reputation is everything 1: turning readers into renters

PART ONE

UPCOMING SESSIONS

Part Three

Personal Brand Protection September 21st

Part Two

Reputation Management Overhaul August 17th

THANKS TO OUR SPONSOR!

2017 Today’s Online Renter Study

REDEFINE THE PROCESS


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

CONTROL THE STORY

ONLINE OFFLINE ONSITE

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

CONTROL THE STORY

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


SHOULD YOU RESPOND?

Only 14% don’t care if a community responds


52.3% Great customer service


SHOULD YOU RESPOND?

50.6% Care about residents


SHOULD YOU RESPOND?

Acknowledge the reviewer

Market to the reader

SHOULD YOU RESPOND?

~.05% writing a review

SHOULD YOU RESPOND?

ACKNOWLEDGEMENT

FLEX YOUR MUSCLES

COMPETITIVE INTELLIGENCE

STRATEGIC AGILITY

BRAND PERSONALITY

• Timely, professional responses

• Knowledge integration

• Create opportunities

STRATEGIC AGILITY

adapt to changing circumstances

STRATEGIC AGILITY

18 days

1. Knowledge integration

2. Create opportunities

STRATEGIC AGILITY

“nice building”

“friendly people”

“well-equipped”

“beautiful apartment”

“corridors perfumed”

“well maintained”

“dog park”

STRATEGIC AGILITY

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

STRATEGIC AGILITY

Marbella Apartments, Jersey City, NJ

• Create engagement

• Renter’s experience

• Repetition effect

BRAND PERSONALITY

consistency between online and onsite

stories

What’s the one word that best describes your

community?

BRAND PERSONALITY

The Can Plant, San Antonio, TX

• Common themes

• Variance in topic ratings

• City vs. Community Report

early identification of risks and opportunities


FINAL THOUGHTS

ONLINE reputation is driven by the ONSITE experience

FINAL THOUGHTS

Write for the READER

Reputation Management OVERHAUL!

• AR algorithm • 5 tips • 5 phrases • 5 changes

• 5 more response

examples!

PART TWO – AUGUST 17

THANKS FOR ATTENDING!

SEE YOU NEXT MONTH!

reputation is everything 1: turning readers into renters

Real Estate