Multifamily Reputation Management: Your ORA™ Scores and Why You Need to Understand Them

Multifamily reputation management isn’t the hottest item on the average PMC’s to-do list. But maybe it should be. Here’s why: before you buy anything of value these days, chances are you first search online to see what others are saying about it. And it’s no different when it comes to apartments. At RealPage’s recent RealWorld virtual conference, presenters showed a striking example of the way online reputation can steer a prospect towards one property vs. another.  Ratings and Likeliness to Visit Strictly based on reviews, which community are you more likely to visit? Note how the reviews simply leap out at you; you just can’t ignore them. And prospects certainly don’t. The communities with strong reviews rate over three times higher in “likelihood to visit” as those with weaker ones. Your ORA Score The ORA™ (Online Reputation Assessment) was created by J Turner Research. It’s a score of your property’s online reputation on a scale of 1 – 100, based on millions of reviews of over 122,000 properties. This score compares your online reputation to that of peer properties. And that’s why it’s essential to know: you’re marketing your properties in competition with others, and in our review-driven age, the one with the best reputation is far more likely to get the signed lease. Your ORA™ score is the optimal way to monitor how you’re doing in generating good reviews for your properties – something you should be actively pursuing rather than merely hoping for. Solutions such as Modern Message today give you an easy platform for motivating residents to leave positive reviews about your properties. The more you succeed in driving good reviews, the higher your ORA™ score rises, marking your steady ascent in reputation vs. peer properties. If your score isn’t rising, then either you’re not doing a good enough job stimulating thos...