為什麼溝通是保護小區經理最寶貴資產的關鍵?

Communication

by Paul Shih 22nd June, 2020

為什麼溝通是保護小區經理最寶貴資產的關鍵?

Why communication is key to protecting your most valuable asset

為什麼溝通是保護小區經理最寶貴資產的關鍵?

 

 

原文作者:Lucinda Dean 採訪 Jenni Hansen

翻譯: Paul P Shih 施伯欣老師

 

Your letting pool is where you scoop the real profit from your management rights business, so it pays to protect, defend and grow it.

您的Letting Pool 所管理出租物業是您從管理權生意中汲取實際利潤的來源,因此,保護、捍衛和發展它是值得您努力的。

 

Keeping your owner-investors on-side and happy should always be your number one priority because without their units in your letting pool, your business risks going under. That is why it is essential to always communicate your commitment to their investment, because their investment is your profit.

始終讓投資業主站在您這邊而且對您感到滿意是您的頭等大事,因為如果沒有他們的房產給您出租,您的生意就有失落的風險。這就是為什麼必須一直向他們承諾您對他們的投資物業會好好管理,因為他們的投資物業就是您的利潤。

 

Quarterly newsletters and bi-annual phone calls will not cut it unless you understand this simple marketing principle: ‘know who you’re talking to’. Understanding what is important to your owner-investor clients, and how to talk to them, is the key to effective business communication.

除非您了解以下簡單的營銷原則:「知道您要與誰溝通」,否則每季度發送的電子報和每半年的電話通話也不會帶來效果。了解什麼對您的投資者客戶來說很重要、以及如何與他們交談,是有效進行業務溝通的關鍵。

 

Being someone who understands the power of words, I thought it prudent to talk to Jenni Hansen, director of JJH Management Solutions, about how effective client communication can not only safeguard, but even increase, your business profitability.

Here are some questions and answers to steer you towards business success:

作為一個懂語言力量的人,我認為與JJH管理解決方案顧問公司董事Jenni Hansen訪談會有所幫助,我們討論了有效的客戶溝通不僅可以維護甚至提高企業的盈利能力。以下是我們之間的一些問題和答案,希望可以引導您取得生意上的成功:

 

Q: What are your six steps to protect, defend and grow your letting pool?

問:保護,捍衛和增擴租賃資產的六個步驟是什麼?

 

A: The key point is to know your client. This is crucial to your business. Investor owners have grown with the industry and you need to be able to meet their needs and demands as the industry evolves. Your committee is key to your business and you must be able to demonstrate your ability to adapt and adjust with the demands of the complex and the needs of the committee.

答:關鍵是要了解您的客戶。這對您的業務至關重要。投資者隨著行業的發展而成長,隨著行業的發展您需要能夠滿足他們新的需求。您的業主委員會是生意生存的關鍵,並且您必須能夠證明自己有能力適應複雜的需求和業委會的需求。

 

Communication is also key. It is such a simple concept but difficult to achieve. If you know your clients, then you know how to communicate with them. However you choose to communicate, whether via phone, email or newsletters, always make it informative and relevant to your client’s investment. Use relevant statistics, be knowledgeable in what is happening in your suburb, and above all, be honest. You can ask your investors if they need anything from you, be prepared they may require something from you that may take some input. However, your investor will appreciate your efforts.

溝通如同一把能開鎖的鑰匙。這是一個簡單的概念,但很難實現。如果您了解客戶,那麼您就會知道如何與他們溝通。但是,無論您選擇通過電話,電子郵件還是電子報進行交流,一定要使其內容翔實並與客戶的投資相關。使用相關的統計數據,了解您區域的情況,最重要的是要誠實。您可以詢問您的投資業主是否需要您提供任何東西,有心理準備說他們需要您提供一些信息可能要您花點精力。但是,您的投資業主將感激您的努力。

 

Always follow the rules. Make sure you are signed up for e-newsletters from industry bodies. Take the time to read those newsletters and pass on relevant information to your investors. You will be required by your committee and investors to assist in disseminating information to them from different legislative bodies. Talk to your local service providers – fire, lifts, etc. They are very welcome to help you understand what is required. One useful document I have developed is an Owners Handbook. This is so helpful to new investors and it also sets you apart from your competitor.

