Vision Magazine Summer 2021 by CACM-California Association of Community Managers

Vision SUMMER 2021

THE VOICE OF THE CALIFORNIA COMMUNITY MANAGEMENT INDUSTRY

REUNITED… AND IT FEELS SO GOOD! Page 30

PR 101:

Your Primer on Public Relations

#ELS21:

After More Than a Year, We Gathered In Person

Finding New Talent in a Tough Market

Vision Summer 2021 • Vol. 30, no. 2

ASN4HOA.COM

President & CEO | Thomas Freeley

Association Services Network

tfreeley@cacm.org | 949.916.2226, ext. 315

Editor | Emily Yost eyost@cacm.org | 949.916.2226, ext. 313

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Managing Editor | Lynette Bertrand lbertrand@cacm.org | 949.916.2226, ext. 323

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THE VOICE OF THE CALIFORNIA COMMUNITY MANAGEMENT INDUSTRY

Todd Greisen, CCAM Contra Loma Estates

Dean Jackson, CCAM-HR Collins Management, ACMC

Andrew Hay, CCAM-ND.PM The Helsing Group, Inc., ACMC

Frank Jauregui, CCAM The Management Trust - Southern California, ACMC

Scott Swinton Unlimited Property Services, Inc. Hamlet Vazquez, MCAM-HR Action Property Management, Inc., ACMC

877.404.2008

Sarah Touchi Genevation, Inc. Kathleen Waite, CCAM American Management Services, Inc.

SUPPORT@ASN4HOA.COM

Talk to us about your association’s financial needs. We can help.

Vision magazine is released digitally by CACM four times annually to members, industry partners and supporters of the California Association of Community Managers. Magazine content copyrighted 2021. All rights reserved. No part of this publication

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may be reproduced without written permission from CACM. Opinions expressed by authors do not necessarily reflect the policies of CACM.

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CACM assumes no responsibility for return of photos or art and reserved the responsibility for the accuracy of articles, events or announcements listed. Please address comments and suggestions to:

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CMCA, AMS, PCAM

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949. 91 6 . 2226 | communications@cacm.org

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Vision Summer 2021 | cacm.org

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in this issue Vision SUMMER

2021

features

OF THE VOICE NIA THE CALIFOR COMMU NITY MENT MANAGE Y INDUSTR

Page 30

on the cover … REUNITED ! LS SO GOOD

What a breath of fresh air at our first inperson industry gathering at the Executive Leadership Summit in San Diego!

AND IT FEE

PR 101:

Your Primer on s Public Relation

#ELS2 1:

a Year, After More Than In Person We Gathered

Finding New Talent in a Tough Market

news bits 6

Members in the News

You Said It

Congratulations Managers

New Individual Manager and Management Company Members

California Legislative Update

New Industry Partner Members

Thank You Sponsors

departments 5

President’s Message

From the Roundtable

Course Calendar

KNOW YOUR SPECIALTY? HOW TO SELECT YOUR NICHE

PUBLIC RELATIONS: IT’S ALL ABOUT RELATIONSHIPS By Emily Yost, Director of Marketing & Communications, CACM

VIDEO MARKETING: DISTILLING INTO IMAGES WHAT SETS YOUR COMPANY APART By Dean Jackson, CCAM-HR

HOW TO PRODUCE A VIDEO ON A BUDGET By Kyle Petrulio

A VIDEO CASE STUDY: HARVEST LANDSCAPE

EXECUTIVE LEADERSHIP SUMMIT RECAP: BACK TO IN PERSON

TIPS TO FINDING AND MARKETING YOUR PERSONAL BRAND By Kathleen Waite, CCAM

CACM FOUNDING MEMBER: THE MANAGEMENT TRUST’S BILL SASSER TALKS GROWTH, CHALLENGES By Lynette Bertrand, Communications Manager, CACM

GREATER EXPECTATIONS IN MANAGEMENT: CUSTOMER EXPERIENCE AND ENGAGEMENT ARE KEY By Frank Jauregui, CCAM

CERTIFICATIONS PROVIDE MARKETING ADVANTAGES TO CLIENTS AND EMPLOYERS By Andrew Hay, CAMEx, CCAM-ND.PM

DO YOU HAVE A JOB OR A CAREER? By Hamlet Vazquez, MCAM-HR

THE POWER OF COMMUNICATION By Todd Greisen, CCAM

MAKE IT PERSONAL TO BUILD YOUR BRAND AND LOYALTY By Sarah Touchi

FINDING NEW TALENT IN A TOUGH MARKET By Lynette Bertrand, Communications Manager, CACM

4 LESSONS THE HOA INDUSTRY LEARNED DURING THE PANDEMIC By Tyler Gill

THE SALVATION ARMY: NEW MEMBER SPOTLIGHT

30 cacm.org | Vision Summer 2021

MANAGEMENT COMPANIES Don’t let business challenges bring you down...

CID Insurance Programs has successfully helped CACM Members with insurance & risk management protection for more than 23 years

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Vision Summer 2021 | cacm.org

Directors & Officers Liability Business Office Insurance Workers’ Compensation Third Party Discrimination

president’s message B

ack to in-person events? Um, “yes please” was what we heard. Okay! The Loews Coronado Resort was the venue for our first event in over 14 months, The Executive Leadership Summit (#ELS21) which was held May 21-22. While the surveys are still

coming in, it looks like it was a successful first event! We had over 65 managers and management company leaders, 13 generous Industry Partner sponsors, and over 100 people for an outdoor dinner. Wow! I was thrilled to be advising our attendees of what CACM is working on for 2021. I’m looking forward to bringing you up to speed as many of these exciting initiatives come to fruition. I’m excited to announce that we are finally in a contract with Cal State University-Fullerton (CSUF)! I know what you are asking, “So, how does that impact me?” Depending on who you are, it has a very positive impact. CSUF will begin offering the CACM certification courses starting in the fall. These courses will be offered and marketed to the public, not CACM members. Afterall, you already have access to our courses! But there are so many people that have no idea of what the CID industry is. They have no idea that we are considered essential workers! They have no idea that the CID industry is almost recession proof. This partnership will open our industry to many people seeking a career change or an initial career decision. This will positively impact you, as our goal is to create a potential pool of managers that are now interested in our industry and that will be trained in our industry even before seeking a job within the field! You can hire a manager that has already completed the courses necessary for certification--they only need to work in the industry for 6 months and then they qualify to be a CCAM! It is a powerful beginning for both job seeker and employer, bringing this industry into focus as a solid career path. How many of you intentionally jumped into our industry? I in fact did, but not many people have. We are trying to change that. Now that CSUF is contracted and once the program begins, we plan to seek partnerships with the remainder of the California State University Extension Programs. With a bit of luck (and your help) we will have an interesting pool of candidates by this time next year! Keep this (and all CACM information, classes, courses, and events) in mind when you are reviewing your marketing plan. Wait? What? You don’t have a marketing plan? You should probably get one, as this industry is rapidly changing, and so are the players in the industry! As a management company, you need to be marketing your services to ensure your brand is known and understood by potential clients. Marketing is an interesting tool that is so often misunderstood. People often think marketing is placing an advertisement here or there periodically—maybe a direct marketing campaign if you are lucky enough to have addresses for decision makers. Marketing is so much more! The question really is, “What do you do to create and solidify your brand?” From my perspective, branding and marketing are closely aligned. Essentially, focus on marketing your brand, not your services. The better your brand is known, the better your marketing capabilities will be. But hey, don’t only take my opinion. This edition of Vision Magazine provides a plethora of different perceptions, opinions, and ideas of how to market, when to market and who to market to. We are in a new stage of business as we emerge back into the world. Marketing needs to be a part of those discussions. Have at it! I know for a fact you do not hear this enough, so thank you for what you do each day. It really does matter!

Thomas Freeley, CAMEx, CCAM, President & CEO cacm.org | Vision Summer 2021

members in the news Managers Get Hitched Kathleen Waite, CCAM, tied the knot April 10 in a small ceremony in Cabo San Lucas, Mexico. She married Sean Laux, also a community manager, in a gathering of eight close family and friends. The honeymoon will have to wait until COVID travel restrictions are fully gone, she said. Waite, owner of American Management Services, Inc., in San Jose, serves on the Editorial Committee of Vision Magazine. Congrats to the newlyweds.

Associa Northern California Promotes Hubbard Associa Northern California recently promoted Scott Hubbard to Branch President, effective June 1. Hubbard previously served as Associa Northern California’s Senior Vice President of Operations. He brings more than 15 years of community management experience to his new role, having worked as community association manager and general manager for large-scale associations. In his new role as Branch President, he will focus on the brand’s day to day operations, business development, client growth and employee training and retention.

The Management Trust Acquires Advanced Association Management Services, Inc. The Management Trust has acquired Advanced Association Management Services, Inc. (AAMS), a Ventura County community management company. AAMS owner Chris Alapont said she was attracted to The Management Trust by its employee ownership structure and innovative services. “Employee ownership ensures that my staff’s dedication over the years will be rewarded,” she said. “It also creates a strong incentive for us to always improve our relationships with our clients through outstanding service. That, coupled with The Management 6

Vision Summer 2021 | cacm.org

Trust’s unique bundle of services, means this partnership will be a great benefit to AAMS clients.” The Management Trust’s CEO, Bill Sasser, said, “We have traditionally served our Ventura County portfolio from our Thousand Oaks office. As recent growth has made a local presence necessary, we were attracted to Chris’s customer-centric focus, which made this acquisition an obvious good fit.” Sasser said the Management Trust manages more than 100 community associations in Ventura and surrounding areas.

Scott Hubbard

members in the news Action Property Management, ACMC Promotions and New Hire Congratulations to Matt Davidson, CCAM-HR, on his recent promotion to Executive Vice President at Action Property Management, ACMC, and Richard Crane on his promotion to Vice President in the Los Angeles division. Action Property Management also recently hired Christopher Glennon as Vice President Gabriel Anguiano

Dave Ramos

Felix Montano

in its San Francisco office. Davidson began his career at Action as a General Manager in

Harvest Landscape Promotes, Buys and Hires

2005. Now, as Action’s Executive Vice President,

Harvest Landscape Enterprises, Inc. recently promoted Felix Montano to Vice President of Operations and Dave Ramos to Director of Quality Control. Montano rejoined Harvest in 2020 as Division President over San Diego and South Inland Empire Regions. As VP of Operations, he is finetuning Harvest’s Service Delivery for consistency across all regions. Ramos was previously Harvest’s Arbor Care Division Manager. He has more than 18 years in the industry and is one of Harvest’s earliest employees, starting in 2002 as a Landscape Technician. In other

his leadership and influence to be applied

news, Harvest also announced that it acquired Pacific Landscape Group as part of an aggressive growth strategy to gain market share and expand the business, said Steven Schinhofen, CEO. The purchase supports Harvest Landscape’s growth strategy and broadens its relationships with key clients throughout Orange County and the Inland Empire. Finally, the company also hired Gabriel Anguiano as Division President for Orange County, Beach Cities. Anguiano has 15 years of professional experience in the landscape management industry.

he will be taking on a role that will allow throughout the company. Crane began at Action in 2016 as Regional Manager in Los Angeles and for the past three years he has been the Director in that division. In his new role, he will take on a greater leadership role in that region. Glennon joined Action with more than 20 years of experience in the hospitality, multi-family and HOA industries.

Matt Davidson

Seabreeze Management Company Promotes Toalson Seabreeze Management

Richard Crane

Company recently promoted Alisa Toalson to Executive Vice President. Seabreeze CEO Isaiah Henry said, “Alisa, you are such an inspiration and a joy to work with. Thank you for being such an integral member of this team.”

Christopher Glennon

cacm.org | Vision Summer 2021

members in the news Homeowners Management Company, LLC Appoints New Leadership

Vim Mahabir

Qiana Nixon

Vim Mahabir and Qiana Nixon are the latest additions to a revamped leadership team at Homeowners Management Company, LLC (HMC) that succeeded previous Owner and President Jason Brown. Mahabir comes to HMC with more than 20 years of leadership experience. He started his career as assistant community manager at Associa Northern California and quickly was promoted to branch manager. He eventually held an executive leadership role at FirstService Residential. Most recently he was leader of new clients at Common Interest Management Services. Qiana Nixon began her career in the common interest development industry 20 years ago. Her experience includes new community development, developer services, high rise management and portfolio management. She also has experience outside of the CID industry with commercial development, key builds and tenant improvements. Both Mahabir and Nixon join President Joseph Price, CAMEx, CCAM, as the leadership team heading HMC.

Walters Management, ACMC Promotes Four Walters Management, ACMC announced the promotion of John Thorpe, CCAM-LS, Rebecca McDonald, CCAMRebecca McDonald, CCAM-LS

LS, Heather Wiltshire, CCAM, John Thorpe, CCAM-LS

and Rachel Garrett, CCAM, to Regional Vice Presidents of the company. “Playing key leadership roles in both company operations, as well as the overall success of the communities we serve, we are proud to have them represent Walters Management and our

Rachel Garrett, CCAM

industry,” the company said. In other company news, Walters Heather Wiltshire, CCAM

Management President Joe Farinelli recently celebrated 37 years at the company. Happy Anniversary! Joe Farinelli, CAMEx, CCAM

Vision Summer 2021 | cacm.org

members in the news J.P. Sanchez Joins EmpireWorks in the Bay J.P. Sanchez recently joined EmpireWorks Reconstruction & Painting as an Account Executive for the greater Bay Area.

