Who do renters go to when they need advice on a place to live? Not too long ago, the answer was always the same: close friends and family. After all, you can picture the scenario easily wherein a prospective renter posts options on Facebook or Instagram and solicits feedback from connections.
It, however, would seem the tide has turned. People are no longer relying heavily on the opinions of friends and family; the responsibility now lies with complete strangers. If you think about it, the thought isn’t too farfetched. The clear popularity of property review sites should give an indication of just how much people are willing to seek out and put trust in the views of complete strangers.
The proof is found in a recent Kingsley Associates study, sponsored by RentPath. After surveying nearly 30,000 prospective renters, it was found that ratings and reviews on sites like ApartmentRatings.com are more important to the perspective renter than a referral received from friends and family.
In an interview with Multihousing News, Bonnie M. Spinks, social media marketing manager for Pegasus Residential says, “Today’s prospective renters are searching for an objective view of what it’s like to live at an apartment community and have found that ratings and reviews offer a perspective that they can’t get anywhere else. This isn’t bad for apartment companies. It’s an opportunity to not only better manage your reputation, but also to make the necessary changes on site to provide an outstanding living experience to residents, which translates into more new leases and renewals.”
Does this really matter in the long-run? It does when it comes to brand management. This information confirms the need for managers and owners to be even more concerned about what is being posted about their properties online.
Some simple steps? Here are 3:
- Set up an alert through Google. You can input a variety of keywords, including the exact name of the property as well as variations. When someone uses the name to create a post of any kind online, Google will notify you.
- Search regularly. Even if you have alerts on automation, you need to be aware of what’s on the web. Make a list of the common review sites, and then visit them at least on a monthly basis.
- Be effective and efficient in how you respond (and, yes, you need to respond). For tips on how to keep bad reviews from getting worse (and encourage more positive posts), read more in this article.
If you’re feeling a bit overwhelmed and would like some assistance in navigating the task of brand management, the professionals at Class A Management are here for that and so much more. Give us a call today to learn how we can work together. Call 817-295-5959 or send us an email to info@classamanagement.com.