Optimizing your ILS listing with Ratings & Reviews, Judy Bellack, Apartment Guide


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Optimizing your ILS listing with Ratings & Reviews:
Once upon a time, apartment marketers never would have dreamed of combining paid advertising with ratings and reviews of their apartment communities! But our socially-connected digital society has changed all of that, and consumers now expect to see user-generated content wherever they may be searching on the web.

This session will share some compelling statistics on how your ILS listing becomes even more powerful when incorporating feedback from actual residents, and how others have maximized this relatively new aspect of ILS marketing in multifamily.

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Optimizing your ILS listing with Ratings & Reviews, Judy Bellack, Apartment Guide

  1. 1. Optimize Your ILS Listing with Ratings & Reviews That’s right, your ILS listing! multifamily-social-media.com 1
  2. 2. Why should I include usergenerated content with my paid marketing? NOT doing so could be a missed opportunity to maximize your ROI multifamily-social-media.com 2
  3. 3. multifamily-social-media.com 3
  4. 4. Your online reputation = Your Digital Footprint (What you say about yourself) Your Digital Shadow (What others say about you)
  5. 5. We’ve seen mass merchandisers incorporate online reviews multifamily-social-media.com 5
  6. 6. According to Amazon.com . . . A product that only has 12 negative reviews does better than a product that has no reviews whatsoever multifamily-social-media.com 6
  7. 7. Importance of Specific Features on Community’s Website -- NMHC/Kingsley Resident Preferences Survey multifamily-social-media.com 7
  8. 8. And the hotel industry has followed suit incorporating reviews directly on their sites multifamily-social-media.com 8
  9. 9. Consumers expect to see ratings wherever they shop online, and will refine searches by this criteria multifamily-social-media.com 9
  10. 10. multifamily-social-media.com 10
  11. 11. Listings that contain reviews index particularly well with search engines AG has seen a 9% lift for listings with ratings/reviews multifamily-social-media.com 11
  12. 12. Impact of Ratings & Reviews on Listings incorporating Ratings & Reviews (average): Property Detail Page Views 25.3% Unique Visits 8.3% Lead Growth 5.3% multifamily-social-media.com 12
  13. 13. Impact of Ratings & Reviews on 1,229 properties participating (1005 properties live) Representing 248 Management Companies Average of 81 reviews per property Average Rating: 3.9 (out of 5) (same communities show an average 2.9 rating on AptRatings.com) multifamily-social-media.com 13
  14. 14. Questions? multifamily-social-media.com 14