If you are reading only your own reviews, you are missing out on a huge opportunity.  There is much more to a review than you might initially think.  Review sites are an overlooked source of research. Research about you AND your competitors. 

“The office closes at 6pm during the week. It’s almost impossible to make it home by then to get packages when you work full time.”

“I wish the community was cleaner. The trash cans are always overflowing.”

“I wish there was better equipment in the fitness center.”

“The office staff was pretty consistent when I moved in, but in the last six months I see a new face every time. It’s really difficult to have a relationship with a staff that's constantly changing.”

Wow, that last quote was pretty powerful, right?  These are all statements from real reviews.  Residents are sharing more than just their opinions.  They are telling us what they need and desire.  And, they are doing it publicly.  Because they are giving us so much information, it is easy to understand not only where you are lacking, but also where your competitors are lacking.

Reading and understanding reviews for comps in your submarket is how you find out what real prospects and residents want and what they value right now.  This is how you learn about amenities and services they wish they had.  As you can see above, the wish lists are pretty achievable.  We are learning that it is the little things that make the difference.  It’s often not even about price.

Feedback and public sentiment are powerful forms of word of mouth marketing.  We know that.  But, it is also an incredible way to discover the secret to creating an experience your residents and prospects crave. 

Prospects have a ridiculous amount of information at their fingertips.  And, when they become residents they share their own personal experiences.  They know their peers will listen, but they also expect you to listen and make changes.  They want you to respond and offer solutions.  Or, just say thank you. The reviews show that they want that relationship.

Block 30 minutes a week to read reviews.  Take notes and find where you can make adjustments in your own operations and customer experience. Don’t forget to share your changes with your community.  Your residents aren’t mind readers and have busy lives, so sometimes you have to point out that you are listening and engaging.  But of course you will do it in a very subtle manner…

And by the way, reviews are free research. I have a feeling you will discover that the smallest tweaks will make a big impact.