Manager or Entrepreneur? A Sweet Story of Apartment Business

When the Lobby and Reception Desk in a "High Risk" Apartment Turn into a Promotional Brochure

In the world of vertical housing in Indonesia, there are two types of apartment management. The first type truly works in the interest of residents. They are busy thinking about security, cleanliness, building maintenance, and shared comfort.

However, there is also a second type. This type is slightly more creative. They do not only manage the apartment, but also “manage opportunities.”

For this second group, an apartment is not just a place where hundreds of families live. An apartment is a market. A market that already comes with a ready-made customer base.

No need to rent a shop space. No need to find customers. No need for expensive promotions.

Just one thing: position. 

This is where the story of a fictional apartment called “High Risk” begins.

A Charming Flyer in the Lobby

One bright morning, residents of the High Risk Apartment came down to the lobby as usual. Some were heading to work, some were taking their children to school, and others were simply buying coffee. But near the reception desk, something new appeared.

A flyer.

The design was simple yet confident. At the top, in large letters, it read:

“HOMECARE HIGH RISK”

Elderly care services, patient care, and household assistance.

The flyer was neatly placed in the lobby area, right where official announcements are usually posted. For residents, the message was very clear.

If a piece of information is displayed in the lobby and at the reception desk, it is most likely an official apartment service. At least, that is the reasonable assumption.

However, a few days later, an interesting detail emerged. “Homecare High Risk” turned out not to be an official apartment service. It was a private business. And coincidentally, its owner was one of the management members.

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A Very Productive Coincidence

There are many coincidences in this world. But the most interesting ones usually happen when someone has a small amount of power.

For example:

coincidentally having access to the lobby,
coincidentally having access to the reception desk,
coincidentally having access to residents,
coincidentally holding a position,

When all these coincidences come together, suddenly a business can grow very efficiently.

Imagine if an ordinary resident wanted to start a homecare business in the same apartment. The first step would likely be asking for permission to post a flyer.

The answer might be something like this:

“Sorry, you are not allowed to use the official name.”
“Apartment regulations prohibit promotions.”
“Please promote outside the building area.”

However, in certain cases, rules tend to become very flexible. Especially when the person putting up the flyer is the same person who makes the rules.

The Lobby: The Most Expensive Billboard in the World

An apartment lobby is actually a shared public space.

It does not belong to the management. 
It does not belong to the administrators.
It does not belong to vendors.

The lobby belongs to all residents.

However, in some apartments, the lobby has an additional unique function.

Besides being a place to receive guests, the lobby sometimes becomes a highly exclusive advertising board.

Exclusive not because it is expensive. Exclusive because only a handful of people can use it. In the High Risk Apartment, this exclusive billboard seems very effective. 

The Homecare High Risk flyer does not need to compete with other ads.
No need to fight for attention.
No need to pay rent.

Just put it up. And customers come.

A “Normal” Looking Conflict of Interest

In the world of organizational governance, there is a well-known term: conflict of interest.

A conflict of interest occurs when someone in a position uses that position for personal gain.

However, in daily life, conflicts of interest often appear very normal.

People see them as something trivial.

“It’s just a flyer.”
“It’s just a small business.”
“It’s not a big deal.”

The problem is not the size of the business. The problem lies in the rules and legal principles.

If management is allowed to use shared facilities for private business, then the next question becomes interesting.

Do all residents have the same rights?

If the answer is no, then this is no longer ordinary promotion.

Do all residents have the right to use the same name as the apartment?

If the answer is no, then this is no longer ordinary promotion.

It is a business advantage derived from position.

When Position Becomes Capital

Usually, people start a business with capital, experience, or skills.

However, there is another type of capital that is highly effective: position.

A position provides three very valuable things.

First, access.

Management has direct access to the apartment environment.

Second, trust.

Many residents automatically trust something that appears “official.”

Third, visibility.

Information displayed in official apartment areas will always receive attention.

The combination of these three makes marketing extremely easy. Perhaps too easy.

Ethics Often Forgotten

In a residential community, ethics are actually very simple.

If someone holds a position, they must be careful not to use it for personal gain.

This is not about prohibiting people from doing business. Management members are, of course, allowed to have businesses.

However, there is a thin line that must not be crossed. That line is the use of shared facilities. When community facilities are used for private business without community approval, ethics begin to be questioned. And when the apartment name is used in the business name, the questions grow even bigger.

