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July 11, 2019

Examples of Reputation Management Success for Multifamily Properties

By: Kayla Zamary

It’s not hard to see the value of implementing successful reputation management strategies for multifamily properties. According to our 2019 Renter Insight and Digital Engagement Survey, 96 percent of renters considered online reviews and ratings when searching for a property and 85 percent also said they would consult online reviews even if they had been given…

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multifamily reputation management successIt’s not hard to see the value of implementing successful reputation management strategies for multifamily properties.

According to our 2019 Renter Insight and Digital Engagement Survey, 96 percent of renters considered online reviews and ratings when searching for a property and 85 percent also said they would consult online reviews even if they had been given a personal referral at the start of their search.

So how can property owners make the most of online ratings and reviews? See examples of how some organizations have found multifamily reputation management success:

Building Digital Curb Appeal with Reputation Management

Gene B. Glick Company is a privately-held real estate ownership, development and management firm with more than 20,000 units in 13 states. The company’s philosophy, “Built to Be Home,” is reflected through its industry leadership in customer service, property management and quality construction of affordable and market-rate apartment units.

Resident experience has always remained a high priority throughout Glick, however online ratings did not reflect that and property managers were concerned about how the negative reviews were being received. Recognizing that online reviews affected their properties’ “digital curb appeal” with potential residents, marketing implemented a company-wide reputation management strategy with the support of management.

To improve Glick’s online presence, marketing set goals for responding to all reviews, increasing positive review volume and using feedback to facilitate quick service recovery. However, Glick needed to address the challenges of scaling their efforts across 100 apartment communities with a small marketing team. They needed a solution that could quickly notify them when online reviews were posted, help them easily and efficiently collaborate on responding, and provide the reporting that would help them track progress, uncover resident experience trends and benchmark against competitors.

By implementing automated alerts, executives gain transparency into on-site service recovery and communications with staff. This made their jobs managing customer success easier. Through these communications, they recognized staff for their good work and improved customer interactions.

As a result, Gene B. Glick Company saw:

  • Customers changed online reviews for the better based on their response to the customer’s feedback. As a result of its online reputation management initiative, from 2016 to 2017, their key performance indicators (KPIs) showed that
  • Reviews increased by 84%,
  • Overall experience score improved by 3.7%
  • Response rates boosted 72%

See more on Gene B. Glick’s Results here

Increase Consumer Engagement

Mill Creek Residential develops, acquires and operates high-quality apartment communities in desirable locations coast-to-coast. They have developed more than 15,000 apartment homes across 50+ communities nationwide.

Mill Creek originally rolled out a different reputation management solution to 19 of their communities. The solution was too complex and time-consuming, requiring users to login to multiple sites to manage their work. Mill Creek’s marketing team realized that team-based workflow inefficiencies was adversely impacting consumer engagement. As a result, response rates of reviews were less than 25%.

Mill Creek chose Binary Fountain solutions to help it more productively manage online reputation. The platform enables Mill Creek’s marketing team to manage their entire program, including team-based workflow tools that help manage the process of posting their marketing messages.

As a result, Mill Creek Residential saw:

  • Response rates improve by 65%
  • Approval hierarchies for community managers and marketing team
  • All reputation management needs accessible in one platform

See more on Mill Creek Residential’s Results here

About the Author

Kayla Zamary
Marketing Manager

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July 10, 2019

Ask an Expert: How Can Healthcare Providers Best Utilize Reputation Management Strategies?

By: Kayla Zamary

In this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management strategies. In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to getting started with reputation management for healthcare providers. How does one get started with reputation management in the healthcare space? George LaDue: The…

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healthcare reputation management strategiesIn this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management strategies.

In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to getting started with reputation management for healthcare providers.

How does one get started with reputation management in the healthcare space?

George LaDue: The first step with any healthcare reputation management program is to claim and take control of all the different listing sites out there. It can be called “claiming pages” or “cleaning your listings”, but essentially this simply means taking ownership of each page.

You must follow the processes associated with each individual listing site out there. On average, you see a physician might have 10 pages online on different sites that are specific to them. Do some math and multiply that by the number of providers you might have in your organization. You quickly see how that can become an extremely daunting task if you have multiple physicians, providers or locations that are part of your practice or health system. 

That is why a service like Binary Fountain can be a time-saver and make the process efficient for your organization. 

After that, the process should include:

  • Reviewing your online presence
  • Claiming your listings
  • Monitoring online reviews
  • Responding appropriately to reviews
  • Generating new reviews – correctly
  • Making operational improvements based on feedback
  • Consider providing 1st party reviews on your website

Each of these online reputation management strategies circles back to one thing: How do you make an impact on your online reputation in a way that gets more patients to find you, while keeping the patients who are already there? 

What should you focus first when it comes to reputation management?

