When I was little, I remember using the Paint program on my computer, and every document being called “Untitled”. At the time, my six-year-old self didn’t quite realise what this meant. I thought it was the adult word for ‘document’. But now, in the world of masterplanned communities, the topic of untitled land becomes the elephant in the room that no one wants to admit to or take accountability for. Good news travels fast, but bad news travels even faster. So, when you can’t deliver on titles due to unforeseen circumstances or otherwise, how can you deliver this bad news to affected purchasers? Here are three approaches to owning your truth:
Be honest. As soon as you’re aware of delays to titles, be honest with your purchasers.
And communicate often. Multiple touchpoints are important to get customers across the line to purchase, and even more important when communicating bad news. Give them a call, send them an email, post it on social media. Get the message out as many ways as possible to demonstrate your transparency and authenticity.
Think outside the box. Rather than just putting up a post about the delays, why not get your development manager in front of a camera and film a message about the delays? All you need is a mobile phone and a steady hand. You can also take this one step further and stream it as a Facebook Live event where you can answer questions from the audience in real time.
How do you communicate construction delays? What method works best to appease your soon-to-be residents?