Trending Sideways
By Julie Adamen

When I hear the word trend, I think of some great, overwhelming change that must be occurring. But alas, no: A trend is defined by the American Heritage Dictionary as "a direction or movement; a course, flow or a general inclination or tendency." The trends I will discuss are more along that "general inclination" because our industry doesn't make great, overwhelming change in a great, upward arc, in fact, we somehow seem to trend sideways with a slow, overall upward tick. For every action, there is some pushback, be it forces from within or without.

Trend: Broad-based utilization of technology

Software developers and sellers specializing in community management have been working overtime in recent years. The new generation of software designed especially for our industry - as opposed to a "property management" knock-off, can make our work easier, faster, and provide better service to the client with information readily available in real-time. It's an upward trend and something we all embrace, right? Not so fast.

Whenever we talk about bringing in new technology, there is a great gnashing of teeth and rending of garments on the part of those in-the-trenches. Not because they don't want to embrace to technology, but because;

a) the learning curve is perceived to be time consuming, or

b) the learning curve IS time consuming because those charged with teaching the technology have but a rudimentary understanding of the technology themselves, and/or

c) they have no experience in day-to-day operations and don't care/have to understand it. This, and all of the above leading to...

d) a lot of extra work in the trenches as managers struggle to learn the technology on top of their normal workloads.

It's a problem, but not one from the technology standpoint: The technology is what it is. The problem stems from execution. Without adequate, knowledgeable staff to see through a new technology's introduction and implementation and who have accountability for short- and long-term support and maintenance, it will be a morale killer as the staff desperately tries to explain to their Boards why they aren't receiving whatever that new technology was supposed to provide 6 months ago.
Yes, we are utilizing all kinds of software platforms that are capable of giving us and our Boards financial and other useful information in real-time, but we still have our training wheels on when it comes to implementing new technology as something to be embraced rather than reviled by the end-users.

Trend: Social Media as management tool

Fact: If Facebook were a country it would be the 3rd largest in the
world (Let's invade Bosnia! Hit the "Like" button!)¹ .

Though Facebook is mostly viewed as a personal tool for sharing pictures and information (sometimes way, way too much), there is a practical business application that is terribly underutilized by the industry. As the time to do what we do grows ever more compressed, Facebook is a great way for management companies and associations to get the word out - in a central location - to owners and residents on association meetings, notices, changes in policy and general information. It's free, easy and ever-evolving ; yet how many management companies or associations have a Facebook page and use it to its greatest extent? Not near enough: The pushback is that it's just one more thing on our over-full plate. This is short-term thinking. FB is one more tool to do what we do: Disseminate information quickly and accurately without a lot of effort (and let's be real, your already on Facebook a couple of times a day... at work).

Trend: Consolidation

We may not have noticed but we're getting older, and many of our management company owners would like to retire to the peace and quiet of the golf course and the beach. Who can blame them? But what to do with that company they built up over all those years? Like any other business owner, they can pass it on to an heir or sell it. And "sell it" they are, and sell it they will: This trend will accelerate.
The process of purchase and absorption is certainly in the throes of sorting itself out; however, it's a wonderful option for the seller and the buyers are more than eager to purchase. That brings us to our last trend: The empty back bench.

Trend: The empty back bench

It's big, it's growing, and it's going to get worse: The lack of qualified executives to manage management companies. Although our industry has a vast store of talented community managers, the executive human capital is sorely lacking and it is glaringly evident. This is because of the way management companies historically have been structured: One executive at the top with the passion, know -how and entrepreneurial spirit to make the business work ..... and everyone else. This flat-line management model has brought few executives up through the ranks who understand business, marketing, profit, value-added services and recruitment and retention of employees and clients. And have an entrepreneurial spirit. It's a tall order.

"Change before you have to.²" Our industry is interesting in that we recognize there are many places where we must adapt our methodologies to become more efficient and profitable , yet we are often slow on implementation, changing only when we really, really have to: When the trend is no longer a trend but a solid day-to-day reality. I chalk that up to the nature and structure of the business, but I think it is preferable to be at least with the curve, instead of behind it Trending Sideways, instead of solidly upward.

What trends do you see, and what do you think of them? I am very interested to see what you see coming for our industry. Let me hear from you through social media via LinkedIn - join the Adamen Community Manager Forum, and look for the discussion on Trends.

Even though times have been better for all of us, it is good for us to remember, and be thankful for, all that we have and look forward with grace and fortitude to the coming days.

Happy Thanksgiving, everyone.

Footnotes:
1. http://www.beingjrridinger.com/JR-Ridinger/If-Facebook-Were-a-Country%E2%80%A6.html
2. Jack Welch Americas's Number One Manager

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