When we are working with a group in a healthcare setting, sometimes preconceived notions exist. Both older and younger physicians might have very different views. Trying to corral providers or physicians and communicate to them about the importance can have its challenges in itself. 

It might be some people that aren’t savvy online in general and they don’t recognize the full importance of it. So it is very important to educate them and explain how it makes an impact. That is usually something that is a first step to putting an online reputation management services program together. However, sometimes you do not even need to involve the physicians. You just take on this program yourself as a marketing VP or practice manager. 

Ultimately, you need to know what is being said about the provider and the practice. If you understand that feedback and how to handle or learn from it, you can improve the organization.

What matters most when it comes to reputation management?

Think of reputation management from the perspectives of both the patient and the physician. The patient wants accurate information; the physician wants to be fairly represented.

A physician might have an excellent word of mouth reputation from existing patients. But if potential patients do a search online for the location or provider, what are they seeing? The ability to centralize this feedback and get a good understanding of it is the first step toward service recovery.

From the patient’s perspective, if someone leaves a negative review, they are trying to be heard. If you don’t anything with it, that review is going to hurt your online presence. But if you engage that patient and try to resolve that issue, it shows you are customer-centric. For other patients, it shows the organization cares enough to try to fix the issue that this patient had. That, in itself, can go a very long way. 

How does Binary Fountain differ from other healthcare reputation management tools?

We are the premier patient experience and online brand management solution in the healthcare space. We are working with over 300 healthcare organizations and among them are six of the top 10 health systems in the U.S.

Since serving our first healthcare client in 2011, we have gone on to monitor the online reputations for 900,000 physicians. 

That experience has led to us building a best-in-class infrastructure and define best practices for the industry. 

In addition, we have created an entire healthcare reputation management ecosystem. We understand that when you adopt our solution you do not want a siloed type of technology. There are many different moving pieces in a healthcare organization, and a lot of times we partner to integrate with additional solutions or services – like a survey company, for example. 

We have the ability to take those surveys through our system to calculate a star rating. We take the comments from those surveys and republish those online to your own website. We help you take control of that online conversation to drive the traffic there and improve your reputation. 

 What are some additional benefits that healthcare providers feel once they begin using the tool?

Overall, providers become better represented with a more accurate online reputation. This can lead to increased confidence from the patient before the patient ever enters the room. 

Ultimately, this leads to a host of benefits including more appointments, faster service recovery and gaining insights from patients to better improve patient satisfaction and their quality of care. 

About the Author

Kayla Zamary
Marketing Manager

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July 09, 2019

4 Simple Tips for Online Reputation Management for Dentists

By: Kayla Zamary

If you are a dentist or orthodontist, you probably know that patient referrals are important to your practice’s success. Today, online reviews are just as influential as a personal recommendation for customers. This is why online reputation management for dentists is so important. Generating good online reviews will help you grow your practice and continue…

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reputation management for dentistsIf you are a dentist or orthodontist, you probably know that patient referrals are important to your practice’s success. Today, online reviews are just as influential as a personal recommendation for customers.

This is why online reputation management for dentists is so important.

Generating good online reviews will help you grow your practice and continue to serve more people in your community.

We’ll show you how build a strong online reputation, which will help you attract new customers and increase patient retention. Following these basic steps will help you get to where you want to go.

Why is Online Reputation so Important for Dentists?

The dental business is a competitive one, with most cities having tons of practitioners just a few exits away. With all these options, the average consumer has no idea why they should choose you over another oral healthcare provider.

That’s where online reviews come in.

Potential patients look at dentists, orthodontists and oral healthcare professionals online before choosing a provider. In fact, a recent survey found consumers will go through an average of 10 online reviews before selecting a local business.

This means that what people are saying about you online (and your composite star rating) matters.

It isn’t just the quality of reviews – frequency and volume matter too. According to the same BrightLocal survey, 85% of consumers thought online reviews older than 3 months were no longer relevant.

If you work in an area where dental coverage is rare, your online reputation is that much more important. Prospective patients without dental insurance are even more likely to be influenced by online reviews because they don’t have a set list of in-network dentists to choose from.

If you haven’t been paying attention to your online reputation, chances are you are missing out on significant opportunities to grow your dental practice.

Now that you know why online reviews matter, what can you do to improve your online presence? Don’t worry, it isn’t as intimidating as it may seem – you just have to get started with these four steps!

  1. Claim your Google my Business Account

If you haven’t done this already, we have a comprehensive guide on how to claim a Google My Business listing. This is a free (at least at the time this article was originally published).

Claiming your business listing is the first step to helping people find your business and being able to leave a review. This isn’t an optional marketing strategy if you want to be found online.

Doing this will help Google display the correct information when someone searches for your business and help categorize your business, so you show up in map results for dentistry. It also allows you to evaluate feedback and interact with customers who are leaving reviews on your business.

