One of the easiest ways to attract new prospects and keep current residents satisfied is to focus on feedback. Surveys and studies offer a targeted look into the minds of renters and in 2020, that insight has been more important than ever. In November’s Onsite Insites LIVE! webinar, Lia and Jennifer continue their “Pandemic Predictions” series with a new session, “Feedback Facelift.”
The second in this three-part series explores what management can do to ensure that feedback is both utilized effectively in keeping residents comfortable during the pandemic and works to attract new potential renters.
Customer Service in the Comments
But why feedback? According to the research Lia and Jennifer review during the webinar, 80% of prospects look into a community’s current online ratings and reviews before contacting them. It’s easy to see how feedback can become a powerful tool in recruitment when numbers so high don’t lie! Since the pandemic has begun, renters and management have been forced to adapt to new restrictions and safety measures. With social distancing being an ever-present constant these days, a traditional walk-through is almost impossible in many cases.
Though 83.5% of respondents say they’ve been able to take virtual tours, 49.9% have said a virtual tour just isn’t enough to make a decision. That’s a gap that can leave management scrambling to figure out how to best secure a prospect’s interest and trust. This is where feedback can really shine. With a virtual tour, prospects are less able to gauge customer service. There is no face-to-face interaction; not really. So, prospects turn to feedback from reviews and surveys to fill in the gaps. Is management quick to reply? Do their responses feel genuine, or do they seem canned and cold? Feedback can make or break a decision for prospects these days, and it’s up to you to ensure you look your best or risk losing that prospect to the competition.
Trash Your Templates
This is a vital time to present your management team as thoughtful. Keep an eye on review engagement and time, and you’ll be on your way to fostering a sense of communication despite pandemic restrictions. Where complaints are controllable, be quick to act. Issues with noisy neighbors or unit amenities can be addressed and help improve a resident’s experience. Be aware too that some complaints just can’t be resolved at this time; some amenities will remain inaccessible for the duration of the pandemic. Be understanding and acknowledge your residents’ frustrations.
Prospects rely on feedback to learn about the resident experience. Review responses can be perceived as an indicator of just how much residents are valued. Know that prospects will turn to feedback to make their decision, and remember: nearly every negative experience can be turned around with the right management consideration and response.
Watch the Recording Now!
Want more info about this topic? Watch the webinar recording and learn even more about how to keep renters happy during the pandemic!
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