Survey Says: Communication Can Help Ensure Building-Wide Harmony

Surveys can be useful on several fronts: for branding the building; prioritizing capital projects; distinguishing the wish lists of the old and new guard; adding amenities; hiring/changing staff; and creating a greater sense of community.

You don't have to conduct a survey every time you have to make a decision. After all, the board is empowered to act on behalf of the property. But when it comes to large capital improvement projects, such as lobby redesigns or what to do with extra space, surveys can help open lines of communication and defuse potentially controversial issues through transparency.

Surveys should be kept short so potential respondents won't be put off. One key mistake boards make is asking open-ended emotional questions, such as, "What do you think of the super's work ethic?" Focus instead on tightly worded questions that elicit original suggestions that can be put into action, such as, "What amenities should the building add?"

It is important for the board to stay focused on the purpose of the survey: collect facts, gather opinions, and find out what course the shareholders believe the board should be steering.

It's true that technology can be useful, but boards shouldn't discount the old-fashioned paper survey. After all, even in the most technologically savvy buildings, not every person has e-mail. With a paper survey, everyone can offer opinions. Give people two weeks to respond.

Although a board is not legally obligated to act on the results of a survey, it probably should. Otherwise, the next time it sends out a survey, not many people will bother taking the time to offer feedback. In the final analysis, follow-through and communication are what surveys are about. And it's an integral part of running a building effectively.