Before you start commenting and reacting to negative reviews, however, we recommend checking out our guide on how to respond to negative reviews.

  1. Ask Patients for Reviews

So how do you get quality online reviews for your dental practice? It may seem self-explanatory, but your focus should be on getting happy customers to take the time to leave reviews.

It’s ok to ask a customer for a review in person or via email, but what isn’t ok is to offer incentives for positive reviews. Doing this only erodes trust with the customer and ultimately shows them you care more about making yourself look good than about their experience with your practice.

In fact, offering a reward for a good review directly violates many of the ethics standards for online directories and could lead to blowback against your business. You don’t want to go there!

We recommend trying email marketing campaigns to generate reviews from recent customers. You don’t want to be sending an email to a former patient or to an unengaged segment of your customer base as they are less likely to respond, or worse, might leave you a bad review.

Again, don’t promise them anything in return for a review.

  1. Measure Results and Take Complaints Seriously

The next step is to measure what customers think. This means getting a read on what people are currently saying online about you on places like Google, Facebook, Foursquare and others online directories.

When (not if) you get a negative review, don’t panic. These things are bound to happen in the service industry. Instead, focus on what can be changed or improved to better meet patient expectations.

This step can be daunting, especially if you get a lot of reviews, but we have a solution for you!

Binary Fountain makes it easy for dentists and other healthcare professionals to view their online reviews and take control of their reputation management by offering a comprehensive way of viewing patient reviews across all of your listings.

  1. Always Prioritize the Customer Experience

Accumulating quality reviews shouldn’t be a focus for your marketing staff. Providing a superior customer experience should be an organizational priority for your entire team. From your receptionists to your dental assistants, everyone should be dedicated to prioritizing the patient experience to ensure the standards you have for patient satisfaction are being met.

By taking feedback from costumers seriously and by making the organizational and operational changes you need to meet those expectations, you will see a massive increase in your patient retention.

About the Author

Kayla Zamary
Marketing Manager

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July 03, 2019

6 Frequent Questions About Google Reviews

By: Kayla Zamary

Google reviews are a critical element of brand reputation management. Not only do reviews account for almost 15% of Google’s ranking algorithm, but consumers are increasingly turning to them to influence their purchasing decisions.  For example, 98% of people surveyed by Apartments.com said they read property reviews before they consider looking at a place to…

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Google reviews are a critical element of brand reputation management. Not only do reviews account for almost 15% of Google’s ranking algorithm, but consumers are increasingly turning to them to influence their purchasing decisions. 

For example, 98% of people surveyed by Apartments.com said they read property reviews before they consider looking at a place to live. According to another survey, 95% of potential customers look at reviews of various businesses before making a purchase.

When someone searches for your business, you want them to find accurate social proof of your brand. Reviews appear on your Google My Business (GMB) listing. Here are six frequent questions you may have when managing Google reviews to protect your online reputation.

  1. How Can You Track Google Reviews?

When you claim your GMB account, you can track and respond to customer reviews as your business name. 

Google users who sign in can leave reviews for your business and rate it. These reviews appear either on your GMB listing or on Google Maps. 

When you log into your GMB account, you can click “reviews” on the left side of the dashboard. This will take you to a list of all your reviews.

You can select the “Customer reviews” box in the GMB settings page to receive an email notification any time a customer leaves a review for your business.

However, if you have more than 100 locations under your GMB account, Google deactivates that feature. Businesses of that size need brand reputation management review manager.

  1. Can You Delete Google Reviews? If so, how?

You may have several reasons to want to delete a Google review. The review may include inaccurate information or be inauthentic. A competitor may have planted a fake review or a disgruntled employee may look to blow off steam in a public way.

There is good news on that front. Last December, Google changed its policy to prevent former employees from leaving reviews on the business listing.

If the offending review is grossly inaccurate or obviously fake, you can “flag” the review in your GMB dashboard. Simply navigate to reviews from the left-hand side. Click the individual review, then click the three stacked dots on the top right. This allows you to report a policy violation associated with the review.

If the review is negative and does not violate policy, take the time to respond. Consumers look for negative reviews to see how and if you respond well. Negative reviews can actually build trust with potential customers by showing you are willing and ready to make things right. Click to read more about how to respond to negative reviews the right way. 

  1. How Do You Utilize Google Review Widgets?

Many business managers do not consider embedding Google reviews on their website. Or, they think about copying and pasting their favorite reviews on their site for brand promotion.

However, customers are more likely to trust embedded Google reviews. You can embed these reviews to be static or update dynamically by using a Google review widget. 

If your site runs on WordPress, you can install a plugin that will pull in Google reviews and display them on your website. You can search the WordPress plugin database for one that is compatible with your site.

