SEO for Property Managers Part 12 - Reputation Management

David Borden

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January 20, 2015

Online reputation is tough to manage in every industry. Property managers are especially prone to receiving negative, and sometimes undeserved reviews. Prior to embarking on a time consuming and costly SEO campaign, property managers should conduct a thorough reputation review. Check Google, Yelp, Angie’s List, BBB, and any local review sites that might affect your business. If the company has a negative reputation (3.5 stars out of 5 or below) or no online reputation at all, it is time to address the issue. Searchers will not click on companies with poor reputations as often which will stifle search efforts, and reduce ROI. It is common for PM’s to have multiple negative reviews from tenants. If the company has multiple negative reviews from owners, then there are operational and customer service issues that need to be addressed. Those with good online reputations can move on to the next step.

The best way to drown out the vocal tenant dissent is with positive reviews from those that are happy with the company’s services. Ask property owners and vendors to submit reviews for the company often. Ask tenants for reviews when they receive great service. After fixing a maintenance issue, or when signing a lease are good examples of times to ask. There are several companies that help manage online reputation. If it’s in the budget, hire one of them.

About the Author

David Borden

David Borden

With a resume that includes West Point graduate, Captain of the West Point Team Handball team (which, interestingly, is also referred to as “Borden Ball” around the world. Google it. We’re not sure which name came first, but we’re pretty sure Dave could tell you), US Army Chinook helicopter pilot and Co-founder, President & CEO of what is now the leading website in the country for advertising long term residential rentals, it stands to reason why Dave has a place at the PMW kitchen table: his appetite for success. And, well, because he keeps us laughing.

As our resident funny-man (possibly self-proclaimed), his booming voice can be heard spreading the PMW gospel to anyone who’ll listen. And, frankly, even those who have no interest in property management. (Don’t they teach “Inside Voice” at America’s oldest military academy?)

But his high-decibel, funny ways become awfully serious when it comes to staying one step ahead for the good of our customers; because Dave has been there. As a second-generation property manager from Colorado Springs, CO, he knows the struggles that property managers go through and painstakingly dissects every step of their process to come up with ways to ease their burden.

As former CEO & President of RentClicks (which went on to become Rentals.com), he strategically positioned their business to become NARPM’s first official partner and was awarded NARPM’s National Affiliate of the Year three times.

When he’s not devouring industry information at our kitchen table, you might find him bellying up to a plate of wings while watching his beloved (understatement) Broncos, flipping channels in search of a historical documentary, searching out a tennis match or preaching the ways of the world to his pre-teen sons, Andrew and Brady.