By Nicole Hernandez, PCAM, CB Insurance
I started my career in the HOA industry as a receptionist nearly 20 years ago. Since that time, I have served in many facets, including hiring and training responsibilities. Building my career and living through seemingly endless interviews has taught me a lot. Learning how to properly brand and market yourself in this unique industry is time well spent.
We live in a world where we are fortunate to have the opportunity to choose the image we wish to portray. Every day, we have control over how we want to show up in the world and how we choose to present ourselves to others. When thinking about establishing a personal brand, it’s important to consider what matters to your ideal client as well as learn from what has contributed to others’ success in the past.
A Positive Attitude
I know it is cliché but the best thing we can do for this industry is keep a positive attitude in our interactions. A positive attitude is everything. Waking up every day with the determination to approach every situation and opportunity with an optimistic attitude goes far. Of course, things are going to go wrong, and there are going to be troubles, but keeping a positive attitude and remembering that these minor frustrations are only temporary will help you keep your sanity as well as show others around you that they can rely on you to remain cool in difficult situations.
I know it can sometimes be hard but keeping the perspective that it is not personal and there is always something to learn helps re-ground me. Remember, every difficult situation is an opportunity for growth. We learn from the challenges in life. Keeping track of the bigger picture, and where I want to go, always helps me stay focused and positive.
Dress the Part, Act the Part
Professionalism looks a little different to all of us. To me, being a professional is being educated and harnessing the skills and knowledge needed to handle difficult situations while maintaining poise and integrity. Professionalism to me is looking the part and acting the part. When I say “look the part,” I don’t necessarily mean that you are in a tailored suit every day (and if you are one of those people, I salute you!), but rather that you take the time to launder your clothing and select pieces in your wardrobe that demonstrate the image you wish to portray.
Acting the part requires a little more effort…
The number one way to establish credibility and provide value is to know what you are talking about. I know, it seems like the simplest thing ever, but think about what goes into the Community Manager’s role; you need to know a lot about a wide array of subjects. Of course, an understanding of Governing Documents, CCIOA, financials, insurance, and basic construction and contracting is key, but there is so much more that goes into the role!
For example, any knowledge or training that can improve your ability to manage conflict, including improving soft skills and communication techniques, will go far in a high-energy field like HOA management. The better you can communicate with people and the quicker you can win them over will improve the customer’s experience and your reputation as a result. There is so much knowledge that you will benefit from! Topics like meeting management, parliamentary procedure, computer skills, decision making techniques and leadership skills will take you far. The services you provide will always be improved by the more you know.
Circle of Influence
Equally important to what you know is who you know. Building your circle of influence and connecting with industry leaders that you can turn to for advice, information, and guidance can do a lot to propel your career and reputation to the next level. Think about who is influential in your local community, who is a wealth of knowledge, and who is always available to help answer questions and look good with your Boards. Those are your angels - treat them well. That additional pool of expertise and connections will only improve the resources you are able to offer your communities.
Use educational sessions and networking opportunities to your advantage. Dress the part and ask the experts around you about situations you are encountering - I bet once you get them talking, there will be many take-aways that you can use for your communities… remember to take notes!
If you are not receiving a service or solution that might help you, ask your Circle of Influence. If you’ve never hired someone from a specific trade before, ask your circle what questions you should make sure the Board asks in the interviews. Depending on your relationship with your client, you can set them up to ask the correct questions or you can do it for them. Either solution results in a better exchange of information and helps you gain the confidence of your client.
Acting with Integrity
I would be remiss if I did not take this opportunity to stress the importance of behaving with integrity. You can follow every suggestion on this list, but if you make unethical decisions, you still won’t get anywhere.
Did you know that CAI has a Professional Manager Code of Ethics?!
The established Code of Ethics includes handling business in a professional manner, without unfair business practices such as duplicating proprietary information and bad-mouthing competitors and their business practices.
I have always kept true to the adage of “you don’t make yourself look good by making other people look bad” – it really is that easy.
Behave with integrity and professionalism at all times, take the time to educate yourself and connect with the right people and your career will explode faster than you can say “Community Association Management”… and by all means, have a little fun along the way!
Be The Talent Check List:
Positive Attitude
Do I demonstrate an attitude that I would want to be around?
What is one thing I can do today to make myself happier while doing my job?
Dress the Part; Act the Part
Do I make the effort to look like someone I would respect and take advice from?
What skill could I brush up on that would make my job go more smoothly?
Circle of Influence
Who are three people in the HOA world that I can turn to for advice?
Is there anyone in the industry I’d like to know better?
Acting with Integrity
Have I reviewed CAI’s Professional Manager Code of Ethics?
Are there people in my circle who put my credibility at risk?
Nicole Hernandez is a specialty insurance professional in the Denver-Metro area focused on helping community associations build highly effective risk management programs. With 19 years of HOA management experience, Nicole uses her results-oriented personality to provide knowledge and expertise to help solve problems for her circle of influence.