您要始終遵守規則。確保您已經註冊了行業機構的電子報。花時間閱讀這些電子報,並將相關信息傳遞給您的投資業主。您的業主委員會和投資業主會需要您協助他們從不同的立法機構向他們傳播信息。與您當地的服務提供商聯繫 -消防、電梯等。他們將非常樂意幫助您了解要求的內容。我覺得一個很有用的文件是我為業主們編寫的《業主手冊》。這對新投資者很有幫助,也使您與競爭對手區分開差距。

 

Understanding your complex is key to having a collaborative and cohesive relationship with your committee. You are the ‘one-stop-shop’ option for all owners in your complex. You can disseminate information to your investors, and residents who live in the complex.

了解您的小區是與委員會保持合作和緊密聯繫的關鍵。您是大樓中所有業主的「一站式服務」提供者。您可以將信息傳播給您的投資業主以及居住在該小區中的居民。

 

Your point-of-difference will make you stand out from another agent. You are not just another agent; you are the onsite expert of your complex, so shout about it. Always look for ways to have a sustainable competitive advantage, whether it be digital technology, be approachable to all clients, host a morning tea. Prioritise your clients.

您的差異點將使您在其他仲介中脫穎而出。您不只是另一個房產仲介;您是住在現場的大樓與小區的管理專家,所以請大聲疾呼。無論是網路科技、聯繫所有客戶、還是舉辦聯誼早茶,都請持續尋找具有可持續競爭優勢的方法並優先考慮您的客戶。

 

Not everyone knows everything about everything, so you should seek assistance from industry bodies and consultants. Sometimes we get caught being ‘in’ the business and lose sight of the business. So, step back, take a breath, and pick up the phone and ask for assistance.

並非所有人都了解所有事情,因此您應該尋求行業機構和顧問的幫助。有時,我們會陷入忙於業務而看不到業務前景的情況。因此,退後一步,深呼吸,拿起電話,尋求幫助。

 

Q: What are the key ingredients to effective client communication?

問:有效與客戶溝通的關鍵要素是什麼?

 

A: I find the best approach to any communication with any stakeholder in my business is to be honest, informative, and meaningful. I like to benchmark myself so that I can see if there are any shortfalls that I need to address. I communicate that to my stakeholders; it demonstrates that I have their interests in my sight.

答:我發現與業務中任何利益相關者進行交流的最佳方法是誠實,信息豐富且有意義。我喜歡對自己進行基準測試,以便查看是否有任何不足之處需要改善。我將此傳達給我的利益相關者,這表明我對他們的利益很重視。

 

Q: How do I determine my point-of-difference and why is it important?

問:如何確定我的差異點,為什麼如此重要?

 

A: This is your investment too, you have invested significant dollars, so you need to understand the business that you have purchased. You need to relate to your clients and make them feel confident that you prioritise their investment. ‘Value-adding’ does not need to cost the earth, it may be a simple as FaceTiming with your clients during your next inspection. It costs nothing but adds great value to your relationship.

答:這也是您的投資,您已經投資了可觀的金錢,因此您需要了解所購買的生意。您需要與客戶建立聯繫,並使他們充滿信心您會優先考慮他們的投資。 「增加附加價值」不需要花費大筆費用,這很簡單,就像在您下次定期檢查時與客戶進行FaceTime視訊通話一樣。它不花任何費用,但可以為您的關係增加巨大價值。

 

You always want your clients to contact you before making any decisions on their investment. Sounds simple, however, this is all about managing the relationship and setting realistic expectations to everyone.

您會希望客戶在做出跟他們投資有關決定之前先與您聯繫。聽起來很簡單,但是,這全都靠關係的管理並為每個人設定切合實際的期望。

 

Q: How frequently should I be communicating with my clients, and by what means?

問:我應該多久與客戶溝通一次,用什麼方式?

