This case study shows how Continental Properties used the solution to monitor and respond to reviews, implement service recovery, and analyze resident feedback for property-specific benchmarks and improvement opportunities.
Continental Properties develops, owns, and operates high-quality apartments in the U.S., along with retail and hospitality real estate. Continental’s award-winning Springs Apartments brand has 60+ apartment communities in 16 states.
About Continental Properties
Continental’s Springs Apartments are designed in a neighborhood setting to foster a sense of community with their signature townhome-style designs and park-like backdrops in suburban locations. However, its distinguishing characteristic is the level of customer service it provides for their residents. Many Springs Apartment communities have won recognition and rewards for their online reputation from industry leaders such as JTurner and Apartment Ratings.
In addition to customer experience benchmarks, an excellent online reputation means higher occupancy, more leads, and higher renewal rates for a property management company. Continental wanted better search rankings and higher star ratings that would create a positive perception of its properties to attract more residents.
“The stronger your reputation, the stronger you’ll be in the market,” says Marketing Manager Kayleigh Filo. “We want to build great communities; strong, positive reviews are an asset to a great reputation.”
Across Continental’s constantly growing portfolio, they receive between 300 and 500 reviews per month. Their goals for a reputation management initiative were to increase review volume, boost star ratings, increase their Customer Satisfaction Index (CSI) scores for each property, and prioritize reputation among all communities. Continental created benchmarks for all communities to achieve, which included earning three 5-star reviews each month.
Continental launched a reputation management initiative that used Binary Fountain’s Social Compass platform to generate reviews, improve its properties’ star ratings, and provide a better customer experience at scale.
Social Compass monitors reviews and comments from surveys, review sites, and social media to bring all aspects of resident experience into a single platform. Continental used the solution to monitor and respond to reviews, implement service recovery, and analyze resident feedback for property-specific benchmarks and improvement opportunities.
Continental’s marketing team also uses Binary Fountain’s custom reporting tools to distribute real-time feedback data reports each month, giving community managers insights into monthly, quarterly, and yearly trends. Its two most important marketing-related KPIs, star rating and CSI, are prominently displayed on the report for instant evaluation.
“We want to build great communities. Strong, positive reviews are an asset to a great reputation.”
Beyond improving online reputation through reviews and star ratings, Continental uses Social Compass to easily spot positive and negative resident experience trends at its communities. It also leverages automated Social Compass data to call out top-performing employees and properties.
Immediately, Continental’s communities showed online reputation improvements across the board, including earning several 5-star locations. And the success continued: In October 2020, Continental communities earned a 4.4 average star rating and 4.2 average CSI score across 730 reviews.
Filo says one of the central benefits of Social Compass is quantifying resident experience metrics that previously were more subjective. Continental’s properties now need to match expectations for these scores, just like occupancy and revenue metrics. Meanwhile, community managers have maintained a near 100% response rate for online reviews across all online sources.