How Reviews Boost SEO & Lease More Units for Multifamily Properties

The reputation of multifamily properties is more than just word-of-mouth; it's a visible, influential presence that can make or break occupancy rates. Online reviews have become a cornerstone in the decision-making process for potential residents. A positive online reputation not only attracts new tenants but also enhances search engine visibility, leading to sustained success.​

The Power of Online Reviews in Multifamily Housing

Prospective renters increasingly rely on online reviews to gauge the quality of potential homes. According to a 2022 survey by RentCafe, over 60% of Gen Z renters consider ratings and reviews most of the time when searching online. This trend underscores the necessity for property managers to actively seek and maintain positive reviews.​

Furthermore, 72% of renters have reported that negative online reviews deterred them from visiting a community, highlighting the significant impact of online reputation on leasing decisions. ​

SEO Benefits of High Star Ratings

Beyond influencing potential residents, online reviews play a pivotal role in Search Engine Optimization (SEO). Google's algorithms consider the quantity and quality of reviews when ranking local search results. Properties boasting numerous positive reviews are more likely to appear at the top of search results, increasing visibility. ​

A higher star rating not only enhances credibility but also improves click-through rates. Users are more inclined to engage with listings that have positive feedback, signaling to search engines that the property is relevant and trustworthy. This user engagement can further boost a property's ranking, creating a cycle of increased visibility and occupancy.​

Strategies for Soliciting Reviews

Encouraging residents to share their experiences requires a thoughtful approach. Here are effective strategies to garner authentic reviews:​

1. Personalized Requests: Engage with residents personally, expressing genuine interest in their feedback. Personalized emails or in-person conversations can make residents feel valued and more willing to share their experiences.​

2. Simplify the Process: Provide clear instructions and direct links to review platforms, minimizing the effort required from residents. The easier the process, the more likely they are to participate.​

3. Incentivize Feedback: Offer small incentives, such as entry into a raffle or community recognition, to motivate residents to leave reviews. Be careful not to use incentives to sway only positive reviews. Your incentives must be available to those leaving both positive and negative reviews.

4. Prompt Timing: Request reviews during positive interactions, such as after a maintenance request is resolved or during community events, when residents are most satisfied.​

5. Engage with Existing Reviews: Responding to current reviews, both positive and negative, demonstrates that management values resident input, encouraging others to share their thoughts.​

Managing and Leveraging Online Reputation

Active management of online reviews is essential for maintaining a positive reputation. Consider the following best practices:​

1. Monitor Reviews Regularly: Utilize tools to keep track of new reviews across platforms, ensuring timely responses and the ability to address concerns promptly.​

2. Respond Professionally: Address negative reviews with empathy and a willingness to resolve issues, showcasing commitment to resident satisfaction.​

3. Highlight Positive Feedback: Share glowing reviews on the property's website and social media channels to build trust with potential residents.​

4. Implement Feedback: Use insights from reviews to identify areas for improvement, demonstrating a proactive approach to enhancing the resident experience.​

In the multifamily housing industry, online reviews are a powerful tool that influences both resident decisions and search engine rankings. By actively seeking and managing reviews, properties can enhance their online reputation, attract quality tenants, and achieve higher occupancy rates. Embracing these strategies ensures that multifamily properties remain competitive and appealing in an increasingly digital marketplace.​

Don’t have the time or processes in place to actively monitor your property’s reviews? Contact Visceral Ore today to learn how we can help fill in the gaps your leasing team just can’t get to. Our all-inclusive marketing package means we’ll tackle any and all marketing needs for your properties, without needing to negotiate your contract and scope of work.