This document summarizes a discussion on ratings, reviews, and reputation management in the multifamily housing industry. It includes statistics on how many renters base their decisions on ratings and reviews, the percentage of residents who would post a positive review if asked, strategies for increasing positive reviews, whether community managers or in-house experts are better to respond to reviews, and the impacts of both positive and negative reviews. It also discusses a recent court ruling that may require identifying anonymous negative reviewers.

1. Ratings, Reviews and the Driving
Force Behind Reputation
Management
January 31, 2014
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2. Ratings, Reviews and Reputation Management
Moderator:
Jen Piccotti
SVP Education
& Consulting
SatisFacts
Stephanie
Haefner
VP Interactive
Marketing
Madison
Apartment
Group
Virginia Love
VP Leasing &
Marketing
Waterton
Residential
Carla Sgroi
e-Marketing
Director
Trinity Property
Consultants
multifamily-social-media.com
Melanie Stiles
VP Marketing &
Training,
Milestone
Management
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3. Ratings, Reviews and Reputation Management
75% of renters base their rental decision on
ratings and review information.
- For Rent Media Solutions Next Generation Renter Survey, 2013
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4. Ratings, Reviews and Reputation Management
What is the feedback your front line is giving
regarding the impact of ratings and reviews?
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5. Ratings, Reviews and Reputation Management
63% of residents say they would post a positive
review if asked, yet only 9% have been asked.
- Inside the Head of the Online Renter e-book, SatisFacts and 30Lines, 2012
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6. Ratings, Reviews and Reputation Management
Proactive approaches to increase volume of
ratings and reviews?
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7. Ratings, Reviews and Reputation Management
In-house vs. On-site
In-house expert: emotionally removed from
situation to professionally manage a company’s
online story.
Community manager: able to speak with
authority and understanding of their own
community.
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8. Ratings, Reviews and Reputation Management
What is your approach on who responds to
reviews and why?
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9. Ratings, Reviews and Reputation Management
Half of the top 10% most trafficked properties
on ApartmentRatings.com have a “would
recommend” score under 50%.
- ApartmentRatings.com User Survey, 2013
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10. Ratings, Reviews and Reputation Management
What is the positive impact of both positive and
negative reviews?
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11. Ratings, Reviews and Reputation Management
A Virginia court just ruled that Yelp must identify
seven anonymous reviewers who left suspected
false negative reviews for a carpet-cleaning
business.
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12. Ratings, Reviews and Reputation Management
How might this ruling change things for better
or for worse?
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13. Ratings, Reviews and Reputation Management
Thank you!
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