Residential Estate Industry Journal 4 - Page 73

THE QUESTION IS HOW CAN ESTATES BEST LEVERAGE AND TAKE ADVANTAGE OF THESE TECHNOLOGIES TO MAXIMISE THEIR EFFECTIVENESS ACROSS THESE TWO BROAD COMMUNICATION CHANNELS? from the App Store (for iOS devices) Social media – make sure that your website or from Google Play Store (for Android integrates well with your social channels. devices). This can provide registered users These mediums are good at providing with greater convenience and even further communication channels for your brand, benefits, in that it allows them to access and the key to maximising engagement is to information in a familiar environment via deliver consistent, interesting and valuable their mobile device and communicate in content, as a part of an integrated strategy. real time while on the move. While technology certainly offers huge External Communications This involves the presentation advantages to estates when it comes to and communication of the estate’s unique brand and lifestyle message to the rest of the world. Make no mistake, an estate is a valuable brand and intentional emphasis should be given to continually growing its • • Polls to measure interest on estate related topics and issues • • Ability to publish and distribute estate relevant content, such as from Estate Living • • Estate calendar providing details of events and activities • • Access to relevant information and documentation • • Updated user profiles – owners, residents, non-residents and tenants • • Booking of estate facilities and amenities • • Access to various estate service providers • • The ability for users to set their own notification preferences • • A secure online environment to engage with the various role players Taking things a step further, there are mobile app version of the estate community portals available, which can be downloaded effective communication, it is also true that most estates employ multiple systems and databases, as no one system can fulfill all the ongoing operational requirements of an estate community. value, to the benefit of all stakeholders. The challenge with this is that too many The starting point for this communication create a level of complexity that needs channel is the estate website. This is to be managed. This in turn increases an incredibly valuable digital resource administrative costs, and in many cases and communication mechanism, which, hinders communication rather than unfortunately, in many instances is extremely underutilised. enhancing it. Consider the following when developing an estate’s web presence: Go responsive– create a responsively designed user interface that adapts its display to suit the size of the device being used (desktop, laptop, tablet or mobile) to independent systems and databases The solution therefore is to create an integrated digital environment that allows users (administrators, residents and others) to leverage the benefits and advantages of these various systems into one seamless way. ensure a great user experience. By automating and streamlining the SEO– search engine optimisation is not a communications of an estate within this administrative processes, functions and black art; it simply boils down to having digitally integrated environment, HOAs and meaningful content contained in a well- their management teams can expect to see a marked improvement in communication, productivity and profitability. coded website that adheres to fundamental best practices. Digital mapping– get visual by showcasing properties that are available for sale or rent Deon Basson within the estate and provide the ability to search and explore these options. PAGE 71 COMMUNICATION MANAGEMENT