In the world of property management, online reputation is key. After all, 75 percent of residents look at ratings and reviews multiple times during their search, and 70 percent of prospective residents decided to visit a property with a higher online reputation. As a multi-family marketer, it can be challenging to manage and maintain the reputation of all of your properties. To help streamline the process, we’ve come up with four tactics that you can implement today to begin transforming your property’s reputation.
If your properties already have a good reputation, good for you! However, there are always ways you can continue to improve your reputation and leverage the insights to improve your properties overall.
1. Proactively engage residents on the proper platforms
As a property management company, one of the first things you should do to begin transforming your reputation is to ensure that you are proactively engaging your residents and prospective residents on the right platforms. Are you meeting your residents where they are spending their time digitally? For instance, if you are posting most of your updates and announcements on your resident portal, but aren’t getting much engagement, you might be using the wrong platform.
According to data found in our Q3 2020 State of Multi-Location Marketing Report, Facebook, Google My Business, and Yelp remain the top three local search and social platforms used by multi-location marketers, and consumers, alike. If you’re not already engaging with your residents and prospects on these platforms, you are missing out on the connection with your target audience. In addition to the platforms mentioned, it’s also important to consider platforms that are specific to the property space. For instance, are you active on platforms like Apartments.com? Rent.com? Hotpads?
If your residents see that your property is sharing localized content on the platforms they are most active on, it will leave a good impression, which is the first step needed in transforming your reputation.
2. Ensure real-time responses
Another great way to improve your reputation is by responding to your residents in real-time. In today’s digital world, consumers expect a response faster than ever. There are a few different ways you can streamline your communication with residents and prospective tenants and ensure timely responses.
Chatbots are one of the best ways you can provide your residents and prospects with real-time responses. Chatbots can engage with your residents in real-time and deliver personalized answers across properties – without allocating the manpower. Rather than having a resident or prospective resident call or email your business to ask a question, the chatbot can answer it for you instantly, 24/7, improving the customer experience while reducing the workload on your marketing team.
Online reputation is arguably one of the most important components of a successful localized marketing strategy for multi-family marketers. Your properties are receiving ratings and reviews from residents. Eighty percent of consumers consider reviews necessary for their property search. In order to maintain a strong reputation, your properties should respond to as many of the reviews as possible, especially the negative ones. Responding to negative reviews will make the resident feel heard and increase the likelihood of changing their negative review or removing it altogether. Because 87 percent of consumers express a willingness to change a negative review, depending on how the business responds. Your property must maintain a strong reputation. This can be done by responding to reviews promptly.
This one is pretty self-explanatory. If a resident posts a question or comment on one of your property’s social channels, you should respond promptly. If your properties are responding efficiently on social media, it will help build trust among your residents, further improving your reputation.
Real-time responses can make a huge difference when it comes to your residents’ perception of your property. Encourage prompt responses by sending real-time notifications to the local property teams, and empowering them with recommended responses to common engagements or questions. If you aren’t already communicating efficiently, it’s time to get started.
3. Communicate changes in operations and keep local listings up-to-date
More than ever, property management companies have had to make significant changes to their operations due to COVID-19. While many of the changes are necessary, you must communicate these changes with your residents through multiple channels – consider localized posts on social media, text updates, email communications, on-site signage, and more. For instance, are your amenities still closed due to the pandemic? If so, your residents should have a clear understanding of what these changes are and why they are occurring.
While communicating any changes in operations to your residents is critical, it’s important to remember to keep your local listings up-to-date. If your leasing office hours have changed, or you’ve halted in-person tours, this information should be included in your local listings. As long as your property management company is setting expectations with your residents and they know what to expect with changes to amenities, there will not be any room for misunderstandings or confusion that could potentially hurt your reputation.
4. Lead with a local connection
One of the more fun ways your property management company can begin to transform its reputation is by connecting with your residents and potential residents at the local level. Consumers are craving a local connection, and the numbers show it. Data from our previously mentioned Q3 2020 State of Multi-Location Marketing Report found that localized content performs 12x better than content that is not considered localized. If you’re looking to increase your properties’ visibility and boost engagement, localized content is necessary.
Some ways your properties can lead with a local connection include:
- Hosting virtual events for your current residents
- Highlighting positive reviews of your local property online
- Sharing photos from your property and information about local staff
- Promoting new specials or promotions your property is running
If your residents feel like your properties are being authentic and genuine, they will again be more inclined to trust your property and provide good reviews, ultimately improving your overall reputation.
Transforming your reputation can be hard work, but it will be well worth it in the long run. If your property needs assistance managing your local listings, ratings and reviews, and local social channels, SOCi is here to help. SOCi is the central command for multi-location marketers and the all-in-one platform for your localized marketing needs. For more information on how SOCi can benefit your properties, transform your reputation, and boost localized marketing efforts overall, request a demo today!