Transforming Apathy into Engagement

By Rob Buffington

In the HOA industry, we like to talk about our good HOAs and bad HOAs. Or, after a drink or two, our easy HOAs and that one ridiculous HOA. While there’s no question that there are different types of HOAs, the truth is that every HOA has challenges; the difference is whether you are experiencing positive engagement to balance out the problematic aspects.

As an HOA manager or executive, your main goal is to ensure that the community you manage runs smoothly and that residents are happy. One of the best ways to do this is by driving engagement within the community. This article provides some tips for HOA managers to drive engagement in the HOAs they manage. So, if you want to transform apathy into participation in the communities you work with, keep reading.

One of the most essential things an HOA manager can do is to communicate effectively with residents. Keep them informed about community news and events, important updates, and changes to policies or procedures. Use multiple channels to communicate with residents, such as email, social media, newsletters, and community forums. Find what channel gets the best results and use it rather than relying solely on snail mail and posted notices. Regular communication helps to ensure that residents are aware of what’s happening in the community and how they can get involved.

Most people dislike HOAs because their only genuine interaction is when they receive a violation letter for a rule of which they were probably unaware or a collection and late fee notice for an assessment payment the owner didn’t realize they missed. Don’t let that be your first interaction with homeowners. While getting homeowners’ attention on more positive matters may be difficult, the extra upfront work will pay off down the road.

Creating a sense of community is crucial to driving engagement in an HOA. Encourage residents to get to know each other by organizing events such as block parties, potlucks, or game nights. Create shared spaces where residents can gather and socialize, such as a clubhouse or community garden. Building relationships and creating a sense of belonging will help residents feel more invested in the community and more likely to participate in events and activities. Convince your boards to establish a budget line item for holiday parties, community events, and refreshments for the annual meeting. A $25 gift card for the winner of a holiday lights contest can save the HOA countless headaches down the road.

Homeowners’ biggest complaint when looking for a new manager is a perceived lack of responsiveness. While we understand the pace at which things move in an HOA, many homeowners do not. Taking the time to educate them and manage expectations can reduce complaints and help build rapport with homeowners.

One of the simplest ways to do this is to respond to every email within one business day. A common mistake among overworked managers is to only respond to emails once there is something to report. However, a simple “I’ve received your email and have requested a bid from the vendor to present at the next board meeting in six weeks” can let people know that they are heard and manage expectations on when to expect resolution. Similarly, the more information you provide on what’s happening behind the scenes, the more understanding homeowners will be about delays.

If the only way a member can get involved is by serving on the board of directors, prepare for engagement and participation to suffer. Most members fear the time and energy commitment that being a board member takes, not to mention what it might do to their relationships with their neighbors. Providing other opportunities to help out in more minor ways is a phenomenal way to ramp up member involvement. Consider establishing committees, clubs, or groups that allow members to volunteer their time and talents without having to run for election.

There will be times when members make requests that cannot feasibly be honored due to legal, financial, or other restrictions that the requesting owner needs to be made aware of. To them, the proposal to replace the rear park that borders a protected wildlife habitat slope with a community pool seems reasonable. So, when the manager and board dismiss it with a laugh before closing the homeowner forum, they feel angry and upset.

Instead, when you find yourself in this situation, be transparent. Explain why the request is outside the association’s means to honor. When possible, direct them to outside resources such as building codes or insurance requirements that back up the board’s position. It’s the nature of the job to be the bearer of bad news, but how you bear that news can make all the difference.

In a for-profit corporation, at least once a year, the CEO or President gives a speech in which they call out and celebrate the past year’s successes. In the United States, which is like a vast common interest development, the President gives the annual State of the Union address wherein they do the same. So, why don’t our non-profit homeowners’ associations follow suit?

Imagine if, in the annual budget package or at the annual meeting, the President included a message celebrating everything the board, committees, and association members accomplished over the past year before opening up the floor for the homeowner forum. Wouldn’t that make for a much more positive and peaceful discussion? Aren’t the members more likely to feel like their HOA is a great place to live if the community’s successes are acknowledged?

One of the biggest reasons residents disengage from an HOA is because they feel their concerns are not being listened to or addressed. As an HOA manager, it’s crucial to take resident concerns seriously and address them promptly. Hold regular meetings with residents to discuss their concerns and provide updates on what actions the board is taking to manage them. Addressing concerns shows residents that their feedback is valued and encourages continued engagement.

Driving engagement within an HOA is essential for ensuring the community runs smoothly, and residents are happy. By communicating effectively, creating a sense of community, providing opportunities for involvement, being transparent, celebrating successes, and addressing concerns, HOA managers can encourage residents to engage with the community and feel invested in its success.