reputation is everything 2: reputation management overhaul

PART TWO

PART 1 RECAP

58% 91% 29% 78%

Plan on signing within 7 days

Read reviews before making a

decision

Final site is ApartmentRatings

Basing their decision on the reviews they’re reading today

2017 HotJar User Polls

PART 1 RECAP

52.1% 41.0% “Are you at the beginning of your search?”

PART 1 RECAP

COMPETITIVE INTELLIGENCE (knowledge)

STRATEGIC AGILITY (adapt)

BRAND PERSONALITY (consistency)

PART 2 FOCUS

COMPETITIVE INTELLIGENCE (knowledge)

STRATEGIC AGILITY (adapt)

BRAND PERSONALITY (consistency)

COMPETITIVE INTELLIGENCE

WOULD RECOMMEND %

GOAL: 15-20% Above City Average

WOULD RECOMMEND %

82% and above • Social proof • Renter confidence

Below city average • Reading reviews to see just

how bad • Confirming suspicions

Close to/within city average • Looking for the pain points • Judge based on their

preferences

REVIEW VALIDATION

How recent do community reviews need to be for you to find them valid?

ApartmentRatings 24hr HotJar Poll

62.1%

6 MONTHS

36.6%

3 MONTHS

ApartmentRatings 24hr HotJar Poll

IMPACT OF NEGATIVE REVIEWS

ApartmentRatings 24hr HotJar Poll

IMPACT OF NEGATIVE REVIEWS

I like to know if people have something good or bad to say about a place, it shouldn't influence my decision as much as it does but I can't help it. Hearing from people who have experienced life there is important to me.

NO REVIEWS?

AR ALGORITHM

Time Weight

0 to 365 Days 100%

> 1 year to </= 2 years 75%

> 2 years to </= 3 years 50%

> 3 years to </= 4 years 25%

AR ALGORITHM

Available to AR/SFR clients

1. AUTOMATED RESPONSES

UNPLUG THE ROBOT

Begin with words of shock that convey empathy:

“I’m so sorry to hear this has

been your experience”

“We value our residents”

…but you’ll have to call or email us “We are eager to address your specific needs”

…but doesn’t address any of the issues expressed in the review

2. DISMISSING THE REVIEW

3. DIGITAL COMBAT

4. CALLING OUT THE RESIDENT

5. COPY/PASTE RESPONSES

ONE LAST THING…

GREAT EXAMPLE!

East Beach Marina Apartments Norfolk, VA

5 PHRASES

Avoid 1. Please give the office a call to discuss

your concerns

2. Avoid something like "it's normal apartment living" or "it's to be expected“

3. We are happy to address your specific needs

4. We value our residents

5. Corporate speak; according to our policy/lease

Use 1. I’m so sorry to hear this has been your

experience

2. We’re normally known for our exceptional {fill in the blank}, and we regret that we missed the mark

3. I am happy to meet with you…

4. Thank you for your helpful suggestions on improving residents experience

5. We would appreciate the opportunity to resolve your concerns…

5 TIPS

1. Focus on the onsite experience

2. Respond to negative reviews within 24 hours

3. Be authentic, yet professional when responding

4. Write for the reader

5. Ask for positive reviews

ONE LAST THING…

Personal Brand Protection

• Making them look good

• Soliciting reviews the RIGHT way

• and much more!

PART THREE – SEPT 21

THANKS FOR ATTENDING!

SEE YOU NEXT MONTH!