Prospects PART 1: Prospects and Reviews
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We'll walk you through a prospect's journey to understand how reviews are used at each touch point of a renter's decision-making process. In just 30 minutes, you'll find out: How reviews play into a prospect's decision throughout the search journey What to do to help prospects choose your community as their next apartment home
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Prospects PART 1: Prospects and Reviews
- 1. Part 1
- 2. QUICK STATS
- 3. Quick Stats Are you going to read reviews before making a lease decision? 2019 ApartmentRatings Hotjar Poll 89%
- 4. Quick Stats 2019 ApartmentRatings Hotjar Poll What are the most influential factors when deciding which community to sign a lease with? 1 Ratings and Reviews 2 Amenities 3 Availability 4 Photos
- 5. Quick Stats 2019 Online Renter Study, SatisFacts 2019 Which do you tend to trust more as it relates to deciding to do business with an apartment community or property management company? 2017 1 Ratings and Reviews 2 2 Feedback from friends, family, etc. 1 3 Social Media 5 4 Company Website 3 5 Advertisement 4
- 6. Quick Stats Which do you tend to trust more as it relates to deciding to do business with an apartment community or property management company? 2019 Online Renter Study, SatisFacts 18-24 25-34 35-44 45-54 55-64 65+ Online ratings and feedback/comments from customers 81.3% 82.8% 79.2% 76.7% 77.7% 70.2% Feedback from a friend, family member or co-worker 66.1% 67.1% 67.4% 67.2% 70.7% 60.7% Social networking page (like Facebook) 27.5% 26.9% 24.3% 30.0% 22.3% 32.1% Website for a company 9.9% 11.5% 10.9% 13.9% 8.9% 8.3% Advertisement 6.4% 5.4% 5.8% 6.1% 6.4% 8.3%
- 7. Quick Stats Would you trust a rating and review site if all or most of the reviews were only positive? 2019 Online Renter Study, SatisFacts 59%
- 8. Quick Stats How often do you read manager responses to reviews during your apartment search? 2019 ApartmentRatings Hotjar Poll Always Often Sometimes Seldom Never 45.8% 17.7% 12.7% 5.3% 18.5%
- 9. Prospects are reading reviews to help in their decision. Reviews are the most trusted source for prospects. A perfect online story could work against you. Responses offer a glimpse into the quality of customer service. Social media should tell prospects what life is like at the community.
- 10. Tips for reviews • Most important: within 90 days • At least 4-6 reviews during that time • Will consider up to 6 months • Older than 1 year: little consideration • Social proof: “wisdom of the crowd”
- 11. Tips for responding • Responses: litmus test • Avoid copy/paste responses • Overused phrases • Respond within 24 hours • Negative: demonstrate action
- 12. Tips for social media • Show the community’s personality • Post daily • Respond to comments • Make it about the residents • 80/20 rule
- 13. KEY TAKEAWAYS
- 14. Key Takeaways Be Transparent Be Real Be Consistent
- 16. CONTINUING SERIES “Prospects…Prospects… Prospects!” Webinar Survey PART TWO Feb 20th Prospects and Tours PART THREE March 19th Prospects and Closing