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.

1. Optimize Your ILS Listing with
Ratings & Reviews
That’s right, your ILS listing!
multifamily-social-media.com
1

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. multifamily-social-media.com
3

4. Your online reputation =
Your Digital Footprint
(What you say about
yourself)
Your Digital Shadow
(What others say
about you)

5. We’ve seen mass
merchandisers incorporate
online reviews
multifamily-social-media.com
5

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. Importance of Specific Features on Community’s Website
-- NMHC/Kingsley Resident Preferences Survey
multifamily-social-media.com
7

8. And the hotel industry has
followed suit incorporating
reviews directly on their
sites
multifamily-social-media.com
8

9. Consumers
expect to see
ratings wherever
they shop online,
and will refine
searches by this
criteria
multifamily-social-media.com
9

10. multifamily-social-media.com
10

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. 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. 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. Questions?
multifamily-social-media.com
14