  1. How Do You Manage GMB Users?

When you have multiple locations you manage under GMB, chances are you have multiple users who share responsibilities. Three types of users include owners, managers and site managers. To add or remove users, sign into your account, click the three dot menu on the location group or business you would like to manage. 

Click the “x” of a person you’d like to remove or enter an email address of a user you would like to add. Once the user accepts the invitation, they will be able to edit and make changes within the accounts specified.

  1. How Can I Manage GMB Location Groups?

Location Groups were previously known as business accounts. These groups allow users to bulk management accounts with multiple locations. Once you create a group you can also consolidate locations that exist under separate accounts.

  1. How Can I Get Google Local Guide Reviews?

Local Guides earn points and incentives by contributing content to Google Maps. Google’s algorithm is likely to give a Local Guide’s review more authority and rank higher in the reviews listing. 

However, there is no direct way to solicit a Local Guide positive online review, nor would you want to do that, as that can be a violation of policy. 

But, you can optimize your business listing to make it easier to attract Local Guides to leave a review. Some ways to optimize your listing includes

  • Adding search-specific keywords
  • Add video to show your features and services
  • Add an appointment scheduler URL so Local Guides can easily schedule an appointment

Any More Questions?

Google My Business help center has a robust resource for information on managing reviews here.

 

About the Author

Kayla Zamary
Marketing Manager

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July 02, 2019

Ask an Expert: How Do You Measure Patient Experience?

By: Kayla Zamary

In this series, Binary Fountain offers its staff expertise to answer common questions about reputation management. In this post, Vice President of Growth Initiatives Kate Slonaker takes on patient experience and tools that can help measure and improve service offerings. What do healthcare providers mean when they talk about patient experience and what are some…

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patient experience scoresIn this series, Binary Fountain offers its staff expertise to answer common questions about reputation management.

In this post, Vice President of Growth Initiatives Kate Slonaker takes on patient experience and tools that can help measure and improve service offerings.

What do healthcare providers mean when they talk about patient experience and what are some ways they measure it?

Patient experience encompasses all possible interactions that patients have with a healthcare provider during their treatment, from the moment they arrive to the time they leave, and even follow-ups after that. It includes everything from health plans, doctors, nurses, and staff to hospitals, physician practices, and other facilities. 

It’s an important factor when determining the overall quality of care a person receives and most systems will have a specialist on staff specifically to focus on this aspect of the business. Patient experience includes several aspects of health care delivery that patients value highly when they seek and receive care, like timely appointments, easy access to information, and good relationships with their physicians. 

Traditionally, patient experience has been measured by things like PSS (Patient Satisfaction Scores) and HCAHPS (Hospital Consumer Assessment of Healthcare Providers and Systems) but there aren’t many tools that can aggregate these results into one simple, easily understood place for providers and consumers alike. That’s why we’ve introduced Fountain Analytics as a division of Binary Fountain–to take this challenge head-on.

What is Fountain Analytics and how is it distinct from Binary Fountain?

Fountain Analytics is the research arm of Binary Fountain, in that the Binary Fountain platform allows organizations to view and act upon data trends, while Fountain Analytics strictly pulls the data and gives it a measurement. Partners rely on us to pull data and metrics with this tool to determine a PX Score.

What is PX Score?

The PX Score is the first product available for Fountain Analytics and it analyzes feedback from hundreds of digital sources and quantifies patient sentiment to deliver snapshots that illustrate how providers are performing on key metrics and how they rank against their peers.

PX Score is different from other measurement tools because it is strictly based on industry-standard methodology and it is tailored specifically to the patient-doctor experience. By aggregating data from 200 research-backed categories for each provider, it eliminates the need for doctors to monitor multiple sites for feedback and performance analysis, making improvements and operational changes clearer to see and easier to implement. 

This is especially useful for small practices that don’t typically have the resources for a full-fledged online reputation management platform. Independent providers or smaller practices can use this tool to get a better sense of their strengths, learn how to better market themselves, negotiate for better compensation and discover areas of improvement in their performance. 

What need does this product serve in the healthcare marketplace?

It really addresses concerns that many independent and small providers face on a day-to-day basis. They’re fully aware that reviews and patient feedback are impacting their business, but they often don’t have the resources or time to pinpoint areas of improvement. 

The scores and analysis they can get from this tool, then, gives them the ability to better market themselves and potentially break into some new networks or systems. 

How do providers access Fountain Analytics?

People can go to fountain-analytics.com to learn more. The service comes as an annual subscription that provides quarterly reports with breakdowns of overall PX Score, as well as score by specific categories and segmentations. A new version coming soon will include national and local benchmarking features, along with other app and alert functionality

About the Author

Kayla Zamary
Marketing Manager

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June 28, 2019

Examples of Reputation Management Success In Healthcare

By: Kayla Zamary

It’s not hard to see the value of implementing successful reputation management strategies in the healthcare space. According to our Healthcare Consumer Insight and Digital Engagement Survey, 70 percent of patients say that online ratings and reviews influenced their decision when selecting a physician. People go online to find the answers crucial to their healthcare…

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reputation management success healthcareIt’s not hard to see the value of implementing successful reputation management strategies in the healthcare space.

