Converting Positive Experiences Into Online Reviews

As potential residents begin researching rental properties, online reviews are an easy place to form opinions. Positive feedback and happy resident experiences can help boost the decision process for those contemplating a move.

“Online reviews are crucial to a property’s credibility because reviews from prospects and residents are proven to aid in the decision-making process,” says Olivia Brommer, marketing communications specialist at Fogelman Properties.

Understandably, a healthy online reputation is backed by excellent customer service and experiences. “If you provide a great company culture rooted in the core values of service and respect for one another, then that standard of hospitality translates into authentic, five-star experiences. This is at the heart of building a positive reputation online,” says Dana Hill, senior director of engagement at RangeWater Real Estate.

To learn more about positive online reputation best practices, MFE tapped some leading property management firms that have earned their place on J Turner Research’s Elite 1% ORA Power Ranking list. Competing against 132,000 properties nationwide in 2022, the top 1% properties know how to provide first-class experiences to earn their choice online reputations.

“Our renters use online reviews to find social proof about what they can expect. As a result, it builds a type of consumer confidence beyond what traditional advertising can do,” says Samantha Davenport, founding principal and president of Hawthorne Residential Partners. “Hawthorne believes our renter voices are so powerful, and their feedback gives us insights that ultimately drive financial performance.”

1. Responding to All Reviews

After a review is left, a top priority is to respond with gratitude and care. While this requires constant monitoring, it is key to not only improving and increasing future reviews, but also de-escalating negative sentiment.

“At Bozzuto, our chairman and co-founder has always said, ‘If people take the time to write us a review, we should take the time to respond to each one of them.’ Responding to 100% of reviews is a Bozzuto standard, demonstrating the respect we have for our residents,” says Kelley Shannon, senior vice president of marketing and customer engagement.

Promptness is also a best practice when responding to reviews. “Our benchmark at Fogelman is a 48-hour response time. Residents could change their perspective about our communities and even update their reviews with better ratings, depending on how our teams respond to reviews,” Brommer adds.

Team training in how to respond is also a necessary task when approaching reviews. Hill shares, “It is critical that we educate, assess, and respond to all reviews. It is RangeWater’s top priority to ensure our teams are well-supported and aware of any new rules of engagement as it relates to curating and responding to reviews. This not only avoids the risk of gating or infringement practices, but ensures we are actively listening and adjusting our property management strategy with intention.”

2. Boosting More Optimistic Reviews

A healthy online reputation is further supported by the volume of positive reviews. While excellent resident experiences can prompt these reviews, asking can also help. “Never underestimate the power of asking,” says Davenport.

“We are continually asking our residents for feedback, specifically asking for them to provide reviews. Making the request as situational as possible helps give customers an easy place to start with their review,” says Shannon. “For example, if the resident has a pet and uses the pet amenities consistently, including stopping at the front desk for a daily treat, then consider asking the resident if they would write a review to let others know about their experience using the pet amenities.”

Fogelman Properties encourages its on-site teams to ask as well. Brommer adds, “Whether it’s asking a prospect to submit one after a tour or asking residents to submit a review when a maintenance tech has completed a work order or after attending a community event, asking drastically increases the chances of obtaining positive reviews.”

3. Hearing the Negative Feedback

While every on-site team aims for the most positive experiences for both residents and prospects, on occasion, less-than-pleasurable experiences can happen. Unsavory events are heightened when low-star reviews are left for anyone to read. “Our teams address all negative feedback swiftly and with empathy, often connecting personally with the resident. We see it as an opportunity to address the issue and strengthen the relationship,” says Shannon.

Validating and communicating are both key actions when handling negative reviews. “The most important thing we can do is to make the reviewer feel valued and heard. When we receive a negative review, we aim to respond to it within 48 hours,” Brommer says. “Our rule of thumb for responses is to thank the user for their feedback and offer them a way to contact us. We always want to take the conversation offline and give the reviewer a way to communicate with us to resolve their situation.”

Providing teams with a “how to” on approaching a disgruntled resident or prospect’s review is imperative. “Our teams follow a playbook that guides them to assess the review, work to close the feedback loop, and respond publicly online—always thanking the reviewer. Sometimes that means having an offline, private conversation about a past payable, or sometimes that means acknowledging and fixing an issue to make it right. In other cases, some feedback is escalated through internal channels. In all cases, it’s putting kindness into action,” Davenport explains. “Review responses are not just transactional; they are part of our broader customer service vision to do the right thing. The public response is the punctuation after the real work is done.”

4. Viewing Low-Star Reviews as Opportunity

Although negative reviews may feel like a setback, all four management firms agree that these remarks offer valuable points for growth and improvement. “Online reviews represent the voices of our residents sharing their experiences living in (or touring) our communities,” Shannon says.

Further providing insight into the experiences of residents and prospects, reviews—regardless of sentiment—are beneficial to property managers. Hill notes, “We must adapt our mindset to view every low-star review as an opportunity. Our humanity allows for shortcomings, and how we navigate a solution separates us from the pack.”

As prospective residents begin their search, it is evident that online reviews can set a property apart.

Davenport concludes, “Competition raises the bar on customer service, and online reviews are no exception. It’s more important than ever. Renters have many choices on their next home. Renters can be more selective, often ruling you in or out based on your online review presence and customer service. That competition simply makes your online reputation even more valuable, and is even more reason to actively monitor and manage it.”