You have probably seen a letter that a property management company sent to its residents making the rounds on social media and the regular media lately that says, 

“Despite these circumstances, you are required to pay your rent on time...While this may sound like we are being uncaring, please keep in mind that all of our expenses, including bank mortgages, taxes, insurance, etc. continue to be due and payable on time. Our policies to enforce the payment of rent remain exactly as they were before.”

The letter then went on to say that residents who paid their rent late would be charged a $50 late fee. Residents who didn't pay rent in full by April 5th were threatened with the disconnection of their cable and eviction. 

The letter also included the following empathetic and understanding paragraph (sarcasm filter ON!)

“If you are not able to pay your rent in full, please contact the office and we will arrange a date for you to move out of your apartment." 

Ouch. 

This letter just created a PR nightmare for the company. Don't be the person that creates a negative PR storm! Incidentally, the company has since apologized for the letter calling it "totally insensitive" which, it was!

Now was that the intent?

I'm sure it wasn't! This company (like so many others) is simply trying to survive in this brutal economic environment. They wanted to remind residents to prioritize paying their rent. Because, of course, without rent, the company can't pay their mortgage, their employees and their other obligations. Without income everything comes to a stop. 

I get it! 

This was a good-intentioned person, trying to do the right thing in a difficult time. However, in spite of the good-intentions how it came across was,  "If you're having a tough time right now, it sucks to be you. We're having a tough time too! Can't pay your rent? Good luck and  turn in your keys."

The Lesson

Before you communicate anything to your residents (especially in writing!!!) about the very sensitive issue of rent payments consider these things:

• Have the RIGHT person craft the communication. (Hint, the person who wrote this letter was NOT the right person.)
• Review the communication before it is distributed.
• Make sure what is communicated accurately reflects federal, state and local regulations pertaining to evictions.
• Have someone else review the letter before you send it.
• Have someone else outside of this industry review the letter before you send it.
• Before you send it ask yourself, "How would this letter make us look if it was plastered for MILLIONS of people to see?"
• If a reasonable person would read that letter and wonder, "What the (blank) is wrong with you people??" Don't send the letter. 

Communication Is Not Always Easy

Friends I know that letters like this are hard to write. It's easy to tell everyone, "Don't pay your rent!" It's NOT easy to find the balance between being assertive in encouraging everyone who can pay rent to pay rent-while also communicating compassionately to those who are in real trouble. 

The good news is that it CAN be done. There are many stories of companies that are handling this really well from a PR perspective. Get your inspiration from the ones who are doing it well and learn from the ones who aren't. 

Lastly, I know this is a difficult time right now. Don't make it worse!