Under New (Reputation) Management

Apartment communities change owners and management companies frequently. Among the list of challenges we often face in a management change, the online reputation that is inherited can be one of the most difficult. Historically, review sites have not accounted for a change in management in the overall score of the property. This can be costly as many people will focus on the score or star ratings rather than spending time reading the actual reviews and discovering that there has been a management change. There are several ways to overcome this both online and off. 

The short term solutions are fairly straightforward. Notify prospective residents on your website, social media, signage, brochures and email blasts that a new company has taken over management and is making a commitment to a better reputation. Just be transparent and be sure to do what you say you are going to do. If there are capital improvements coming, be sure to mention them and provide a realistic timeframe. 

The long term solutions are a bit more complicated since you actually have to get positive reviews. Directly soliciting positive reviews all at once is not recommended. Instead, you have to create a culture that promotes feedback from your current residents. Here are ways to do that:

1. Leave a card for your residents after service has been completed in their unit that invites them to share their experience with you and create an incentive for them to return it. If you get a glowing review from a resident, reach out to them and ask them to write a review online. 

2. Move-in is a great time to get feedback. Follow up with all move ins and ask how their move in could have been better? You'd be surprised how many people will appreciate it. Invite your new residents to write a review as well, especially if they gave all or mostly positive feedback.

3. Seek out your long term residents. You know, the ones who keep renewing their leases no questions asked. They are staying for a reason. Find out what it is and if they are willing to share. They probably don't even know these websites exist because they haven't needed to search for an apartment.

The bottom line is, you will need positive reviews to improve your reputation online. You know you provide good service, so now all you have to do is ask.