5 Surprising Stats About Your Community’s Online Reputation

The online reputation of your community is easy to overlook. Unlike more tangible metrics like your occupancy rate or annual revenue, your community’s online reputation can be harder to measure. But reputation is a multimillion-dollar asset that plays a crucial role in how quickly you fill occupancies and reach your financial goals.

So, what is online reputation exactly? Made up of many components, your community’s reputation involves online rankings, resident satisfaction, and renter perceptions.

Here are five facts about online reputation that may surprise you.

1. Reputation management is top goal for a quarter of your peers in 2024

What are your top marketing goals for this year? Reputation was in the top three for 27% of respondents in a recent survey by Apartments.com. The survey, conducted with hundreds of multifamily decision-makers, examined the marketing strategy of communities of all sizes. 

2. 98% of renters are influenced by ratings and reviews

Reviews matter, whether you’re shopping for a new gadget or looking for a new home. A whopping 98 percent of renters told us that online ratings and reviews are important to their decision-making process when looking for an apartment, according to the latest renter survey from Apartments.com.

3. A single star can boost revenue up to 9%

Actively managing your online reputation can really pay off. A change in star rating of just one star can boost revenue by 5 to 9 percent, according to Harvard Business Review.

4. An unappealing primary photo can lower engagement by 30%

Which photo is your property’s primary photo on Apartments? This decision, which helps form potential residents’ impression of your community, can really matter. Choosing an image that doesn’t appeal to renters can reduce clicks by 30 percent, according to an analysis by Apartments.com.

The most successful primary images include beautiful shots of your community’s exterior or interior spaces like kitchens and bedrooms.

What kinds of images should you avoid? Low-performing images include bathrooms, fitness centers, and floor plans.

This doesn’t mean you shouldn’t upload this type of photo, however. Even though they don’t draw in renters as a primary photo, these images can provide useful information to prospects. So just make sure images like these are just one of many supporting images — not your property’s cover image.

5. Your Google Business Profile makes up a third of your Google ranking

What determines how high your community ranks in search? One key factor is your Google Business Profile. This listing, one of the most important business directories for multifamily communities, determines 33 percent of your Google ranking.

To boost your community for search, make sure to claim your listing and update it regularly.

Get more tips

Check out these resources for more on boosting your online reputation:

• Curb Appeal Goes Virtual: How to Improve Your Digital Appeal
• Your Online Reputation: Why It Matters and What to Do
• 3 Steps to Optimize Your Community for Search
• How to Respond to Online Reviews: Do’s and Don’ts

Need help with your online reputation?

Feeling overwhelmed? Maybe you’re looking for personalized support to manage your community’s specific needs. Whatever your situation, Apartments.com can help. Check out Apartments.com’s Social Media & Reputation Suite. This service offers a personalized approach to managing your social media presence and online reputation.