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Better communication for better tenants
By Amanda Smith Regier When 31-year-old Jessica Durston moved from Vancouver to Toronto last year, she rented a one-bedroom loft near trendy Trinity-Bellwoods, hoping to settle into a vibrant, creative community. She chose a new building to avoid the hassle of maintenance problems and spent a little extra for an apartment she’d be excited to come home to each day. Though she loved her suite and never encountered maintenance issues, she moved out six months into a year-long lease.
“There was absolutely no sense of community in my building. My property manager was hard to track down and communicated through hand-scrawled notes taped to the elevator. It made my otherwise-classy building feel like a college dorm.”
Many of Jessica’s colleagues lived in buildings with monthly barbeques, online forums, and perks like special discounts at local shops. When an apartment came up for rent in one such building, she broke her lease and snatched it up. As a busy property manager, it’s easy to fall into the trap of believing that maintaining a facility and collecting rent on time means a job well done. In a competitive market, property managers need to go above and beyond to retain their tenants. Regular and informative communication is the best way to foster community among tenants and, in the long run, retain them.
Renters want to feel connected and that they have a voice. One-way communication like computer print-outs in elevators or photocopied notes under doors not only appear unprofessional, but leave tenants feeling alienated and bullied.
Medallion Corporation property manager Yvonne Yorke has seen the importance of communication at her Toronto properties. She engages with her tenants through a monthly newsletter that not only addresses building news, but also highlights social initiatives in the neighbourhood. Her renters feel connected to their community and, says Yvonne, “Regular communication ensures tenants aren't faced with any surprises. Happy tenants are long-term customers.” Perfecting tenant communication is an ever-evolving art, but a few simple techniques can powerfully improve tenant relationships and retention: R.E.S.P.E.C.T.
A Chinese proverb says: “Politeness wins the confidence of princes.” The same goes for tenants. Remember that they are individuals and this is their home. They shouldn’t feel harassed or unappreciated when they walk in the door. Careful wording and plenty of advance notice will make renters feel like they are part of a conversation. Give renters the benefit of an explanation. If management is testing fire alarms, explain that it is for their safety. A brief inconvenience seems much more tolerable if it’s for the greater good. Remind them they can contact the building manager or super with concerns. Less can be more
Marketing experts have discovered the value of a single strategically placed message. Take a page from their book. By bombarding tenants with messages, management dilutes the strength of communications, and renters stop paying attention. With a little advance planning dozens of elevator notices can be replaced with one informative newsletter or email. Monthly print or web communications can also include useful phone numbers, information about community events and local business discounts that will ensure it is read. The result is a professional image and tenants who feel connected. The medium is the message
If tenants are predominantly students or busy young professionals, one may find the most efficient and effective medium of communication is the web. By nature, email and social media like Facebook are two-way channels. Inviting customers to communicate in a forum where they already spend their time helps them feel more engaged and understood. Likewise, tenants that prefer traditional media are well served by a monthly newsletter, which can also act as an open forum where renters can post items for sale or promote an upcoming event. A well-designed printed newsletter lends polish and shows that management is organized. It’s an easy and reliable place to find community news and local advertising. It requires little effort and minimal cost, but yields big rewards. Learn more about fostering community and improving tenant communication by visiting www.neighbourhoodbuzz.com. Neighbourhood Buzz provides simple and effective ways for property managers to build community and communicate with their tenants through the use of monthly newsletters and social media (Facebook). Get started today and call 1-866-859-4098 (Toll Free) or email info@neighbourhoodbuzz.com. Amanda Smith Regier is a Toronto-based freelance writer, a renter and a true believer in the value of communication. Find more of her work at www.frontlawncreative.com.
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