According to our Healthcare Consumer Insight and Digital Engagement Survey, 70 percent of patients say that online ratings and reviews influenced their decision when selecting a physician. People go online to find the answers crucial to their healthcare purchasing needs.

So how can providers make the most of online ratings and reviews? See examples of how some organizations have found reputation management success in healthcare:

How Online Reputation Management Increased Ratings and Reviews for the Nation’s Leading Hospice Care Provider

VITAS Healthcare is the nation’s leading provider of hospice care. Based in Miami, Florida, VITAS is a pioneer and leader in the American hospice movement. Operating in 47 hospice programs in 14 states, they care for over 18,000 patients every single day – primarily in patients’ homes.

VITAS wanted to ensure they listened to the patients’ families at every step of the patient journey and analyze reviews and responses internally to make sure their local management teams were providing the best experience and care possible. They also wanted to build a solid foundation for managing or responding to reviews, and for generating more total review volume.

VITAS took an automated approach to responding by using a series of templated messages, including thank you messages, general feedback comments and contact information links. They identified staff members to take responsibility for review follow-up and established an internal hierarchy to help keep lines of communication clear and improve response times.

They also leverage analytics, reporting and benchmarking tools, as well as powerful natural language processing (NLP) technology, for full-scale, accurate and actionable insights on customer engagement and satisfaction levels.

As a result, VITAS Healthcare saw:

  • Response times to patient reviews shrink from 24 hours or more to within 4 to 12 hours of posting
  • 20% increase in the total number of reviews
  • 34% increase in Patient Satisfaction Scores

See more on VITAS Healthcare’s results here

Using Consumer Data Analytics to Promote Patient Service Excellence

Privia Health, a national physician organization headquartered in Arlington, Virginia, partners with more than 2,400 providers to redefine healthcare delivery for optimized patient acquisition and retention.

Privia Health recognized the importance of helping its providers establish their online brand reputation and leveraging the intelligence of existing digital reviews to drive practice success. However, the team also understood that aggregating, analyzing and responding to logged reviews is often a challenge for large medical providers.

Privia Health utilized reputation management solutions to send email alerts based on digital reviews. Every time a physician within the network receives an online review, a notification is sent to the Privia Health consultant working with that specific care center. They also established a customized Patient Feedback Score (PFS) that gathered data from both review and social media sites for extensive and comprehensive optics into current brand status, performance gaps and operational disconnects.

This solution delivers several mission-critical benefits to both Privia Health and its partners, including centralized data access across multiple platforms so responding to reviews can be accomplished within one platform. Automated email notifications help Privia consultants stay connected to all of their designated care centers and qualified data can be forwarded to the proper doctors and facilities, allowing them to leverage stored intelligence to affect change.

As a result, Privia Health saw:

  • Increased communication between teams at designated care centers
  • 40% increase in the total number of reviews
  • 77% improvement in Patient Satisfaction Scores for ‘Scheduling’

See more on Privia Health’s results here

Medical Clinic and Surgicenter Increases Patient Review Volume by 500% 

Murfreesboro Medical Clinic and Surgicenter (MMC) is the single largest multispecialty clinic in the city of Murfreesboro, Tennesse. It is a physician-owned multi-specialty group offering patients access to primary care services, as well as 20 different specialties.

MMC needed to move away from the facility’s outdated survey system. Paper surveys were available for patients to fill out in the waiting room, but the facility had no online focus and only a single patient advocate to follow up on online reviews and ratings. They began to notice a marked drop off in patients completing in-house surveys and a surge in online reviews, particularly patients going to Facebook to post negative experiences.

With the help of reputation management solutions, MMC began using mobile testimonials as the tool of choice to help begin repairing their online reputation and manage the online conversation surrounding their brand. The text-based feedback program directed patients to targeted review sites so MMC could collect, view and respond to feedback all on one place.

Within mere months of instituting its new text message campaign, the facility’s Facebook rating improved from 2.9 to 4.1. The facility’s Patient Feedback Score (PFS) rating rose from 3.1 to 4.2. In addition, the facility’s open rate/conversion rate has increased by 2%.

Ultimately, the mobile testimonials solution has driven home the importance of patient reviews and online reputation management while enabling better access to real-time information and improving the facility’s ability to respond and engage with patients.

As a result, Murfreesboro Medical Clinic and Surgicenter saw:

  • 500% increase in review volume
  • 21% increase in Patient Feedback Scores
  • Facebook rating improved from 2.9 to 4.1

Read more about Murfreesboro Medical Clinic and Surgicenter’s results here 

Have these stories of reputation management success inspired you? Read all of these case studies and more powerful examples here.