Jacobsen Joins CAM Construction & Painting Jake Jacobsen recently joined CAM Construction and Painting as its new Business Development Director. He previously worked as Business Development Director for architectural design and consulting firm, CM Squared. He can be reached at jake@ camconandpainting.com.

Roseman Law Launches New Department Roseman Law, APC recently announced the launch of a new division, ACES, Inc., which stands for Asset Collection Enforcement Services. It’s Roseman Law’s new non-judicial department. Amanda DeVaul is collection manager and paralegal overseeing the department. Roseman Law will still be doing judicial collections as well as non-judicial collections. Non-judicial collections involve no court fees, bring about quicker results, offer real-time status report and generally are less expensive.

The Management Trust Adds Two in SoCal The Management Trust Southern California Division recently hired two seasoned community managers, Eric Kaluger and Brooke Jordan. Both work out of the company’s Tustin office location. They will be serving the Southern Division of The Management Trust and its clients in Cerritos, Corona, Thousand Oaks, and San Diego, California.

cacm.org | Vision Summer 2021

members in the news New Leadership at Associa - N.N. Jaeschke, Inc. Eli Crenshaw is the new President at Associa – N.N. Jaeschke, Inc., in San Diego. Crenshaw was set to begin in his new post in mid-June, after serving as President of Associa Arizona. The move to San Diego is a coming home for Crenshaw, where he began his Associa journey 14 years ago. “I am sad to be leaving my Associa Arizona family, but I am extremely confident that they will be in great hands with the tremendous leadership team that is in place, and that was so fortunate to serve alongside,” he said on LinkedIn. “I set out on this new adventure at NNJ incredibly humbled by and appreciative of the time we spent together and the invaluable lessons I learned as a member of such an incredible team.”

The Helsing Group, Inc., ACMC Nominated for Tech Award The Helsing Group, Inc., ACMC, was recently nominated for the 2021 Nintex Solution Innovation Awards. Nintex recognizes companies in the public and private sectors who have utilized the Nintex Process Platform as part of an innovative IT solution. Helsing’s contribution was designed to optimize its management solutions by delivering the right data, at the right time, to the right customer. Inspired by customer feedback, Helsing’s leadership team sought to improve communications

and data sharing with its community Board of Directors clients. The challenge was to help clients more easily receive and consume performance reports and analytics, to support data-driven decisions. The previous solution required customers to log into a web portal to view reporting data. However, users wanted a more convenient way to receive this information. By leveraging Helsing’s existing database infrastructure and Nintex’s

unique capabilities, the team can now automatically distil a wealth of database information into clear, easy to understand, personalized performance reports. These will be delivered to Helsing’s Board of Directors clients on a weekly basis, totaling more than 30,000 report deliveries annually. The benefits have been immediately apparent, with customer support inquiries reduced by 60%, the company said. More about the awards program here.

Industry Mourns Loss of Two Influencers Our community recently lost two members

Credentialing Administrator. Christopher

who greatly contributed to both CACM and

Pettis, CCAM-HR, also recently passed.

the industry at large. Industry partner Ken

Pettis, who was General Manager at

Kosloff, Principal and Senior Construction

Wilshire House Association, had a larger-

Consultant with Richard Avelar &

than-life personality and was well respected

Associates, was a longtime instructor and

among peers. Pettis was a rising star in

supporter of CACM. He was honored with a

community management and involved in

Vision Award for Excellence in Education in

several committees and education at CACM.

2012 for his contributions to further CACM

Described as a very approachable and

course development and his dedication

upbeat instructor, Pettis was always ready

as an instructor. “Ken was passionate

to assist education and offer his expertise

about what CACM represents, which

in teaching the High Rise Community

was demonstrated through his teaching

Management courses. “His dynamic

style. He was a very kind and generous

approach made our High Rise Community

person and our most inspiring instructor,”

Management course more engaging for

said Patty Sedia, CACM’s Education and

students,” Sedia said.

Ken Kosloff

Don’t see your news listed? Update us at communications@cacm.org 10

Vision Summer 2021 | cacm.org

Christopher Pettis, CCAM-HR

BACK TO IN PERSON! CHOOSE FROM THESE FORUM LOCATIONS SEPT. 8 BAKERSFIELD REGISTER

Stockton Country Club 7001 Stockdale Hwy. Bakersfield, CA 93303 Luncheon: 11:00 am – 1:30 pm

SEPT. 14 SOUTH BAY REGISTER

Almaden Golf & Country Club 6663 Hampton Drive San Jose, CA 95120 Luncheon: 11:00 am – 1:30 pm

SEPT. 15 EAST BAY REGISTER

Hilton Concord 1970 Diamond Blvd. Concord, CA 94520 Luncheon: 11:00 am – 1:30 pm

SEPT. 16 SACRAMENTO REGISTER

Arden Hills Athletic & Social Club 1220 Arden Hills Lane Sacramento, CA 95864 Breakfast: 8:30 am – 11:00 am

SEPT. 21 ORANGE COUNTY/INLAND REGISTER EMPIRE Renaissance Newport Beach Hotel 4500 MacArthur Blvd. Newport Beach, CA 92660 Luncheon: 12:00 pm – 2:30 pm Expo Begins: 2:30 pm – 4:30 pm Happy Hour: 4:30 pm – 5:30 pm

SEPT. 23 SAN DIEGO REGISTER

Hilton San Diego Mission Valley 901 Camino Del Rio South San Diego, CA 92108 Luncheon: 11:00 am – 1:30 pm

OCT. 13 COACHELLA VALLEY REGISTER

Classic Club 75-200 Classic Club Blvd. Palm Desert, CA 92211 Breakfast: 8:30 am – 11:00 am

2021

FALL REGIONAL FORUMS

Our 2021 Fall Forums are back to in-person collaboration! Join colleagues for candid roundtable discussions surrounding topics that are important to you and your daily work. Hear from top California legal experts and peers, walking away with tangible ways to solve situations with confidence. Note: MCAMs, CCAMs, & CAFMs earn 2 CEUs per Forum.

you said it! Executive Leadership Summit Having a great time with Christina Gano at #ELS21. She knocked it out of the park. — Grace Paluck, CAMEx, CCAM, The Management Trust, Division Executive Vice President

LETTERS TO THE EDITOR ABOUT SPRING 2021 ISSUE The issue is amazing! You have truly captured the essence of what CACM’s history is about and the issue is gorgeous! Well done to you and your team. — Karen Conlon, MCAM of Sequoia Grove Consulting, Inc.

Just wanted to say ‘WOW!’ and express my appreciation for the article in the latest Vision Magazine. It was completely unanticipated, but very, very much appreciated. Thank you so much for highlighting OMNI and the work that our staff has done to achieve the ACMC designation. We really appreciate it! — Rolf M. Crocker, CAMEx, CCAM | CEO/Principal, OMNI Community Management, LLC

Wanted to share how ecstatic we are to have been a proud Premier Sponsor and attendees for the CACM Executive Leadership Summit in Coronado. We enjoyed the ability to finally meet with so many of our partners face to face and the chance to have made some new friends along the way! #firstonsitepropertyrestoration #dowhatyoulove #lovewhatyoudo #cacmstrong #partnershipsareverything

Thank you CACM for an exceptional Executive Summit. Important information and evening activities all perfectly planned and very much enjoyed! #thankyou #CACM — Sonia Fuetsch, National Marketing, Business Development Executive, Account Manager FIRST ONSITE Property Restoration

— Julie Anaya of FIRST ONSITE Property Restoration

Thank you CACM for the opportunity to be a part of the #CACM Executive

ELS21: It was amazing to be back in person with our industry leaders! We had two solid days of formal and spontaneous discussions and debates about the best go-forward strategies for our communities and our community association professionals. Well done CACM! #ELS21 #CACM #WhitneyPetchul — Dirk Petchul, Whitney Petchul

Leadership Summit! Ernesto Arredondo, William Saunders, Ryan McBeth, and the rest of the Axos Bank team enjoyed meeting with leaders involved in #CommunityAssociation #HOA #Condo #PropertyManagement — Axos Bank for Business

Courses Feedback Thanks again for the training two weeks ago. I have to tell you it was one of my best training experiences. — Nicola Vezzali, The Prescott Companies, An Associa Company

It’s great to have multiple [forums] to choose from in a remote setting. — Christy Goodlove, CCAM of Sun City Lincoln Hills Community Association

Vision Summer 2021 | cacm.org

you said it!

I’m so grateful to have been nominated! Congratulations

A huge THANK YOU to team CACM for taking the

to all the nominees #CACM

time out of your busy schedules to visit our office and

— Ivonne Alvarez, Community Manager at Powerstone

share some joy! We appreciate being acknowledged

Property Management, ACMC

and we are honored to be recipients of the previous Vision Awards. It was especially poignant in that many of our PS Team members are newer to our industry

And the nominees are....Team Powerstone is honored

and haven’t participated in the pre-Covid CACM

to have been nominated in all eight categories for the

“experience”. We’re so looking forward to turning the

2021 CACM Vision Awards. Congratulations to all the

corner and having fun again! Thank you again for the

nominees! Thank you CACM we are looking forward for

wonderful surprise visit!

what’s to come!

— Rene Decker, CAMEx, CCAM, Chief Executive Officer

— Powerstone Property Management, ACMC

Powerstone Property Management, ACMC

™

Tom, I appreciate your leadership through these challenging and uncertain times. CACM strong, thanks

Thank you, CACM for investing in the technology for CMworld. I know it wasn’t cheap... but it’s a great experience, compared to a Zoom meeting. Harder to zone out when you’re interactive and able to speak with colleagues and vendors. — Brad Huffman, Bay Area Property Services

to you and your great team. — John Patrick Maura, CAMEx, CCAM Smith Ranch Homes

cacm.org | Vision Summer 2021

from the roundtable A MESSAGE FROM THE BOARD

he sun is shining, the birds are chirping, and life is starting to feel somewhat normal again! It was an absolute pleasure to see those who attended our recent Executive Leadership Summit in Coronado. It was two days of invigorating panel discussions, keynote speakers, leadership, and friendship. I would

highly encourage all industry executives to consider attending this annual event as it never disappoints and leaves you feeling motivated to tackle the challenges we face in our industry daily. Thank you to everyone who participated! The CACM Board of Directors recently held our annual Strategic Planning meeting, and we are extremely eager to share information regarding upcoming events and educational opportunities that will be open to our members. A positive result of the COVID pandemic was it pushed the Board to think outside the box and challenged us to get creative in ways that we could have never imagined. We want to continue to offer education that is relevant, innovative, and convenient for all managers. The Board took the challenge head on, and with the implementations of the CACM team, there are big things happening for our organization soon, especially regarding education. Please take a moment and check out the CACM event calendar as we have some educational forums that are coming up over the next few months. We will be back to in-person events and we have some great content planned. We also have some golf tournaments in the works, and we are already working on our famous holiday gatherings. You don’t want to miss out on these education and networking opportunities, so make sure you sign up today! I encourage you all to take a moment and soak in the summertime feeling. The role that we serve in our industry is a big one. We work long and sometimes thankless hours. I hope you all have the opportunity to take a step back and enjoy some much-needed downtime with your loved ones. I look forward to seeing everyone in person soon!

Kendrah Kay, CAMEx, CCAM CACM Board Chair Powerstone Property Mgmt., ACMC

Vision Summer 2021 | cacm.org

achieving professional excellence

Congratulations Managers It is with great pride that we recognize managers who have taken the next step in their professional career by pursuing advanced educational opportunities. Congratulations to our newest Certified Community Association Managers (CCAM), Certified Association Financial Management (CAFM), Specialty Certificate, and ACMC (Accredited Community Management Company) recipients for the period of March 1, 2021 through May 31, 2021.

