The Do’s and Don’ts of Multifamily Reputation Management

In recent articles, we’ve documented why it’s so critical that your properties maintain a good online reputation. These days, nearly everyone checks online reviews and ratings before choosing a product or service. Particularly when they’re making a decision about something as important as a place to live. In fact, we published an article about the first data-backed documentation of the correlation between online reputation and bottom-line financial performance of multifamily rental properties. It’s real: garnering good reviews pays. While we have written quite a bit about things you can do to boost your online reputation, we haven’t covered the things you shouldn’t do. So we’ll take this opportunity to review both the “do’s” and the “don’ts,” all in one convenient place. As our expert we turn to RealPage’s John Hinckley, former co-founder of Modern Message, whose reputation management platform Community Rewards is helping properties across America nudge their online reputations steadily upwards. The Do’s Boost engagement. Properties where residents are engaged with one another, with staff and with the life of the community are likelier to generate more reviews and ratings. And fortunately, there are proven, effective programs for boosting engagement, such as Community Rewards by Modern Message. Polls, contests, fun events, sharing of photos and information about apartments – all these touchpoints can increase the sense of community and connection you’re seeking. A property that’s just a serviceable “place to live” for its residents is less likely to yield reviews that can improve your online reputation. When residents feel like they’re part of something outside the walls of their apartment, it’s natural to want to tell friends on social media (and review sites) about it. Encourage sharing. In general, sharing on social media is...