In S1 E6, Kevin Wilson shares how feedback fuels operational success and community engagement.
Keeping residents engaged is a common challenge for property managers. In S1 E6 of Feedback Fatigue, Kevin Wilson, Director of Marketing, Strategy, and Planning at Southern Land Company, shares how effective resident feedback can drive operational success and enhance community engagement.
He offers practical strategies for using feedback to address concerns and improve the overall resident experience. Check out the full episode below:
Feedback is an ongoing process that keeps communities in tune with resident expectations. Kevin stresses the importance of actively listening to feedback from both new and stabilized communities to stay ahead of the curve. "It's good to get different points of view to understand things change, times change, what people want or need changes," he says.
According to Kevin, the relationship between property management and resident feedback is a "love-love" dynamic. While not all feedback can be immediately addressed, it’s still valuable for long-term learning. "Even if it's something we can't do, it's a good learning experience," Kevin says, noting that some feedback points to future opportunities for growth and improvement.
This mindset allows Kevin’s team to adjust their approach according to how resident needs develop. They’re not afraid to learn from mistakes or unexpected feedback. "We all know there's no way to be perfect, especially in an industry that's always evolving," Kevin adds. This openness to feedback ensures his communities stay aligned with residents' needs, making small but impactful changes over time.
One of the most practical ways Kevin’s team uses feedback is by refining and updating amenities to match residents’ preferences. This isn’t just about fixing problems—it’s about anticipating needs and keeping spaces relevant. Kevin and his team consistently evaluate whether amenities are being used and aren’t afraid to rethink how spaces function.
"We might even be able to cut [tennis courts] in half and do a fire pit area," Kevin explains. What worked five years ago, like tennis courts, may no longer fit today’s resident demands, with pickleball courts or social fire pits becoming more popular.
Feedback-driven changes help his team stay on top of trends. They’ve taken input to reimagine underused spaces into areas where residents can gather for yoga or game nights, turning once-static amenities into flexible, multi-use spaces with little financial investment. By keeping amenities fresh and engaging, Kevin ensures his communities offer what residents want throughout the lifecycle rather than what they find enticing during the tour stage.
Kevin highlights a recent example of his team considering adding newer amenities like virtual reality rooms and sports simulators. "Some things, the cost too, will come down on some of these items," he says, explaining how feedback has informed decisions about introducing more tech-driven amenities; what seemed too expensive or niche a few years ago may now be more feasible.
As Kevin's team continues to fine-tune amenities, they rely on precise feedback collection methods to capture residents' evolving expectations.
Collecting feedback only works when residents are engaged; this is another challenge entirely. Kevin understands that residents participate more in surveys when they’re short, easy, and specific. Nobody has time for a lengthy questionnaire. Instead, Kevin’s team focuses on concise and targeted surveys, often delivered via text.
"Shorter surveys are a little better because the response rates [are] better," Kevin says.
Digital tools and AI streamline this process further, allowing Kevin’s team to send out simple, timely surveys and quickly analyze the results. The goal is to identify "micro trends" (small, actionable pieces of feedback that can be addressed before they become bigger issues) early. "AI can simply say, within seconds, ‘Here are the top three things that people like, and here are the bottom three things that are negatively affecting you,’" Kevin says.
This quick turnaround helps him stay on top of resident satisfaction, responding to feedback before it impacts overall retention or resident happiness.
Kevin believes creating a strong sense of community is key to keeping residents long-term. Feedback is imperative in designing events and communal spaces that foster this type of connection among neighbors.
His team uses feedback to improve events and activities, focusing on smaller, more personalized initiatives that don’t break the bank but create meaningful engagement. "We might have kitchen setups, again, turn them into teaching kitchens," Kevin shares, explaining how simple tweaks to communal spaces can enhance the event experience and provide opportunities for residents to gather and connect.
Game nights, poker tournaments, or even something as simple as a Mahjong league can turn passive spaces into vibrant, interactive hubs where residents meet, relax, and connect. "Hopefully, you're less likely to leave it because now you have a community there," Kevin says. By encouraging residents to form friendships within the community, Kevin’s team creates a living environment that residents are more likely to renew.
AI has transformed how Kevin’s team gathers and analyzes feedback. What once took weeks can now be done almost instantly, allowing them to identify trends and address issues as they come up. "I think it's going to be even easier to fill these things out... and the data we're going to see from it will be a lot easier to pull and to react on,” Kevin says.
AI also allows the team to compare feedback across properties, helping them spot emerging trends—like growing interest in co-working spaces or shifts in how residents use outdoor areas. This keeps Kevin’s team flexible and able to respond to resident needs before they evolve into larger demands.
The combination of real-time feedback and AI-driven insights empowers Kevin’s team to make smarter, faster decisions. They can fix problems quickly, capitalize on what’s working, and consistently enhance the resident experience.
Kevin Wilson’s approach goes beyond just collecting feedback—it’s about transforming insights into actions that continuously elevate the resident experience. By leveraging technology and listening closely to residents, he shows how property managers can keep communities thriving in a fast-changing world.
Want more behind-the-scenes strategies from industry leaders like Kevin? Subscribe to Feedback Fatigue on Apple or Spotify. You can also explore all available episodes here.
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