It wasn’t more than 10 seconds into the story that one older kids in my Sunday school class took it upon himself to inform the room that he had already heard about Jonah and the whale, he already knows that Jonah dies, and this entire class is boring him. It’s that moment I take solace in the thought this child is going home with humans far more loving and patient than myself.

Even children can instantly recognize when they’re being relayed information that is not catered to their specific situational interests. Likewise, apartment residents will recognize in less than a moment when communications violate their expectations; and at a time when their online megaphone is just a click away, corporate and site-level staff hold huge responsibility in ensuring apartment community notifications are relevant, timely, and well-received.

Within the broader topic of today’s online resident experience, Laramar Communities’ Interactive marketing Manager Christine Millier spoke about how multifamily communities can create a superior resident experience by adopting online communication tools to keep their message current, personalized, and actionable. Using integrated messaging tools for email and text, as well as personalized account notifications through their online resident portal, Laramar has incorporated the following best practices for improving online communications:

1) Establish Communication Guidelines: Provide team members and site-level staff with specific instructions as to the use of spell check, image selection, etc.

2) Create Templates: Select a messaging tool that allows users to build off templates, which is especially crucial for companies without in-house graphic design.

3) Start Small & Put it to the Test: Be sure to pilot properties and closely monitor feedback/results so you’re able to make adjustments and refine your approach.

4) Remember “One Size” Doesn’t Necessarily Fit All: Every community is different and having the flexibility to listen to the unique concerns of site-level staff will help ensure that resident relations aren’t inadvertently damaged.

By taking these principles to the frontlines of their email, text, and resident portal messaging, Christine and her team have effectively eliminated paper flyer notifications at their communities and steered higher online traffic and adoption for both current and prospective residents.

By: Tashina Wortham