The Challenge

A property management company was receiving complaints from residents about what the residents perceived to be a lack of reinvestment in the community. This was in spite of the company spending millions of dollars each year on neighborhood improvements. This misconception was contributing to resident dissatisfaction and negatively impacting the company’s occupancy.

The Solution

To address this problem, I wrote a series of articles about upcoming projects, work that was underway, and the grand openings of completed projects. Residents were regular provided with updates on the ongoing work and the scope of each project. I emphasized that projects were planned and financed in response to residents’ feedback on what they would prefer to see happen in their community. Articles were published in the local newspapers. Resident newsletters included project specifics and timelines. Social media posts were used to reach both prospective and current residents. Emails were sent directly to residents with updates sent to specific streets/neighborhoods as appropriate.

Following this marketing communications campaign the resident satisfaction surveys increased significantly. Negative feedback via social media and other outlets diminished dramatically. Seeing how their feedback was used to prioritize funding on future projects, the number of residents participating in the resident surveys increased to record highs.