 

A: This is never an easy answer. It is not a one-size-fits all scenario. Once you determine who your client is, you should be able to determine how they want you to communicate with them. I like the personal touch; I like to call my clients quarterly. I make sure that I have relevant information to discuss with them. I then follow up with a quarterly newsletter. I also ask clients what they would like information on. I may pick 5-to-10 clients to email and ask what they would like to know about in the next newsletter. You will normally get a reply from one or two clients. This is great, and you can incorporate that into your next newsletter. Clients like to see their queries answered.

答:這絕不是一個簡單的答案。這不是一種千篇一律的方案。一旦確定了誰是客戶,就應該能夠確定他們希望您如何與他們交流。我喜歡個人風格;我想每季度給客戶打電話一次。我確保我有相關的信息與他們討論。然後,我會以個季度電子報跟進。我也會問客戶他們想要什麼信息。我可能會選擇510位客戶發送電子郵件,並詢問他們在下個電子報中想了解什麼。通常,您會收到一兩個客戶的答复。這就太好了,您可以將其寫入下一個電子報中。客戶喜歡看到他們的疑問得到答覆。

 

Q: What’s the importance of having a full real estate license – and the benefit of communicating that to my clients?

問:擁有完整的房地產地產仲介執照為什麼重要? 讓我的客戶知道的好處是什麼?

 

A: You want to maintain a full license to have the flexibility of letting and getting involved in sales. You do not necessarily have to be involved, but if you are going to get involved, then you will have more control over the ebb and flow of your letting pool. You will have a greater connection with investor-owners, particularly those who are thinking of selling, and hopefully they will come to you with their sales listing.

答:您會想持有完整的房地產地產仲介執照,才能靈活地參與出租與銷售。您不必一定要參與其中,但是如果您要參與銷售,那麼您將可以更好地控制您租賃資產的潮起潮落。您將與投資業主(尤其是那些正在考慮出售的業主)建立更大的聯繫,並希望他們會找您出售他們的房地產。

 

Q: Why do I need to keep abreast of industry rules and legislation?

問:為什麼我需要了解行業規則和法規?

 

A: If you receive a visit from the Office of Fair Trading, and in all likelihood you will at some time, your paperwork needs to be in order so as you do not receive a Breach Notice or worse, a fine. You always need to be compliant with legislation, this is the lifeblood of your business. Recently there have been changes to the Residential Tenancy legislation, something we have never experienced before. It has never been more crucial to keep abreast of this information.

答:如果您碰到公平交易廳的來訪,您很可能需要確保您的文件工作都有好好整理,這樣就不會收到違約通知或更糟的罰款。您始終需要遵守法律,這是您生意的命脈。最近,《住宅租賃法》發生了變化,這是我們從未經歷過的。了解這些信息變得前所未有的重要。

 

Q: What tips or resources do you suggest for creating newsletter content?

問:您建議編寫電子報內容有哪些技巧或資源?

 

A: There are some great websites that follow trends and statistics, you can gain data from these sites. I like to remind clients often of the importance of landlord’s insurance. There are organisations that you can engage to write your newsletter for you for a fee. If you are not fantastic at writing, and let’s be honest, some newsletters you’ve seen are cringeworthy, it may be well worth engaging a good editor to put your newsletter together. If you are great at creating engaging content, then go with it. Always remember to be:

答:有些很好的網站會跟踪趨勢和統計數據,您可以從這些網站獲取數據。我想經常提醒客戶注意房東保險的重要性。您可以聘請一些機構來為您撰寫電子報,但要付費。如果您的寫作技巧並不出色,說實話有些我所見到的電子報簡直是令人憂慮,那麼可能值得聘請一位優秀的編輯來整理您的電子報。如果您擅長創建引人入勝的內容,請繼續發揮。永遠記住要:

Informative 內容翔實

Meaningful 有意義

Benchmark 比較

Honest 誠實

 

What content should my newsletter include?

我的電子報應包括哪些內容?

