As online reviews become more prevalent and influential in the resident journey, multifamily property owners and managers must prioritize their online reputation management.
Today, those looking for apartments take online reviews seriously, reading as many as they can to inform their decision. Previous and current residents have more ability than ever before to leave comments online for the potential residents to see.
If property managers ignore or do not see this feedback, they will miss opportunities to improve their reputation and their operating methods.
Common Gaps in the Reputation Management Process
Through social media and review sites, there is now a wealth of feedback and resident data relevant to multifamily marketing.
However, this abundance comes at a cost. Property managers simply cannot keep track of every comment, review, or piece of resident data out there on their own.
With so many general review platforms (Facebook, Google), and specialized sites (Apartments.com, Rent.com, etc.), property managers would have to spend an inordinate amount of resources to manually search, discover, and respond to all this data.
This challenge presents a significant problem for reputation management. Receiving good feedback is obviously integral to maintaining a good reputation. But more than this, responding to reviews, especially negative ones, increases resident engagement and helps further improve a brand’s reputation.
If a company is unaware of many of the reviews they receive, they will not be able to respond to them in a timely manner, if at all. This lack of engagement represents a big missed opportunity.
The Challenges of Marketing Compartmentalization
Marketing in any industry is multifaceted. A business may outsource different marketing services for, say, search engine optimization (SEO), outbound campaigns, and reputation management services.
Online reputation management strategies, then, often make up just one aspect of a company’s marketing approach. However, brand reputation should always remain at the forefront of any marketing campaign. Otherwise, more opportunities will be missed.
For instance, even property managers in charge of website management should keep the business’ reputation in mind when crafting its layout, content, and links.
The best way to ensure that one’s reputation is inextricably linked to all other sources of marketing is to hire a marketing service that covers all these bases. Doing so also simplifies a company’s operating procedures and reduces cost.
What Should You Ask Your Prospective Vendor to Meet Your Reputation Management Goals?
If you are thinking about outsourcing your multifamily marketing campaign to a single prospective vendor, you should keep a few things in mind in order to meet your reputation management goals.
Ask them how they find and analyze relevant feedback. Do they automatically scour all online review sites? Do they use Natural Language Processing (NLP) algorithms to uncover resident insights from text-based online forms? Does their service offer methods for generating more online reviews via survey campaigns, etc.? And does all of this occur quickly and accurately so that you can respond to all reviews and engage with prospective, current, and previous residents?
Ultimately, the best reputation management services will also provide you with reports detailing actionable insights that will allow you to improve your service. The better your operation becomes, the more satisfied your customers will be. The more satisfied your residents, the better your reputation.
A service that can confidently answer all of the questions listed above will help you ensure that you do not miss any opportunities for managing your reputation and staying ahead of the competition.
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