them know what’s going on in their community, beyond just where they live. In the case of a concert, you can in-form residents well in advance about the event and the expected increase in traffic. Additionally, you can go the extra mile by researching and sug-Redi-Dock ® Provides Instant Drive-In Access to Your Facility • • • • • • • • • • Modular Minimal site prep Low maintenance Delivered & set Easily relocated Lengths to 50’ Infinite widths Heavy duty rating No future demolition ADA ramps available gesting alternative routes that can help residents bypass the anticipated congestion. By actively engaging with residents and offering practical solutions, you establish yourself as a trusted and at-tentive property manager. This pro-active approach not only enhances resident satisfaction but also fosters a sense of community where individu-als feel supported and valued. Prop-erty managers should consider imple-menting two-way communication methods to interact with residents. Conducting a quarterly survey is a great way to increase resident engage-ment and identify their needs and dis-satisfactions — allowing managers to prioritize what needs to be fixed. However, implementing this com-munication tactic will require manag-ers to act and make serious consider-ations when it comes to any changes residents are requesting. Failure to do so may result in a breakdown in com-munication and trust. The importance of effective and positive communication cannot be understated, and property managers can improve their skills by practicing timely, concise and transparent com-munication. Practicing these strate-gies will allow managers to establish a trust-based foundation and help them become more transparent. Time will only tell how communication chan-nels change as technology becomes more intertwined in the multifamily industry, but the building blocks will remain the same. Matthew Guenther is a senior vice president of Village Green, one of the nation’s largest privately held apartment management companies. Working for Village Green for nearly 16 years, Guenther oversees company operations and community engagement. Call: 800-724-4881 www.ReadingPrecast.com anthony@readingprecast.com Call for an immediate consultation. 20 • August 2023 • Heartland Real Estate Business www.REBusinessOnline.com
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