In the wake of the COVID-19 pandemic, with stay-at-home orders in 31 states and counting, an increased number of families are confined to their homes. During such times, the on-site property teams and resources are likely to be tested. Reviewers are complaining about the property teams not doing enough to combat Coronavirus or lack of accommodations by the management when it comes to rent payment. On the bright side, residents are quick to point out positive actions such as the “manager handing out pizza and sanitizers.” 

As you work frenetically to manage this crisis and the effect it may have on your online reputation, how can you effectively respond to some of the criticism stemming from your property’s handling of Coronavirus in online reviews? 

Here are some tips to respond to reviews around this fluid situation.

1. Be empathetic: The situation today is an anomaly, and many people are extremely anxious. Be empathetic while reading and responding to reviews, and reassure residents that the management is making every effort to follow guidelines from trusted sources like the Centers for Disease Control and Preventionand the local, state and federal government to ensure the well-being of everyone connected to the community. It is critical to reflect sympathy and understanding particularly with complaints related to rent collection during this time of “economic vulnerability.”
2. Monitor your reviews: Get your teams to diligently monitor reviews for any conversation related to this crisis. Nip any apprehensions and further gossip in the bud by reaching out to the resident directly and addressing their concerns surrounding your property’s handling of Coronavirus. Do a daily check of Google, Yelp, Facebook and ILSs for revisions in their review policies. Google has suspended publishing any reviews or responses.Yelp will closely scrutinize reviews mentioning Coronavirus. ApartmentRatings.com has created a new flagging option specifically for COVID-19 related reviews.
3. Outline a proactive response: Collaborate with your corporate team to develop a brief response on the measures your property is taking to prevent the spread and handle rent collection complaints during this sensitive time. Steps may include:

• Increased sanitation and cleaning
• Closing of certain amenities
• Cancellation of resident events
• Policy changes involving maintenance requests
• Enhanced caution while handling service requests
• Changes to on-site team’s work schedule
• Quarantine measures in case of a known case of Coronavirus at the community
• Encouraging communication via email, phone or resident portal
• Other specific measures by individual properties

4. Do not suggest a reviewer “stop by the office;” instead, establish an escalation email: With possible disruption in regular office hours, you must evaluate the contact information you share in responses. If you normally direct the reviewer to stop by the office, consider referring to the property manager email. (Make sure the manager monitors the email regularly.) Better still, establish an escalation email to incorporate into the response. This will ensure that any COVID-related reviews are addressed on priority by your team.
5. Defer to a trusted authority: As new information about the virus surfaces and guidance for dealing with the outbreak evolves, encourage residents to refer to the CDC guidelines and/or government sources (federal, state, local) for further direction about how to protect themselves and their families. For example, “We recommend our residents follow the CDC guidelines (available online at cdc.gov) to help prevent the spread of COVID-19.” 
6. Together we are better: Make the residents feel involved by asking for their suggestions on what the property can do to maintain a clean and hygienic environment for everyone.
7. Steer the conversation offline: Assure each reviewer that the office is taking all the mandatory steps to protect its residents and team members. Encourage residents to share their thoughts and suggestions via email.
8. Urge flexibility: Since this is an evolving crisis, the measures you have implemented at your property may change. Remind residents that we may need to adjust expectations in relation to any new information or guidance given by the experts and leaders.
9. Communicate with residents: Communicate consistently with residents regarding any modifications to their typical lifestyle in your community. Residents don’t want to be surprised, so communicate all changes via texts, emails, notices, signage throughout the property, posts on your property’s social media channels, and information displayed on your property website and resident portal.

 During this unpredictable and anxiety-prone time, your customer service will be put to an even greater test. By demonstrating patience, empathy, de-escalating tense situations and communicating frequently, your property teams may find this outbreak has a silver lining for its relationships with their residents.

Stay well!