Effective communication with tenants is a crucial aspect of a property manager's role. Their work becomes much more impactful when they know which communication channels to use for which specific purpose.

Throughout the year, we ask residents a series of questions about how they prefer to receive communication from their housing providers.

As an example, in the 2024 Shape Your Space Report, some 2,000 respondents said they prefer email (34 per cent) as the primary method for receiving rental communication notifications. This was followed by receiving information via a building app (28 per cent). In-person communication (19 per cent) remains important for some, while the remaining respondents selected other methods. Surprisingly, just six per cent prefer text messages.

We are watching these trend lines carefully as apps become more prevalent in the day-to-day operations of rental properties in Canada. 

It is important to note that we have seen these preferences fluctuate depending on the reason for outreach. Events, service notices and package delivery receipts elicit different communication preferences from different groups of residents. The short answer to our query is that more than one channel is required to reach your audience.

How do you reach your prospects

Property specific websites (PSWs) topped the list of preferred online touchpoints among residents. These are websites dedicated to one rental community rather than being part of the larger, corporate website.

In a Shape Your Space study, an overwhelming 91 per cent considered PSWs important, of which some 50 per cent found them essential.

We like to test our results, so we asked the same question in another study, the 2024 Canadian Multi Residential Satisfaction Survey (CMRS). Of the more than 17,000 respondents in this study, 93 per cent indicated PSWs were needed and 53 per cent said they were essential.

Two studies resulted in very similar data points. Given this strong preference, powering your properties and leasing strategies with PSWs would be valuable to consider, if not already established.

What goes into those websites is a topic for another column! 

Communicating to the 55+ group

Diving deeper into the data, we wondered whether the level of digital adoption and preferred communication channels change in the 55-plus population.

Then we realized that approximately 20 per cent of the Gen X population is over 55.

I’m a Gen X! Quite a few years away from 55, but we are part of a generation that cut our teeth on Pong, the Commodore 64 and dial-up internet. We had music on vinyl, cassette tapes, CDs, MP3s and now we stream our music. Our generation knows how to evolve with changing technology.

So, we set out to see how much the preferences of those 55-and-over differ from the generations that came after them.

We analyzed the numbers from our 2024 CMRS and this is what we found: Residents who are 55 years of age and older actively use the digital tools that their properties provide.

At 79 per cent, the tool with the highest usage is the one that creates and tracks maintenance requests. This is followed by receiving property announcements (also 79 per cent) and staying informed about property events (69 per cent). Financial tools are also widely used with 68 per cent of the over-55 cohort making automatic payments.

In addition, 60 per cent rely on package delivery notifications.

Over 20,000 Canadian renters responded to CMRS and over 3,500 were 55 or older. 

The responses of residents who are under 55 and use digital tools did not differ significantly. This is how their usage breaks down:

• 84% for maintenance requests;
• 76% for receiving property announcements;
• 65% for property event information;
• 60% for package delivery notifications.

When it came to using digital tools for financial applications, the under-55 cohort showed five per cent higher usage compared to the older group.

While we have written on this in the past, it is interesting to note that 63 per cent of those 55 and older who do not have the ability to create and track maintenance requests actually want to be able to do this via an app or community portal and over 60 per cent want to view their front door. 

Multiple channels and touch points are needed

What becomes evident from this analysis is that the range of preferences – across all age categories - highlights the need for a multi-channel approach to reaching tenants, with email as the primary communication tool, for now, accompanied by app notifications and in-person interactions for effective resident engagement. 

Are there other important questions to ask your residents? We are weeks away from launching our 2025 CMRS survey and would love to hear from you.