This document provides tips and best practices for responding to reviews online as an apartment community. It discusses the importance of competitive intelligence and maintaining brand personality. Various poll results are presented on topics like the impact of negative reviews and how recent a review needs to be to be considered valid. Response techniques like dismissing reviews, digital combat, or calling out residents are discouraged. Instead, the document recommends responding empathetically and focusing on resolving concerns. Specific phrasing dos and don'ts are provided. The document concludes by noting a follow up session will occur next month on personal brand protection.

1. PART TWO

2. 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

3. PART 1 RECAP
52.1% 41.0%“Are you at the beginning of your search?”

4. PART 1 RECAP
COMPETITIVE
INTELLIGENCE
(knowledge)
STRATEGIC
AGILITY
(adapt)
BRAND
PERSONALITY
(consistency)

5. PART 2 FOCUS
COMPETITIVE
INTELLIGENCE
(knowledge)
STRATEGIC
AGILITY
(adapt)
BRAND
PERSONALITY
(consistency)

6. COMPETITIVE INTELLIGENCE

7. WOULD RECOMMEND %
GOAL:
15-20% Above
City Average

8. 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

9. 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

10. ApartmentRatings 24hr
HotJar Poll
IMPACT OF NEGATIVE REVIEWS

11. ApartmentRatings 24hr
HotJar Poll
IMPACT OF NEGATIVE REVIEWS

12. 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?

14. 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%

15. AR ALGORITHM
Available to AR/SFR clients

16. 1. AUTOMATED RESPONSES

17. 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

18. 2. DISMISSING THE REVIEW

19. 3. DIGITAL COMBAT

20. 4. CALLING OUT THE RESIDENT

21. 5. COPY/PASTE RESPONSES

22. ONE LAST THING…

23. GREAT EXAMPLE!
East Beach Marina Apartments
Norfolk, VA

24. 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…

25. 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

26. ONE LAST THING…

27. Personal Brand
Protection
• Making them look
good
• Soliciting reviews
the RIGHT way
• and much more!
PART THREE – SEPT 21

28. THANKS FOR ATTENDING!
SEE YOU NEXT
MONTH!