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What can real estate developers do to avoid negative media coverage and protests by community and environmental groups?

First
and foremost understand the opposition’s point-of-view: they believe
that real estate development projects are the community’s projects, not
the developers’ projects. Without understanding this perspective,
developers are highly likely to face delays, protests or have a project
killed altogether.This was one finding from a study, “This Land
Is My Land…But Could Be our Land: Developing Influencer Relationships
to Accelerate Developer Success,” that Northeastern University communications professor Walter Carl and I recently completed for the NAIOP Foundation.
We interviewed 30 commercial real estate developers and representatives
from environmental, community, government and Smart Growth
organizations to learn what it takes for developers to build effective
relationships with influencers.

We also uncovered the seven most
common characteristics of effective relationships between developers
and those influential people who can affect a development project,
positively or negatively. Here are highlights, most of which apply to
all businesses that must build effective working relationships with
external constituencies.

1. Early engagement:
for most influencers the most irritating practice of developers was not
involving the community early enough in the project process.

2. Effective listening:
people want their viewpoints to be acknowledged and respected, even if
those viewpoints can’t be accommodated. They need to feel listened to.

3. Education & understanding:
educating friends and potential foes pays off. The more knowledgeable
people are, the more likely they are to have realistic expectations,
engage in construction discussions, and brainstorm ways to work around
sticky points.

4. Trust and credibility: trust
is based on the principle that each person feels like the other person
truly understands their point of view. To build trust, present the
whole picture, candidly discussing drawbacks as well as benefits. And
always deliver on promises.

5. Accommodation:
Be flexible and willing to give up some control. Adopt the 3Rs: respond
to criticisms, redesign if necessary, and reach accommodations. If you
can’t accommodate all requests, explain why.

6. Adapting:
Adapt your communication style to the other party to foster
understanding. Avoid industry jargon. Adapt the professional skills of
coalition builders and educators.

7. Transparency: Always communicate in an open, direct and honest way.

A
final point to note: building relationships isn’t about asking for
influencers’ approval, but creating understanding. Similarly, it’s not
about getting 100% consensus, but determining whether people can live
with the proposed project.

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