Reviews play a pivotal role in shaping your community’s online reputation. In fact, a whopping 98 percent of renters in a recent Apartments.com survey considered ratings and reviews to be an important factor in their decision-making process. But did you know that actively engaging with your reviews is also crucial? Here are the essential do’s and don’ts of responding to your online reviews, whether positive or negative.
Why responding to reviews matters
When you actively respond to reviews, you can increase consumer trust and improve your community’s search rankings:
- Nearly 90 percent of consumers report greater trust in businesses that respond to reviews, according to BrightLocal, which in turn can help your bottom line by attracting more renters.
- Not only does responding to reviews build trust, but it also can raise your rankings in search engine results. Whether you respond to reviews is one of the several factors Google considers when determining how to rank your business.
How to respond to online reviews
So, what should you do when crafting a response to a new review?
1. Respond in a timely manner
To show current and prospective residents that you take their feedback seriously, reply to reviews within at least 72 hours. A prompt response shows that you’re actively engaged with your customers and value their input.
2. Say thank you
It takes time to sit down and write a review. When you respond, include a simple “Thank you” to acknowledge the effort that goes into submitting a review.
3. Don’t copy and paste
Do you treat residents of your community as individuals? Show this through your responses. Provide a personalized response to their praise or concerns, and avoid just pasting a generic reply. Address the specifics mentioned in the review, and if the review lists a name, use it in your response. The extra time you take to personalize your response will demonstrate your commitment to customer service.
4. Keep it professional
Maintain a friendly and professional tone in all your responses. Regardless of the tone of the review you’re addressing, make sure your replies are courteous and respectful. And don’t forget about spelling! A typo or missing word can make you look sloppy and unreliable. Always spellcheck your responses before posting.
5. Be empathetic
If you receive a negative review, express empathy. Understand that a resident or prospect might have had an unpleasant experience, and if you or your staff made a mistake, acknowledge it and provide a genuine apology.
6. Take responsibility and make things right
If the review highlights a legitimate concern or issue, determine how to address it. This may involve adjusting your policies or having a conversion with a staff member who made a mistake. If necessary, follow up with the reviewer offline to address the matter in private, and mention this in your reply.
7. Flag if necessary
In some cases, reviews may contain inappropriate content or violate the host website’s guidelines. If you spot reviews that contain spam or violate other policies, flag them for moderation. This helps maintain your reviews as a valuable resource for all your residents and prospects. Remember that a review must violate policies to be flagged — simply describing a negative experience you may disagree with is not sufficient grounds for flagging the review.
Actively manage your online reputation
Your responses to online reviews are crucial for maintaining a strong online reputation. When you engage with your customers, you show your current and future residents that you care about them.
Interested in personalized support managing reviews and ratings? Check out Apartments.com’s Social Media & Reputation Suite.
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