About the Author

Kayla Zamary
Marketing Manager

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June 26, 2019

3 Best Practices for Optimizing Your Social Media Management Strategy

By: Kayla Zamary

In our latest webinar, Binary Fountain’s Sr. Director of Project Manager Chase Ausley covered best practices for managing social media content at-scale and demonstrated how an all-in-one social media management platform can make this process more efficient and meaningful for your organization. Here are some of the key takeaways from the presentation: Use Social Listening…

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social media management strategyIn our latest webinar, Binary Fountain’s Sr. Director of Project Manager Chase Ausley covered best practices for managing social media content at-scale and demonstrated how an all-in-one social media management platform can make this process more efficient and meaningful for your organization.

Here are some of the key takeaways from the presentation:

Use Social Listening to Understand Customers’ Problems and Find a Solution  

Businesses that don’t take their social media presence seriously are missing out on significant opportunities to grow their customer base. According to a 2018 report on social media usage from GlobalWebIndex, 98 percent of digital consumers are social media users, and users spend an average of nearly two-and-a-half hours on social media platforms daily.

Monitoring online reviews of your organization is one of the simplest but most effective means of tracking customer sentiment and collecting answers. More importantly, reviews are trusted and actively used by potential customers. According to Binary Fountain’s 2019 Renter Insight and Digital Engagement Survey85 percent of apartment seekers trust online reviews as much as a personal referral, and according to a report from BrightLocal89 percent of all consumers read businesses’ responses to reviews. 

A social listening solution can help prevent a business from missing out on opportunities to engage with their audience. These tools help businesses create processes that allow them to respond in a prompt and consistent manner to all feedback and reviews.

Utilize Social Listening Data To Grow and Improve Your Business 

The words and phrases that your customers use are an excellent resource to use when crafting your marketing content strategy. When reading comments, pay attention to the benefits or features that consumers mention most. What pain points do they encounter? What do they value about your service? These candid insights can inspire the tagline for your next ad or become the focus of an email campaign.

The data you gain from social listening can also be used to set goals and KPIs for departments throughout your organization. For example, your content department could be tasked with identifying four consumer questions and producing an in-depth article to answer them each month. Similarly, your product development team could be asked to identify two potential feature additions or upgrades based on information gained from consumer feedback and comments.

Create the Right Social Media Content for Your Audience 

Consumers generally respond best to content that “gives,” rather than “takes,” meaning that they’d rather see content that provides a benefit or solves a problem they’re facing. Some examples include responding to frequent customer questions, offering discounts or posting entertaining content that allows consumers to interact and share with one another.

When developing content, this is where an organization can really utilize the data they’ve collected from their social listening tools. The data they collect should be able to solve for these questions: 

  • What features or promotions do our customers like and engage with the most? 
  • What topics or trends are getting attention on social media? 
  • What kinds of questions are customers frequently asking? 
  • What causes or issues do our customers care about? 
  • What influencers have the most sway in our industry? 

The more you know about your customers, the better you become at creating content that they want to like, comment on and share. 

Register here to begin watching this webinar on-demand

About the Author

Kayla Zamary
Marketing Manager

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June 25, 2019

Binary Fountain’s 2019 Renter Insight & Digital Engagement Survey

By: Kayla Zamary

When it comes to finding an apartment, where do consumers look for information and who do they trust for advice?   In our 2019 Renter Insight and Digital Engagement Survey, we asked more than 1,100 current and prospective renters to give us their perspectives on a variety of important topics, such as online reviews and listings,…

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renter insight digital engagement surveyWhen it comes to finding an apartment, where do consumers look for information and who do they trust for advice?  

In our 2019 Renter Insight and Digital Engagement Survey, we asked more than 1,100 current and prospective renters to give us their perspectives on a variety of important topics, such as online reviews and listings, referrals, pain points and must-haves for a new apartment.

Using this e-book, property owners and managers can gain insight into what renters are thinking and learn about. 

Here are some of the biggest takeaways you’ll get from this ebook:

How renters search for and use information regarding apartments 

In the past, consumers had to seek out recommendations from family and friends or rely on word of mouth when seeking a place to rent.

Today, more consumers are going online to guide their search and help them make their final housing choice. From the survey, it was found that 96 percent of respondents considered online reviews and ratings when searching for a rental property and 85 percent also said they would consult online reviews even if they had been given a personal referral at the start of their search.

Without a doubt, the most influential online resources that renters turn to are review platforms.

How to maximize your reach and ensure your properties are well represented

Positive online ratings and reviews are not just a nice-to-have for today’s multifamily properties–they are essential for maintaining a healthy resident acquisition pipeline.