NEW CCAMs Mariana Acevedo, CCAM Robert A. Adams, CCAM Henry D. Angelino, CCAM Carlos P. Arellano, CCAM Stephanie L. Aven, CCAM Sarah J. Basko, CCAM Jesse A. Brown, CCAM Jackie Castillo, CCAM Laura Cervantes, CCAM Amber R. Costello, CCAM Jaycee L. Devera, CCAM Tesla Dubois, CCAM Michelle Espinoza, CCAM Jeff Gardner, CCAM Harold B. George II, CCAM Kimberly Greene, CCAM Rob Hussey, CCAM Teresa Isom, CCAM Cindy J. Jassar, CCAM Brian H. Jones, CCAM Zachary M. Jones, CCAM Justin Langenberg, CCAM Maria Haide Lara, CCAM

William A. Lewis, CCAM

NEW CAFMs

Soknay Lim, CCAM

Daniel Huls, CAFM

Katherine Morris, CCAM Amanda L. Nevarez, CCAM

SPECIALTY

Justin Park, CCAM

CERTIFICATES

Jennifer Elena Pemberton, CCAM

LARGE SCALE

Tara A. Poole, CCAM

Susan Bellani, CCAM-LS

Sheila Purcell, CCAM Josefina Rodriguez, CCAM

PORTFOLIO MANAGEMENT

Keree Roen, CCAM

Wendy C. Cross, CCAM-LS.PM.AA

Andrew Roland, CCAM

Rick West, CCAM-LS.PM

Henry Romero, CCAM Karla Ruotolo, CCAM

NEW DEVELOPMENT

Kaylynn C. Sampson, CCAM

Cory Bauer, CCAM-ND

Jennifer Scantlen, CCAM

Lia Gomez, CCAM-ND

Jacqueline S. Scott, CCAM

Marne Logan, CCAM-LS.ND

Joseph Y. Shin, CCAM

Carolina Reed, CCAM-PM.HR.ND.AA.CI

Alysia M. Silva, CCAM Shana A. Underwood, CCAM

AGE-RESTRICTED ADULT

Amanda B. Walter, CCAM

COMMUNITY

Matthew Williams, CCAM

Marne Logan, CCAM-LS, ND.AA

Amy Yankauskas, CCAM

EMERITUS Steven Shuey, CCAM-Emeritus

cacm.org | Vision Summer 2021

spotlight on education WHAT’S YOUR SPECIALTY? Adding a specialty designation after your CCAM or MCAM designation accentuates your value in a niche market and broadcasts your expertise to your employer, community association board clients and colleagues. A Specialty Certificate demonstrates an in-depth understanding of one of the management specializations, including High Rise, Large Scale, Portfolio Management or New Development Community Management. You can earn designations in addition to the certificate, including adjunct specialty designations for Age-Restricted Adult Community Management and Commercial & Industrial CID Management. What does each specialty entail?

LARGE SCALE COMMUNITY MANAGEMENT (CCAM-LS)

HIGH RISE COMMUNITY MANAGEMENT (CCAM-HR)

This program condenses years of experiential knowledge putting you on the fast track to large scale community management best practices related to governance issues, people and personnel, facility management, recreational amenity management, architectural control, green management, strategic planning, finance and community-building.

This program condenses years of experiential knowledge with best practices in high rise community management. It focuses on people and personnel, property protection, mechanical systems, fire and life safety, regulatory considerations, legal issues and finance.

PORTFOLIO MANAGEMENT NEW DEVELOPMENT (CCAM-PM) MANAGEMENT (CCAM-ND) In this program you gain expertise in task management, leadership and communication, common area management, working with service providers, safety and regulations, averting legal issues and cost control strategies.

This program provides an understanding of working relationships and processes employed in creating and transitioning developer controlled CIDs to owner involved associations including Department of Real Estate (DRE) documents and regulations, start-up operations prior to the first close of escrow, phasing schedules, ongoing operations and trends in new developments.

How to Obtain a Specialty Certificate WHO CAN EARN A SPECIALTY CERTIFICATE AND DESIGNATION?

Community managers who have held the Certified Community Manager (CCAM) certification for a minimum of two years.

WHAT’S INVOLVED?

Successfully complete the required coursework: • Human Resource Management • Risk Management in Community Associations (prerequisite applies) • One of the following specialization courses: • High Rise Community Management • Large Scale Community Management • Portfolio Management • New Development Community Management

Vision Summer 2021 | cacm.org

• Submit the applicable Specialty Certificate application and processing fee within 36 months of completion of the first required course. • Upon acceptance, complete a solution-based essay demonstrating knowledge and understanding of the required courses. • CCAM or MCAM continuing education requirements must be met in order to use a specialty designation.

KNOW your NICHE Managers, what area of specialty is right for you? CACM has identified professional interests that may assist you in determining which specific area you would be best suited for.

HIGH RISE

NEW DEVELOPMENT

LARGE SCALE

PORTFOLIO

You enjoy the mechanics of a building’s operations. You enjoy being available (and visible!) to homeowners at all times. You enjoy managing a staff (maintenance, customer service, cleaning, security, grounds, parking, concierge, etc.) You enjoy working to ensure procedures are in place for after hours emergencies. You are a creative problem solver.

You enjoy working alongside local governmental entities. You enjoy managing a staff. You thrive working with committees and teams. You enjoy managing complex communities (i.e. complex common areas)  You enjoy the complexity of the relationship and responsibility to sub associations. You are a creative problem solver.

You enjoy working with and understand the mind of developers. You enjoy watching a project built from start to finish. You enjoy the legal set up of required community documents. You are a relationship builder and enjoy developing healthy relationships between the developer and homeowners. You enjoy setting up processes and procedures for new communities. You are a creative problem solver.

You enjoy change and the ability to maintain a diversified schedule. You like the idea of working with different property types. You have a bit of thick skin, as you’ll be the “front line” for a multitude of homeowners throughout the different properties you manage. You are great at multi-tasking. You enjoy working on multiple projects simultaneously. You are a creative problem solver.

cacm.org | Vision Summer 2021

OPEN FOR REGISTRATION

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maintaining high standards

New Individual Manager & Management Company Members CACM members further their success in the industry and benefit by partnering with colleagues to share new ideas and best practices. Please join us in welcoming these members form the first quarter of 2021 (January 1 - March 31)

APPRENTICE Jamie Brown

Curtis Jones

Cory Villavicencio

Megan Marquez

Lauren Knutson

Christina Wade

Deborah Kohler

Shawn Waldie

Cheryl Kouchekinia

Shawn Ward

Kelly Adair

Achsha Lamb

Cheryl Weepie-Garcia

Cory Alvarez

Alisa LeDay

Johnathon White

Chukwubueze Anakwenze

Jessica Lee

Joey Williams

Desiree Aubel

Lawrence Leung

Jeremy Wilson, CCAM

Jared Avis

William Lewis, CCAM

Pam Winslow

Alexander Barnes

Ronnica Marroquin

Amy Yankauskas, CCAM

Cary Brackett

Adam Medina

Christina Young Robinson

Marjorie Brown

Amanda Moore

Gabriella Zaccaria

LaCienee Bryant

Kirk Muldarry

Melissa Zavala

Melissa Chapman

Alejandra Neri

Esther Cordero

Linda Norton, CCAM

James Covington

Tania Ortiz

Christine Richards

David Craig

Avery Patentreger

Robert Richardson

Andrew Crowley

Johny Perez, CCAM

Jaycee Devera, CCAM

Rick Rapp

Nicole Drinnen

Kelly Ray

A-Creative Property Management

Melissa Drobis

Nora Reardon

Associated Professional Services

Samantha Ferris

Gilberto Robles

Crummack Huseby Property

Jennifer Freed

Esteban Rodriguez

Management, Inc.

John Ganley

Josefina Rodriguez, CCAM

Golden West Property Management, Inc.

Graeme Grant

Keree Roen

Overton Moore Properties

Christopher Greenwood

Nataliee Ross

PropertyADVANTAGE

Shayma Gross

Sandra Rush

Wellspring Property Management

Brennan Hovland

Tina Strabel

Julie Huddlestor

Rocky Su

Scott Humberstone

Laurel Sylvanus

Choice Management Solutions, Inc.

Joydawn Jackson

Dana Thorp

KeyOpp Property Management

Stephanie Jagow

Jennie Tidwell, CCAM

King Management

Damon Jawitz

Kelly Townsend

Modern Management, Inc.

Joy Johansen

Robert Townsend III

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cacm.org | Vision Summer 2021

LEGISLATIVE ACTION PICKS UP AT THE STATE CAPITOL CID BILLS BACK IN THE CUE.

By Jennifer Wada, Esq.

Getting “back to normal” may mean in-person gatherings and summer travel, but it also means Sacramento getting back to pushing an overwhelming number of bills. There have been quite a number of changes to CID bills since the last legislative update. Here are some key updates:

AB 502 (Davies) would apply elections by acclamation to all associations. In the last update, the Chair of the Assembly Housing committee was questioning whether to even give the bill a hearing. We are proud to say that after our advocacy efforts in favor of the bill, including a long discussion with the Chair on the merits, AB 502 was not only allowed to proceed, but it was approved unanimously in committee despite opposition from various homeowner groups. CACM’s CEO, Tom Freeley, was the key witness at the hearing. Amendments were taken that would require a regular election to be held at least once every three years and would add a 90-day notice of the nomination process. It has now moved over to the Senate and we are awaiting a hearing in both the Senate Housing and Judiciary committees. We anticipate a more difficult time in the Senate but will be working the bill hard.

Vision Summer 2021 | cacm.org

AB 1101 (Irwin) is CAI-CLAC’s clean up

inserting cleanup to last year’s AB 3182

units or more to have websites. This bill

measure to AB 2912 (Irwin, 2018) and

(Ting) regarding rental restrictions. This bill

was opposed by homeowner groups due

would clarify the types of financial

now contains language that would allow

to concerns about privacy with respect to

institutions an association may use

the governing document amendment

emails and homeowners not knowing they

to hold its funds and modify when

requirement to be done through a board

are consenting to email delivery, among

board approval is needed for electronic

vote only and would push the compliance

other things. Amendments have been

transfers–$10,000 or greater for

date to July 1, 2022. The bill also continues

inserted that prohibit associations from

associations with 50+ units and $5,000

to contain cleanup to the CID ADU law (AB

transmitting or selling a homeowner’s

or greater for associations with less than

670, Friedman, 2019) by clarifying it applies

personal information. Amendments

50 units. AB 1101 would also clarify the

to all CIDs since some associations were

also completely eliminate the website

types of insurance an association must

construing it as not applying if they did not

requirement. SB 392 is set for hearing

maintain. This bill is currently awaiting

have undivided interests in common area.

in the Assembly Housing committee

a hearing in both Senate Housing and

and amendments will be taken that

Judiciary committees and has proceeded

SB 391 (Min) is the vehicle for the

eliminate the opt-in/opt-out approach

despite accusations from the opposition

California Law Revision Commission’s

and simply ask all members to provide

that it would allow managers to set up

study on emergency measures in CIDs.

their email, mailing address, secondary

bank accounts in their own name and

This bill would allow, during a state of

email, and secondary mailing address.

commingle funds–accusations we have

emergency, meetings to be conducted

It then requires homeowners to provide

debunked.

entirely by teleconference (this is defined

their first and second preferred methods

to include videoconference) without any

of delivery, which can be both email and

AB 1410 (Rodriguez) was the bill that

physical location needed as long as certain

mail. Amendments also clarify that if email

threw in the “kitchen sink” against

requirements are met. This bill has been

bounces back or is invalid, notices can be

associations. It proposed to eliminate

opposed by various homeowners groups

sent to another email or mailing address

all rental restrictions, to allow personal

who claim concerns about homeowner

provided by the owner.

agriculture anywhere on a separate

notice and access, the need to record

interest, to prohibit associations from

meetings and the potential for fraud when

imposing fines or enforcing any violation

ballots are being counted. In response,

We are now in the “second house”

during a state of emergency, among other

amendments have been inserted that: 1)

policy committees and things

things. CACM strongly advocated against

require the first notice of a meeting held

will start moving even faster. The

the measure, including a discussion

by teleconference in an emergency to be

Legislature breaks for summer recess

with the Chair of the Assembly Housing

done through individual notice and that

on July 16 and when they return

committee who was interested in CACM’s

if mail notice is impossible, notice can be

on August 16, we will have until

perspective of the measure. After much

sent to an email address provided by the

September 10 before the Legislature

discussion, the Chair decided to hold the

member; 2) require that at a teleconference

adjourns. The Governor will have until

bill and not allow it to proceed this year. It

meeting where ballots are to be counted,

October 10 to sign or veto bills.

was a great victory for CACM but we must

the camera is placed in a location that

remain vigilant because it could come

enables members to witness the counting;

back next year. We understand that there

and 3) specify that civil remedies available

is interest in exploring the bill’s prohibition

under existing law shall also be available

of restrictions on speech that is critical of

to address violations of this bill. The

the association. We are happy to engage

author has wisely refused to accept an

in these discussions but will continue to

amendment that would require meetings

oppose such extreme measures that tie

to be recorded.

the hands of associations. SB 392 (Archuleta) is the bill sponsored AB 1584 (Committee on Housing) is the

by the California Association of Realtors

housing omnibus bill, which is intended

that would have changed notices sent by

to contain noncontroversial proposals.

email to be opt-out, instead of opt-in, and

As last reported, we were working on

would have required associations with 50

Jennifer Wada, Esq., is an attorney, CACM’s legislative advocate and principal of Wada Government Relations in Sacramento.

cacm.org | Vision Summer 2021

Public RelationsIt’s All About Relationships BY EMILY YOST, DIRECTOR OF MARKETING & COMMUNICATIONS, CACM

A good PR story is infinitely more effective than a front-page ad. - Richard Branson you at an event or hearing of What is PR? Public Relations. your product or service over the PRSA (Public Relations Society Hype. airwaves. of America, Inc.) defines Spin. public relations as “a strategic ‘Relations’ Says It All communication process that Publicity. Isn’t it interesting that public Image Management. builds mutually beneficial ‘relations’, like the community relationships between Promotions. organizations and their publics.” management industry, focuses Marketing. Publicity tells your story in depth, on the relationship between the

increases your trustworthiness

hese are all words that

and visibility. The most exciting

we’ve heard used,

part about publicity is that it can

but how do you USE

be done at a very low cost if done

them in your day-to-

correctly. Furthermore, you can

day efforts to ensure your target

build brand ambassadors that

market knows you exist or better begin spreading your message yet, are the PERFECT SOLUTION long after reading an article, for their association or company? discovering a social post, seeing 22

Vision Summer 2021 | cacm.org

company and the client? How

are relationships built? Through building trust, of course! Building trust is an essential part of a strong public relations strategy. Trust is essential to any quality relationship—it is especially important in your

professional world. Trust ensures that the public thinks of you before a competitor and engages with you. Morning Consult’s Most Trusted Brands™ latest report sets the benchmark for gauging brand trust. Their most recent report shares that 80% of those surveyed “stopped buying from a brand that lost their trust often switching to a competitor.”

