We have talked about 4 secrets to success when managing your apartment reviews, so let’s now talk about what not to do. But before we run through the list, I want to share some food for thought. You create the experience. This deserves to be said twice, so I’ll say it again with a little more emphasis. YOU create the experience.
You must create the experience that surrounds your brand, your name, and your product. And, that experience must be helpful, educational, entertaining, and unique to your property. Keep in mind that the experience is not associated with one touch point, so it is not one interaction, or one email, or one tour. It is the entire prospect and resident lifecycle both offline and online. Every engagement you have whether you are actively involved or not is part of the experience.
With that said, let’s discuss four things not to do when responding to apartment reviews.
1. Don’t succumb to broken record syndrome
Every resident issue or challenge is unique to that resident. You might have heard something similar before, but you must respond in a way that is personal to this particular resident. They want to know you care about them as an individual. And, how you respond to challenges often shapes their lasting impression of the overall experience.
2. Don’t just wing it
I wing it more than I should, but this is one area where even I plan. This does not mean you need to anticipate every issue that could arise as that is not a good use of your time. However, you need to identify who is empowered to address issues and how you will escalate things. Your goal is respond quickly, directly, and with a solution, so all of this needs to be part of your plan.
3. Don’t be totally scripted
Nothing shows a resident how much you don’t care like a scripted response. Before they leave an apartment review, they have read other apartment reviews and your responses to those reviews. It is clear when a property responds simply to check it off a list rather than to truly make things right with the resident. Don’t be that property.
There is no shame in not having all the answers. Getting feedback is tough, and figuring out how to make time to respond appropriately is even tougher. There are people who focus completely on ratings and reviews, so it is okay to ask for help. In fact, it is smart. Why not learn from other people’s mistakes?
Social Insight Thought Leader