Our survey respondents told us that online ratings and reviews are among the first factors they consider when looking for a place to rent. Altogether, 85% of them indicated that they looked at online ratings and reviews at the beginning of their search or before choosing which apartments to visit.

More than half of our respondents indicated that they used online search engines to begin their apartment research, while 16 percent said they used an apartment listing site. A minority of respondents also consulted social media, ratings and review sites and property websites in their search strategy.

The biggest pain points for renters during the apartment search

When it comes to marketing to prospective residents, we wanted to know where property owners fell short. We asked our respondents to choose which tasks they found most frustrating about searching for a rental property.

Our renter insight survey identified issues related to customer service and the logistics of visiting properties as frustrating. However, the most frequent pain point for our survey respondents was finding accurate information online about the property–31 percent of respondents agreed this was their biggest issue with finding a rental property.

There are many more insights available to help you understand what potential renters are looking for!

Download this free ebook to see how you can take control of the online conversations already happening about your multifamily properties.

Download Your Free Ebook Here

About the Author

Kayla Zamary
Marketing Manager

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June 20, 2019

5 Marketing Ideas for Apartment Communities

By: Kayla Zamary

Do you struggle to come up with creative marketing ideas for apartment communities? You’re not alone. Hundreds of owners or marketers of apartment complexes search online for marketing ideas that can fill their units with happy residents. You know you have one of the best multifamily properties in your local area, but you aren’t sure…

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marketing ideas for apartment communitiesDo you struggle to come up with creative marketing ideas for apartment communities?

You’re not alone.

Hundreds of owners or marketers of apartment complexes search online for marketing ideas that can fill their units with happy residents. You know you have one of the best multifamily properties in your local area, but you aren’t sure how to make yourself stand out in the noise.

At Binary Fountain, we want to help you come up with creative marketing ideas for your apartment communities that will help you generate leases and stand out compared to your competition. These aren’t going to be “the next big” ideas that are a flash in the plan but well thought-out marketing strategies you can use to create long-term success for your business.

Here are our top 5 marketing ideas for apartment communities.

Run Paid Social Ads on Social Media

Many people try to be the next big thing on social media, but the reality is very few companies actually “go viral” or make a big splash in the space. While you should always have a presence and be active on organic social, (like Facebook and Instagram) you are probably better served using paid advertisements on these digital marketing channels if you are looking for qualified leads.

Getting buy-in for paid media campaigns can sometimes be tricky because some business owners either don’t understand why they would pay to advertise on a free platform or because they don’t want to spend money in general.

Here’s the truth though: paid ads on social media is one of the most cost-effective marketing ideas you can have for apartments if done right. Through these powerful marketing platforms, you have the ability to deliver ads to potential renters based on their location, demographics and their interests.

For only $15-25 dollars a day, you can create an effective marketing outreach campaign for your ideal renter. Very few marketing ideas for apartment communities are as dependable as paid ads for proven ROI.

To get started, think about what the demographics are of your current tenants and the lifestyle they lead. That will help you understand what kind of ads you should be running and what audience you should target to get the best ROI.

Remember, if you can get just one new tenant who is paying $800 a month in rent, that’s probably worth the $200 in advertisements you spent in a month marketing to them.

Become an Expert Guide of Your City

One great way to set yourself apart from your competition is to become the local guide for your area. This means taking the time to make recommendations and being thoughtful about posting information about your city or neighborhood.

Doing this endears you to your community and shows your passion for where your location is, making renters want to live there. It’s one thing to say, “our city is a great location to live.” It’s another thing to show it.

We recommend taking the time to review and meet with other local businesses to grow your influence in the community. Find strategic partnerships with gyms, restaurants, moving companies and other establishments for cross-promotional opportunities.

If done correctly, you could greatly increase your digital footprint with quality bank links to your site, improving your chances of appearing in local search results.

Upgrade Your Listings on Apartment Sites

Very similar to paid social media campaigns, many multifamily properties don’t want to spend the money on apartment listing sites like Trulia, Apartments.com or Rent.com.

Upgrading your profile will help you show up at the top of search results and ensure you get more exposure to potential renters. You will want to measure how effective this marketing strategy is for bringing in quality leads, however, as it does not have the same level of targeting that paid social does.

Claim your Google My Business Listing

If you haven’t claimed your Google My Business Account on Google, this is an immediate step you can take to improve your local SEO and get a better understanding of what people are saying about your property online.

Incredibly, Google My Business is a free profile that only 44% of local businesses are using. Don’t be one of those that aren’t!

Google My Business is a powerful marketing tool that, when optimized, will help you appear in local search results, help potential tenants find your location, increase your website traffic and bring you better customer insights from reviews.

Speaking of reviews…

Start a Reputation Management Program for Apartment Complexes

One of the best marketing ideas for an apartment is a scalable, actionable reputation management program.

