Why Merchant Participation Has to Be Easy for Better Property Marketing
- wheelersir
- May 3
- 4 min read
Updated: May 4
You’re ready to send the property newsletter. The design is locked. The social calendar is built. You just need one thing: merchant updates.
Then the waiting begins.
A few tenants reply. Most don’t. Deadlines pass. And your team ends up filling blank spots with generic content that doesn’t drive foot traffic, tenant visibility, or sponsor value.
This is exactly why merchant participation has to be easy. Not because tenants don’t care, but because your request is competing with the actual business of running a store.
If you want stronger campaigns, better tenant spotlights, and a repeatable monthly rhythm, the solution isn’t asking merchants to do more. It’s building a simpler path for them to submit what they’re already doing.
Most Merchants Already Have Something Worth Sharing
Silence doesn’t mean nothing is happening.
On any given week, your tenants are running updates that could power:
Newsletter blurbs
Social posts
Website updates
In-center signage
Weekend traffic drivers
Leasing “we support tenants” proof
Examples you can publish (if you can capture them):
Limited-time promos and seasonal offers
New menu items and product drops
In-store events and tastings
New class schedules and workshops
Hiring announcements
Community partnerships
Giveaways and brand collabs
The content is already there. The problem is the intake.
The Barrier Isn’t Always Interest. It’s Time and Uncertainty.
From a property perspective, “Send us your updates” sounds easy.
From a merchant’s perspective, it’s work:
Decide what’s “newsworthy”
Write copy
Find a photo
Add a link
Format it
Send it
Hope it gets used correctly
And most small business operators don’t have time to turn raw activity into marketing assets.
According to Constant Contact’s 2024 Small Business Now report:
56% of small businesses have one hour or less per day for marketing
52% routinely put marketing off
73% feel unsure their marketing strategy is working
Just 16% are confident they are using the correct channels to reach their customers.
Constant Contact reports that 56% of SMBs have an hour or less per day for marketing, 52% routinely put marketing off, 73% lack confidence in their marketing strategy, and just 16% are confident they’re using the right channels.
So when your process requires tenants to “figure out what to say,” many will default to: do nothing.
Merchant Participation Improves When the Ask Is Specific
“Send us your updates for the newsletter” is open-ended. It creates decision fatigue.
Instead, give merchants a short set of prompts that take seconds to answer. You’re not asking them to write marketing copy. You’re asking them to fill in blanks.
Use prompts like:
What is happening?
When is it happening?
Who is it for?
What’s the offer or hook?
What image should we use?
What link should shoppers visit?
Do you need marketing support?
This turns your request into a simple response task, not a mini project.
The Merchant Update Form Should Do the Heavy Lifting
If merchant updates come in through emails, texts, flyers, and last-minute hallway conversations, your team spends more time chasing details than publishing what matters.
A standardized merchant update form fixes that.
The goal is one reliable entry point that:
reduces follow-up
collects what you actually need
creates cleaner content inputs
makes participation feel easy for merchants
What a strong merchant update form should include
Keep it brief, but structured. Your form should capture:
Merchant name + best contact
Update type (promo, event, new product, hiring, etc.)
Date range (start/end) and time (if relevant)
Short “what’s happening” description
Offer details (if applicable)
Image upload (or a link to assets)
“Where should we send shoppers?” link
Approval checkbox (permission to publish)
Optional: “Do you want support promoting this?” checkbox
That’s it. Simple inputs. Clear outputs.
How to position the form so merchants don’t ignore it
If it feels like admin, it will get treated like admin.
Position it as a visibility tool, not a requirement:
“Submit once so we can feature you.”
“This is how we plug your promo into the newsletter and socials.”
“If you want more traffic this month, use this link.”
Property Teams Still Need to Curate (That’s the Point)
A form won’t magically produce perfect copy. Merchants are submitting raw inputs.
Your job (or your experiential marketing partner’s job) is to turn those inputs into publish-ready assets that match the property’s brand voice and objectives.
That includes:
tightening copy into a consistent format
tagging and grouping updates into themes
requesting missing info only when necessary
confirming dates and links
building a clean approval flow
turning “tenant notes” into content that drives traffic
This is also where marketing becomes measurable. If submissions are centralized, you can track:
who submits consistently
what types of updates perform best
where tenants need support
what content is feeding newsletter + social + web
If you care about proving value to ownership (and to tenants), this is the difference between “we sent a newsletter” and “we can show outcomes.
A Simple Cadence That Makes This Work Monthly
The form is the tool. The cadence is what makes it consistent.
A basic rhythm that property teams can maintain:
Set a recurring monthly cutoff (same week every month)
Send one reminder with the form link (keep it short)
Review and clean submissions in a single batch window
Publish first to the newsletter (your “front door”)
Repurpose what’s strong into social, web, and in-center signage
When merchants learn the rhythm, participation becomes easier because it’s predictable.
Frequently Asked Questions About Merchant Participation
How do you increase merchant participation?
Reduce friction. Use one simple update form, set a clear recurring deadline, send predictable reminders, and ask specific prompts instead of requesting general “updates.”
What should merchants submit for a property newsletter?
Actionable details: upcoming sales, limited-time offers, new arrivals, menu drops, hiring needs, in-store events, or community partnerships. Give them prompts so they can submit fast.
How far ahead should merchants submit updates?
A recurring deadline one to two weeks before your newsletter or social calendar goes live gives your team time to edit, confirm details, and format consistently.
What if merchants submit incomplete info?
Expect it. Build your workflow so you only chase missing details when the update is strong enough to publish. Otherwise, publish what’s usable and coach merchants on what to include next time.
Book a Content Hub Walkthrough
If you want VVS to install the intake layer + workflow that turns tenant updates into newsletter-ready content each month,
Learn more about VVS Events & Marketing
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