Developing a digital relationship with your residents
To improve satisfaction, increase retention and better your online reputation, it’s important to have a digital relationship with your community’s residents. Establish a regular cadence to your messages to further engagement with your community.
Send valuable information
Above all, be sure that you are providing value with your communications. Whether you are notifying your residents via text of an upcoming weather event or sending an email with details on planned renovations, be judicious with message content and frequency. If your intended recipients feel that you are over-communicating, they may ignore your messages or, worse, mark them as spam.
Create a digital newsletter
Consider creating an email newsletter to give your residents insight into the community. Set up a regular delivery schedule, such as monthly or bi-monthly, so that residents anticipate the emails.
Your newsletter may include:
Reminders about community rules (pet policy, noise, etc.)
Invitations to upcoming resident events
Details about planned renovations
Contact information for your on-site team
News or announcements provided by residents (special birthdays, new babies, etc.)
Seek out cross-promotion opportunities
Reach out to local businesses for cross-promotion opportunities as well. You can highlight a business near your community in exchange for a mention in that business’s emails or on its social media pages. You may also want to negotiate a special deal, discount or coupon for your residents.
Always keep in mind that your current residents may forward your emails to their friends and family. Take advantage of this lead generation opportunity by mentioning leasing specials or resident referral programs so that your residents can easily share that information.
Follow the rules
Above all, when communicating digitally with your residents, be sure to follow all laws and best practices regarding emails and texts. Ensure that residents have opted in before you start messaging them (remember, you need prior written consent to these text messages), and provide a way for them to unsubscribe or otherwise opt out.
Reap the benefits of your digital relationship
The establishment of a digital relationship with your residents can benefit everyone involved. If you share relevant, interesting and useful information with each message, you can boost resident engagement and satisfaction. In turn, this could translate to an increase in lease renewals, online reviews and referrals of new leads.