I don't know everything about everything, but one thing I consider myself to be an expert on is resident newsletters. It's my thing. It's what I do, it's what I love. I started writing them 9 years ago when I worked on site and I've been publishing them professionally for other communities now for a year. In the past year, I've had the opportunity to see how other communities write their newsletters. It's really interesting to read each community's submission each month, that's for sure. And I don't necessarily mean interesting in a good way!
So let's review for a moment.....what exactly is the purpose of a resident newsletter? Well, there are several. The first, and most obvious, is to create a sense of community and boost resident retention. This is achieved by letting readers know about community news and events so they know what's going on around them. Then there's the marketing aspect of a newsletter. What most communities don't realize is they can be a fantastic marketing tool, particularly if you have an online version of your newsletter. Newsletters give prospective residents an opportunity to have a window into the community. To see what it's really like to live there. Now that's a fantastic opportunity, but you'd be surprised how many communities ignore it.
If you're going to take the time and incur the expense of providing a monthly newsletter to your residents and prospects, then it only makes sense that you make the most of it, right? Whether you create your own newsletter each month or use a newsletter service, following the tips below will help you do just that.
1. Make your newsletter attractive. If you design your own newsletter, spend some time researching newsletters and find ones that stand out to you. If you use a service, find a company that offers unique designs. People are much more interested in reading something that's aesthetically appealing than something that's dull and boring.
2. Keep your content friendly. This is the biggest mistake I see communities make when I read their newsletters. I understand that people want to take the opportunity to address concerns of the neighborhood, but a resident newsletter really isn't the right place for it. Keep your content upbeat, friendly and happy. The majority of your residents probably don't let their dogs poop on the front lawn or leave their garbage in front of their door. Don't punish them for the acts of those few. If you do have concerns in your community, address them in a formal community notice and try to target that notice specifically to the offenders.
3. Increase your circulation. As I mentioned above, your newsletter can be a fantastic marketing tool, but the only way that's going to happen is if you get your newsletter out there. If you provide a paper newsletter, have additional copies made. You'll want to give them to every prospect who tours your community. In addition, target local businesses in your area that have spots for other businesses to leave information. Bring stands with you and leave copies of your newsletter for people to pick up when they're in that business. You can also bring them with you on marketing visits. Never leave your property without one as you never know when you may find yourself in a situation where you can give one to someone, just like a business card. Your newsletter will sell your property better than any fancy schmancy flier can!
4. Go online. If you haven't already, you definitely want to have an online presence for your newsletter. Having your newsletter online is convenient for your residents and is a great marketing tool. You can include links to your online newsletter on your website, Facebook & Twitter pages, Internet advertising, email signatures, blog, etc. You're opening that window again into your community and maximizing the amount of people that can see inside. If your company doesn't give you the access to put your newsletter online, there are newsletter companies out there that can at a very reasonable cost. And at the very least, you could at least start a blog for your community including the same information.
5. Check and double check! Every month, I receive submissions from communities that are loaded with spelling and grammar errors. Nothing screams "unprofessional" more than not having the basics like spelling down. Yes, spell check is great, but it can't catch everything. Proofread your work, then have someone else do it again for you.
I hope you find these tips helpful! If you have anything to add or have found success in writing your newsletter, please share below! :)
Morgan Oney, CAM
My Newsletter Connection-online resident newsletters and marketing solutions for apartment communities http://www.mynewsletterconnection.com
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