Communications? Think Disneyland! By Steven Shuey, PCAM

Communities 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

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

guests and every care was taken to anticipate their needs and expectations during their journey through the park.

Homeowners in your community deserve the same. You are headed for disaster if the board’s plans are kept secret or are a surprise to residents. Disgruntled homeowners can be avoided if boards plan in advance and communicate their plans before work gets started. Freshly popped popcorn helps too.

One of the most effective communications a board can develop for homeowners is a Community Vision Statement. Some of you are thinking, “that seems like a lot of work.” Remember the success of Disney and your

"ONE OF THE MOST EFFECTIVE COMMUNICATIONS A BOARD CAN DEVELOP FOR HOMEOWNERS IS A COMMUNITY VISION STATEMENT."

duty to protect home values. It is worth the investment. Set up a brainstorming session with the board. Survey residents. Review your budget and reserve study and create a plan for the future. Once the vision is known by leadership, communicate it to residents. Get their feedback and tweak your plan as needed. At the end of the process, you’ll have a plan to guide your decisions and most important, you will have community buy-in.

CAI knows that community newsletters are one of the most difficult animals to feed. It is, however, critically important to achieving a harmonious community. Use as few words as possible to report on all of the board's actions that impact general (not individual) homeowner living. The few hours it takes to write an informative newsletter each month will alleviate many hours of homeowner complaints.

Additionally, more residents are turning to the Internet to find information. Websites are easier than ever to create, and many are free to use. Make sure your newsletters and important announcements are easily attainable on the web. A website is a contemporary necessity for all communities. Don’t avoid this awesome technology.

Honestly, if you invest in a solid communications plan for your community, you will achieve harmony with most homeowners. However, there are always one or two difficult people who will never be happy. Suggest they spend some time at Disneyland.

Steven Shuey, PCAM, is a CLAC Delegate representing CAI-CV and serves on the national faculty of CAI. He is a community association consultant with Personalized Property Management and can be reached at IslandMgr@aol.com.