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.
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.
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.
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.
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.
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.