The Relationship Stages A good publicist will share that understanding how to build and

“

If you don’t tell your story, someone else will. -Anonymous

maintain trust within all stages

obtain those seven interactions.

of a relationship are critical.

Perhaps it is reaching out

Relationships have three stages:

to a local television station

the courting or wooing stage,

about a special family your

the honeymoon stage and the

company is supporting through

authentic, real relationship stage.

philanthropy or rather a social

Courting/Wooing Your Audience If you want to build relationships with a specific audience, you must commit to wooing them. The practice of courting can be found in human relationships and even the animal kingdom. The marketing “rule of seven” shares that a potential customer must have at least seven interactions, or touch points, with your brand before they will consider engaging in a conversation. The question you should be asking yourself is not WILL YOU commit to at least seven touch points, but rather WHAT methods you’ll use to

media blog article about the owner or an employee who has an inspirational, personal story to share. People love to get to know the people behind the business—especially in a service industry such as ours.

The Honeymoon Stage Unlike marriage relationships, professional relationships in the honeymoon stage can remain there for quite some time. You are both on your best behavior and everything you say and do seems to be met with wonder and amazement. This is a magical time for a company and one that a good public relations strategy should capitalize on. Continues on page 24

cacm.org | Vision Summer 2021

Public Relations,

Continued from page 23

1. Gather testimonials of these happy clients. 2. Ask for positive reviews across online platforms. 3. Showcase their association or their board members’ accomplishments in your client communications, social media channels, etc. 4. Find ways to celebrate and/or support them through community publicized projects, etc. 5. Encourage social sharing. Your clients are your brand ambassadors. Create engagement by inviting them to get involved in online conversations and social sharing opportunities of community projects, etc.

The Authentic/Real Relationship This is the stage that many of us dread or avoid at all costs. It is the stage that trust can be lost in an instant and lead to a client ‘jumping ship’ to a competitor or the moment that leads to happier clients who share your honesty and integrity with everyone they

encounter. Most commonly, a problem has arisen between you and the client. A good ‘crisis PR’ publicist will share with you that it is all in the recovery.

YOUR CALIFORNIA PR TOOLKIT

1. Know when to speak and when to be silent. There are moments where you need to address instantly a problem or concern while there are others that may have been caused by mitigating factors that could lead to a secondary issue that must be addressed. Before you speak, consider the rebuttal and ensure it shuts a negative conversation down, rather than fanning the flames of an already hot fire.

Use these quick links to identify where you should be sharing your story.

CALIFORNIA MEDIA OUTLETS TOP 10 CALIFORNIA NEWSPAPERS TOP 50 CALIFORNIA NEWS SITES

2. Offer an apology when one is called for. It’s good for the soul and the pocketbook! A simply ‘I’m sorry’ is an excellent (and free!) way to ensure a client is heard and that they continue to feel the highest level of trust. 3. Solutions are essential for trusted relationships. Be ready to offer a solution to an issue when communicating with the client, regardless of platform. Assume that they will share your response. Be ready to build trust with other potential clients with your solution as current customers tout your commitment to ethical and reputable business practices.

Emily Yost, Director of Marketing & Communications at CACM

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VIDEO MARKETING DISTILLING INTO IMAGES WHAT SETS YOUR COMPANY APART.

he last few months have been an adventure in reinvention. I was forced to take a hard look at what sets me apart. Talent, experiences, focus, and personality were all put under my microscope. I had to honestly assess my strengths and weaknesses, play to my strengths and strengthen my weaknesses. The result was a new position that is now leading me to think about the things that set my company apart and market those things. I went from the microscope to the macroscope! I was asked to make a video to market our company through an HOA organization. As I delved into the work, I had conversations with my boss, I looked at company literature, and I looked at the talented staff around me. There was a lot to process, and I had to boil it down to about a minute (nobody wants to hear me talk for longer than that anyway, you’d get a dad joke, and I’m not a dad). I decided to shine a spotlight on some of the things that set us apart and play to our strengths. Our managers are all either certified through CACM or working on achieving certification. Our company did the hard work of achieving the Accredited Community Management Company (ACMC)

By Dean Jackson, CCAM-HR certification through CACM. We offer unique services such as project management, we are family owned and operated, the CEO is just a phone call away, and we bring many things to the table that other companies may not. The task was to distill all of this and more into a short recorded and narrated PowerPoint presentation which would hold attention and provide a window into our services and our culture. I accomplished this by backing up my points with imagery. They say a picture is worth 1,000 words, since I had an extremely limited time in which to use words, I let the pictures do the talking. A photo of a professional and diverse workforce, a picture of an award or designation hard earned, an image of a project successfully completed. Much more than words, these things can leave an indelible perspective in the eyes of the watcher. What sets your company apart? I know of a painting company that is really focusing on diversity of race, gender, and background in their company. There is a management company, based in Southern California, that would fly all their staff from around the state to a holiday party once a year (hopefully they will be able to do so again).

There are companies that have unique manager support structures with “pods” of managers working together on accounts. There are companies with proprietary software, a focus on technology, unique fee structures, hands-on customer support, and much more. There is always something that sets your company apart. Take a snapshot of the unique qualities and services that you want clients, and future clients to know about. What is your calling card (or video)? We all have an image, imagine what yours could be.

Dean Jackson, CCAM-HR is Director of Project Management at Collins Management, ACMC.

cacm.org | Vision Summer 2021

How to Produce a Video on a Budget BY KYLE PETRULIO

Videos are a great way to share a visual of what makes you you as a company and what you have to offer that’s different from everyone else! To start, here is a question you must ask yourself:

WHAT IS MY STRATEGY?

Before getting to gear and how to actually shoot the video, you should make a clear strategy for your video. Pick 3-5 selling points of your company that you want to highlight. - How might you depict these in a video? - Which of these may be easy to show? Which of these may be difficult to show? It is always good to have extra options, so if you think of what you believe is your 2 best ideas first, keep going. Those first ones may be hard to film. With extra options at hand, you can always pivot your plan!

GEAR

For a simple video, there are really only two things that you are going to need: a camera and some way to put your shots together (editing software). Thankfully, you may already have these.

CAMERA

For a simple video, you can just use your smartphone. Phones nowadays have great cameras that can show your business clearly. 26

Vision Summer 2021 | cacm.org

EDITING SOFTWARE

Just like the camera option, your phone is a great tool for simple video editing. - iPhones: Newer iPhones have iMovie already installed on them where you can simply drag in clips and add a soundtrack. - Android: One good simple video editing app is FilmoraGo. Similar to iMovie, you simply drag in clips and add a soundtrack. (FilmoraGo is also available on iPhone).

PUTTING THE VIDEO TOGETHER LIGHT IT!

Now, take out your phone and go to the video setting on your camera. Before you press record, however, check your lighting. When recording outside, don’t record directly into the sun. This will cause the image to be blown out (extremely bright). Have the sun behind you so that it illuminates what you are looking at but is not in the frame.

When shooting indoors, keep the same principle. Shoot your subject (whether a person, object, or room) with the light behind you. If shooting a person near a window, don’t have the window behind them, they will become a silhouette and we won’t be able to see their expressions or personality (the reason you’re making the video in the first place.) If you have desk lamps around, these are great ways to light people with what you already have. If you want to shell out a grand $1-4, Paper Lantern lights are great for creating soft light on people for very cheap as well.

KEEP IT STABLE

Having stable footage boosts your video to the next level. This can be as easy as propping your phone up between a couple of books to take the shake of a human holding it away. If you want to walk around for a shot, try to keep your hands as stable as possible.

CAN YOU HEAR ME?

When it comes to sound, clear audio is important for a professional video. I recommend just having a clear video with a nice soundtrack to represent your company. Without high quality equipment, recording clear vocal audio is difficult. However, if you do wish to have someone discussing what makes your company great, find a very quiet area to film such as an office without too many noise-making machines (refrigerators, air conditioning, etc.)

EDIT IT

When putting the clips together, try to create a small story. This should come from when you created your strategy. If you have a good clip that has a shaky beginning or end, just cut it down to the good part and use only that (no one has to know you made a mistake).

THAT’S A WRAP

There are many more complicated aspects to refining your videos, but this should be a good start to creating something to post on your website or social media. The key to making good videos is practice, so if one aspect doesn’t look great, try to change it, play with it, add some flare that represents you and your company.

VIDEO GROWS IN POPULARITY

100mil 120 54%

Over 100 million people watch YouTube TV on their TV screens each month in the U.S.

Videos under two minutes long generate the most engagement (Wistia)

seconds 54% of people want marketers to produce more video content (HubSpot)

top

billion

YouTube has over 2 billion active monthly users (YouTube); YouTube streams over 1 billion hours of video a day

• Explainer, demos, • product and • how-to are •thetestimonials four most popular videos businesses produce (HubSpot)

82% Video is expected to make up 82% of all internet traffic by 2022 (Cisco)

Kyle Petrulio is a budding new talent in the film and entertainment industry in Southern California. Earlier this year, when the entertainment industry was on hold because of the pandemic, CACM tapped him to help train and onboard members into CMworld.

cacm.org | Vision Summer 2021

VIDEO:

HOW HARVEST DOES IT

CACM recently chatted with Amanda Gray, VP of Marketing at Harvest Landscape, about a new YouTube video series called The Harvest Lab that the company launched at the start of the year. So far Harvest has released six videos of varying lengths covering everything from mulch to bee removal to birds and nesting. “We started off with once-a-month releases,” she said, but admitted that to be successful with videos, frequency has to be much higher. “You should be releasing videos every week. We started recording longer videos and turning them into shorter pieces.” Some are teasers about upcoming content. Frequency is now up to two longer episodes a month with bonus shorter episodes in between. The goal? “Help viewers understand what happens behind the scenes with landscape,” she said. “It’s not just about the service we provide, but the beauty of our environments, what it means to work in our environment and what we come in contact with all the time like fires, birds, bees, etc.” Gray said the idea to invest more into video came about as the pandemic made it difficult to see people in person and let them know what Harvest did. “We thought, ‘Let’s embrace the educational aspect of what we do and share it with people.’” The content is geared toward anyone not just managers and board members but their children and anyone interested in the environment. Harvest produces videos both with internal staff and with outside videographers and directors—it depends on the length and what the video is for. Gray said there are many talented videographers on social media including Instagram that are passionate and have their own equipment to shoot and edit.

TOP TIPS

• Keep it short. Gray says their sweet spot is around four minutes. While it’s hard to fit great information in that short of time, viewers start disappearing after that mark. • First 10 seconds are crucial. You only have a few seconds to capture their attention. Watch the timelines in your videos to see where interest peaks. • Use social media to guide viewers to your content. Whether it’s Instagram, Facebook, Twitter or TikTok, make sure to use social platforms to distribute your videos or links to your YouTube channel. In addition to your website, these channels bring your message to a broad audience and viewers vary widely on each platform. • Timing matters. Gray said scheduling is just as important as the channels you use. Understanding when content is going to be viewed and making sure that you create and send it out to the social media world at good times. “You can spend all this time, attention and money on video and editing but if you don’t post it at the appropriate time, you will miss an entire window of people,” she said. There are many tools that help you identify best times and how to get the most out of your efforts.

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SECURE YOUR SPOT IN THE 2022 RESOURCE GUIDE CACM’s Resource Guide is California’s most comprehensive annual directory of community association industry professionals. This digital, interactive guide includes live links to websites and email addresses, in addition to Industry Partner advertisements making communicating with colleagues quick and easy.

U R C E G U ID E O S E R M C A C 1 2 0 2 WE HAVE OPENED UP ADVERTISING OPPORTUNITIES FOR THE 2022 RESOURCE GUIDE. RESERVE YOUR SPOT EARLY TO SECURE YOUR SPACE.

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CLICK TO READ NOW cacm.org | Vision Summer 2021

Executive Leadership Summit |

MAY 20 - 21, 2021 CORONADO, CA

The industry came together for our first in-person event since the pandemic began at #ELS21 in Coronado. More than 100 managers, industry partners and their guests attended the conference in San Diego. It was a breath of fresh air and attendees enjoyed the speakers, breakout sessions and plenty of networking time seaside.

