MHN Executive Council: Strategies to Incorporate Authenticity Into Your Resident Communication
Your renters want to hear from you, not AI. Here are some tips to personalize your messages.
It’s easy to fall back on AI to streamline your communication to your residents. However, most people are looking for authenticity—they don’t just want to hear the company party line or to feel like they’re just getting a form letter. The MHN Executive Council shares their tips on how to personalize your communication with your renters.
Multi-Prong Approach
It seems like people have forgotten how to speak with each other. Putting authenticity back in communication—with both residents and employees—builds trust, strengthens relationships, and can significantly improve retention and satisfaction. Here are practical ways to weave authenticity into your communication:
Use transparent language: Avoid corporate jargon; instead, use clear, honest, and conversational language. Be upfront about rent increases, policy changes, or renovations—explain the “why” behind decisions.
Personalize communication by addressing residents by their name: Make sure to reference prior conversations or preferences in conversations, emails and texts. Share real stories highlight resident experiences. Use resident testimonials that reflect diverse, genuine voices, not just polished marketing speak.
Listen, then act: Send regular surveys and acknowledge the feedback publicly (“You asked for more recycling bins; here’s what we’re doing…”). Host casual town halls or coffee chats where residents feel safe expressing opinions.
Humanize staff interactions: Introducing maintenance and your office team with short bios, pictures, or welcome videos. Try celebrating team milestones (birthdays, anniversaries) in community updates to create familiarity and trust.
Invite feedback—and use it: Create safe spaces for residents and team members to voice concerns or ideas without fear of retribution. Act on their feedback and show how decisions are informed by their input.
Show appreciation authentically: Personalized thank-you notes from leadership or team members go a long way.
Be present and relatable: Encourage managers to walk the property, engage informally and be available—not just through email. Use inclusive, down-to-earth language in internal memos and updates.
Digital communication with a human touch: Use emojis, GIFs, or voice memos when appropriate to convey warmth. Keep templates, but tailor each message with small personal details.—Maria Pietroforte, President, Maria Pietroforte Consulting
Human Touch
We focus on clear, human communication. Residents respond best when the tone feels genuine, not overly polished or corporate. We tailor our messaging to match the context, whether it’s a friendly update or a more serious announcement. The goal is to be transparent, respectful, and real in every interaction. When residents feel they’re being spoken to—not at—they’re more likely to stay engaged and trust the process. —Jim Love, Vice President of Marketing & Brand, Draper and Kramer
Video Star
One of the most effective ways to infuse authenticity into resident communication is through the strategic use of video. At Grace Hill, we’ve seen firsthand how platforms can transform standard messages into meaningful, human connections. Video fosters a personal, visual experience that not only conveys information but also evokes emotion—helping residents feel seen and valued. Whether it’s a quick community update, a maintenance tip, or a welcome message from the onsite team, video adds tone, expression and presence that written communication simply can’t replicate. By layering in AI tools to automate delivery and personalize content—such as addressing residents by name or tailoring messages by unit or interest—site teams can scale communication efforts without sacrificing sincerity. Here are my top three best practices to follow:
- Feature real team members: Use site staff in videos to build familiarity and trust with residents—people connect best with faces they recognize.
- Keep it conversational: Avoid overly scripted or formal messaging. A relaxed, natural tone makes the communication feel genuine and relatable.
- Personalize with purpose: Leverage AI tools to deliver customized content based on resident preferences, milestones, or unit specifics, enhancing relevance without adding extra workload. —Stephanie Anderson, Senior Director, Grace Hill
Interested in joining the MHN Executive Council and sharing your insights? Email Jessica Fiur.
