FEATURE
Communications? Think Disneyland! By Steven Shuey, PCAM
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ommunities were designed to be wonderful and friendly places to live. Sadly, some communities are wedged in turmoil with “difficult” people. While trying to figure out what the dysfunction is and how to resolve it, we may lose sight of a great tool--communications. In more than 40 years of community association management, I've learned that most difficult situations can be remedied with direct, simple and clear communications. The resulting relationships formed with homeowners will eventually lead to a harmonious community.
PEOPLE WANT TO KNOW People want to know what is going on in the community that impacts their lives at home. They want to know about changes and even improvements before the work gets started. Few things grate on homeowners more than being surprised that their driveway is blocked by a plumbing truck there to fix a pipe. Stop and think about how homeowners see their world. They are headed for their sanctuary and they are unexpectedly blocked. Understand their frustration. Informing homeowners beforehand is paramount. For those who have been to Disneyland, you have seen the "countdown clock" near the end of every line letting you know how long of a wait to expect. You choose to stand in line for an hour or move on to the next ride. You are informed and somewhat in control of your destiny. An informed homeowner may feel inconvenienced by whatever is going on, but they are not likely to be angry. Tell homeowners what is going to happen; tell them how it will happen; and then tell the success story after it happens. I like to call this the “Disneyland” method of communication. With this communication style, you can satisfy even the most difficult people.
DISNEY HAD IT FIGURED OUT
"IN MORE THAN 40 YEARS OF COMMUNITY ASSOCIATION MANAGEMENT, I'VE LEARNED THAT MOST DIFFICULT SITUATIONS CAN BE REMEDIED WITH DIRECT, SIMPLE AND CLEAR COMMUNICATIONS."
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Quorum October, 2018
Disney told his executives, "Make the people feel good about the journey through the park." They do this better than most organizations, and probably after millions spent on research. Disneyland’s communications with guests are complex to execute but simple for guests to understand. That can be true in community management too. Homeowners don’t expect to know all the details behind the board’s complex decisions. They are typically more interested in knowing how these decisions are going to impact their lives. Back to Disneyland. As you enter the park and pass by the huge WELCOME sign and take a whiff of freshly popped popcorn, your heart starts to race in anticipation of what’s to come. You are handed a map! Who needs a map at Disneyland? You continue and follow the clearly marked signs and well-thought-out paths to all your favorite places. It’s no accident that as you enter, you face the Cinderella Castle in the distance, leading to adventure. After a long day, you head back to the entrance and see the comforting train station that confirms it is time to go home. Disney insisted on walking in the shoes of his
