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PART ONE
PRESENTERS
Lia Nichole Smith VP of Education and Performance
Jennifer Carter Director of Client Performance
THANKS TO OUR SPONSOR!
LOOKS PROMISING
OR DOES IT?
Negative reviews can and will happen.
THE GOOD NEWS
There is a growing level of apathy or lack of concern about negative reviews
“But what about my scores?”
What’s the minimum “would recommend”
score preferred by visitors to ApartmentRatings?
POLL TIME!
POLL ANSWER
At least 70%
At least 80%
At least 90%
I don’t pay
attention
Source: 2018 ApartmentRatings User Poll
Number of Responses 8,998
WHAT THEY CARE ABOUT
WHAT THEY CARE ABOUT
“Wisdom of the crowd” Singular experience
60% 2016 50%
2017
74% 2016
73% 2017
POSITIVE vs. NEGATIVE
“Positive reviews make me trust a company more”
“Negative reviews make me question the quality of a business”
Source: 2017 BrightLocal Consumer Review Survey
40% 2017
68% 2016
LESS OF AN IMPACT
“Negative reviews make me NOT want to use a local business.”
Source: 2017 BrightLocal Consumer Review Survey
5 ways negative reviews can help attract and
retain residents
#1 – EMPOWER THE POSITIVE
Negative reviews make your positive reviews look even better and more credible
Would you trust a review site if all or most of the reviews were positive?
47% “NO”
Source: 2017 Today’s Online Renter Study, SatisFacts
#2 – READERS ARE REALISTIC
Consumers expect negative reviews when researching a product
Source: 2017 BrightLocal Consumer Review Survey
4% 8%
39% 39%
9%
1/5 stars 2/5 stars 3/5 stars 4/5 stars 5/5 stars
#3 – TRUST BUILDERS
Negative reviews tone down speculation your community has fake reviews
Is it easy to spot a fake review?
70% “YES”
Source: 2017 BrightLocal Consumer Review Survey
#4 – CREATES CHEERLEADERS
Satisfied residents can counterbalance negative reviews
#5 – ENGAGEMENT OPPORTUNITY
Responding to negative reviews positively impacts renter perception
The importance of… 2017 2015
A staff member responding professionally to a negative review
3.97 3.87
Source: 2017 Today’s Online Renter Study, SatisFacts
KEY TAKE-AWAYS
Consumers believe they’re savvy enough to decide for themselves what they want out of
a local business
KEY TAKE-AWAYS
Renters expect some type of dissent in someone else’s experience and are less likely
to infer the same will happen to them.
KEY TAKE-AWAYS
If certain occurrences are anomalies, renters tend to look at the wisdom of the crowd.
100 responses to positive and negative reviews
2018 Performance Playbook for onsite teams
2018 Social Media Study Results
90-day Social Media renovation plan
SatisFacts & ApartmentRatings 10 keys to success
Marketing initiative template to measure campaign effectiveness
Award winning client best practices
ApartmentRatings “in the moment” visitor polling results
60-day plan to improve online reviews
The 5 main psychological drivers of resident satisfaction
www.satisfacts.com/focus
10 takeaways you’ll only get at
FEBRUARY 26-27 LOS ANGELES
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