Online Reviews Matter: The #1 Strategy for Getting More Good Ones

By the Marketing Department, Summerfield Management

Have you seen these recent survey results from apartments.com?

Survey says 98% of renters read online reviews and 96% consider those reviews influential.

Yep, managing your online reputation just became mandatory!

The more good online reviews you can accumulate, the better.

But what’s the best way to go about getting residents to post positive reviews?

Some might suggest offering an incentive.

We discourage our clients from offering a reward in exchange for a review.

Why?

The average human is subject to the daily bombardment of self-serving marketing messages. You’re going to need authentic reviews for potential residents to feel swayed in favor of visiting your property and motivated by them to sign a lease.

So, if you’re not going to reward residents for writing a review, how can you motivate them to do so?

People are busy, and just asking them isn’t enough. They may intend to help but it’s unlikely they’ll follow through because it’s not a priority. We have a solution for you…

Have you ever heard the expression, “Timing is everything”?

Well, with reviews, timing is indeed everything.

The best time to ask for a review is when they’ve already expressed appreciation, gratitude, or delight.

For example, host a social event, offer complimentary coffee and donuts on a Friday morning, or respond quickly to a maintenance request. Once the resident shows gratitude, BAM! Ask them to post a review. When someone is already feeling appreciative, they are more likely to follow through with taking the time to help you out.

Make asking for a review part of your on-site staff’s customer service plan.  The more, asking for reviews, becomes part of staff routine, the more positive reviews will be generated. 

If you’re concerned about negative reviews, we can help you with that too, just ask.

Trevor Manning

Northwest Region

tmanning@smfield.com

503-867-5214

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Summerfield specializes in the management of apartment properties that are approximately 125 units or larger, and is licensed to manage in Washington, Oregon, Idaho, Florida, Georgia, & South Carolina.

If you would like to discuss additional specifics of our management program, please reach out to our Managing Director, Robert Parmar at rparmar@smfield.com or call 770-628-5943.