By Caryl Bixon-Gordon,
President, Caryl Communications
Want to show tenants you care? Remind them of the benefits of working in your building and neighborhood? Highlight plans regarding a renovation or new services? Consider a property newsletter.
A newsletter is a vibrant, dynamic communication tool. For real estate owners and property managers, it provides the opportunity to educate tenants and team members about a specific office building, industrial site or mixed-use corporate campus.
Whether published monthly, bi-monthly or quarterly, a newsletter will contribute to positive tenant relations and also can become a marketing tool to contribute to new leases, renewals and expansions.
By providing property news, a newsletter gives readers important information they want and need to know, from a new company moving in to a planned construction project on site.
Articles highlighting new available space, renovations, seasonal events or transportation services will address ways to help employees achieve a healthy work style and generate productive success for the employers.
News about a local detour, parking lot repaving or slippery winter conditions will help tenants be mindful and ready to use alternatives as needed.
The property newsletter will highlight what’s new at the building, physically and in terms of other tenants. In addition, helpful, relevant topics give tenants’ employees news about the property or the neighborhood and build more credibility than any self-serving ad.
Whether it’s a seasonal note, a special event or a tenant profile, the news shared will be a positive tool to support tenant retention and build a strong relationship with property managers and tenants.
At the same time, a newsletter is an investment that shows an owner cares about a property and its tenants, providing a personal connection and a professional branding opportunity.
Internet tools, social media and eblasts make it easier than ever to promote and distribute newsletters. Programs like Constant Contact and MailChimp facilitate creation of online newsletters, management of email addresses and evaluation results.
Posting the newsletter to a website creates a document online to share through email. Best of all, the activity can attract visitors to an owner’s or property’s website.
The property newsletter can be written to reach not only tenants, but also prospects and referral sources, serving as a marketing tool and even a report for investors.
Typically, it will feature diverse information and photos in an easy-to-review format, offering broad interest to diverse audiences.
For employees, a newsletter can be an educational vehicle with content showcasing their company and property portfolio, the roster of tenants and features to help market the building.
When a newsletter includes additional articles about an owner’s company and employees, it can boost morale at the property and in the office.
At the same time, tenants learn about the many people and resources that an owner invests in to maintain a healthy, productive workplace. Even highlighting challenges shows the integrity and honesty of a company that is willing to recognize and address issues that may arise.
A newsletter can improve traffic to a company website. Search engines such as Google are seeking strong news content and information to alert their readers about any number of topics. Therefore, people may find a property site without knowledge of a company or building name.
The digital newsletter appeals to diverse age groups, but don’t discount the power of printed collateral. Newsletters look great in the lobby, on a conference table, or in elevator racks. You can find them in hotels, at the concierge desk or displayed in a community area.
They are attractive when they arrive in the mail, filled with articles, features, photos, graphics, color and variety. Such qualities make a newsletter inviting (even at a glance), and headlines can quickly tell the story.
Once you publish your first newsletter, sometimes even before it’s printed or sent, you will find yourself thinking about the next one.
As you go through your workday, speak with your staff, property managers, tenants, brokers and prospects. You will find ideas occur – messages to convey; trends in the industry. So keep a running list, write your best ideas, and stay in the conversation.
Tenants will welcome a compelling and informative newsletter about their workplace and a landlord who cares.
