3 Ways to Manage Online Reputation During COVID-19

Managing your apartment online reputation has become more crucial due to the impact of COVID-19. Even while many states are re-opening their economies , many residents are still spending a lot at home. As a result, major issues have undoubtedly arisen due to working from home, neighbors’ noise, closed amenities, maintenance requests, financial instability, etc.

Residents might be anxious over the pandemic situation and daily changes to life which can lead to a lot of pent up emotion and stress. That stress can lead people to vent or air out any concerns they have online in the form of online reviews. Communicating with your residents is the key to managing your apartment community’s online reputation. Not only can it help assist with your current residents’ difficulties but can also reassure your prospective residents.

Here, we will provide you with the best practices on how to incorporate reputation management into your on-going COVID-19 marketing strategy. These practices will help create higher quality social distancing interactions with your current residents and virtual experiences with your prospective and current residents. 

Want to know why online reputation is so important for apartment marketing? Check out our blog on Why Your Online Reputation Directly Impacts Your Lease. 

1. Handle Online Reviews with Care

Reviews reflect your current residents’ experience and impact your prospective renters’ decisions. According to the recent survey by Podium, 93% of people say online reviews influence their purchasing decisions. 

Positive reviews have a strong impact on your apartment reputation; however, negative reviews are also a strong tool in building your apartment reputation. 

Here are some best practices and examples for responding to online reviews 

If you want to know more about responding to negative reviews, check out our blog on How to Respond to Negative Apartment Reviews. 

2. Make The Latest Updates and News Easily Accessible

Because of the lack of in-person interactions and anxiety over this unprecedented situation, your residents and apartment team might face issues caused by miscommunication. Be clear, accurate, and open with all COVID-19 announcements. Maintaining clear communication and keeping your residents informed is very important right now. Strive toward being sympathetic and considerate by providing options to your residents who might experience personal challenges and job uncertainty. 

As many states and cities are allowing businesses to set their own COVID-19 guidelines, it can be very confusing for everyone. Keep residents informed with easily accessible COVID-19 related updates. 

When posting new information or updates, it’s best to post it in as many places as possible to ensure every resident will see the latest information. 

Create a checklist of all announcement boards and ensure you are consistently updating them with every single announcement. 

Here’s a quick list to get you started: 

One of the most common complaints left by apartment reviewers has to do with maintenance. COVID-19 has made it more difficult to perform maintenance safely for all involved, which has undoubtedly led to an increase in maintenance-related complaints. 

To prevent online complaints, setting expectations with your current residents and providing clear guidance on how to virtually contact the on-site management team and maintenance team can go a long way in easing any concerns. 

Also clearly communicate how your apartment community is working to keep them safe and secure during this difficult time. 

Our suggestions for maintenance guidelines include:

Having set guidelines for your staff and expectations for your residents can provide the groundwork for achieving a positive online reputation. 

3. Highlight Your Virtual Experience

Just because COVID-19 has paved the way for virtual tours and leasing experiences, that doesn’t mean potential residents shouldn’t get the same level of quality service that they would receive in person. It can be very unsettling for potential residents to find a new home without actually seeing it in person first. 

Train your on-site team to be empathetic, helpful, and attentive during all virtual tours or leasing. This will differentiate your community and establish trust between that new resident and your leasing team. 

When people feel a sense of community they are less likely to leave negative reviews. Promote that sense of community with virtual events. Not only will you get to know your resident better, but you will provide them some much-needed relief. 

Here are some ideas of virtual events to get you started: 

If you want more ideas for engaging your residents, check out our blog on 7 Ways to Encourage Current Residents

By creating that sense of community, you will relieve any stress, built-up tension, or general unhappiness people could feel with your community. 

At the end of the day, we all need to remember that everyone is struggling. As property managers and on-site teams, we know that it can be difficult when renters use online reviews as a space to vent out their anger. But now more than ever, the best thing we can do is to respond to reviews with a lot of empathy, sympathy, and positivity. Not only will that help improve your online reputation, it brings some much needed happiness into the world. 

Need assistance with your reputation management? We offer reputation management services to multifamily communities across the US. Contact the REPLI team today to learn more!