Reviews: How to Generate Them & Why They Matter

Today, the majority of renters are from digitally native generations. As a result, their first instinct is almost always to look everything up online—and their apartment search is no different! When prospects are on the lookout for their dream home, they’re likely to start with a Google search before almost anything else.

Along with apartment listings, community reviews are likely going to come up when prospective residents are on the hunt for more info about a certain apartment or building. It’s important to put your best foot forward with as many positive reviews as possible, so prospects get the full picture of what it’s like to call your community home.

Don’t discount the power of reviews. When it comes to online buying, 90% of people read at least one review before making a decision. Even more important? 94% of people reported that a negative review caused them to avoid making a specific purchase. Reviews have a strong hold on consumers, and it’s no different when it comes to renters and the multifamily industry. 

Start putting more stock in your online presence and encourage your residents to rate their experience. Here are a few easy steps to getting started.

Creating Accounts on Popular Review Sites

There are endless sites online that aggregate reviews, but there are a few in particular that are important for multifamily: Google, Facebook, Apartments.com, and Rent.com. While all of these sites have their own guidelines and regulations, positive reviews across these platforms will go a long way in demonstrating the perks of your community to prospects. 

Be sure to set up your community on these sites—and any other local review sites or apps that may be relevant—so that residents who are willing to write a review can easily find you online. Making it as straightforward as possible for residents will increase the likelihood they’ll submit a review, helping you gain social clout and a positive brand reputation.

Encouraging Resident Reviews

Getting your community on popular review platforms is just the first step. Then comes the important part: getting residents to actually write the review! This can be one of the hardest parts of the process. Instead of expecting that residents will go out of their way to leave a review on their own, there are a few different ways you can encourage them and generate reviews quickly.

Just Ask!

Most of the time, residents won’t realize you’re in the market for online reviews. The easiest way to let them know? Tell them! Send out an email, create a flyer, and post it on your social media channels. Connect with residents across channels and touchpoints to make sure reviews are top of mind.

Don’t stop with just one attempt. Create a campaign that reaches out to your residents two or three times with gentle reminders that will make them more likely to engage.

Offer an Incentive

If you find that simply asking your residents to leave reviews isn’t doing the trick, it may be time to consider some sort of incentive. From a free gift to a review bonus, the reward can range from big to small. Choose something that your residents care about and offer that up to entice them to take the time to write a thoughtful and personal review.

But let us be clear, incentivizing someone to leave a review is technically a no-no and we are not suggesting you buy reviews! If you decide to incentivize, make sure you are absolutely clear on the following points and do so at your own risk.

• No purchase (lease) necessary to participate
• Incentive is in exchange for an HONEST review (good or bad)

Don’t Forget Reputation Management!

Once you’ve convinced residents to leave reviews, don’t forget to frequently check in across the different review platforms. While you’re hoping for all positive reviews, it’s unlikely that everyone will leave five-star commentary. Instead of ignoring the negative, it’s important to manage and address concerns as they pop up and apologize for any instances where you or your staff could have improved. 

Taking the time to respond to reviewers and actively participate in the dialogue shows that your community values and listens to resident feedback and concerns. This can go a long way to rectify any negative reviews and help quell any concerns for prospects.

Don’t forget to also respond to positive reviews! Thanking residents who take the time to leave feedback is an important part of the process to ensure they continue to have an amazing experience with both your staff and your community.

Ready to get started on your resident review marketing campaign? Reach out to the zipcode creative team today!

Images in this blog post are ©Fairfield Residential  |  Work executed by Stacey Feeney, owner of zipcode creative, while under creative direction and employment at Fairfield Residential.