WHO ADVOCATES FOR THE MANAGER?

A Look At How To Market Yourself In The CID Industry

By Lorena Sterling, CAFM

Advocating for managers is often overlooked in this industry of ebbs and flows. To quote America Ferrera “I’m okay if people don’t know who I am, but if you remember my character that would be great.” This should be a beacon of knowing your value and the expertise you bring to the table. It may be that homeowners or board members don’t remember your name at first, but they will remember the one that did the job correctly and followed through until the end. Managers are constantly navigating the craziness of boards, homeowners, new legislation (does electronic balloting and the Corporate Transparency Act ring a bell) and more. During all of it, it is important to notate the value you bring to a community.

MARKETING YOURSELF: WHERE TO BEGIN

While your value and expertise are working their magic with clients, you should be working on your experience and contacts behind the scenes. Showcasing the skills and strengths you have is the first way to market yourself in this industry. You want to show your client, you know what you are doing, you are exceptional at it and you care! Knowing that they can rely on someone with your strengths will help them trust you in the long run. Behind the scenes you should be working on your weaknesses. Maybe you need a class refresh, want to get more restoration contacts, etc. There is no better time than now to elevate your experience and education in this industry to make you a more suitable and well relied on candidate for your job.

Now that you have a basic understanding of where to begin, there are some other key things you should practice. One of them being your actions and the communications with the homeowners and board members.  By making every form of communication a professional, personal and ultimately a real experience every time. The quickest way to create a real and authentic human experience with someone is to be transparent and honest. A trait that may have started to fade away, but you can bring it back into regular practice if you’re not already doing so.  It goes a long way even when the subject is one that is not taken easily.  And remember: a little humor, along with some wit, can occasionally make the sternest of faces smile.

YOU’RE ALL YOU’VE GOT

With some new tips under your toolbelt, it is time to put them into practice. Understanding the value of your expertise is paramount; without this understanding, you are just at the mercy of whoever will try to convince you that complacency is the norm.  Recognizing the value you offer allows you to advocate for greater recognition and opportunities for your expertise in the industry. Let’s face it, the best advocate for any manager is the manager themselves.  “Don’t compromise yourself, you are all you’ve got,” as the great Janis Joplin once said.

The average community association manager has built up their “Rolodex” of contacts, allowing them to fill in a few names for any job that would need to be accomplished.  These relationships that fill this “Rolodex” have all taken time and effort to build, thus becoming a staple in the means of doing business in this industry.  This is that magic that goes on behind the scenes, while you are at your desk trying to figure out how to get something that most think may be impossible accomplished.  There is a quote by Milton Friedman, “there is no such thing as a free lunch,” or a free contractor, or a free inspector, or a free accountant or a free manager.  In this industry, that is equivalent to the sweat equity we hear people talk about to move up the rungs of the industry.  In this case, sweat equity makes you stand out, and the time you have spent building these relationships will pay off.

MANAGING, MANAGING AND MORE MANAGING

Now it is time to take a good look at yourself and all the management skills you have honed for this job! Managing can look a lot of different ways but the one thing you will always see is a manager utilizing what is around them. For instance, managing your contacts to help make you look like, for a lack of a better term, a superstar.  A manager should look like the shiniest star out there! They utilize all their contacts because they know those contacts will make them look good, that they will do the best job.  A manager utilizes contacts who take pride in their work and give it that extra touch and personalized affection. Managers should be doing the same thing for themselves and their communities. Take pride in the work you do, even the work done behind the scenes, and make sure to give it that extra touch and affection. This effort will help make sure your value is understood and not taken for granted, but more importantly, appreciated.

The real measure of value in any job is the level of care and follow-through you bring. For a manager, that personal touch builds irreplaceable relationships with homeowners and board members. As we move into a future dominated by AI and tech, it’s important not to let anyone (or those pesky robots) underestimate the significance of your work. Advocate for yourself, market your skills and show that what you offer is crucial to the association. Good management ensures smooth operations, while also making it seem effortless.

Lorena Sterling, CAFM, is the Controller at Community Association Financial Services (CAFS).