Generating leads is an important part of continuing to bring in new business to your property management company. New business leads should always be a focus because over time property owners will sometimes move on, or sell their property.
Customer reviews bring in business and help your property management lead generation efforts through giving potential clients the insight of people in a similar circumstance as they are. Hubspot found that “85% of consumers trust online reviews as much as personal recommendations.”
Unfortunately, many people only provide customer reviews when they are upset and do not always remember to take the time to give reviews for good experiences. Because of this, generating customer reviews requires active participation from your property management team to make it easier for your customers to leave valuable reviews.
To generate more customer reviews that you can use in your property management marketing consider adopting these strategies.
Make Reviews Part of the Process
Add customer review requests to your internal move-in and move out process. You can add a review page or small satisfaction survey to the welcome packet you give your tenants on move-in day.
During move out, you can add a review form to your move out paperwork packet. Ask your tenant to return it when they schedule their move out walkthrough.
When giving these forms to your tenant walk them through all of the materials you are giving them and be sure to ask them your tenant to take the time to fill out the review. Directly mentioning the review form will help you get a better response than only including it in your packets.
Some property management software has built-in reviewing as well, so be sure to set up that process so you can send review requests to your clients electronically.
Any time a tenant provides a great review, be sure to ask them for permission to use their review in your materials. Taking that extra step will foster more goodwill. If they say yes you can request an additional review from them in an email with a link to the platform you would like a review to appear on.
Part of generating reviews is going to include negative reviews. Remember that property management is a customer service business, so be sure to follow up on negative reviews right away, so the situation does not escalate. A quick response can help turn a negative review into a positive one.
Reward staff members for collecting reviews as well as for being mentioned in them positively. Using an incentive for your staff to collect reviews will keep the task a priority for them and not get lost in the day to day activity of property management.
On the other side, it is probably not a good idea to provide incentives for your clients to write you a review because the ethics can be murky at best.
By actively encouraging and seeking out customer reviews you will have more opportunities to generate leads for your property management company. Adding customer reviews to your other property management specific marketing efforts will help you out-market your competition.