Working to Change the Culture

in Mobile Home Parks

Why Sun Communities Does Not Include Outstanding Customer Service in Their Formula by Mike Whitty

 

Customer service is a crucial aspect of any business, as it plays a significant role in ensuring customer satisfaction and loyalty. However, when it comes to mobile home park owners, customer service is often not given the priority it deserves. There are several reasons why customer service is not a priority for Sun Communities, and in this article I’ll explore some of these reasons in detail based on my research, and as a 13 year resident of Lafayette Place Mobile Home Park, a Sun Communities property.

 

Why is it Not a Priority for Sun Communities?

One of the main reasons why customer service is not a priority for Sun Communities is the lack of competition in this area. Unlike other businesses where there are numerous competitors vying for the same customers, mobile home parks often have a limited number of options available to residents. This lack of competition can lead to complacency among park owners, as they may feel that there is no need to prioritize customer service when residents have limited alternative options.  My concern is that since Lafayette Place Mobile Home Park is such an outstanding property with beautiful Neighbors, a gem within our area despite not having any amenities, that Sun Communities will not take care of it.

 

Another reason why customer service is not a priority for Sun Communities is the nature of the business itself. Mobile home parks are often seen as a low-cost housing option, and as a result, park owners may prioritize keeping costs low over providing excellent customer service, which Sun Communities definitely does. This focus on cost-cutting and high rents can lead to their lack of investment in customer service training for our Park Management, as well as a lack of resources dedicated to resolving resident complaints and issues in a timely and respectful manner.

 

One of the most common ways that a mobile home park owner who only cares about money can harm their residents is by neglecting necessary maintenance and repairs. Mobile homes require regular upkeep to ensure that they remain safe and habitable. When a park owner fails to invest in maintenance and repairs, it can lead to a variety of problems such as leaky roofs, faulty plumbing, and electrical issues. These issues can make living conditions in the park unsafe and unsanitary, putting residents at risk of injury or illness.

 

Additionally, a mobile home park owner who only cares about money may also raise lot rents to unsustainable levels in an effort to maximize profits. This can put financial strain on residents who may already be struggling to make ends meet. When lot rents become unaffordable, residents may be forced to choose between paying their rent and meeting other basic needs such as food, utilities, and healthcare. This can lead to increased financial instability and stress among residents, ultimately harming the overall well-being of the community.

 

Furthermore, a mobile home park owner who prioritizes profit over the needs of their residents may also engage in unethical or predatory practices. For example, they may take advantage of residents by charging exorbitant fees for services or amenities that are not provided. They may also exploit residents by enforcing arbitrary rules and regulations that are designed to benefit the owner rather than the community as a whole. These practices can create a hostile and oppressive living environment for residents, leading to feelings of powerlessness and resentment.

 

The Sun Communities Formula is Simple

I don’t think it’s a lack of investment that causes our Park Management not to provide outstanding customer service.  I think it’s because the Sun Communities formula for owning a mobile home park which includes:  - lease and sell homes - collect rent - evict those who don’t pay their rent - and spend as little money as possible.  You can’t provide outstanding customer service when Park Management closes the office any time they want, don’t answer the phone, and won’t follow-up with requests on a timely manner.  They want Park Management to only concentrate on the formula so they don’t have to be concerned about all the warm and fuzzies.  To do as little as possible seems to be Management’s mantra.  I’ll talk more about this in another article.

 

Additionally, I’d like to say that Sun Communities may prioritize other aspects of their business over customer service, such as maintenance and upkeep of the park grounds. But I can’t because our grounds are not maintained, trash still exists, pot holes galore, dirty gravelly streets and faded parking lines and numbers.  While these are important aspects of running a successful mobile home park, they should not come at the expense of neglecting customer service.  When our Neighbors feel that their concerns are not being addressed in a timely and respectful manner, they are likely to become dissatisfied and may choose to leave the Community, leading to a loss of revenue for Sun Communities.  But then again I don’t think Sun Communities looks at their residents in that way.  I’m sure that since mobile home parks are transient, they feel that some are going to stay and some will go.  But to put forth the effort to assure our Community that they will stay is not in their formula.  Evicting someone does not hurt their feelings so trying to create a Culture where Neighbors will want to stay just won’t happen.  I’m sure I spend more time talking Neighbors out of leaving than our Park Management.  This is just one of the reasons Mr. Mike’s Neighborhood was created, to provide the customer service to our Neighbors they aren’t likely to get from Management or Sun Communities.

