Publications

Improving the Public Image of a Property

A highly publicized crime, overcrowding, gang activity, a checkered past, etc., can have a devastating impact on a residential community. The real estate community may avoid showing property or convince sellers into cutting their price to sell a slow-moving unit. These types of issues have become an increasing problem for many older properties/communities where sale of units is as popular as a disease.

When an association is known for leaky roofs and faulty boilers, it is going to depress sales until something is done to correct the problem. The owners must be convinced, through effective communication (even salesmanship), that a special assessment is necessary to resurrect property values.

There are a variety of publicity and good will gestures that can be undertaken at minimal expense to give your property increased positive visibility and a better public image. The following are some examples of ways a property can re-make its image, once it has repaired its construction defects and been given a face-lift:

Co-sponsor a fund raising event (fun run, Olympics, world’s largest garage sale, etc.) with a local high profile charitable organization, i.e., American Cancer Society, American Lung Association, Juvenile Diabetes, Special Olympics, March of Dimes, etc.

Change the name of the complex.
Place ads on radio and in the newspaper promoting the community.
Conduct a Realtor’s tour, offering a buffet lunch or coffee and cake.
Install attractive entrance signs with an eye-catching logo, flowers and shrubs, etc.
Create a web-site.
Convince a trade periodical to do a focus article.

These are just some of the ways that a property can re-make its image in a positive manner.

If a property has had a history of criminal or gang activity, it takes a lot more effort than merely planting flowers. A community must "mobilize." If budgetary constraints limit the hiring of security, then set up a neighborhood watch. Local police departments and other law enforcement agencies will work hand in hand with a community that is under siege. Sometimes you can even enter into a cooperative venture with surrounding properties. I know of one Association that randomly posts residents in vehicles with c/b radios on certain nights throughout the year.

One last thing to consider is that in some associations problems sometimes exist due to archaic and inadequate legal documents like the declaration and by-laws. Occupancy restrictions, pet or rental limitations should also be considered as they may also solve a lot of problems for certain properties. An evaluation and assessment of the legal documents should be completed as part of a routine "house cleaning" effort.

Those who fail to study history have a tendency to repeat it. In the long run, complacency can be the most detrimental characteristic of all.