Proactively survey residents to improve satisfaction

Proactively Survey Residents

As you have heard time and time again, it’s important to monitor your online ratings and reviews to protect your online reputation. Another way to manage both online reputation and renter satisfaction, however, is to actively reach out to your residents to find out how they feel about your community, good or bad.

Renters may take their concerns offline

The fact of the matter is that, regardless of their experience, renters may never post a review at all. Statistically, only one-third of people who have a bad experience with a business will write an online review. The other two-thirds are more likely to speak directly with between nine and 15 people about their negative views. Meanwhile, only 20% of consumers leave reviews when they’ve had a positive experience. When resident concerns are taken offline, not only will you never know what is being said but you also won’t have an opportunity to address any underlying issues or to know what is working properly.

Reach renters before their concerns escalate

The solution is to proactively survey your existing residents—and turn them into advocates. If you regularly send satisfaction surveys, you can find out where residents’ concerns lie before they become larger issues. According to Lee Resources, when the problems expressed by unhappy consumers are acknowledged and resolved, 70% are likely to do business with you again. And by sending surveys on a consistent basis, you may be able to encourage satisfied residents to post positive reviews when they might not otherwise have done so.

However, the administration of surveys can be time consuming and may take a level of expertise that your on-site staff does not have. Rather than taking this process in house, it may be a better idea to outsource it. When you leverage a third party to administer your surveys, you may be able to take advantage of the outside expertise to decrease the appearance of bias. In addition, while you will likely not ever get every survey recipient to reply, an outside business may be able to use its expertise to increase response rates moderately.

Be vigilant

Remember: your online reputation is a critical part of the success of your communities. In order to attract quality leads, increase resident satisfaction and retain residents, remember to:

  • Respond to all reviews – negative and positive – promptly and professionally. When customers received a response to their negative feedback, 33% posted a positive review while 34% deleted the original negative review.
  • Keep an eye on your mix of positive and negative reviews – too much of either one could be viewed poorly by prospects.

Want to learn more about how you can best manage your online reputation? Check out our Multifamily Marketing Guide to Reputation Management.

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