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 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%
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
About the Author
Content Marketing Specialist