THANK YOU SPONSORS PREMIER SPONSORS

EXECUTIVE SPONSORS

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cacm.org | Vision Summer 2021

EXECUTIVE LEADERSHIP SUMMIT MAY 20 - 21, 2021 | CORONADO, CA

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MARKETING YOURSELF LOOKING FOR A NEW JOB OR TO MAKE A SHIFT IN THE INDUSTRY? MY TIPS TO FINDING YOUR PERSONAL BRAND. By Kathleen Waite, CCAM

o outsiders, association management may seem like a niche industry. While we cater to a very specific market, that market varies much more than meets the untrained eye.

“YOU MAY FEEL STUCK OR STAGNANT IN YOUR POSITION, BUT IF YOU’RE WILLING TO PUSH YOURSELF, THERE ARE NEVER ENDING OPPORTUNITIES FOR GROWTH AND CHANGE.” 34

Vision Summer 2021 | cacm.org

There are commercial and residential associations, single family homes in rural communities and high rise buildings in the middle of the city. You name an area, there is probably a common interest development there and a corresponding manager to meet their needs. As an Association Manager, at times you may feel stuck or stagnant in your position in the industry, and I’m here to tell you that if you’re willing to push yourself, there are never ending opportunities for growth and change. The first step is knowing what you want. You may not always or immediately find a job opportunity for exactly what you want, but knowing your goals and objectives will help you narrow your search. You can start by looking for targeted jobs to your skills or goals. An on-site manager position is very different from a portfolio manager position. Both have pros and cons and knowing your strengths and weaknesses and how those apply to both options can help you market yourself as an individual to the hiring party. CACM offers a variety of specialized courses (see page 16) to help not only certify you in those more tailored fields, but they also will give you the education you need to better market yourself and your personal brand to potential employers.

Another way to help guide your personal brand when unsure of your path is to tap into your industry partners. Other CACM manager members and vendors are a huge resource that many managers underutilize. Many vendors are former managers. That combination of industry experience and knowledge is sitting waiting for you to discover. Speak with your peers about their experience, what has been rewarding in their positions for them, what has been a challenge to them, and from there you can again, narrow your goals and tailor your training and skills to meet what you want to achieve in this industry.

All of this is not to say that no matter where you go you’ll only get jobs you want or fit your brand. Part of most, if not all, jobs is doing things that are hard or you don’t necessarily enjoy. Take those difficult moments and really analyze WHY you didn’t enjoy it. Was there a way you could have started things off differently that would have resulted in a different outcome? Things you can learn from and avoid in the future? Or just ways to make those unpleasant tasks more bearable? Treat the negative as a learning experience and keep that knowledge in your back pocket. It will do nothing but help you grow and evolve in the Association Management sphere. Knowing your personal brand and goals will help you become a master at your craft in any occupation. Your biggest investment will be in your own self development, so make sure to carve out time for that important task. By investing in yourself you can gear your training and expertise toward more of the accounts and jobs you enjoy. Any smart employer will want to utilize their employee for what they are the best at, so if you enjoy and are good at managing a certain type of association, you may find that those types of accounts are sent your way. Even if your current position doesn’t allow you the autonomy to make some of those higher level decisions, by really selfreflecting and analyzing what you enjoy and why, you can continue to grow in that direction and get through the harder tasks knowing it was part of your personal growth and development.

Kathleen Waite, CCAM is the owner/ president of American Management Services, Inc., a boutique management company based out of the South Bay area. cacm.org | Vision Summer 2021

With Eye Toward the Future, The Management Trust Invests in Tech, Diversification

“

“A diversification of services offered by management companies is an economic necessity to battle commoditization.” By Lynette Bertrand, Communications Manager, CACM

Bill Sasser, CEO of T h e Management Trust, is one of the founding members of CACM. He served as chair of the association from 1999-2000. He recently spoke to CACM about today’s challenges, how the company is evolving and where he sees The Management Trust and the industry headed. 36

Vision Summer 2021 | cacm.org

Bill Sasser launched his career in community management in 1986, joining Transpacific Management, a company his father started 10 years earlier. Just two years later, he suddenly found himself in a leadership role when his father passed away. He remembers gathering the entire company around a conference room table to let them know–less than 20 employees at the time.

One new way The Management Trust is addressing the customer experience is through technology, ironically. The company is rolling out an automated process through which homeowners can text requests and questions and receive immediate answers. The artificial intelligence product is called “Text Trusty,” and is a homeowner’s digital assistant.

Thirty five years later—after navigating multiple mergers, acquisitions, an ownership change to an Employee Stock Ownership Plan (ESOP) in 2005 and 18 months later, the merger of Transpacific, CDC Management (Washington), Northwest Community Management (Oregon), Kocal

“While that seems on the surface to be contrary to forging relationships and creating social capital, the intent is to create an experience on one level for the immediate need to allow staff to develop a relationship on issues that require it—a more complex need,” Sasser said. “We’re not so

Management Group (Northern California), Goetz Manderley (Central California), and Monarch Management Group (California desert) into The Management Trust—Sasser, now CEO, leads a company that employs hundreds and serves community associations in Arizona, California, Colorado, Oregon, Washington and Nevada.

frantically working to try to get off the phone.

He admits that while the services the company provides are the same – holding board meetings, preparing financial statements, conducting site reviews – the tools have changed, and the way the company services its customers has evolved. “This industry is harder than ever,” he said. “The consumer has changed. We approach the business from the perspective of the consumer and why they’re grumpier than ever.” This grumpiness is something he attributes to a decline in social capital – what he defines as trust, reciprocity, engagement and mutual respect in how people relate to each other. “The result of cultural, social and technological changes is that we don’t want each other as much anymore and we don’t give the same value to relationships,” he said. “My main thrust at the company is to focus on the experiential aspect as well as tactical aspect. Too often our industry has been focused on the tactical and not the experiential aspects of what we do … we’ve defined ourselves by violation letters we send rather than the service we can provide our clients.”

“If you see the nature of requests, they’re usually something the homeowner needs now and doesn’t want to have to send an email or call to leave a voicemail,” he added. “At the same time it creates a friction-less experience for information they need right now and calms things down in our world.” “Trusty” would answer simple queries like what’s my account balance, when’s the next board meeting, how do I reserve the club house or how do I get a parking pass. Programmed with conversational language, “Trusty” even uses emojis in its responses. If “Trusty” can’t answer the question, it elevates the request to the assigned community manager or customer service representative for that property. “Trusty” also learns from every interaction. The AI program is already live in communities The Management Trust services in Arizona, Colorado and Nevada markets and Sasser said the company is in the process of rolling it out in Washington and Southern California in the coming months. With about six months running, it’s catching on gradually as usage increases. What if any impact it will have on the company’s bottom line is still to be seen, but Sasser’s hope is that ultimately this technology will offer a better experience for The Management Trust’s customers as well as its staff. Sasser said The Management Trust is still growing and making opportunities for growth to happen. Already this year, it opened a new office serving Reno, Nevada, acquired Advanced Association Management Services in Ventura, California, and Sasser’s team is eyeing other acquisitions in markets like Oregon and Nevada.

Outside of acquisitions, he sees diversification of services as key to growth over the next five to 10 years. The Management Trust has already taken steps in that direction hiring from the hospitality industry and expanding its services to include event planning, human resources support, I.T. support, country club operations, facilities maintenance, food and beverage operations, branding and concept development, spa operations and seasonal resident home care among other services. “A diversification of services offered by management companies is an economic necessity to battle commoditization,” Sasser said. In his view, one of the industry’s biggest challenges right now is the downward pressure on management fees as a result of commoditization and a highly price-competitive market. This not only affects company margins but also the ability to recruit and engage new people in this business, he said. “Those two issues go hand in hand and that’s an existential threat to the industry,” he added. Despite these challenges, and his lifelong career in community management, Sasser continues to search for and develop creative ways to grow and add value to the business. And employees are part of that process, too. “Business is a game of chess and you’re always planning a couple of moves ahead,” he said. “One thing I always do is try to understand outside influences and how they affect internal operations.” It’s something he also encourages his employeeowners to do. He asks staff to review the news and in groups discuss how current events affect The Management Trust and what the company should do to respond. “We encourage staff to scan the horizon and understand the big picture and understand how it impacts us,” he said. “Our success is everybody’s success. We go to great lengths to help them understand – here’s the company, how their individual role affects the office, the division and organization, how The Management Trust grows and succeeds, and how ESOP value is created.”

cacm.org | Vision Summer 2021

NOMINEES NORTHERN CALIFORNIA EDUCATIONAL EXCELLENCE – COMPANY The GB Group, Inc. The Helsing Group, Inc., ACMC

Gladys Jimenez, CCAM Associa Northern California Joseph A. Price, CAMEx, CCAM Homeowners Management Co., LLC

INSPIRATIONAL CULTURE – COMPANY Associa Northern California RISING STAR Bay Area Property Services Jacqueline M. Beasley, CCAM East West Building Works Bay Area Property Services EDUCATIONAL EXCELLENCE – INDIVIDUAL Sonia Bastidas Fuetsch First ONsite

Jaycee L. Devera, CCAM Associa Northern California Christina French, CCAM-LS Moraga Country Club HOA

Rolf Crocker, CAMEx, CCAM OMNI Community Management LLC, ACMC Daniel H. Pizano, CCAM Community Management Services, Inc. Joseph A. Price, CAMEx, CCAM Homeowners Management Co., LLC SOCIAL MEDIA AMBASSADORMANAGER INNOVATOR Joseph A. Price, CAMEx, CCAM Kimberley Flickner, CCAM-PM Homeowners Management Co., LLC Bay Area Property Services Laura Ravazza, CCAM-PM Christina French, CCAM-LS Associa Moraga Country Club HOA SOCIAL MEDIA AMBASSADORRoy Helsing, CAMEx, CCAM INDUSTRY PARTNER The Helsing Group, Inc., ACMC Brian Berce Golden Alliance Insurance Agency, Inc. Rachaell T. Milroy, CCAM Montevalle of Scotts Valley, Inc. Daisy Ortiz IQV Construction & Roofing Tehmas Shaikh, CCAM Associa Northern California LEADERSHIP Katherine A. Drobny, CCAM Action Property Management, ACMC Christina French, CCAM-LS Moraga Country Club HOA Mallorie Hall Homeowners Management Co., LLC Melissa Hajostek, CCAM-PM Bay Area Property Services

SOUTHERN CALIFORNIA EDUCATIONAL EXCELLENCE – COMPANY Associa PCM Powerstone Property Management, ACMC The Prescott Companies, An Associa Company

Randy Howard, CCAM The Management Trust – Southern California, ACMC

INSPIRATIONAL CULTURE – COMPANY Delphi Law Group, LLP The Management Trust – Southern California, ACMC Powerstone Property Management, ACMC

Karen Newsome, CCAM-PM The Management Trust – Southern California, ACMC

Jamie Kim, CCAM Walters Management, ACMC

Gabriela Nunez, CCAM The Management Trust – Southern California, ACMC

SOCIAL IMPACT – COMPANY The Management Trust – Southern California, ACMC Erik Runsvold, CAMEx, CCAM Powerstone Property Management, ACMC PropertyADVANTAGE SwedelsonGottlieb Kimberly Streetman, CAMEx, CCAM EDUCATIONAL EXCELLENCE – The Management Trust – Southern INDIVIDUAL California, ACMC Kathleen L. Bellows Powerstone Property Management, ACMC RISING STAR Ivonne Alvarez Melinda Young, CCAM Powerstone Property Management, ACMC Walters Management, ACMC Andrew M. Andrioff, CCAM INNOVATOR Core Association Management Sabrina Davoodian, CCAM Powerstone Property Management, ACMC William A. Lewis, CCAM Powerstone Property Management, ACMC Christie A. Forbes, CAFM The Management Trust – Southern Amanda L. Nevarez, CCAM California, ACMC Powerstone Property Management, ACMC Marti Mello, CCAM SOCIAL MEDIA AMBASSADORStoneKastle Community Management, Inc. MANAGER Kylie J. Decker, CCAM Brianna R. Miers, CCAM Powerstone Property Management, ACMC Powerstone Property Management, ACMC Frank Jauregui, CCAM Marilyn Smith, CCAM The Management Trust – Southern Powerstone Property Management, ACMC California, ACMC LEADERSHIP Kevin Colpean PropertyADVANTAGE Pamela Cooper, CCAM Accell Property Management, Inc. Kristin Hobson, CCAM Powerstone Property Management, ACMC

SOCIAL MEDIA AMBASSADORINDUSTRY PARTNER David Carino BluSky Restoration Contractors Sierra Schinhofen Harvest Landscape Enterprises, Inc.

WHEN WILL 2021 VISION AWARD WINNERS BE ANNOUNCED?

