The COVID-19 pandemic derailed industries and their operations all over the world. However, now that vaccination programs are in progress, sectors including property management are increasingly investing in and deploying crisis management plans to cope with unforeseen crimes, health issues, and disasters.
On-site teams are first responders when a crisis arises, and the last thing they need is to find themselves clueless about the dos and don’ts of emergency protocols.
Do You Have a Crisis Communication Plan?
A crisis communication plan is a detailed document that explains a detailed procedure outlining how an on-site team must react in time of a crisis. Therefore, you must carefully think about the flow of each instruction and the overall tone, so the team members perceive the message with its original intention.
To emphasize the urgency of a message and make sure that the on-site team member understands it, you must double down on your digital communication strategy. It is by far the most convenient, safest, and efficient channel of communication for you and your on-site team. On the other hand, it is also highly effective to keep your prospective and current residents informed and safe.
For instance, your leasing team should continuously communicate with your residents during a crisis to keep them up-to-date on what they need to know and do for their safety. However, you can also use emails, resident portals, and videos, along with other CRM technologies, to communicate quick information safely.
No matter what medium of digital communication you are using, the core objective should be to ensure that your on-site team, current and prospective residents fully understand the message.
Ways to Incorporate Digital Communication into Crisis Management Plans
If you are a real estate or property management agency, there are several ways you can enhance digital communication with your staff, residents, and other stakeholders. However, here are some suggestions to establish efficient digital communication for your on-site team.
While drafting your communication strategy, you need to demonstrate loyalty towards your residents and employees. Therefore, be honest with them about the severity of a situation and ensure that everyone has updated information at all times.
It is up to you to guarantee that all your employees and residents are fully aware of the protocols they must follow during the crisis. For instance, your on-site or leasing team can create video messages informing residents of the building about the closure of amenities until further notice.
Another important message to go on video can be about the hours of operations. You must keep everyone updated on any minor or major changes in the opening and closing hours of operations. You can add these video messages to an email and send them to everyone individually.
You can also upload it on your resident’s portal and link via email notification or text message. Make sure that the video is in quality and the voice is clear so the recipients can clearly understand the message.
Did you know that 85 percent of customers use smartphones to read their emails? Although emails have been around for decades now, it is still one of the most cost-effective and efficient means to convey any information in real-time.
According to a report, an email containing a video message has a 300% click-through rate. This means the recipient is 300 times more likely to open your email with a video than one with a plain simple message. So, you see how effective and in-demand digital communication is.
The reason is that people trust people they know, and a message from a familiar face is more likely to sink in with all its intensity and intentions than a written text.
Make it Intentional
Your digital communication has to be intentional. Therefore, you must decide the type of emails you will create. You will also have to decide who your target audience is going to be. This will help you create a video message in a way that is enticing for your residents.
Once again, a video message about opening hours or an update on amenities closure is the perfect example. So instead of writing a plain email, send a video to your employees, on-site team, and residents to make them feel a part of your community. They are more likely to remember the message and will remember how to act or reach during the time of crisis.
Your Staff Safety and Comfort
Do not just think about your residents’ safety and comfort; you must extend full support to your on-site leasing staff too. You can use videos, emails, and any other digital communication channels to keep your leasing team updates and safe. Here are some ways you can ensure that your on-site lease team feels valued as well.
Ever-Evolving Leasing Strategy
One of the most significant riddles for you to decode is when your operations are going to resume their normal schedule. Therefore, you must continuously reshape your leasing strategy, adapting as the crisis develop or recede.
For example, during the COVID-19 pandemic, you can continue to conduct virtual tours or self-guided tours. So, even in the post COVID world, you can continue to practice these self-guided or virtual tours as the new normal.
Flexible Working Conditions
You can create a pre-recorded video library containing every message you ever need to convey to the staff and residents. This will allow your on-site team to stay safe, efficient and utilize their ability to work remotely.
Similarly, instead of being present in person, digital communication will help you conduct virtual open houses in a safe and convenient fashion. This way, they will ensure their safety as they can carry out their duties without even leaving the desk.
Once the Crisis is All Over
Once the crisis is over, your corporate team and on-site staff should assess the efficiency of your existing digital communication efforts. The team must then determine what plans are the most critical and should stay in your crisis plan even when things normalize.
You must always stay on top of any commitments you made to provide added information to the residents. Always create a plan that has instructions based on with or when/if protocols. Another important aspect is to release timely updates on recovery from the crisis.