How multifamily owners are creating a sense of community during COVID-19 - by Abbey Celeste and Patty Schlee

Once realizing the COVID-19 pandemic is here to stay, multifamily owners had to instantly adjust the way they operate and communicate with their residents. As we approach the one-year mark of the start of the pandemic, it is likely that the industry will continue to use these methods in order to maintain a sense of community amid ongoing restrictions.

Keeping  constant communication

The COVID-19 pandemic is uncharted territory for everyone. This past year caused a great deal of uncertainty for residents in all aspects of their lives and in order to ease their anxieties, it was our responsibility to answer their questions in a clear and concise manner and better streamline the communication process. We learned there is no such thing as “over-communication,” instead, residents appreciate the transparency and the reminder that we are here to help.

Although in-person meetings can still occur upon request, many residents prefer to communicate by phone, email, and social media. Now residents can tour, sign a lease, pay for rent, and make a maintenance request without leaving their homes. We believe that these virtual trends are here to stay post-pandemic.

Building a sense of community

In order to maintain a high level of engagement with residents, many property managers started to send weekly emails to highlight updates to protocols and guidelines, helpful resources, virtual social events, and more. For example, at our properties, we notified residents of virtual events they can participate in such as “visiting” the zoo online, having a “Chopped at Home” challenge, arts & crafts ideas, and fitness classes. The weekly updates also serve as a reminder for residents to follow their apartment community on social media for even more ideas and to build a space for residents to connect with each other in lieu of in-person activities.

Giving back  to the neighborhood

These unprecedented times have demonstrated how individuals and organizations are willing to help others. Through donations, food drives, and fundraising events, we have seen an array of opportunities for organizations to give back to their communities. In May, we implemented Morgan Cares, a program designed to support local hospitals and food banks as they combat the pandemic. Throughout the 15 states where Morgan Properties operates, we donated a percentage of each residents’ May and June rent to a local organization of their choice. In Rochester alone, we raised over $40,000 for Foodlink, one of the largest food banks in the region, and over $20,000 for Rochester Regional Health.

Unsure of when the pandemic will end, it is extremely important to understand that we play an essential role in creating community for our residents, and providing the support people need to feel safe in their homes.

Abbey Celeste and Patty Schlee are regional marketing managers at Morgan Properties, Rochester, N.Y.

Morgan Properties is a national real estate investment and management company that owns and manages a multifamily portfolio of 357 apartment communities and over 90,000 units located in 20 states. Morgan Properties is the fifth largest apartment owner in the country, and the largest in New York, Pennsylvania, and Maryland.