Fostering a sense of community in multifamily buildings and HOAs is essential–not only for the health and happiness of residents, but also for the overall well–being of the property itself. As we navigate our fast–paced, post–pandemic world, nurturing relationships has become vital. Creating connections through social programming helps engage residents, enhances their day–to–day living experience, and can even increase property values. By tuning into residents’ tastes and needs, boards and property managers can transform their buildings into neighborhoods where people truly feel at home.

Piet Quackenbush, vice president of management for South Florida and New York-based property management firm AKAM, highlights the importance of dynamic community engagement: “If people see a vibrant community with engaging opportunities, they will want to live there. There are positives that benefit all—both the residents and the building’s business. Even as we compete against buildings with top-tier amenities more and more, we know that people just want to be happy going home.”

Post–Pandemic Shifts in Social Programming

“Community engagement is something many residents crave after being so separated during the pandemic,” says Maria Hurst, vice president of the New Development Group at nationwide property management firm FirstService Residential. “We’ve seen the greatest success with regular town hall meetings and providing community updates in quarterly newsletters to keep residents informed and involved. Social events, especially seasonal gatherings, offer a great opportunity for everyone to meet in a more fun and relaxed setting.”

Mark Levine, principal of co-op, condo, and rental property management firm EBMG, says there is still some pushback from vocal residents who are against digital formats for meetings and get-togethers within the building but that “attendance rates show that this is a generally preferred method of meeting and having updates on building items.” He says, “The ability to create a series of meetings on a particular topic, or to just have a meet-and-greet for new neighbors has been greatly enhanced. There are some events that are better left offline, and holiday parties and special events within the buildings will not likely have a digital replacement.”

Tailoring Events

The shutdown during the worst of the pandemic completely changed the way people functioned, particularly in multifamily communities where social distancing measures were more acutely felt than they might have been in single-family neighborhoods. From isolation to remote work to virtual happy hours, apartment and condo dwellers made adjustments to their daily lives to keep connections strong. 

According to management pros, while these adjustments certainly felt strange and onerous at the time, they also created valuable opportunities for buildings and associations to enhance their communication methods and program offerings.

“It’s so important to know your audience and have a good site team in place,” says Hurst. “If your senior staff has a good relationship with residents, they will understand what the residents’ needs and interests are and can tailor programming accordingly. For example, if you have a building with many young professionals, you can focus more on entertainment and post-work relaxation.

“Since the pandemic, most residents prefer virtual meetings and updates, especially in newer condos. Co-ops and long-term steady-state properties lean toward traditional in-person meetings,” she continues. “We try to offer both options to accommodate everyone’s preferences. That shows we’re listening, and helps encourage broader participation.”

As always, no matter what the circumstances, communication is key. Whether it’s a virtual meeting on Zoom or a holiday happy hour in the clubhouse, residents can’t participate if they don’t know the event is happening, or don’t have enough advance notice to plan accordingly. Quackenbush notes that “email is currently the best way to communicate with residents. Buildings use different software and put up flyers, but most residents have email as a way to send and receive information. It is a great way to get the word out ahead of an event and to send reminders. We can still offer virtual opportunities to engage residents; however, we are noticing that people are enjoying in-person activities more. You just need to know your community.”

“When there are systems set into place for the residents to have an organized channel to discuss items amongst themselves, it should also be noted that protocols should be set into place to still advise management and/or the board of any issues that need to be dealt with in the building,” adds Levine. “Using a Google group or internal chat function without the building management on it will quickly turn into a complaint board, since management and their team won’t have access or the bandwidth to review all of the various communications through the day. Official communication protocols should still exist. It’s been helpful for those buildings that use these systems properly.”

Tapping into residents’ talents is also a great way to ensure that inclusive events are successful and well-attended. “If you have someone who is passionate about a certain area, it is smart to get them involved in planning,” says Quackenbush. “We’ve seen success with yoga workshops, workout classes, and mini talent shows. It’s a great way to learn more about your neighbors, foster connections, and discover shared interests.”

“I like to engage with residents during our regular on-site visits and walkthroughs,” says Hurst. “Getting to know the residents and their interests directly provides us with valuable insights into what kinds of events or activities would resonate—and we’ve been surprised by some of the events our residents have expressed interest in.”

Events can be planned around major holidays throughout the year to help build a sense of connection among residents. These gatherings allow residents to celebrate and come together in a relaxed, festive atmosphere.

Hurst explains that “holiday parties have been the most successful in bringing residents together, but it’s important to be inclusive, ensuring that residents of all ages, backgrounds, and beliefs can have fun. These inclusive, festive events encourage people who don’t typically attend building events to mingle with their neighbors.” 

Creating an exciting social calendar doesn’t necessarily require a huge financial outlay. Hurst notes, “Smaller budgets often yield creativity; a simple happy hour—with juice and cookies for kids—can be just as effective as a big budget tasting if it’s done the right way, especially when residents’ feedback is taken into account.”

Measuring Success

How can you determine if your programming is effective? While checking attendance is a straightforward way to gauge an event’s popularity, post-event follow-up is equally important for assessing future success. Hurst says, “Success is largely measured through direct feedback from residents. That’s one reason we believe in fostering a personal connection between the board, building staff, and residents. These conversations help us fine-tune our work to elevate the lifestyle of each resident.”

Quackenbush adds that “we use email and social media to promote events and engage residents afterward. Even if people are unable to attend, seeing the event helps promote the building as a fun place to live. If you become a coveted building, it’s a great return on investment—people seek out community.”

Kate Mattiace is the Associate Editor of CooperatorNews.