Based on my experience – past and present – there are three elements to an effective tenant newsletter:
- Provide tenants with content they can actually use
- Remind tenants of what you’re doing for them at the building every day
- Engage tenants with newsletter content in a fun way
Provide tenants with content they can actually use
This can be as simple as a tip of the month to relieve neck stress, or a quick and easy way to pack a salad for the office. You can even remind them of some of the retailers that are in the concourse (your retailers will thank you for that as well!). What you don’t want to do is include information that nobody can use … a prime example is the office tenant profile. (“In this month’s newsletter, we’re profiling XYZ Company in suite 1013.”) In my experience, nobody cares about the office tenant profile … except the tenant in the profile!
Remind tenants of what you’re doing for them at the building every day
Do you provide complimentary bicycle racks in the parking garage? What about umbrellas at security? Or an after-hours escort to the tenant’s car? Whatever great tenant amenities you offer, use your newsletter to communicate their availability. At the same time you’ll show that you care for your tenants’ well-being, which is always a good thing.
Engage tenants with newsletter content in a fun way
It’s easy to have a contest for a couple of movie tickets where you ask tenants to e-mail the management office with their one-line review of the latest summer blockbuster, or have a picture of a jar of jellybeans, with an invitation to guess the number of jellybeans (closest one wins the jellybeans!), or a scavenger hunt through the newsletter to find silly clues. What you do is less important than giving your tenants a chance to connect with you in a fun and engaging way.
So keep your newsletter relevant, informative and fun, and you’re bound to reap the rewards of an effective tenant newsletter strategy: increased tenant engagement.