Reviews hold too much useful information to simply ignore. Although responding to reviews can be an uneasy experience, focusing on the 3 P’s will allow you to have confidence in responding to positive and negative reviews.
Always remembering the review is completely a reviewer’s opinion and not personal is crucial. Focus on the ability to filter the junk comments from the good comments in order to improve your community’s online presence. Here are some best practices when responding:
The 3 P’s of review responses: Be Prompt. Be Personal. Be Professional.
- Be Prompt— Always respond to a negative review within a two-hour time period. When responding to positive reviews, always do so within 24 hours. This ensures the experience is fresh in the reviewer’s mind and provides a new touch point which helps generate referrals and lease renewals. Being prompt also shows the renter the community has outstanding customer service and cares about the community’s reputation.
- Be Personal— When responding, reference something from the review. Address the reviewer’s specific questions and/or concerns. When each question and/or concern is addressed the reviewer and future renter feels the community is not hiding anything, but willing to tackle the questions directly.
- Be Professional— Avoid petty references, personal attacks, and rants. Stick to answering the questions or concerns of the review. Convey empathy, and share how the community can be helpful in resolving their concerns. Engage in the positive reviews and show excitement in the positive aspects of the review. It’s always a plus to mention a selling point about your community as to spark the prospect’s interest when they too read your response.
According to the 2017 Today’s Online Renter Study from SatisFacts Research, 52.3% of renters feel communities have great customer service when reviews are responded to. 50.6% of renters feel the community really cares about their residents when they see online reviews with responses. Make your customer service your team’s priority number one!