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.