Beyond AIDA: Asking for Reviews – Part 4

So far in this series, we explored how reputation impacts the customer journey, the importance of fostering detailed, recent, and genuine reviews, and the power of volume when it comes to drowning out negative reviews for your property management company.

But securing a consistent stream of positive reviews can feel like a daunting task. After all, what if a seemingly happy client secretly harbors negative feelings, and your request for a review triggers a scathing online attack?

The Art of Asking

The key lies in strategic timing. By identifying key moments of satisfaction within your resident and owner relationships, you can confidently request feedback when they’re most likely to be receptive.

Imagine these scenarios:

• A resident’s move-in goes flawlessly, and you even go the extra mile to ensure their comfort.
• A maintenance request is completed promptly and efficiently.
• An unsolicited compliment brightens your day.

These are all prime opportunities to capitalize on positive experiences by requesting a review.

In the following sections, we’ll delve into the “how-to” of review generation. We’ll explore the most effective methods for requesting feedback, optimal timing strategies, and the importance of consistency. We’ll also address the ethical considerations of incentives and explore best practices for encouraging your team to become review champions.

Methods, Timing, and Consistency

By mastering the art of asking, you can transform your online reputation into a powerful magnet, attracting new clients and solidifying your position as a leader in the property management industry.

Choosing the Right Approach: How Residents Prefer to Leave Reviews

Knowing how to ask for a review is just as important as when. BrightLocal’s survey sheds light on preferred methods:

• Email: 34% of consumers are most likely to leave a review if requested via email.
• In-Person: Another 33% favor being asked directly during their interaction with your company.

Another tip is that requests from the team member who directly delivered positive experiences have a higher success rate. There’s a psychological connection built – a personal touch trumps a generic email.

Timing and Follow-Ups: Persistence Pays Off

While email is a popular option, remember it often takes multiple attempts to generate a review. Here’s some valuable data from PowerReviews:

• 68% of reviews come after the initial request.
• 28% are generated after the second request.
• The remaining 4% trickle in after the third request.

Follow-ups are crucial! Persistence pays off, but ensure your follow-ups are spaced out and avoid being overly aggressive.

Timing Also Matters

When you send your review request can also impact your response rate. According to Reputation.com,

• Mornings: Review requests sent in the morning can see a 5% increase in response rates.
• Midweek: Sending requests during the middle of the week can boost responses by up to 10%.

When you’re asking for reviews, make sure to ask at least twice and pay attention to the timing.

Incentives: A Delicate Dance

Can incentives like cash or gift cards motivate reviews? The answer depends on who you’re incentivizing.

Rewarding your internal staff for requesting reviews can be a great motivator. A well-structured incentive program can encourage your team to consistently prioritize review generation. However, be mindful of the following:

• Sudden Spikes in Reviews: If your company typically receives a steady trickle of reviews and then experiences a sudden surge within a few days due to incentives, it can trigger red flags with Google. Google’s algorithms are sophisticated and can detect patterns that suggest inauthentic reviews.
• Focus on Quality, Not Quantity: When incentivizing your team, prioritize the quality of the review requests over simply generating a high volume. Equip them with clear customer service scripts that outline how to effectively request reviews while maintaining a natural and professional tone.

Never incentivize clients for positive reviews. This is considered bribery and unethical. Even if you get away with it initially, it can damage your reputation if discovered. Legitimate reviews will be questioned, and you risk losing the trust you’ve worked hard to build.

Making it Easy for Clients to Leave Reviews

We’ve all seen property management companies experience a surge of positive reviews, only to see the momentum fade. This often happens when teams get busy or priorities shift.

Maintaining consistent review generation is crucial. A steady stream of positive reviews keeps your rating high and your presence fresh on potential clients’ radars.

The easier you make it for clients to leave a review, the more likely they are to do so. Here are some strategies to streamline the process:

1. Customer Service Scripts: Develop clear and concise customer service scripts that your team can use when requesting reviews. These scripts should:
   • Briefly acknowledge the positive experience the client had (e.g., “We’re glad your recent maintenance request was completed quickly and efficiently”).
   • Explain the value of their feedback (e.g., “Your review helps us continue to provide exceptional service to all our residents”).
   • Provide clear instructions on how to leave a review (e.g., “Would you be willing to take a minute to share your experience on Google by clicking on this link?”).
2. Direct Review Links: Include direct links to your review pages on various platforms (e.g., Google My Business, Yelp) within your emails or text messages. This eliminates the need for clients to search for your profiles, making the review process even more convenient.
3. Post-Interaction Reminders: Consider setting up automated post-interaction emails or text messages that politely remind clients about the opportunity to leave a review. These reminders should be triggered after a positive interaction, such as a completed maintenance request or a lease renewal.

Building a stellar online reputation for your property management company boils down to creating positive experiences for your clients and then confidently requesting their feedback. By mastering the art of asking, strategically timing requests, and fostering consistency within your team, you can transform online reviews from a passive metric into a powerful tool for attracting new clients and solidifying your reputation for excellence.