If you don’t have a reputation management program set up, you are missing out on valuable insights that can help you better understand what customers are saying about your business and what matters most to them. In today’s digital world, poor online reviews and failing to meet consumer expectations can sink any business.

Research shows 75% of prospective tenants look at reviews and apartment ratings multiple times in their apartment search, and 70% are more likely to visit a property with a better online reputation than a competitor with worse reviews.

An online reputation management program for apartments can help you:

  • Identify where you can improve customer service for your tenants
  • Give you insight about matters most to your tenants
  • Track online reviews across multiple review platforms (Google, Facebook, etc)
  • Give you a chance to interact with reviewers and turn a negative review into a positive one
  • Help you stand out from your competition
  • Attract prospective tenants with positive listings
  • Increase renewals due to improved tenant satisfaction

If you don’t have a program set up, or if you are just starting one, we recommend checking out this blog on how multifamily properties can get the most out of reputation management efforts.

Reputation Management: The Tool You Need for Marketing Your Apartment Community

If you follow the creative outreach marketing ideas for apartment communities above, there’s no reason you shouldn’t be able to beat your competition!

In particular, focusing on improving tenant reviews is one of the best marketing strategies you can adapt to find new tenants as well as get real-time feedback from people living in your facility. It’s a scalable marketing solution that will help you grow your business year after year.

About the Author

Kayla Zamary
Marketing Manager

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June 19, 2019

6 Reasons Why You Need Social Media Management Tools

By: Kayla Zamary

Social media is a necessary tool for brand promotion. However, against a cacophony of voices in already crowded platforms, it can feel impossible to be heard. Moreover, keeping networks up to date and engaging customers in a personalized way can be very time consuming if not impossible. In a marketplace where “98% of digital consumers”…

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social media management tools

Social media is a necessary tool for brand promotion.

However, against a cacophony of voices in already crowded platforms, it can feel impossible to be heard. Moreover, keeping networks up to date and engaging customers in a personalized way can be very time consuming if not impossible.

In a marketplace where “98% of digital consumers” around the world use social media, according to Global Web Index, social media management tools make the difference. The right tools are critical to social listening and publishing content at a scale that matches the size of your business.

Below are several reasons why the right tools like Binary Fountain’s brand reputation management software can help businesses run effective campaigns.

  1. You can manage multiple accounts in one location.

Social media management software allows you to control all or nearly all of your accounts from one dashboard.

Without tools like this, businesses need to log into multiple accounts each day and use password sharing software to collaborate with others on your team.

  1. You can invite and collaborate with multiple users.

With social media management software, you can add users and control permission levels. This enables you to create a workflow of drafting and publishing content as needed.

  1. You can schedule in bulk instead of manually posting one-by-one.

Social media management software enables you to use templates to populate and upload to schedule your posts in bulk. This saves hours of individually drafting and scheduling posts.

Additionally, you can look at your editorial calendar from a big picture perspective, ensuring you’re covering the range of content that will best serve your customers and prospective customers.

Without software like this, it is difficult to see what others are scheduling. Additionally, someone else may publish a post immediately without the context of what other posts are coming up.

  1. Track brand-specific keywords for your brand.

Social media management tools allow you to track and follow keywords that are relevant to your business. This means you get real-time notifications of brand mentions across social media platforms, whether your brand is tagged or not.

Without this software, you can try to track brand-specific search terms using Google alerts. But chances are most mentions will mostly go undetected by your company.

Not having the right tools in place can be devastating when a PR crisis breaks out on social media. Being able to quickly respond and enter the conversation at the right time is critical.

  1. Publish to all relevant social platforms.

Your customers and potential customers are using a variety of social media platforms. Social media management software allows you to publish to all the social platforms relevant to your business at the touch of a button. With new platforms being developed all the time, you can stay on top of new platforms while keeping a presence on the established ones.

  1. See what is important to your client base and create content around their needs.

Binary Fountain’s Natural Language Processing (NLP) software distills the essence of what is being said about your brand into actionable insights you can incorporate in your marketing. Uncover the important themes, pain points and value-adds your customers are getting from your products and services in the terms that they use.

This works for both negative and positive online reviews. Use these insights to create tailored content that feels ultra-personalized to your target customers, makes them feel heard and understood, and keeps them coming back for more.

With deep analytics dashboards, you can keep all your team members on the same page in real time.

Businesses who do not use software like this can only use lagging indicators, like clicks and conversion rates, to find out if their content is hitting the mark. And in the speed of business today, that can be too late.

In summary, using the right social media management tools can help you better listen to what your customers are saying and turning those sentiments into achieving true product-market fit. This will allow you to attract and gain loyal customers who become brand ambassadors.

For more about social media management tools, download Binary Fountain’s Complete Guide to Social Listening and Publishing for Enterprise Brands.

 

About the Author

Kayla Zamary
Marketing Manager

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