To ensure recipients are awarded in the ceremonial atmosphere they deserve, surrounded by peers and long after the pandemic has subsided, CACM will hold the 2021 Vision Award Ceremony at the 2022 Northern California and Southern California Law Seminars, in conjunction with the 2022 Vision Award Ceremony. 38

Vision Summer 2021 | cacm.org

serving your communities

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cacm.org | Vision Summer 2021

Greater Expectations How community management has evolved from contract fulfillment to providing outstanding customer experience and engagement.

By Frank Jauregui, CCAM

ommunity management is going through a paradigm shift–we are moving away from simply managing our communities to providing concierge/hospitality-type service experiences to our clients.

And over those many years, community management firms have been happy to function and thrive under the confines of this classification–simply existing to fulfill their contractual obligations to their clients doing these very things listed above.

It is not an overstatement to say that the association management industry has undergone a tectonic shift over this past decade in how we interact and fulfill the obligations of our management contracts.

But as we all know, things can never stay the same– stuck as it were in a cryogenic freeze–but the irrefutable truth is that much like life itself, everything changes!

For many years, association management companies seemed to have existed outside of the collective consciousness of the general populace. A profession that was often misunderstood and shrouded in mystery as simply an administrative obligation of the association to collect monthly assessments, create violation letters and help the board of directors’ function in their board duties.

No created thing can ever stay the same. It either evolves by consistent progression or devolves into utter uselessness, ultimately being cast aside.

Vision Summer 2021 | cacm.org

So too, the nature of our industry is always in the process of transformation. Gone are the days of typewriters, fax machines, carbon paper and large filing cabinets. Gone are the days of tape recorders,

‘white-out’ and cell phones the size of mason blocks. These tools are relegated to items of novelty and a by-gone era of nostalgia. We now use cloud-based portals to connect immediately with clients. We use artificial intelligence to manage particular phone apps that can open and manage association work orders. We create web-based operating systems to collect, collate and categorize massive amounts of homeowner data, which can be accessed at a click/ swipe of the finger.

primarily driven now by the type of experience we are creating with our clients. The success of our client interactions is now quantified by the amount of “likes” we garner on social media sites, the quantity of stars that we are given on review sites and the client reviews of what they experienced with us on that most recent phone or email correspondence they just finished by clicking on those hyper-links that are found on our signature lines.

No created thing can ever stay the same. It either evolves by consistent progression or devolves into utter uselessness, ultimately being cast aside. Our monumental technological advancements as an industry have expedited the manner in how communication and information steams back and forth between our homeowner clients and our firms.

Managers and their management companies are now in the business of creating an amazing experience that transcends above and beyond the scopes of our contracts.

And yet, with all of these advancements and our superior methods of transmission, the fact of the matter is that the constituent nature of humanity is that each of us wants to feel a real perceived connection. Whether that connection is a face-toface communication; or, a cyber interaction that has an authenticity that resembles the empathetic human touch.

The speed, efficiency and manner in how we perform our functions, as perceived by those persons we serve, determines our day-by-day success in an industry that has companies entering the market with their progressive brand of concierge services.

The scope of our work still contains the skeletal structure of the scope of our contracts, but it is

From the moment our clients reach out to us, the experience begins. From the message we convey in our company branding, in the manner we deliver information, in the method we convey our empathetic gestures and concerns–even in the simple one-to-one interactions we conduct over emails and phone calls–these are all interwoven actions that create the tapestry of positive and friendly customer engagement. Anyone can provide management services tethered to contractual obligations. The fact that we have automated systems and machines that can do just that and even more efficiently than even humans can is a testimony to our modern delivery systems. But to have genuinely profound customer experiences, the kind of experiences that creates perceived relationships and interactions that transcend expectations—that will be the measure of a company’s success over the coming decades. All of us want to be able to feel valued and experience a sense of appreciation for our very existence as community association management professionals. We are the agents of change that will elevate client appreciation creating long lasting and loyal clients who conversely value and appreciate the services we so happily provide.

It is now time for us as an industry and professionals to realize that our vocation is to provide amazing, exceptional and profound human experiences.

Frank Jauregui, CCAM is Senior Community Association Manager at The Management Trust – Southern California, ACMC.

cacm.org | Vision Summer 2021

CERTIFICATIONS SELL Your education and certification are key marketing advantages to tout with your clients or your employer.

By Andrew Hay, CAMEx, CCAM-ND.PM

anagers and management

the course) to attend the required certification

as part of their RFP process, so make sure you

companies invest countless hours

courses. Before choosing your next employer,

market yourself to prospective employers by

into professional development and

ask those companies you interview with if they

highlighting both the certification and the

having a certification behind those hours gives

cover the cost of certification courses as it will

courses you’ve taken to achieve that.

them a leg up on the competition. Whether

tell you a little bit more about how much they

Specialty certificates are also a great way for

it’s marketing your company or yourself as

invest in their employees and how much they

individual managers to identify specific areas

an individual, certification can go a long

value your professional development.

of interest or expertise. Whether it is portfolio

way toward influencing a “buy” decision of a prospective employer or client.

management, high rise, large scale, or new Another indicator of a company who values

developments, attending the courses and

professional development, look for a company

obtaining these certifications will help you

While the laws that govern our clients are

that has achieved an ACMC certification. One

identify and hone your skills as a manager as

uniform, the management philosophies of

requirement to achieve an ACMC certification

you build a career in this industry. This also

companies vary greatly, and the main way the

is that 75% or more of the company’s

shows employers your dedication to the craft

industry ensures continuity and consistency is

managers must have obtained or be working

and a specific area within the industry. These

through the certification courses that CACM

to obtain a CCAM or CAFM certification.

courses allow you to get a glimpse into certain

has to offer. Having a CCAM, CAFM, MCAM,

ACMC-certified companies also go through a

specialties before you make the leap into a job

specialty certificate, or ACMC helps both

rigorous independent audit process to ensure

that you may find doesn’t fit your management

clients and employers know you have a solid

appropriate internal controls are in place, which

style or work life balance goals.

foundation and understanding of key concepts

protect both their employees and clients.

MARKETING YOURSELF

MARKETING YOUR MANAGEMENT COMPANY

As a manager, it is important to know that

After you achieve your certification, it is

Companies can use specialty certificates

there are companies that pay for their

important to know your worth. Many clients

achieved by managers to show a dedication

employees (both time to attend and cost of

request managers with CCAM certifications

to development of their personnel specifically

that help you successfully manage.

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catered to the client base. The majority of

If you are not doing so already, consider

managers attending the advanced courses

the marketing potential of being able to

needed for these certificates also contribute

say you are in the top 2% of management

to the courses by sharing their experiences

companies in the state who have achieved

with the group. This is particularly invaluable

an ACMC accreditation. Most importantly,

to managers who work directly for associations

CACM is California-specific and now

who may not have the same day to day

has courses approved through the DRE

networking options as someone who works in

(Department of Real Estate). Whether

an office surrounded by many other managers.

you’re a large or small company, the statespecific curriculum is invaluable. Continuing

For management companies, how would you

education courses for experienced

like to reach a target audience of 24 million

managers also allow them to hone their

people? Did you know that when CACM issues

skills and learn from their industry peers.

a press release about a company achieving an ACMC it is picked up by an average of 24+

Obtaining and maintaining certifications

million viewers? The same goes for each new

specific to the industry and the state

MCAM certification. As the client base becomes

create benefits and opportunities far

more and more attuned to just how difficult it

beyond what even the specific courses

is to navigate HOAs, they increase the value on

provide. They strengthen the position and

certifications to ensure the company they are

marketing capabilities of individuals and the

hiring knows the laws and rules that regulate

companies they work for while reinforcing a

our industry.

commitment to the industry and the career

Andrew Hay, CAMEx, CCAM-ND.PM is Vice President, Management Division of The Helsing Group, Inc.

of community association management.

cacm.org | Vision Summer 2021

Do You Have a Job or a Career?

To elevate our industry, we must think long term, seek out opportunities, continue learning and mentor others. By Hamlet Vazquez, MCAM-HR

Vision Summer 2021 | cacm.org

Association management is probably the best unheard-of career out there. There are many good reasons for becoming an association manager, and as an industry, we are at a tipping point. We saw our industry elevated during the pandemic to an essential status. And now CACM is working with Cal State Fullerton not just to recruit recent graduates but to offer industry-specific classes at the college level. Our industry and the public’s perception of community management is evolving. But in order for the industry to fully evolve, we must evolve with it. The industry will only be elevated if we as industry professionals elevate it from a run-of-the-mill job to a fulfilling career. It’s important for you to assess whether you view your current employment as a job or as a career. The difference is not as subtle as it might seem. The difference comes down to three things: Mindset, opportunities and training. First of all, your mindset. When you think about your current employment, do you think about long-term goals? If so, then you have a career. If you don’t have long-term goals within your current employment, then you simply have a job. Please note that there’s nothing necessarily wrong with ‘simply’ having a job. For some of us, the job is just a means to an end – taking a dream vacation, eating a delicious meal, or simply paying the bills. But it

is only as we fill the office hallways and onsite properties with individuals who see this as a career that our industry will be elevated to its proper place alongside other professions such as law, medicine and civil government. Secondly, opportunities. According to the dictionary, a Career is “an occupation undertaken for a significant period of a person’s life and with opportunities for progress.” At your current employment, are there opportunities for growth? If you are a front desk associate, are there open positions for being a Manager Assistant? If you are an Assistant, are you taking on increasing levels of responsibility? More importantly, at your current employment, are you seeking out those opportunities? If those opportunities are there and you are seeking them out, then you see your current employment as a career. If you don’t seek out those opportunities and you are content simply doing what you are doing now, then what you have is probably just a job. Now, obviously, this does not mean that you need to be constantly looking for employment elsewhere or to transfer departments within your current employer, but it does mean that you are open to the opportunities as they present themselves. That’s what it means to view this as a career. You look for those opportunities to develop and grow within the industry.

Now, it could be that you’ve reached a certain position and/or salary level where there’s really nowhere else position-wise to ‘progress’ to. If that is the case, then it’s time for you to ‘progress’ by helping others to ‘progress.’ If you are at this stage of your career, you almost certainly have others that report to you. What would it look like for you to help them to grow and develop in this industry? As they progress in their careers, and reflect on the years, will they refer to you as one of their mentors? Every industry needs mentors and ours is certainly not the exception. Help elevate the industry by mentoring others within the industry. Thirdly, training. At your current employment, even if the opportunities are limited right now, are you being trained and are you seeking more training? If you do, then you are looking at your current employment as a training ground, which means you see this as a career. Or, you see the potential for overlap between this career and another career. For example, if at your current employment you are being trained on conflict resolution, that is a knowledge base and skillset that you can take with you anywhere, even in your personal life. If your current employer does not provide ongoing training, maybe it’s time to look elsewhere? If you oversee or have input into the training at your company, is the training helping your team members to grow their careers? Individuals need

to have ongoing training otherwise it will be easy for them to just view what they do as a job vs. as a career. As you continue with our industry, the goal is for you to think long-term and look for opportunities to grow and learn and develop your skillset so that over the years as you succeed in your career, the industry is better for it as well. If you are already a successful Association Manager or Executive with years in the industry, then look to mentor your fellow teammates and even those outside your company. It is only as we do so that our industry will be elevated and known for what it already is for many of us, a fulfilling career.

Hamlet Vazquez, MCAM-HR, is General Manager with Action Property Management, Inc., ACMC in Long Beach.

cacm.org | Vision Summer 2021

THE POWER OF

COMMUNICATION By Todd Greisen, CCAM

In HOA management, we focus most of our time and energy managing owners and residents, facilities and projects, as well as vendors and staff. We also report to a board of directors, or to a management company who expects us to multitask among several boards–in addition to all of the above. Regardless of our reporting structure, the pressure is on. We need to manage expectations among many constituents. But among these, managing your manager is often given the least attention, or even ignored completely. It’s been said that the simple definition of frustration is unmet expectations. You have expectations that your constituents will behave in certain ways. Here are just a few examples: owners and residents will make their

Vision Summer 2021 | cacm.org

complaints or requests in a reasonable manner. Staff and vendors should meet or exceed their job description or contract. You also expect the HOA board members to treat you with respect, and your manager to be a good boss. But these expectations are not always met. When you are frustrated, you have options: 1. Lower your expectations. This can create a risk of subtly undermining your performance with a laissefaire attitude: “I just don’t care anymore.” 2. Persist through your frustration. This builds resentment in your working relationships that are critical to your success, which may lead to...

“

THE SINGLE BIGGEST PROBLEM IN COMMUNICATION IS THE ILLUSION THAT IT HAS TAKEN PLACE. - GEORGE BERNARD SHAW 3. Give up and seek another job, or even a new career. If so, will you be bringing your ‘baggage’ with you? There is another, and better, option. Communicate with your boss - Manage up! Does your manager know, if… • You have difficult relationships among your assigned clients, coworkers or vendors? • You’re struggling with some of your responsibilities? • You can’t keep up with the workload (and simultaneously underserving the clients)? • I’m not suggesting that you complain to your manager. That’s easy. And we all have plenty of complainers in the communities we manage. If all you do is share your concerns without suggesting solutions, that’s all you are–just another complainer. Can’t think of any solutions? Communicate that to your manager, too–making it known that you’re trying to improve not just complaining.

job, including your preferrable clients. Why do you love these aspects of your job? Why do you relate so well to these clients? These are reasons to thrive in what you do. To further identify them, CliftonStrengths Assessment can be found online to help you and your manager understand what, where and how you are best suited to serve your company, clients and ultimately yourself.

