3 More Tips for Marketing During COVID-19

3 More Tips for Marketing During COVID-19

I was recently asked by Jennifer Castenson, director of thought leadership content for Hanley Wood and Multifamily Executive, for some tips on how supplier partners can continue to market during COVID-19 for a piece she was writing for Forbes Real Estate. She was able to use one of the tips I offered, which was to […]

Don’t Let Reputation Management Slide During Crisis

Don’t Let Reputation Management Slide During Crisis

Google and Yelp deserve credit for taking early action last month regarding business reviews – specifically those referencing COVID-19 issues. Google indefinitely suspended all new reviews, new review replies and Q&A during the crisis. Yelp vowed to “protect local businesses from reputational harm” by disallowing negative reviews about a business being closed in response to […]

Here’s A Really Bad Idea: Sue Customers Who Write Negative Reviews About Your Company

Here’s A Really Bad Idea: Sue Customers Who Write Negative Reviews About Your Company

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.

The Pros and Cons of Insourcing Reputation Management

The Pros and Cons of Insourcing Reputation Management

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.

Key Elements of a Rock Star Review Response

Key Elements of a Rock Star Review Response

Responding well to an online review is more involved than you might think at first glance. There’s a lot of customer service and public relations theory working in the background that has to be incorporated into a few short sentences.

Silence is Deafening: Any Response is Better Than None

Silence is Deafening: Any Response is Better Than None

Let’s get one thing clear from the start – we’re not here to advocate poor responses. But even a bad response is better than no response at all, at least in the world of reputation management.

Emotional intelligence required in reputation management

Emotional intelligence required in reputation management

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.

A Layer of Sincerity: Add a Signature to Your Review Responses

A Layer of Sincerity: Add a Signature to Your Review Responses

More and more apartment operators are taking the proper step of responding to any and all reviews, but many are coming across as insincere. That’s because the most frequent mistake teams are making when responding to reviews is failing to add a signature.

Online Reviews as Free Market Research

Online Reviews as Free Market Research

Many community management teams are quick to dismiss the validity of negative online reviews, particularly if they perceive them to be unfair. However, themes are often revealed when closely monitoring a community’s online reviews.

Reputation Management: It’s a PR Thing

Reputation Management: It’s a PR Thing

Reputation management is as old as public relations itself. You might even be able to argue that they’re synonyms.

After all, that’s the job of the public relations professional – to manage the reputation of people and companies in every communication channel possible.