 

To continue this thought, Sun Communities may also underestimate the importance of customer service in retaining residents and attracting new ones. In today's digital age, word-of-mouth recommendations and online reviews play a significant role in influencing potential residents' decisions. If current residents are unhappy with the level of customer service they receive, they are likely to share their negative experiences with others, which can deter potential residents from choosing to live in the park.  So when I read those negative reviews, I really don’t think they hurt Sun Communities one bit.  So why should they make an effort to avoid them? Simply, most people looking for a mobile home park won’t do the research to see if it is a good fit, or the type of company Sun Communities is.  They just need a place to live and will pay whatever Sun Communities charges for as long as they can.

 

Another reason why customer service is not a priority for Sun Communities is the lack of accountability in the industry. Unlike other businesses that may face consequences for poor customer service, such as negative reviews or loss of customers, mobile home park owners may not face the same level of accountability. By law, Sun Communities can charge as much rent as they want without penalties.  This lack of consequences can lead to a lack of motivation for park owners to prioritize customer service and invest in training and resources to improve the resident experience.

 

What could the possibilities be if Sun Communities changed their Culture?

Zig Ziglar said, “a customer will never care how much you know, until they know how much you care.”  What could the possibilities be if Park Management cared about its residents?  They’d first of all have to get rid of the phrase, “it’s your responsibility,” and “if we help one, then we have to help them all” and offer the type of help many of our Neighbors need.  You can’t promote Lafayette Place as a Community and not try to treat it as a Community.  What could be the possibilities if any Neighbor felt comfortable going to the office to ask for help whether they lease or own?  Where every policy is not meant for the benefit of Management, but also benefits the Neighbors.  What could be the possibilities if our Neighbors want to stay and attract other qualified Neighbors to enhance our Community?  What could be the possibilities if Sun Communities invested our high rents and rent increases into the betterment of the Park instead of just a bonus for the stock holders?  What could be the possibilities if they developed a Neighborhood Culture that is built for generations to come.  Wouldn’t all this be the best!  Think it could ever happen?

 

In conclusion, the reasons why I feel customer service is not a priority for Sun Communities is because I’m sure that’s the way it is in all of Sun Communities properties.  From the lack of competition in our area to a focus on cost-cutting measures and a lack of accountability, these factors can all contribute to a lack of emphasis on providing excellent customer service. However, it is essential for Sun Communities to recognize the importance of customer service in retaining our Neighbors, attracting new ones, and ultimately running a successful and profitable business.  By prioritizing customer service and investing in training and resources for our Managers to improve the resident experience, Sun Communities can create a positive and welcoming environment for our Neighbors and foster long-term relationships that benefit both parties.

 

The bottom-line is a company needs to have Outstanding Customer Service at the top of their formula.  It starts with having Sun Corporate believe that it’s the best way to run their business and their properties, and of course, to hire staff that believes in outstanding customer service, and enjoys taking care of the Neighbors.  All the technical stuff regarding running a mobile home park can be taught, but the need and desire to care for the residents Management is responsible for, can’t.

 

Until then, thank goodness Lafayette Place Mobile Home Park has Mr. Mike’s Neighborhood to provide their residents with the caring and respect they deserve.  For as long as we’re here, we will continue to make our Neighbors feel like important and valued members of our Community, and not just renters.  As far as Sun Communities changing their Culture, they are a $16 billion corporation buying new parks every year.  I think they like their formula just fine.