 

 

  • What proactive work the building managers have been doing in the building/grounds.
  • 建物經理在建築物/小區做了哪些超前佈署的工作。
  • Unit sales in the building, what price (other unit owners will always want to know how their investment is going).
  • 小區/大樓中的銷售情況,房價是多少(其他業主將始終想知道他們的投資情況如何)。
  • Property reports for sales, how their property is going compared to the rest of the suburb or town or region.
  • 銷售的物業報告,與該區、城鎮或地區的其餘部分相比,他們房產的狀況如何。
  • Property reports for rentals, how their property is going compared to the rest of the suburb or town or region.
  • 租賃的物業報告,與該區、城鎮或地區的其餘部分相比,他們房產的狀況如何。
  • If it is a holiday building, occupancy percentage and rates comparison for the suburb/region – you can get this from your local tourist bureau.
  • 如果是渡假小區,請比較該區/地區的入住率和房價 - 您可以從當地旅遊局獲得。
  • Upcoming events in the building such as barbeques for unit owners and other relationship-building get togethers.
  • 小區/大樓中即將舉辦的活動,例如業主的燒烤聚會和其他建立聯誼聚會。
  • Upcoming events in the town or region.
  • 在這個地區即將發生的一些節慶活動。
  • Promoting the closed Facebook group, you have created for stakeholders as a digital means to communicate.
  • 宣傳一個不公開的Facebook小組,您已經為利益相關者創建了數字通訊工具。
  • Positive things other unit owners have done to increase the value of their unit such as refurbishments or installing air conditioning.
  • 其他業主為增加其房屋價值所做的好建議,例如翻新或安裝空調。
  • Industry updates with links to relevant articles.
  • 行業最新消息以及相關文章的鏈接。

 


 

A call out to Resident Managers: Why register with AccomProperties Sales & Rentals?

Because we are honest and have always been on your team!

AccomProperties is a registered and fully licensed real estate agency that provides a unit sales and rental marketing service for resident managers.

致所有的小區經理:為什麼要在AccomProperty SalesRentals進行註冊? 因為我們很誠實,並且一直站在您這邊! AccomProperties是一家註冊並獲得執照的房地產代理商,為小區經理提供銷售和租賃營銷服務。

AccomProperties Sales & Rentals provides a very cost-effective way to gain direct access to the largest real estate websites in Australia including realestate.com.au and Domain, as well as all the leading industry tools and resources to ensure smooth transactions.

AccomProperties SalesRentals提供了一種非常經濟高效的方法,可以直接連通澳大利亞最大的房地產網站,包括realestate.com.auDomain,以及所有領先的行業工具和資源,以確保交易順暢。

AccomProperties is authentic and can provide support and knowledge from a wider network of Accom experts. Alongside AccomProperties, Multimedia also publishes Accom News and Resort News, these titles plus the accomnews.com.au website and newsletters have supported resident managers through thick and thin for well over two decades. 

AccomProperties是真實的,可以從Accom廣泛的專家網絡中提供支持和知識。除了AccomProperty之外,Multimedia還出版了Accom NewsResort News,這些刊物再加上accomnews.com.au網站和電子報在過去的二十多年中一直為小區經理們提供支持。

Quite simply, AccomProperties was created to meet the needs of our resident manager readers.

簡單來說,AccomProperties的創建是為了滿足我們小區經理讀者們的需求。

AccomProperties fully supports ARAMA and its members.

AccomProperty完全支持ARAMA及其成員。

AccomProperties receives excellent customer feedback: It is frequently referred to as the most user-friendly sales and rentals marketing service dedicated to the management rights industry – just ask our 300+ registered agents!

AccomProperty收到出色的客戶反饋:它通常被稱為是管理權行業專用的最人性化的銷售和租賃營銷服務 - 只需詢問我們300多家註冊仲介!

Do not delay! If you are a Resident Manager with a real estate license and want to take control of your letting pool, give Stewart at AccomProperties a call on (07) 5440 5322.

不要拖延!如果您是擁有房地產仲介執照的小區經理,並且想控制您的租賃資產,請賜電(075440 5322AccomPropertiesStewart

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