IS IT TIME TO START A JOB SEARCH? Maybe. But don’t just jump to “I hate my job!” With selfreflection and one-on-one support from your manager, the thorny scraggle of your job could bud into a beautiful rose bush that lasts a lifetime. If you don’t have that kind of support, then yes, it could be time to look for another opportunity to thrive.

Todd Greisen, CCAM, is General Manager of Contra Loma Estates in Antioch, California.

In their book “The Communication Clinic,” authors Barbara Pachter and Denise Cowie, suggest asking yourself four questions as you face frustrations in your career:

WHAT IS THE REAL ISSUE? What causes your frustration? It’s easy to say “I hate my job.” But have you identified specific reasons? They may not always be obvious. Many of us love some, or most, of what we do, but find some parts of our job, or people we work with, to be difficult or even hated.

CAN I [OR MY MANAGER] SOLVE THE PROBLEM? Can’t find your own solution? This is where managing up comes in. Ask your manager for help to find reasonable solutions. What do you have to lose, your ego? It’s okay, if you present it in a way that shows your desire to do a better job. Can the challenging parts of your job be delegated to others? Can the difficult client(s) be handled by another peer in the organization? Is there training that could help strengthen you in these areas?

ARE THEIR ADVANTAGES TO THIS JOB? Change your focus to the positive. What are your strengths? Start by listing the things you love about your

cacm.org | Vision Summer 2021

“In a world where things increasingly become commodities (especially services) the real differentiator becomes the personal experience you are able to create in the lives of your customers.” – John Bessant

ma ke i t

Personal

In our fast-paced world, it’s difficult to take a personal approach with each client. But in our service-based industry, and handling homeowner’s most valued possession, the human touch is critical. By Sarah Touchi

We have been called many things in the homeowner’s association industry. No, I don’t mean those spiteful words from a disgruntled homeowner. What I do mean is we are a service industry that takes pride in wearing many hats to help our homeowners thrive in their communities. Managers and industry partners have to take on different roles to help homeowners and board members alike. While this may not be in our job descriptions, it is important to stand out and provide a personal approach to community management.

Vision Summer 2021 | cacm.org

INSTILLING THE HUMAN TOUCH

Being personal is how you stand out from the crowd and let your customers know what you and your company are all about. Ask yourself, “Am I making the homeowner feel like they’re talking with a human or a business?” As you build your relationship with your clients, you’re building your own brand and your company’s brand along with it. REGULAR FACE TIME The first step in providing a personal

• Address each client by name and use your name in communications. • Make yourself available and be reachable by phone. • Put a face to your name. (Include photo in email signature, turn video on during call, include photo on About Staff page, etc.) • Treat clients like they’re part of your community. • Provide an individualized experience. • Take the time to really listen and address each problem or conversation.

approach to your boards and communities is to make yourself known. Own that role as the property manager and be that account executive. The more face time you can get with your boards or community members, the more likely they will see you as a human being and allow you to take pride in your role. With the technology we have, turn your camera on during that video call. People are more likely to respond to face time when they can see how you react to a certain subject. This may be hard to do with social distancing and masks as we resume our conferences, walks and board meetings in-person. Some managers used to schedule coffee walks and bring coffee for the board members who would be joining them. Now, perhaps you schedule a punch list virtual meeting. Ask the board member to bring their coffee and you can discuss the items over an oncamera chat on what needs to be done. Meet regularly so they know who you are. Most management companies have a blog where they post about their team members. Ask your company if you can be included in the next update. Include information on your experience and about yourself so that you can share this with the community members. Make sure it includes a photo. This not only elevates the management company but allows

you to share information on how you

become your ambassadors, spreading praise

can be contacted when the community

about you to others and recommending you

needs to.

and your company.

PERSONAL TOUCH BUILDS LOYALTY

Lastly, invest in yourself by attending

We would love the ability to please and

industry events. Join social media groups

provide a personal approach to all our

and socialize with your fellow managers

clients but perhaps we are struggling

and business partners. By becoming a key

with how to obtain this goal. This is a fast-

member in this community, you will not only

paced industry and I think most of us feel

learn valuable tools to help personalize your

that we can barely keep up with our daily

approach, but you will enjoy working in this

tasks. However, what if I told you taking a

community.

personal approach could help switch the mindset of clients and management? When you engage with your clients and provide open communication on the most important purchase of their lives— their home—you can: • Earn loyalty and respect. • Help sort out problems and provide solutions. • Influence the decision-making process. The benefits of personalized service extend beyond your immediate clients. It builds a reputation for yourself and your company for providing a human-touch approach and you will find others will seek you out for it. Happy homeowners and boards

Sarah Touchi is chief operating officer at Genevation, Inc.

cacm.org | Vision Summer 2021

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AC E D O N A N UP T O BE PL

WAITLIST

Thank you to our sponsors for the first quarter of 2021 (January 1-March 31) for their generous contributions. The next time you encounter a CACM Sponsor, please join us in acknowledging the work and generosity of these supportive members.

Accurate Termite & Pest Control Appfolio, Inc. AvidXchange, Inc. Barcode Automation, Inc. BELLWETHER Election Solutions Ben’s Roofing, Inc. CINC Systems City National Bank CM Squared, Inc. Concrete Hazard Solutions, Inc. FIRST ONsite Property Restoration FunFangle GAF GB Group Construction and Painting Heritage Bank of Commerce Hughes Gill Cochrane Tinetti, P.C. Kevin Hennessy Insurance Services Kriger Law Firm Precision Concrete Cutting The Miller Law Firm Unlimited Property Services, Inc. Whit’s Painting

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Will Your Next Hire Come From The Ritz? Executives turn to hospitality and other industries as finding staff becomes increasingly difficult. By Lynette Bertrand, Communications Manager, CACM Crocker said what’s worked best for him is “raising people from inside.” Hiring staff as office or administrative assistants and providing them the opportunity to work toward becoming a community manager. “Anyone who starts at an entry level position has the opportunity to become a manager,” he said. Others have resorted to hiring employees from outside of the industry. Damian Jenkins, President of The Management Trust’s Desert division, has found success hiring staff from the hospitality industry. Over the last year, that industry has laid off large swaths of employees—many of whom haven’t been able to get their job back or are hesitant to go back fearing that a new virus strain may force another shutdown or limit operations and they’ll find themselves out of a job again.

sk any community management executive what are the top challenges in business today, and you’ll find that hiring and recruiting new staff typically tops that list. “It’s gotten harder to hire,” admitted Rolf Crocker, CAMEx, CCAM, CEO/Principal of OMNI Community Management, LLC, ACMC. “I needed to find a manager for the East Bay region and it took several months to land one, and it was a referral from a vendor. During the pandemic, most folks were plugged in somewhere else.” It’s a comment other executives echoed. Despite posting ads on mainstream job boards as well as industry specific sites, filling community management positions has become a difficult hurdle for many companies who have resorted to different tactics.

Vision Summer 2021 | cacm.org

Hospitality workers come from a wide array of businesses including hotels, restaurants and bars. Jenkins is well connected to that industry after a lifelong career managing high-end hotels and restaurants before making the jump into the community management industry three years ago. So finding some of the top talent was a bit easier through his established network and posting jobs on hospitality specific job sites. “It’s really working out well for us to hire people who have that hospitality mindset to go above and beyond, first of all for each other as employees, then customers,” Jenkins said. The Desert division is the largest at The Management Trust, employing more than 200 people, mostly because of the number of onsite communities it serves. Many of these hires are filling hospitality roles at country club operations served by The Management Trust. The company recently

launched a new “Trust Hospitality” brand to expand its services beyond community management to include event planning, HR support, IT support, country club operations, facilities maintenance, food and beverage operations, spa operations and more. Jenkins said some of these hires have also been a good fit for community manager roles. “One of our hires from hospitality quickly took the bull by the horns and is now managing six communities,” Jenkins said. “A couple of them are small, but he’s doing so well in it. His background is hospitality and he provides great customer service and a balanced approach. We get so many email surveys about him. And he’s also able to help in a lot of other areas like reopening of operations and re-engaging communities with events. He has a background in events. He’s a quick study and just got his designation as well. That’s the type of thing that’s really rewarding to see.”

Building Works, said he often follows managers as they switch companies or roles. OMNI’s Crocker also noted it usually takes a new community manager between 18 and 36 months to figure out if they really like what they do, or if they can’t process the stress, to get out. Buffington, who previously owned a management company, said one of his best hires was an immigration lawyer for 10 years. “He had experience with people from all walks of life and bureaucracy and was detail oriented. He ended up being a wonderful community manager,” he said. Still, the learning curve is steep for non-industry newcomers, and if you go that route it will require training and mentoring. Newcomers are usually hired into a supporting role as a community support specialist and groomed to eventually be community managers.

“It’s really working out well for us to hire people who have that hospitality mindset to go above and beyond, first of all for each other as employees, then customers.” Workers from that industry are now more open minded to try something different, he added. And association management provides stability. While not recession proof entirely, it is a lot more stable. Compensation and benefits are generally higher than what many of them are used to, and the schedule is also more favorable with regular Monday through Friday, 8 am to 5 pm working hours. “It’s been quite easy to attract talent from that industry, but the key is investing in them and making sure the first impression is a lasting impression. Training is critical to keeping employees around,” Jenkins added. Especially if you want to break the typical lifespan of a manager at a post or in the industry overall. Rob Buffington, President of Gordian Staffing, a company that works with HOA managers, said the average lifespan for managers at their jobs is between 18 and 24 months. Buffington, who also owns EastWest

OMNI Community’s Crocker has also had success hiring from hospitality. “I’ve got a site inspector who came from Starbucks and he’s phenomenal,” he said. “If they’re coming out of hospitality, whether they’re restaurant servers or work at Starbucks, they can process the people component. In this business, the hardest thing to process is personality. You don’t get to pick the homeowners or board members. You have to work with the dynamic of all kinds of people without losing your mind.” Does it mean every new hire should come from outside of the community management industry? Far from it. “If people have a lot of experience in this business and the right mindset and attitude, I consider people from this industry as well,” Jenkins said. “Just don’t be afraid to hire from a different industry, especially hospitality. It does pay dividends.” Continues on page 54

cacm.org | Vision Summer 2021

Your Next Hire,

Continued from page 53

BEST PRACTICES WHEN HIRING CACM asked Rob Buffington, Damian Jenkins and Rolf Crocker for their best hiring/interviewing practices. Here’s what they said:

• “I involve my entire leadership team in every hire to make sure they’re a cultural fit.” • “I’m not hung up on HOA experience. In my experience, some of the best hires I’ve made are people with zero experience and no bad habits to retrain. I focus on longevity and if they’re moving jobs every year or 2 years.” • “We have a conversation about our corporate culture upfront, how we treat each other, that it’s a safe place to fail and make mistakes and if you need help ask, don’t be embarrassed.”

INTERVIEW QUESTIONS • “If you were in my seat today and you were interviewing prospective employees for this position, what qualities would you look for in this individual? When you ask them for qualities they look for in somebody else, they don’t clam up as if you ask for their own core competencies.” • “What’s the last book you’ve read? I’ve never hired a prolific reader who didn’t turn into a solid employee.” • “It’s hard to suss out how people deal with the people component in terms of stress, but you can ask questions like, ‘What’s the most challenging situation you’ve ever been through?’” • “Favorite customer service moment and least favorite customer service moment.” • “Favorite leader and least favorite boss.”

Vision Summer 2021 | cacm.org

Lynette Bertrand, Communications Manager, CACM

4 LESSONS THE HOA INDUSTRY LEARNED DURING THE PANDEMIC By Tyler Gill

THE HOA INDUSTRY HAS BEEN THROUGH A YEAR LIKE NO OTHER AND LEARNED SEVERAL LESSONS OVER THE LAST 12 MONTHS.

The industry learned news ways to adapt quickly and dramatically to changing business conditions. It learned about the benefits of remote work and found out how vital businessto-business communication is and will continue to be. To better understand the shifting landscape, AvidXchange surveyed more than 400 HOA board members and property management professionals. Our findings, supported by data and qualitative insights, revealed four stark lessons learned by the HOA industry since the onset of the COVID-19 pandemic. Continues on page 56

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4 PANDEMIC LESSONS, Continued from page 55

ADAPTABILITY IS KEY Arguably the largest lesson learned by HOA industry pros was the importance of adaptability to changing business conditions. Survey respondents said “adaptability is key. Being able to turnkey operations and communications depending on the current environment is imperative to smooth and complete operations.”

change.” They realized “there’s only one thing you can count on–change–and that you’ll “always need a way to take care of the customer.”

40%

The survey data underscores these sentiments. Forty percent of respondents said improving adaptability and flexibility to better handle an uncertain future–such as business continuity plans— ranked as a top priority this year.

