There are a number of strategies tenants use in their search for a new rental. And because where you live is so personal, tenants are willing to do the research to find the right location and rental management company. A good online reputation for property managers will boost the results of each strategy, whether tenants are searching through referrals, reviews, social media accounts, or Google search results.
Ready to increase your visibility and improve your online reputation as a property manager? Get started with the following eight steps. You’ll be surprised at how quickly these actions will create a buzz online, stimulate the growth of your business, and prove your value to future tenants.
1. Claim your Google My Business listing (or listings if you have multiple properties)
As simple as this first tip is, it’s crucial to successfully reach the modern consumer and capture leads. Consumers trust Google to direct them to the best and most relevant products and services. Assure that your business is at the top of the list by claiming the Google My Business listings for each of your properties.
To begin, search for your property management company on Google. If you’re already listed, claim your account, and update any information (hours, website, phone number, etc.) necessary. If your property is not listed, create a listing through Google Maps or Google My Business.
Only after you claim your business can you verify your information and respond to Google Reviews. Take this simple step to earn trust with your tenants online.
2. Become familiar with review sites for property managers
In addition to Google Reviews (through your Google My Business listing), tenants can read and write reviews of your property management company on review sites such as Yelp, Trust Pilot, Angie’s List, and Zillow. Future tenants will rely on these reviews whether you’re aware of it or not: the best case scenario is to actively monitor these sites to assure that your listing is verified, accurate, and helpful for anyone searching for a rental.
On each review site, begin by claiming your business and updating your information, including your licenses, certificates, specialties, website, locations, history/background, office hours, pictures, services, and anything else your audience needs to know. After taking this step, you can begin to interact with the tenants who have left you reviews.
Reviews are more than just one more thing to manage; they have the capacity to shape the future of your business for the better. Each review provides a valuable opportunity for you to evaluate the services you’re providing and to connect with your tenants in a way that demonstrates your attentiveness to their needs. Categories for property management reviews are frequently based on price, responsiveness, work quality, punctuality, and professionalism—providing a free feedback system you can use in your performance review cycle.
While most review sites are free, many offer premium versions that enable you to run ads, boost your on-site search ranking, or analyze data from your listing. Consider spending some time on each review site you’re hoping to utilize—looking at best practices for each platform, viewing local examples, and making the most of your listing.
3. Improve ranking with quality and quantity reviews
The best way to improve your search ranking is to improve the quality and quantity of your Google reviews. Frequent, positive, and relevant reviews tell the Google algorithm that your properties company is performing well and should be ranked at the top of local search results.
When you ask tenants to write reviews, explain how reviews help your business and be specific about the feedback you’re looking for in a review. 76% of consumers will write a review when asked. The more tenants that write reviews, the more accurate your online reputation will be represented. If you’re not asking for reviews, don’t expect to outrank your competition in online searches.
4. Ask for reviews via text
Texting is one of the most common communication methods among consumers, yet it’s often the least utilized by businesses. Nearly 100% of all text messages are opened and responded to within three minutes of being sent. No email, voice mail, or snail mail even competes in efficiency or reliability.
After an important milestone like signing a lease or meeting with a property manager for the first time, automate a text to your tenants asking them to write a review on Google. The process takes less than a minute, and the results will help you stay connected with tenets, improve your search ranking, and grow your business.
5. Respond to reviews
In addition to asking and monitoring, you need to be responding to tenant reviews. 9 out of 10 customers that read reviews also read businesses’ responses. When reviews are positive, you can respond with a sincere thanks. When reviews are negative, you can respond by acknowledging the review, addressing the issue, and state how you’re moving forward.
More important than never receiving a negative review is simply how you respond to both positive and negative reviews. Don’t stress over a few bad reviews if you’re doing what you can to create positive experiences as consistently as possible.
6. Embed reviews on website and social media
Positive reviews alone boost your search engine ranking—but it’s never a bad idea to display glowing reviews in other places your future tenants might be, such as social media profiles or your website. Consider adding reviews to property detail pages. Past tenant reviews can influence potential tenant onlookers as they review your website.
The reality is—it doesn’t matter where your reviews show up—on a website widget or badge, screenshots on an Instagram highlight bubble, or video content—social proof goes a long way for word-of-mouth marketing and referrals. 70% of consumers consider online reviews more persuasive and trustworthy than traditional advertising.
7. Be intentional on social media
Social media is no doubt part of the online reputation you’re responsible for managing. To start, consider the platforms your target audience frequents. This might include Facebook, Instagram, Pinterest, Youtube, Twitter, or other social platforms. Create an account for your property management company and include relevant information such as: location, services, hours, etc. If you’re already active on social media, evaluate your strategy with the following questions:
- Am I providing value in every post and interaction?
- Is our page clear about the services and offerings of our residential property management company?
- Are we engaged in the community and connected with tenants, other brands, and companies for local awareness?
The content, comments, and overall aesthetic of your social media presence is sure to send an impression to future tenants. Try to stay consistent and match the online and offline experiences customers have with your brand.
8. Activate click-to-text with Google My Business
Customers in any industry appreciate prompt communication. But property managers, in particular, are seeking to improve in this aspect of business; one survey found that efficiency is property managers’ number one challenge. More than 55% of property managers are seeking to improve their customer service. A simple tactic to improve communication and efficiency is to convert your landline to a textable number on Google My Business. This can be done through Apple Business Chat or Google Messages.
From the first search, tenants and future tenants can reach you in a way that is convenient on both ends. With one click, tenants can receive help around the clock through intelligent automations that answer FAQs or connect them with a live agent to resolve concerns. Converting your landline is a quick step to speedy response times and an improved reputation.
Between multiple properties, review sites, social media platforms, textlines, and softwares you likely already have in place, there’s a lot to manage when it comes to your reputation online. Discover how Podium can help you stay on top of every single interaction on one connected platform.
See the process unfold with a quick demo of reputation management through Podium’s centralized inbox.