Legal Aspects That Cannot Be Ignored

Beyond ethics, such practices may also enter the legal domain.

First is the potential for misleading consumers.

When a service uses the apartment name and is promoted in official areas, consumers may assume that the service is part of the apartment management.

If decisions are made based on that assumption, legal issues may arise.

Second is the misuse of shared facilities.

The lobby and reception desk belong to all residents. Using them for personal purposes without approval can be challenged within the community.

Third is the use of the apartment’s identity for commercial purposes.

An apartment name is not just a name. It is a shared identity.

Using it for private business without approval may lead to serious conflict.

Management Businesses: A Common Phenomenon

The case in the High Risk Apartment is not unique. In many apartments, similar patterns appear in various forms.

1. Some management members own maintenance vendors.
2. Some have renovation services.
3. Some run laundry businesses.
4. Some act as intermediaries for vendors.

In many cases, the relationship between management and these businesses is not always transparent. As a result, residents often do not know whether a service is chosen based on quality or proximity.

From a regulatory perspective, practices where management uses the lobby, reception desk, and apartment name to promote private business may violate apartment management regulations, as stipulated in Ministerial Regulation of Housing and Settlement Areas (Permen PKP) No. 4 of 2025. 

Under Article 12 paragraph (1), the manager’s primary duty is to carry out operational activities, maintenance, and upkeep of Shared Parts, Shared Objects, and Shared Land for the benefit of all residents, not for personal gain. 

Additionally, Articles 23 to 26 : limit the manager’s rights to receiving management fees and executing collective decisions, not using them to promote private commercial businesses. 

The use of shared facilities (lobby, reception area, banners, even the apartment name) for private services without formal approval from P3SRS/PPPSRS may be considered a deviation from management functions.

This may serve as grounds for complaints to local government or the Ministry of Housing, in accordance with Articles 92 to 96 of Permen PKP 4/2025, which grant the government authority to facilitate dispute resolution and impose administrative sanctions for violations.

Impact on the Community

The biggest issue is not just money. It is trust. An apartment community can only function well if residents trust the management. If residents begin to feel that positions are used for personal gain, every decision will be viewed with suspicion. And when suspicion becomes culture, conflict will arise everywhere.

What Residents Can Do

If residents encounter a situation like the one in High Risk Apartment, there are several steps they can take.

First, request clarification.

Residents have the right to know whether the service is official or private.

Second, demand transparency.

If business promotions are allowed, the same rules should apply to all residents.

Third, discuss the issue in community forums or meetings.

Community issues should be resolved openly.

Fourth, request the removal of misleading promotions.

Legal Action Options

If the issue cannot be resolved internally, residents have several options.

The first step is to file a formal objection with the management.

The second step is to bring the issue to the residents’ association forum.

The third step is to collect evidence such as photos of the flyer, its placement, and business ties.

If there is actual loss or misleading conduct, residents may consider civil legal action.

However, legal action is usually a last resort after deliberation.

Conclusion :

The story of High Risk Apartment may sound satirical. But behind the satire lies a serious lesson. A position in a community is not a business tool.

The lobby is not a private billboard. And residents’ trust is not a commodity to be traded.

If the line between manager and entrepreneur becomes blurred, conflict is only a matter of time.

Because in the end, a healthy community requires one simple thing: integrity.

FAQ

1. Are apartment managers allowed to run businesses within the apartment?

Yes, as long as the business does not exploit their position, does not use official attributes such as the apartment name in a way that suggests shared ownership, and does not use shared facilities unfairly.

2. Is it allowed to use the apartment name for private business?
 

This usually requires approval from the resident community, as the apartment name is a shared identity, not private property.

3. Why can a flyer in the lobby be a problem?

Because residents may assume that information in the lobby is official information from apartment management.

4. What is the first step residents should take?

The first step is to request clarification and transparency from management. The second step is to report in writing to the local Public Works office (Sudin PUPR). If still ignored, consider raising awareness through social media.

5. Can cases like this be taken to legal action?
 

If there is misleading conduct or actual loss, such cases can be taken to legal channels with assistance from consumer protection organizations, after internal resolution efforts have been made.

 

Read other articles as well:

• The Mystery of Invisible Power in Community Management
• Project Transparency in Communities
• The Role of Buzzers in Communities
• Why Are P3SRS Management Positions Always Contested?