3 minute read
Make It Personal
By Sarah Touchi
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.
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.
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.
-John Bessant
REGULAR FACE TIME
The first step in providing a personal 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 can be contacted when the community needs to.
PERSONAL TOUCH BUILDS LOYALTY
We would love the ability to please and provide a personal approach to all our clients but perhaps we are struggling with how to obtain this goal. This is a fast-paced industry and I think most of us feel that we can barely keep up with our daily tasks. However, what if I told you taking a 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 become your ambassadors, spreading praise about you to others and recommending you and your company.
Lastly, invest in yourself by attending industry events. Join social media groups and socialize with your fellow managers and business partners. By becoming a key member in this community, you will not only learn valuable tools to help personalize your approach, but you will enjoy working in this community.
Tips on Instilling the Human Touch
• 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.
Sarah Touchi is chief operating officer at Genevation, Inc.
