{actor} created a new blog post,...

Fake It Til You Make It: Review Generation Fails

Review generation is a persistent challenge in the multifamily industry. It can be intimidating, time-consuming, and sometimes leads companies into looking for a “quick fix.” But in this day and age, businesses are under heavy scrutiny due to the Federal Trade Commission (FTC) creating more strict regulations and the customer expectation being higher than e ...

Donje Putnam I read somewhere about a dentist's office that gave their patients tickets to the zoo when they got a review. Somehow Google found out and removed over 100 positive reviews. I love the practical wisdom on what properties should actually be doing. Great advice!

Kristi Fickert This is great advice! Thanks for sharing and for giving solid examples. Most consumers and renters today want to hear the good AND the bad. They want to absorb all the information they can, then make their decision. Similar to if we are booking a hotel and making a purchase on Amazon, we don’t necessarily refrain from buying just because there’s a poor review. Some things that matter to others don’t matter or aren’t weighted as heavily for us and instead we use the information to better inform our decision to buy. If there are a lot of poor reviews we may not buy but otherwise, I do think most renters are looking for a baseline. After all - too many “raving” reviews can be a red flag that the reviews aren’t genuine, either and work against you. Great stuff Jess!

Lilah Poltz Removed

Guest Insider People looking for feedback on an a potential experience, product or service subconsciously look for the existence of and the blending of 5 key data elements in any given aggregated body of content, and those data elements shape their final impression and weigh on their decision to engage or not engage. These elements are:

Quantity - are there enough reviews to form a consensus?
Quality - does the overall tone of the reviews message a good experience?
Recency - is the feedback current/recent, or are the bulk of the reviews “stale dated”?
Relevancy - does the body of reviews speak to the reader and create a relevant connection, or is the content quality “thin” ( Nice place, Really like it etc)?
Responsiveness- is the provider of the experience/product/service demonstrating engagement via the quality and frequency of their responses? Do they truly care about the experience, product or service they offer?

Because this set of criteria (the 5 key elements, or Q2R3 as a formula) operates... Show more

People looking for feedback on an a potential experience, product or service subconsciously look for the existence of and the blending of 5 key data elements in any given aggregated body of content, and those data elements shape their final impression and weigh on their decision to engage or not engage.  These elements are:

Quantity - are there enough reviews to form a consensus?
Quality - does the overall tone of the reviews message a good experience?
Recency - is the feedback current/recent, or are the bulk of the reviews “stale dated”?
Relevancy - does the body of reviews speak to the reader and create a relevant connection, or is the content quality “thin” ( Nice place, Really like it etc)?
Responsiveness- is the provider of the experience/product/service demonstrating engagement via the quality and frequency of their responses?  Do they truly care about the experience, product or service they offer?

Because this set of criteria (the 5 key elements, or Q2R3 as a formula) operates at both the conscious and subconscious levels, the artificial manipulation of any of these elements via the methods listed in the article above is “picked up” intuitively by the reader, and has a negative impact on both their trust of the information AND their willingness to engage.

“You can fool all the people some of the time and some of the people all the time, but you cannot fool all the people all the time.”  The same axiom holds true for manipulated review content.

Can't comment or like? Make sure to log in or register for a free account!

Fake It Til You Make It: Review Generation Fails

Event starts in:

Latest Surveys

New Insiders