Nearly 3 years ago I published a post here about condo boards using ad agency tactics to improve communication at their property. Now that it is happening (and with some fabulous results, I might add), I’m sharing it again 🙂
Condominium development is a big business. I live in a city with literally thousands of condo corporations that once developed, are each handed over to a team of owners elected to the task of running an efficient, financially sound edifice and home. A property management company is quite often engaged to provide advice and assistance with all things related to condos, and to help guide the condo’s board of directors to sources of professional advice when needed.
Legal issues? No problem. There’s an army of lawyers (even ones who specialize in condo issues) ready to tackle any problem. Time to study that reserve fund? Legions of engineers can come to your aid. Accounts to be rendered? Auditors abound. You name it, from carpet cleaning to fan coil changing to window washing and garage power cleaning, there’s an expert in every field.
What about communication? Poor communication is generally one of the top issues broached at a condominium’s Annual General Meeting, yet board directors are often at a loss to accommodate the yen for news from their resident constituents. Pieces of paper stuck to cork bulletin boards are for the most part still the most common form of communication in condos.
Does this sound like your condo? Seriously, it’s the 21st century so right off the bat I’d say you have technology issues. Digital screens, email, voicemail, even SMS text are changing all that so the technology part is easy, really. Yet once the tech is in place, now what? Lots of condos are adding gadgets and software, yet experience the same lack of communication success as before.
The solution? Take a page from the advertising world, and start thinking about your notices as ad campaigns. No more single page notices posted for a mere day, followed by head scratching and wondering why no-one got the message. Hire a professional service that will take your notices from the mundane to the exciting, with vivid images and minimal text designed to grab attention and hold it. Advertisers understand reach and frequency, along with what is required to get your message noticed, recalled, and acted upon. Want to get residents to stop tossing things from balconies? Campaign. Need to build a sense of community in your condo? Campaign. Need cooperation and resident buy-in to initiate change and resolve issues? Campaign. It’s not that mad.