Reputation management is bigger than Yelp!, Google and Facebook. It’s bigger than simply responding to reviews. It’s even bigger than what you’re going to say to the public through the media or directly. Yet, the multifamily industry has minimized this age-old PR discipline to simply responding to online reviews about communities and maybe reporting metrics […]
HOT & RELEVANT TOPICS Peloton No Longer Peddling to Multifamily Peloton—makers of the trendy spin bikes which feature streamed live group workouts and real-time training with friends—recently announced that it is changing gears and will no longer sell to apartment communities. In September, Peloton issued a statement that it is focusing sales efforts on individual […]
HOT & RELEVANT TOPICS 10 Things About Drone Deliveries to Apartments Drone deliveries are no longer a whimsical concept for apartment communities. In fact, apartment communities could start seeing this happen as soon as 2020 as several logistical obstacles have been cleared and companies are starting to ramp up their air-based commercial delivery efforts. While […]
Whether you’re an executive at a large real estate investment trust (REIT), a local community manager or a single owner of a multifamily apartment community, it hurts when a resident goes on a tirade about your community.
When we talk about crisis communications, we often think of legal teams, public relations, risk management and operations. What we often miss is human resources and the role of culture. Culture is critical to responding well to a crisis, and it’s easy to err on either of two sides that are greatly impacted by culture […]
Whenever I mention running an integrated marketing communications program, everybody in the room nods in agreement, as if to say, “Of course.” Whenever an individual marketing idea or subject comes up, however, everybody seems to jump at getting the task checked off the to-do list without putting a comprehensive, multi-pronged campaign together.
As a communications director at one of the largest public REIT’s at the time, I helped put together one of the first insourced reputation management programs in the industry.
That’s what makes multifamily reputation management so difficult to navigate for anybody who works for an organization they love and believe in. The moment you read a negative review from an angry resident, you feel it to your core, whether you were involved in the situation or not. You might feel angry, annoyed, hurt, sad, confused or any other negative emotion for that matter.
If you’re not monitoring what they’re talking about, you’re missing an opportunity to gather data that will be critical when you respond to them. Check the social media and review site feeds immediately. But don’t respond just yet. Wait for the facts to become clear.