« Why did they leave? | Main | Web Resources »
October 29, 2005
The Most Important Communication
The single most important communication an owner receives from the management company is the first one. When a new owner moves into an association, management usually will send them a package of information containing a welcome, information about the association, assessments, and contacts. Some packages will contain other items like a directory, newsletter, forms, or more paper. A few managers will include a video welcome in hopes that people will watch what they won't read. When was the last time you reviewed what new owners received? Have you done any sampling/surveys to see if its being read and understood? Why is this important? Because you and the association are going to establish some early perceptions in the mind of the new owner(s) with this package.
Does it capture their attention, or is it easily put aside for some future time? Sending someone nothing but text on plain sheets of paper is probably the quickest way to get ignore. The first page they see should be designed to grab them and let them know there is some good stuff inside. Use of graphics, colors, bold print and interesting language will attract the reader to actually read the document and might encourage them to read more. Also, they will be more willing to read future communications if they feel that it will be interesting.
The welcome package should be warm, not formal. You're welcoming a new neighbor, not sending a violation notice. Smiling faces, words in quotes, upcoming social events are just some of the things you can include. Consider sending it on a softer, warmer color paper.
Also consider sending more than one welcome communication, with the first one being all warm and fuzzy, with subsequent communications designed to pass along more detailed information. If the first one does its job, the follow-ups should get read. Look at what you're sending. What message is it conveying? Is it the one you want?
Posted by joewest at October 29, 2005 2:02 PM