In the world of multifamily, unexpected situations and crises are a matter of when, not if! A good crisis management plan built with effective communication, strategic planning, and proactive measures is critical.
We recently addressed this topic in Cadence Run Club, our virtual community for multifamily marketers. On our Monday Run Club LIVE session, Cadence Marketing Solutions Senior Consultant Aly Bilyeu walked us through an 11-step guide on crisis communication, and the group in attendance discussed how to leverage the power of marketing resources to lessen the blow of crises, maintain the trust of residents and owners, as well as insights from real-world examples and industry news.
Check out our 11-step guide and crisis communication tips below, and in case you missed it live or would like to reference back, get access to the full session recording in Run Club!
#1: Stay Informed & Prepared: Keep a close eye on industry news, local regulations, and any potential issues affecting your properties. Develop a crisis management plan that includes a communication strategy and specific marketing tactics.
#2: Clear Communication: Open and honest communication is crucial. Clearly convey the situation to residents, owners, and stakeholders. Practice active listening, and empathize with concerns. Use various channels such as email, social media, website, and direct mail to disseminate information.
#3: Reassure & Provide Solutions: Offer reassurance that the situation is being addressed and provide any immediate solutions or steps that are being taken. Focus on the facts and the solutions, and highlight any measures in place to ensure the safety and well-being of residents and the property.
#4: Highlight Strengths & Resources: Emphasize the positive aspects of your property management services. This could include experience, expertise, and any resources you have available to handle the crisis.
#5: Leverage Digital Marketing: Utilize social media platforms to update your audience in real time and share important information, safety measures, and any assistance you're offering. Consider using paid advertising to reach a wider audience and ensure your messages are seen.
#6: Create Content That Addresses Concerns: Develop blog posts, videos, or infographics that address common concerns related to the crisis. For example, if there's a natural disaster, provide tips on disaster preparedness and recovery.
#7: Engage in Reputation Management: Monitor online reviews and comments related to your properties and respond promptly and professionally. Address any concerns or complaints in a transparent manner.
#8: Collaborate with Local Authorities & Organizations: Establish partnerships with local authorities, emergency services, and relevant organizations. This can provide additional resources and support during a crisis.
#9: Provide Alternative Accommodations or Services: If necessary, offer alternative accommodations or services for affected residents. This could help alleviate some of the stress and uncertainty they may be experiencing.
#10: Monitor & Adjust Strategies: Continuously monitor the effectiveness of your marketing efforts. Be flexible and ready to adjust your strategies based on feedback and evolving circumstances.
#11: Document & Learn from the Experience: Keep records of how you handled the crisis and gather feedback from peers, mentors, supervisors, and stakeholders. Learn and improve from your experience, and reflect on what went well and what went wrong, and how you can do better next time. Update your policies, procedures, and practices to prevent or minimize similar situations in the future.
Keep in mind that the better positioned your brand is before a crisis, the easier it'll be to manage if and when necessary. When you have maintained a solid and steady reputation, contributed in a positive way to the community around you, and consistently managed your brand across social channels, it's more difficult for a crisis to tarnish your credibility.
To learn more about Run Club, RSVP to upcoming Run Club LIVE sessions, and engage with our dynamic community, visit https://www.cadencems.com/runclub.
Don't forget to keep an eye on upcoming events in Run Club! Topics and guests are selected based on the biggest questions we find ourselves asking as well as the challenges our members are currently facing. Don't miss out on your opportunity to collaborate and connect with fellow multifamily marketers - join Run Club today! Questions? Reach out to us here.