Those surveyed learned “nothing lasts forever, to be flexible and ready to adapt to

REMOTE WORK CAN BOOST PRODUCTIVITY Like so many other industries, HOA pros discovered the many business benefits of working from home, including the ability to operate as usual with a remote workforce. Looking at the survey results, 42 percent of management company employees said at least half of their organization works remotely. Here’s a more detailed breakdown on this: PERCENT OF EMPLOYEES

WORKING REMOTE

SURVEY RESPONDENTS

100% 8% 75-99%

17%

50-74%

17%

25-49%

14%

1-24%

21%

0% 17% NOT SURE

Vision Summer 2021 | cacm.org

⅓

One-third of respondents said “having some employees working in person and others working remote” will be one of their top challenges in 2021, but it seems the HOA industry, and others, are doing a strong job clearing that hurdle. Association boards have even discovered that homeowners are more likely to join HOA meetings when they can do so from the comfort of their homes.

HEALTH AND SAFETY ARE CRITICAL FOR EMPLOYEES AND ASSOCIATION MEMBERS

HOA managers also had to be more mindful than ever about conducting business in a careful, health-conscious manner, while association boards were challenged to maintain community safety for homeowners.

Nearly half of survey participants (47 percent) said they implementing new precautions and health safety measures for common areas and amenities. Another big challenge? Holding revenue- generating programs and community events with social distancing guidelines was cited by 23 percent.

USE TECHNOLOGY

60%

Sixty percent already use technology that minimizes in-person interactions while creating a better experience for current and potential tenants. This year, an additional 14 percent plan to use/adopt this type of technology.

TECHNOLOGY & ONLINE PLATFORMS ARE MORE NEEDED THAN EVER

Respondents often referenced the need to have state of the art technology to drive efficient, effective business processes and recognized the need to move to online platforms.

78%

The survey data reflects those sentiments. A large majority (78 percent) said a top priority is improving and enhancing operational efficiencies to save time, money and reduce risks.

From a payment perspective, the HOA industry saw firsthand the importance of fast payments, clean records and reporting and lower overall costs for invoicing and payment processing.

We asked about plans to use an AP solution to address efficiency concerns. Fiftyfive percent have adopted a solution, while another 26 percent are either passively or actively seeking one. Within the next year, 48 percent of those searching for an AP solution said they are likely to adopt one.

These were the leading motivating factors:

56% 44% 44%

OVERALL EFFICIENCY HIGH PAPER VOLUME SLOW APPROVAL PROCESS

Arguably the most glowing number for this industry is that only 6 percent of respondents plan to scale back operations until more certainty exists in the market. This demonstrates the optimism felt by both association managers and boards for the year ahead.

Before becoming Vice President of HOA Sales for AvidXchange, Tyler Gill served as CEO of Strongroom Solutions, an HOAspecific accounts payable automation solutions company acquired by AvidXchange in 2015. Leading up to his role at Strongroom, Gill spent more than two decades in leadership roles with organizations in the finance and technology industries, including Morgan Stanley and Silicon Valley-based networking software provider, Luminous Networks.

cacm.org | Vision Summer 2021

Now, The Salvation Army relies on drop-offs of donated goods. The sale of these goods go toward funding a network of more than 100 adult alcohol and drug rehabilitation centers across the U.S. that offer free residential rehab treatment for six months to individuals without insurance or means to pay. “When we talk about donations of clothing or goods, when you’re donating that one item to us, it means so much more. It means this whole program. It’s why our donation sites even exist,” Lovett said. The Salvation Army has a host of other programs including food pantries, homeless shelters, disaster relief, job training and after-school programs. Lovett said the rehab centers they run offer three times the national average completion rates compared to other programs, but it’s a service many people don’t know it provides. “We’re like the bestkept secret,” she said.

The Salvation Army:

A Donation Goes A Long Way

hen the pandemic hit, The Salvation Army had to adjust its business model. Before, the charity would schedule pickups of home goods donations at many HOA communities – usually after owners held garage sales and whatever didn’t sell, The Salvation Army would take.

But COVID changed that. It became too costly to maintain a fleet of trucks, and difficult as well as costly to find drivers, said Dalita Lovett, Director of Resource Development for The Salvation Army USA Western Territory. She recently signed up the charity group as an Industry Partner member of CACM.

While The Salvation Army can no longer offer pickup service of donated goods in most areas, Lovett said 95 percent of its retail stores are drop-off centers. The main items it accepts as donations are household items including housewares, clothing, shoes and small furniture. Its retail stores closed during the early days of the pandemic, but they have all reopened. Communities interested in knowing their closest drop-off location can go to: https://satruck.org/. Donations are all tax-deductible. In addition to goods donations, Lovett said The Salvation Army looks to partner with businesses in other creative ways like holding a clothing drive, toy drive or food drive during the holidays. “We can always help companies personalize their charity experience and make it really rewarding to see the results in the end,” she said. Companies interested in crafting a personal program can reach out to her directly at Dalita. Lovett@usw.salvationarmy.org. “We can figure out what they’re trying to achieve and in what area they want to effect change and we can connect them to the right Salvation Army program,” she said. One program that has been growing is job placement for people who come out of their rehab centers. Some want to change career paths or don’t have a career. The Salvation Army helps them by coaching them for interviews, teaching job skills and providing clothing for job interviews.

The newest Adult Rehab Center building in San Diego relocated from downtown to Otay Mesa. It opened June 1.

Vision Summer 2021 | cacm.org

“Helping people get jobs—that’s another way HOA management companies or vendors can help—by donating career clothing or having a speaker come talk to program participants about ways to interview, resume writing, etc.,” she said. “Sharing that expertise on hiring techniques or job opportunities for our graduates. There are so many different ways to get involved. The sky is the limit.”

Issuu: Your One-Stop Shop for CACM’s Member Publications • Optimized for screen viewing. • Issuu allows you to share articles and links to the publication on Find all of CACM’s member publications digitally on the “YouTube” of magazine publishing platforms: Issuu. This platform allows you to flip through the magazine either on your desktop, laptop, smartphone or tablet.

social media platforms.

• Each issue includes dozens of built-in links to websites, emails and other resources, just a click away.

• Want to look at a past edition? Issuu has an archive of publications that dates back a few years for each title.

• Still want a hardcopy? Download the PDF of each issue by clicking on the word download, the PDF will download onto your computer. Open the PDF and simply click on the printer icon.

Download the Issuu app NOW and follow CACM to read the magazine on your phone!

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upcoming courses & events

Course and Event Calendar

CACM’s Education and Credentialing Team has transitioned all educational courses to an online platform through September 2021. Please contact a member of the Education team for further details and schedule.

IN-PERSON EVENTS FALL REGIONAL FORUM

FALL REGIONAL FORUM

September 8 11:00 AM – 1:30 PM Stockton Country Club, Bakersfield

October 13 8:30 AM – 11:00 AM Classic Club, Palm Desert

FALL REGIONAL FORUM September 14 11:00 AM – 1:30 PM Almaden Golf & Country Club, San Jose

FALL REGIONAL FORUM September 15 11:00 AM – 1:30 PM Hilton Concord, Concord

FALL REGIONAL FORUM

‘‘

September 16 8:30 am – 11:00 am Arden Hills Athletic & Social Club, Sacramento

FALL REGIONAL FORUM

I’m really happy to have these online options, especially now. Thank you!!!

‘‘

Sue D. Tuttle, CCAM The Emmons Company Thousand Oaks, Calif.

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September 21 12:00 pm – 2:30 pm Renaissance Newport Beach Hotel, Newport Beach

FALL REGIONAL FORUM September 23 11:00 AM – 1:30 PM Hilton San Diego Mission Valley, San Diego

HIGH RISE SUMMIT October 7 - 8 Fairmont Sonoma Mission Inn & Spa

LARGE SCALE SUMMIT October 7 - 8 Fairmont Sonoma Mission Inn & Spa

CACM GOLF CLASSIC, SAN DIEGO September 27 Bernardo Heights Country Club, San Diego

CACM GOLF CLASSIC, SOUTHERN CALIFORNIA October 4 Aliso Viejo Country Club, Aliso Viejo

CACM GOLF CLASSIC, NORTHERN CALIFORNIA October 25 Crow Canyon Country Club, Danville

FUNDAMENTALS OF EFFECTIVE GOVERNANCE Zoom

Session 1 of 2 July 7 9:00 AM - 11:00 AM

Session 2 of 2 July 8 9:00 AM - 11:00 AM

HIGH RISE COMMUNITY MANAGEMENT Zoom

Session 1 of 6 July 13 1:00 PM - 4:00 PM

Session 4 of 6 July 20 1:00 PM - 3:30 PM

Session 2 of 6 July 14 1:00 PM - 3:30 PM

Session 5 of 6 July 21 1:00 PM - 4:00 PM

Session 3 of 6 July 15 1:00 PM - 4:00 PM

Session 6 of 6 July 22 1:00 PM - 4:00 PM

THE BASICS OF ASSOCIATION MANAGEMENT Zoom

Session 1 of 8 July 22 9:00 AM - 11:00 AM

Session 5 of 8 August 11 1:00 PM - 3:00 PM

Session 2 of 8 July 27 9:00 AM - 11:00 AM

Session 6 of 8 August 12 1:00 PM - 3:00 PM

Session 3 of 8 July 28 9:00 AM - 11:00 AM

Session 7 of 8 August 18 1:00 PM - 3:00 PM

Session 4 of 8 July 29 9:00 AM - 11:00 AM

Session 8 of 8 August 19 1:00 PM - 3:00 PM

LARGE SCALE COMMUNITY MANAGEMENT

CONFLICT RESOLUTION FOR COMMUNITY MANAGERS

Zoom

Session 1 of 2 July 28 9:00 AM - 11:00 AM

Session 2 of 2 July 29 9:00 AM - 11:00 AM

INSURANCE PRINCIPLES Zoom

One session only August 3 9:00 AM - 12:00 PM

ADVANCED ETHICS: LEADERSHIP & DECISION MAKING CMworld™

Session 1 of 2 August 4 9:00 AM - 11:00 AM

Session 2 of 2 August 4 1:00 PM - 3:00 PM

FOUNDATIONAL ETHICS FOR COMMUNITY MANAGERS CMworld™

Session 1 of 2 August 5 9:00 AM - 11:00 AM

Session 2 of 2 August 5 1:00 PM - 3:00 PM

ETHICS MASTERY CMworld™

Session 1 of 2 August 6 9:00 AM - 11:00 AM

Session 2 of 2 August 6 1:00 PM - 3:00 PM

Session 4 of 6 August 24 9:30 AM - 12:00 PM

Session 2 of 6 August 18 9:30 AM - 12:00 PM

Session 5 of 6 August 25 9:30 AM - 12:00 PM

Session 3 of 6 August 19 9:30 AM - 12:00 PM

Session 6 of 6 August 26 9:30 AM - 12:00 PM

CALIFORNIA LAW SERIES Zoom

Session 1 of 8 August 31 1:00 PM - 3:00 PM

Session 5 of 8 September 10 1:00 PM - 3:00 PM

Session 2 of 8 September 1 1:00 PM - 3:00 PM

Session 6 of 8 September 20 1:00 PM - 3:00 PM

Session 3 of 8 September 2 1:00 PM - 3:00 PM

Session 7 of 8 September 22 1:00 PM - 3:00 PM

Session 4 of 8 September 9 1:00 PM - 3:00 PM

Session 8 of 8 September 24 1:00 PM - 3:00 PM

ADVANCED ETHICS: LEADERSHIP & DECISION MAKING CMworld™

ENHANCE YOUR PROFESSIONAL PRESENCE Zoom

Session 1 of 2 August 11 9:00 AM - 11:00 AM

Session 1 of 6 August 17 9:30 AM - 12:00 PM

Session 2 of 2 August 12 9:00 AM - 11:00 AM

Session 1 of 2 September 28 9:00 AM - 11:00 AM

Session 2 of 2 September 28 1:00 PM - 3:00 PM

FOUNDATIONAL ETHICS FOR COMMUNITY MANAGERS CMworld™

Session 1 of 2 September 29 9:00 AM - 11:00 AM

cacm.org | Vision Summer 2021

Session 2 of 2 September 29 1:00 PM - 3:00 PM

Vision Summer 2021 | cacm.org

Vision Magazine Summer 2021

Articles inside

The Salvation Army: A Donation Goes A Long Way

4 LESSONS THE HOA INDUSTRY LEARNED DURING THE PANDEMIC

Will Your Next Hire Come From The Ritz?

Make It Personal

THE POWER OF COMMUNICATION

Do You Have a Job or a Career?

CERTIFICATIONS SELL

Greater Expectations

With Eye Toward the Future, The Management Trust Invests in Tech, Diversification

MARKETING YOURSELF

VIDEO: HOW HARVEST DOES IT

How to Produce a Video on a Budget

VIDEO MARKETING

Public Relations-It’s All About Relationships

LEGISLATIVE ACTION PICKS UP AT THE STATE CAPITOL

Spotlight on Education

After More Than a Year, We Gathered In Person