Part 1 of our Reputation webinar series started by redefining the leasing process. According to our “2017 Today’s Online Renter Study”, 81% of renters conducted online research before making any contact with the community. No longer are today’s renters just popping up at the Leasing Center hoping to take a tour. By the time they email, call or walk in, renters have a good idea on what communities have to offer, along with general pricing and availability. They also know what others have to say by way of online reviews; 91% of renters say they are reading online reviews prior to making a decision. The actual tour itself is simply a means of verification.
Responding to Reviews
Knowing that renters are gathering as much online information as possible during this research phase, what can communities do to ensure their online story is compelling? Responding to online reviews can create a positive reaction for renters, but it has to be done effectively. Only 14% of renters do not care if management responds to online reviews – part 1 of our series focused on the 86% who do.
There are 3 key elements to online review responses:
1. Strategic Agility – learning to adapt to changing circumstances
2. Brand Personality – consistency between online and onsite stories
3. Competitive Intelligence – early identification of risks and opportunities
Review writers make up only .05% of all visitors to ApartmentRatings – everyone else is there to read reviews while determining which community is right for them. Watch the full webinar and discover new strategies to turn your readers into renters!
