When you are in the service industry, customer service is vital. Although the terms ‘marketing’ and ‘customer service’ is not synonymous, it does provide opportunities to reinforce positive images of a Community Association Management department. As marketing involves first researching who your customers are and then selling and promoting facility services to them. Industry experts reveal why the Community Association Management sector is rather shy of marketing and the benefits they can reap from it. 

Industries employ marketing as a well-established practice to connect with their target segments using various media channels. It is a discipline that goes beyond just getting your brand out there. Despite its importance, the community management (CM) sector is still hesitant towards deploying marketing initiatives for several reasons. When asked about this hesitation, Garry Murray, Managing Director, Owners Association Management at CORE, says, “It's not the community management firm's role to focus on marketing their company. While this may be done with the best of intentions, you are stepping beyond what your role is.”

While marketing is considered to be an effective tool for business growth, it involves a gradual process with little or no overnight results. Says Gary Reader, General Manager, ServeU, “Some CM companies, however, expect and demand immediate results, an ideology that keeps them away from enjoying the benefits of marketing.” 

At times it is also the perception towards the investment in marketing, say experts. Many CM service providers are wary of the high marketing expenditures. However, while certain services come with a price, not all marketing solutions are expensive. Certain tools are either cost-effective or free and provide the desired results effectively.

There is also an element of fear of acceptance. “The lack of awareness concerning community management has always been a challenge to the value generated by CM companies, preventing them from exploring the world of exposure,” Gary Reader. 

Fortunately, we are now seeing a gradual paradigm shift within the industry. Several CM companies are gaining their status of importance and relevance, thanks in part to their modern marketing campaigns. A change in consumer perception makes marketing highly essential. Through the right approach, CM companies can leverage marketing to enhance their brand positioning and achieve overall business success.

Garry Murray, adds that if you want to market your company, you can undertake the usual initiatives. However, he says, it is important to first understand your Community. “In addition to focusing on digitizing websites, think about how you can connect with your community through one-on-one conversations. Followers, as well as community residents, will trust someone listening to their comments, complaints, and feedback,” he adds. It is also important to be transparent with your Community. Community managers need to be transparent on social media and offline while acknowledging criticism and positive comments and respond accordingly. Getting in touch and following up on the feedback offline is a better way to resolve things than getting involved in an online debate.

“While there are other ways to market such as discounting community service charges, we do not recommend this strategy as this may be detrimental for asset performance and company audits,” suggests Garry Murray.

However, if one does make use of the marketing tool, Gary Reader sheds light on a few key things to keep in mind. “While marketing has proved to be an important tool for most companies, we should keep in mind that there is no such thing as a one-size-fits-all strategy,” he says. Reader goes on to add that for marketing campaigns to work, CM firms must come up with an initiative that fits the profile of their target audience without losing sight of their vision, objectives, and brand image. “Another thing to remember is that CM companies need to select the right marketing tools according to their budget and communications goals. Most importantly, to ensure success, they should measure the performance of their marketing campaigns and accordingly make adjustments and changes, if necessary,” he says.

(Read the complete article in the upcoming issue of CM today Magazine)