Engage and Inspire: Keys to Crafting Compelling Messages in Property Management

We communicate constantly with prospects, residents and team members. Yet how many of these messages truly stick? Nobel laureate Daniel Kahneman puts it perfectly: "We make our decisions in terms of our memories." If you want to drive action—whether it's lease renewals, resident engagement or team performance—your messages must first be memorable. 

Professor Charan Ranganath, in his book Why We Remember, offers valuable insights that property managers can immediately put into practice. Here's how to make your communications more memorable and effective: 

Master the Art of Chunking 

Our brains have limited capacity for processing information. Rather than overwhelming prospects or residents with a flood of details, organize your message around a central theme with clear supporting points. 

Consider this example: 

Instead of: "We have a fitness center, business center, pool, dog park, monthly events, 24-hour maintenance..." 

Try: "Welcome to Oakwood Commons, home to 458 residents who choose to live here for three key reasons: 

• Our resort-style amenities, including a state-of-the-art fitness center and dedicated work-from-home spaces
• Our vibrant community life, featuring monthly networking events and social gatherings
• Our commitment to exceptional service, guaranteed by our 24-hour response time to maintenance requests" 

Use Concrete Examples and Stories 

Abstract concepts don't stick, but stories do. When highlighting your community's strengths, share specific examples that paint a picture and evoke emotion. 

Instead of: "We provide exceptional customer service." 

Share this: "Last month, one of our residents was headed to an important business meeting when he realized he'd left his passport at home. Our team immediately sprang into action, retrieving the passport from his apartment and rushing it to the airport—getting it to him just in time for his flight." 

Create Knowledge Gaps to Drive Engagement 

Before presenting solutions, establish compelling questions that highlight what your audience needs to know. This creates cognitive tension that makes your message more engaging and memorable. 

For example, when discussing rent renewal decisions, start with: "Did you know that moving costs the average resident over $4,000 in our area? Let me show you how renewing your lease could save you significant time and money..." 

Putting It Into Practice 

Remember these key principles when crafting your next message: 

1. Organize information into clear, related chunks 

2. Support your points with specific stories and examples 

3. Create engagement by highlighting relevant knowledge gaps 

By applying these techniques consistently, you'll create messages that not only inform but inspire action—whether you're marketing to prospects, communicating with residents, or leading your team. 

The most successful property management professionals understand that it's not about saying everything—it's about saying the right things in a way that sticks.