reputation is everything 1: turning readers into renters
TRANSCRIPT
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PART ONE
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UPCOMING SESSIONS
Part Three
Personal Brand Protection September 21st
Part Two
Reputation Management Overhaul August 17th
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THANKS TO OUR SPONSOR!
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2017 Today’s Online Renter Study
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REDEFINE THE PROCESS
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2017 Today’s Online Renter Study
1 Viewing the actual apartment
4.54
2 Perception of quality customer service
4.25
3 Ratings/reviews of community available
4.06
GREATEST IMPACT ON DECISION
Largest increase over 2015
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CONTROL THE STORY
ONLINE OFFLINE ONSITE
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WHY VISIT APARTMENTRATINGS
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
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CONTROL THE STORY
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WHO RENTERS TRUST
77.1% Friends, family co-workers
70.6% Online ratings, reviews
35.8% Company or community website
11.7% Advertisments
9.0% Social Media
2017 Today’s Online Renter Study
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SHOULD YOU RESPOND?
Only 14% don’t care if a community responds
2017 Today’s Online Renter Study
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52.3% Great customer service
2017 Today’s Online Renter Study
SHOULD YOU RESPOND?
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50.6% Care about residents
2017 Today’s Online Renter Study
SHOULD YOU RESPOND?
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Acknowledge the reviewer
Market to the reader
SHOULD YOU RESPOND?
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~.05% writing a review
SHOULD YOU RESPOND?
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ACKNOWLEDGEMENT
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FLEX YOUR MUSCLES
COMPETITIVE INTELLIGENCE
STRATEGIC AGILITY
BRAND PERSONALITY
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• Timely, professional responses
• Knowledge integration
• Create opportunities
STRATEGIC AGILITY
adapt to changing circumstances
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STRATEGIC AGILITY
18 days
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1. Knowledge integration
2. Create opportunities
STRATEGIC AGILITY
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“nice building”
“friendly people”
“well-equipped”
“beautiful apartment”
“corridors perfumed”
“well maintained”
“dog park”
STRATEGIC AGILITY
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Wow! Your review made my day – so many kind words I don’t know where to begin. I do love that
you mentioned our corridors. John, our porter, takes great pride in his work, rest assured I will
show him this review.
P.S. I’ll let you in on a little secret: next time you’re having a bad day, visit our dog park. It always
makes me feel better!
STRATEGIC AGILITY
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STRATEGIC AGILITY
Marbella Apartments, Jersey City, NJ
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• Create engagement
• Renter’s experience
• Repetition effect
BRAND PERSONALITY
consistency between online and onsite
stories
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What’s the one word that best describes your
community?
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BRAND PERSONALITY
The Can Plant, San Antonio, TX
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BRAND PERSONALITY
The Can Plant, San Antonio, TX
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• Common themes
• Variance in topic ratings
• City vs. Community Report
early identification of risks and opportunities
COMPETITIVE INTELLIGENCE
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COMPETITIVE INTELLIGENCE
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FINAL THOUGHTS
ONLINE reputation is driven by the ONSITE experience
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FINAL THOUGHTS
Write for the READER
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Reputation Management OVERHAUL!
• AR algorithm • 5 tips • 5 phrases • 5 changes
• 5 more response
examples!
PART TWO – AUGUST 17
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THANKS FOR ATTENDING!
SEE YOU NEXT MONTH!