Communication Strategies: How to Inform and Engage HOA Residents

Community association board members and managers need to work hard on their communications strategy. In a world where a person’s average attention span is 8.25 seconds, it’s harder than ever to break through to inform and engage residents.

Many associations use a combination of newsletters, texts, emails, broadcasts, and written communications for official business, including budget highlights.

The Twenty Mile Green Condominiums in Loveland, Ohio, publishes online newsletters to inform residents.

“You’re up against people’s short attention spans and busy lives,” says Catherine Adams, the community’s treasurer. “The rule of thumb for these online newsletters is to assume that you will get about three minutes of people’s attention, so the essential information should go into the headlines.”

Communities often use newsletters to share timely updates, important reminders, and resident resources. Whether print or digital, newsletters can be effective tools that set the tone for the association, reduce confusion, and decrease repeat questions.

Adams prefers creating her own graphics and even comics to accompany her newsletter text.

Mark Riebau, president of the West End Lofts II in Nashville, Tenn., relies on broadcast messaging to deliver important and timely information — everything from assessment increases to reminders about garbage pickup. Also known as message broadcasting and bulk messaging, the technique sends a message to a large number of recipients simultaneously.

“Your residents will soon recognize that the information you distribute is a ‘must read’ and not another thing to be deleted,” says Riebau, adding that every broadcast is opened by almost every resident.

Ned Levi, president of the Murano Condominium Association in Philadelphia, prefers to use a combination of newsletters, emails, and texts. “Newsletters can help bring about a sense of community and cooperation and can improve the HOA substantially,” he says. “Emails and texts are great for getting specific and important messages to residents.”

Board and managers may need to test various methods to decide what works best for their community. Ultimately, a comprehensive, proactive communications program will contribute to productive meetings, satisfied homeowners, balanced budgets, informed consultants, supportive residents, cooperative tenants, eager buyers, low delinquencies — and more.

Whatever the medium, messaging should be clear and concise to catch — and keep — a resident’s attention.