How to leverage negative reviews to attract and retain residents
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"This Place Sucks!" Making negative reviews work for you. ~ Negative reviews aren't necessarily a bad thing. Learn 5 ways your community can use the negative reviews to attract and retain residents.
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How to leverage negative reviews to attract and retain residents
- 1. PART ONE
- 2. PRESENTERS Lia Nichole Smith VP of Education and Performance Jennifer Carter Director of Client Performance
- 3. THANKS TO OUR SPONSOR!
- 5. OR DOES IT?
- 6. Negative reviews can and will happen.
- 7. THE GOOD NEWS There is a growing level of apathy or lack of concern about negative reviews
- 8. “But what about my scores?”
- 9. What’s the minimum “would recommend” score preferred by visitors to ApartmentRatings? POLL TIME!
- 10. POLL ANSWER At least 70% At least 80% At least 90% I don’t pay attention Source: 2018 ApartmentRatings User Poll Number of Responses 8,998
- 11. WHAT THEY CARE ABOUT
- 12. WHAT THEY CARE ABOUT “Wisdom of the crowd” Singular experience
- 13. 60% 2016 50% 2017 74% 2016 73% 2017 POSITIVE vs. NEGATIVE “Positive reviews make me trust a company more” “Negative reviews make me question the quality of a business” Source: 2017 BrightLocal Consumer Review Survey
- 14. 40% 2017 68% 2016 LESS OF AN IMPACT “Negative reviews make me NOT want to use a local business.” Source: 2017 BrightLocal Consumer Review Survey
- 15. 5 ways negative reviews can help attract and retain residents
- 16. #1 – EMPOWER THE POSITIVE Negative reviews make your positive reviews look even better and more credible Would you trust a review site if all or most of the reviews were positive? 47% “NO” Source: 2017 Today’s Online Renter Study, SatisFacts
- 17. #2 – READERS ARE REALISTIC Consumers expect negative reviews when researching a product Source: 2017 BrightLocal Consumer Review Survey 4% 8% 39% 39% 9% 1/5 stars 2/5 stars 3/5 stars 4/5 stars 5/5 stars
- 18. #3 – TRUST BUILDERS Negative reviews tone down speculation your community has fake reviews Is it easy to spot a fake review? 70% “YES” Source: 2017 BrightLocal Consumer Review Survey
- 19. #4 – CREATES CHEERLEADERS Satisfied residents can counterbalance negative reviews
- 20. #5 – ENGAGEMENT OPPORTUNITY Responding to negative reviews positively impacts renter perception The importance of… 2017 2015 A staff member responding professionally to a negative review 3.97 3.87 Source: 2017 Today’s Online Renter Study, SatisFacts
- 21. KEY TAKE-AWAYS Consumers believe they’re savvy enough to decide for themselves what they want out of a local business
- 22. KEY TAKE-AWAYS Renters expect some type of dissent in someone else’s experience and are less likely to infer the same will happen to them.
- 23. KEY TAKE-AWAYS If certain occurrences are anomalies, renters tend to look at the wisdom of the crowd.
- 24. 100 responses to positive and negative reviews 2018 Performance Playbook for onsite teams 2018 Social Media Study Results 90-day Social Media renovation plan SatisFacts & ApartmentRatings 10 keys to success Marketing initiative template to measure campaign effectiveness Award winning client best practices ApartmentRatings “in the moment” visitor polling results 60-day plan to improve online reviews The 5 main psychological drivers of resident satisfaction www.satisfacts.com/focus 10 takeaways you’ll only get at FEBRUARY 26-27 LOS ANGELES $100 OFF SAVE100 Exclusive for Onsite Insites LIVE attendees