August 20, 2026
From Conflict to Connection: HOA Leadership Communication Webinar
Key Notes
Panelists
Greg Smith-Director of Learning and Development at Associa.
Contact: greg.smith@associa.us
Roxanne Schuchardt-Community Association Manager at Kentucky Reality Corp.
Contact: rs@kentuckyrealty.net
Jared Smith- Supervising Association Manager at All Community Management, LLC.
Contact: jared@allpointsky.com
Billy Merrifield, Esq.-Managing Partner at Hebel, Hornung & Merrifield, PSC.
Contact: billy@hhmlawyers.com
Suzannah Parrish-Owner/Property Manager at Blue Arrow Property Management
Contact: sparrish@bluearrowpm.com
The Problem:
There are so many modes of communication today with management companies: text, email, community portal, etc.
Customers want faster, clearer communication and more frequent updates
More channels of communication don’t necessarily mean more clarity especially if there is differing information on the various communication platforms.
“The communication problems we're experiencing are not really about the communication, they're about people's expectations,” Greg Smith, Director of Learning and Development at Associa.
Solutions:
Shared Understand of timeliness of response: Some questions require research and need a bit more time to solve. Be transparent with the customer about the time frame they can expect to hear back from you.
Consistency: Remember every time you interact with a customer is an opportunity to build rapport. Answering questions quickly but incompletely can lead to distrust.
The Importance of listening: Not only does this help diffuse situations, but asking questions about the customer’s concern helps you help the full story to get a more complete response. Take the time to try to understand the customers prospective.
Shared Understanding of Next Steps: Let the customer know the process for their compliant or concern. Does it need to be voted on at a board meeting? Referred to your attorney? What does the timeframe for this process look like?
Lead with Empathy: Take the time to try to understand the customers prospective. When emotions are running high, it typically stems from someone feeling disrespected or dismissed.
Check Your Emotions: Take a deep breath and try to keep your emotions in check when responding to an emotionally heightened customer. Try to assume that you just caught this customer on a bad day. Take time with your response and the tone that’s being conveyed.
Unified Front on Responses: Assign staff or board member to respond to the customer concern to ensure a unified response. Ensure staff and board members are on the same page with the response and delegate one person to communicate with the customer to avoid confusion. Keep in mind any texts, emails, etc. could possibly be used against you in litigation. So, consistency is key.
Get a Legal Opinion Up Front: Getting that legal opinion up front is very wise. That goes with even document amendments. Your attorney understands state statute, they understand your association's governing documents, they understand best practices. So, use that as generously as you're able as a community association.
Follow up in-person conversations in writing: Recollection of a conversation could be different between two parties. So, if a conversation does occur, follow it up with written communication that provides clear direction and responsibilities.
Be concise: In written communication, such as a violation letter, outline the violation, detail the amount of time the customer has to fix the violation, appeal it, or ask for a hearing, etc. If there needs to be a larger conversation about a policy change in a newsletter, for example, bullet point the main points, and link the entire document to allow customers to read it in its entirety.
Explain the “why” in decision-making: People tend to be a bit more understanding if they can have a window into your decision making.
Sometimes a conversation is the best method: If you find yourself going back and forth via email with a customer, it may be best practice to just call the customer or visit them to explain in person. This little bit of effort can help clear misunderstandings.
Polls shared during webinar
Small Group Questions
- What is one communication challenge you are currently experiencing in your community, and what could you do differently to improve it?
- Think of a recent conflict or difficult conversation. What could have been communicated earlier or more clearly to help prevent the situation from escalating?
- What is one communication practice or tool discussed today that you could take back and begin using with your board, residents, managers, or vendors?
Other Resources Referenced in the Webinar
CAI Online Education Course Catalog:
https://cai.mycrowdwisdom.com/cw/catalog
CAI hosts monthly webinars:
https://www.caionline.org/webinars/
CAI Rights and Responsibilities for Better Communities:
Free Course for CAI Community Association Living Course for homeowner leaders:
https://cai.mycrowdwisdom.com/cw/course-details?entryId=17992458
The SPEED of Trust: The One Thing That Changes Everything by Stephen M .R. Covey
Stephen M. R. Covey shows how trust—and the speed at which it is established with clients, employees, and all stakeholders—is the single most critical component of a successful leader and organization.
https://www.amazon.com/SPEED-TRUST-Thing-Changes-Everything/dp/1416549005
April 16, 2026 Legislation Action Luncheon
Our April 16 legislative-focused luncheon had great insights from the national prospective from Phoebe Neseth, Vice President, Government Relations, Public Affairs & Legal CAI National, and local prospective from Rich Hornung, Hebel, Hornung & Merrifield, PSC, and Marty Bell, President of Pine Valley Estates HOA, Kentucky Legislative Action Committee Member.
View Phoebe's Presentation:
2026 - CAI Legislative Update for Kentucky (1).pptx
Kentucky Legislative Action Committee Update:
KYEOSReport2026.docxKLAC Dollar A Door Campaign: