If you are an owner, marketing manager or property manager of an apartment complex, chances are you’ve seen a negative review or two about your apartment complex.
While it’s true you can’t please everyone, online reviews are a massive factor in people’s search for somewhere to live. To stay competitive in multifamily markets, it’s essential to take an active role in reviewing and responding to online apartment reviews.
Have you looked at your apartment ratings lately?
If you haven’t, we recommend you take a look at this free guide on how to improve resident satisfaction to get you started.
If you have and aren’t sure what you can do to improve them, you’ve come to the right place!
Here are some ways to improve your apartment reviews and not only retain your current residents but attract new ones as well.
Why Apartment Reviews Matter
People are talking about and rating your apartment community online, even when you aren’t aware of it.
These reviews can be seen by prospective tenants anytime, anywhere.
If that doesn’t resonate with you, think about it this way: Before they even visit your website, let alone your actual community, a potential customer could have a fully formed opinion about your community and your business.
Don’t think online ratings matter? Most consumers say online reviews are just as trustworthy as a personal referral.
So what do your apartment reviews say about you?
How to Improve your Apartment Reviews
Improving your apartment reviews isn’t necessarily easy in practice, but it is in philosophy. If you take better care of your renters and actively listen to (and act on) their feedback, you will consistently have more renters renewing and new ones lining up to live at your community.
So what do renters care about?
Here are some ideas to get you started:
- Long maintenance response times
- Utilities not working properly
- Poor quality updates to units
- Confusion around billing or rent
If someone is leaving a negative review online about your apartment community, they probably have a concern about one (or a few) of the issues above.
To get in front of any negative reviews, we recommend:
- Making sure repairs happen as quickly as possible and being active in communication when they can’t be complete in a timely manner
- Be as clear as possible with potential fees, increases in rent or other billing issues tenants may have
- Take care of common areas and amenities on a regular basis because your renters know they are paying for it
Being proactive is good, but you can also have a reaction plan in place when you get negative apartment reviews by monitoring and responding to what people are saying online.
Negative Apartment Reviews: How to Turn a Negative into a Positive
A negative review is rarely ever a true crisis. Instead, it is a learning opportunity for your company to see how you can improve the resident experience. Instead of lashing out or defending yourself (neither of which will benefit you), take the feedback, validate it with your team and make some positive organizational changes to make sure the situation doesn’t happen again.
If you chose to respond to the review, keep it simple, empathize with your customer and promise to remedy the problem. This doesn’t mean you have to make every change a review suggests, just the ones within reason.
For example: if someone suggests the building doesn’t have enough community events every week, maybe look at increasing the frequency of events as long as it makes financial sense. This may mean bi-weekly events or even adding one more every few months.
This kind of personal response makes customers feel like you care about them and don’t just view them as a paycheck. You’d be surprised how much that level of trust can impact your bottom line!
You can find our complete guide on how to respond to negative reviews here.
Where to Find Online Reviews
Online reviews can be found across different platforms. This can make them difficult to manage without a comprehensive tool that lets you take all that data and put it all in one place.
Binary Fountain recently surveyed 41,000 apartment reviews and found the following breakdown for where the reviews were located:
- Google 50%
- Apartment Ratings 18.4%
- Facebook 13.4%
- Apartments.com 13.2%
This means optimizing your Google My Business listing (and keeping track of the reviews on there) is your most important step forward, followed closely by Apartment Ratings.
The good news is, Binary Fountain’s multifamily-specific solution, Social Compass offers a comprehensive reputation management tool for multifamily owners or managers just like you that allows you to easily manage your apartment ratings and reviews across all your online listings in one place.
It’s never been easier to quickly identify trends in apartment reviews and engage residents online. With the right reputation management strategy, you can turn any negatives into positives for your properties!
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