Use It… Or Lose It? Community Websites!

What an amazing tool for community associations! In today's world, every community association should take full advantage of what a website can offer to owners, volunteers and management alike. Many of today's communities have websites. Unfortunately, many sites fail to live up to their full potential due to a few common mistakes. First, the owners must be aware of the site and motivated to make the initial visit. Second, the website must prove to be of value to the owner to insure their return and active use.

PROMOTE AND PUBLICIZE. It is imperative to adequately publicize and promote a community website to the owners. An announcement postcard should be sent to each owner to premier the site, but it is equally important to continue promoting the site at every opportunity. While one of the goals of a website may be to scale back newsletter distribution along with its expense, it is wise to continue mailing the newsletter until website usage has been maximized. The Association should also take full advantage of direct mail opportunities provided by day-to-day association mail outs such as meeting notices, assessment statements, community message boards and meeting announcements. These methods are free of any additional cost to the Association. The Board of Directors and management should be alert to all opportunities to reach the owners who are not using the website.

Management can play a significant role in this regard by having customer service personnel trained to promote the website in daily conversations with owners. (i.e. “I will be more than happy to assist you with that, Mr. Jones, but did you know that you can also access that feature/information on the website if that would be more convenient for you in the future?”)

UPDATE, UPDATE, UPDATE. Even if a community website is enthusiastically promoted and adequately publicized, it will fail to reach its potential if it is not continually updated. Failure to provide fresh material and useful features will discourage owners from using the site as the valued resource it should be. Even if the site improves at a future date, you may lose some owners to the first visit if it fails to impress.

For best results, an Association should use a professional website administrator in favor of a volunteer. While volunteers may have the best of intentions, the consistency and level of accountability present in a professional relationship will insure a better result. Most progressive management companies provide website development and administration. The unique role of the managing agent in Association affairs provides the best opportunity for immediate updates and accurate website content.

Providing useful information about the Association promotes compliance with rules, enhances participation in community affairs and fosters positive and consistent communication between the owners, the volunteer Board members, and the managing agent.

In spite of the fact that the website provides a wealth of reference material, an effective community website must provide owners with more than information. Convenience and interactive features are the elements that will keep viewers coming back. Features such as the ability to place a service request, access personal assessment account information, submit an application for architectural changes, or reserve the clubhouse for a private party online are all significant conveniences for owners.

Enthusiastic promotion and constant updating will insure that your community website reaches its full potential. What a great tool to spread the word of harmonious association living!

Association Times' Staff Writer