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A traditional property manager and developer based in suburban Boston, Hobbs Brook recently joined Facebook, Twitter, Instagram, and LinkedIn with the goal of reaching its tenants in a new way. With the realization that tenant workforces are changing drastically, the on-site property management firm wanted a more effective and multi-channel means of communicating with its constituents. First-year objectives were aimed at connecting with tenants in a conversational way, while still informing them about critical updates, notices and events within the office park.
Hobbs Brook’s mission statement is, “The most important thing we develop isn’t a building, it’s a relationship.” Tenants are the top priority, and the firm strives to provide the best customer service possible. The firm believes communication is one of the most important ways to do so, and this is where the social media comes in.
Hobbs Brook uses Facebook and Twitter to inform tenants about upcoming events, such as electronic waste recycling, blood drives, and barbeques, as well as construction activity and emergency building closures. With the constant presence of mobile devices, social media is crucial when it comes to emergency situations where tenants may not have access to a computer to check email or the Hobbs Brook website.
Hobbs Brook’s social media channels are particularly helpful in situations such as weather emergencies, safety situations, or when it’s necessary to reach as many people as possible. For example, during strong snowstorms or other predicted inclement weather events, an email will be sent to all tenants and advise them to check the company’s website, Facebook, and Twitter accounts for building closures.
With the brutal winter that the state of Massachusetts experienced last year, social media served as an important outlet to inform tenants of building closures. Additionally, social media is used to inform tenants of scheduled preventive maintenance in buildings that sometimes requires the power to be shut down for a period of time. The firm will post on social media when power is restored so that tenants can perform the necessary procedures to restart equipment.
Another example is when the city experienced a water main break that left several buildings temporarily without water, causing subsequent building closures. Hobbs Brook sent out live updates via its website and social media channels to keep all tenants informed of when they could return to their respective buildings.
The firm does not view its social media channels as a way of selling a product or leasing a building. The focus is strictly on communicating with current tenants in an effort to continue establishing trust and long-lasting relationships.
Hobbs Brook strives to be transparent with tenants and give them as much notice as possible. Social media helps when it comes to communication, especially for emergency situations. Before social media, the firm relied solely upon its website to post emergency information. This outlet is still used, and now our social media channels drive tenant and employee traffic to it proactively.
Amy Brackett is tenant relations manager at Hobbs Brook. As the firm's first dedicated tenant relations manager, Amy is responsible for making sure all tenants within Hobbs Brook’s properties are apprised of park-wide events, have a trusted source to contact, and that their concerns and requests are processed efficiently. She works with the real estate team to ensure all new tenants have everything they need upon move-in, from signage to a thorough explanation of policies and procedures. In addition, Amy manages the firm’s social media channels and website. She can be reached at Amy.Brackett@hobbsbrook.com.