Beyond AIDA: What Consumers Care About Reviews – Part 2

Online reputation management goes beyond simply monitoring and responding to reviews. It’s a strategic approach to cultivating trust with potential clients throughout their journey. Our research shows that companies prioritizing online reviews boast a 16% advantage in exceeding industry averages for customer lifetime value. But this correlation isn’t just about attracting “better” clients with high star ratings.

In the last blog post, we explored the customer journey and how reputation plays a pivotal role in the crucial Desire stage. We established that while star ratings grab initial attention, a holistic online reputation encompassing various aspects significantly influences prospective property management clients.

Today, we delve deeper into the world of Online Reputation Management. Here, we’ll explore strategies to proactively manage your online presence, foster trust with potential clients, and ultimately convert them into loyal customers.

Online Reputation isn’t about manipulating star ratings. Instead, it’s a comprehensive system focused on:

• Customer touch points: Every interaction with clients is an opportunity to gather valuable feedback and cultivate positive experiences.
• Follow-ups: Proactively seeking feedback demonstrates your commitment to continuous improvement.
• Analysis of reviews: Both positive and negative reviews offer valuable insights. Analyze them to identify areas of strength and opportunities for improvement.
• Addressing negative feedback: Don’t shy away from negative reviews. Listen attentively, acknowledge concerns, and outline steps taken to address the issues raised.

The key is building trust. By prioritizing online reviews, actively soliciting feedback, and demonstrating a genuine commitment to improvement, property management companies can position themselves as trustworthy and reliable partners for property owners.

So, what exactly do consumers care about when evaluating online reviews? Let’s explore the data and uncover the secrets behind a strong online reputation.

Decoding Consumer Trust: What Really Matters in Online Reviews

Star ratings are like a neon sign in the online world, grabbing attention quickly. But when it comes to choosing a property management company, potential clients don’t stop at the first flashy storefront. They dig deeper to understand the whole picture. Our research sheds light on what truly matters to consumers when evaluating online reviews.

1. Star Rating and Review Volume

There’s no denying the power of a stellar star rating. Nearly half (49%) of consumers consider a minimum four-star rating a prerequisite before even considering a local business. But a high rating alone isn’t enough. Think of it as a delicious-looking restaurant facade – consumers also want to see enough people lining up inside to feel confident about stepping through the door. According to BrightLocal, they expect at least 40 reviews to validate an average star rating.

Taking a Peek Inside Our Data

We analyzed over 400 property management companies and discovered some interesting insights:

• The Good News: 56% of these companies boast a four-star rating or higher on Google.
• The Bad News: A concerning 47% have 40 reviews or less. This means they might be getting filtered out by nearly half of potential clients who rely on online validation.

However, your online reputation doesn’t exist in a vacuum. To stay competitive, keep an eye on your competitors’ review volume and star ratings. If they have a similar star rating but significantly more reviews, you’ll need to work on increasing your own review count to truly stand out from the crowd. If you have more reviews, it’s only important to stay ahead.

2. Review Content and Recency

Star ratings are a starting point, but savvy consumers crave more depth when evaluating property management companies. They want to hear the stories behind the numbers – the real-life experiences of past clients. Here’s what our research reveals about the content and recency that truly resonate with potential clients:

Quality over Quantity

Consumers aren’t easily swayed by a string of star ratings without substance. They dive deeper, reading an average of seven reviews before placing their trust in a business. This highlights the importance of encouraging detailed reviews from satisfied clients.

Freshness Matters

Time is of the essence in the online world. Potential clients want a snapshot of the current state of your company. 52% of consumers prioritize reviews posted within the last month, placing greater weight on recent experiences.

Think of it this way: Imagine a once-beloved restaurant that’s lost its charm. You wouldn’t base your decision on glowing reviews from years ago. The same logic applies to property management companies.

Striking a Balance

Consumers are wary of extremes. A barrage of five-star ratings with generic praise can raise suspicion of inauthenticity. Similarly, overly critical reviews might be dismissed as outliers.

The sweet spot lies in encouraging genuine reviews, both positive and negative. Honest feedback, even if critical, demonstrates transparency and a willingness to address shortcomings.

In our analysis of property management reviews, we observed a trend: The number of reviews with minimal content has grown over the past decade. While this aligns with the overall increase in review volume, it underscores the importance of cultivating detailed and informative reviews.

We’ve explored the significance of star ratings, review volume, content, and recency. But there’s one crucial element remaining: review responses. Our research sheds light on why this seemingly small action holds immense power for property management companies.

3. Review Responses

88% of consumers say they care deeply about whether a business responds to reviews, both positive and negative. This highlights the importance of engaging in thoughtful conversations within the online review landscape.

Taking a Look at the Data

Our analysis revealed a clear distinction between high-performing and low-performing property management companies in terms of review responses. High performers consistently respond to over half of the reviews they receive, demonstrating a commitment to open communication and fostering trust.

The Benefits of Responsive Communication

By taking the time to respond to reviews, you achieve several key benefits:

• Solidifying Trust: Prompt and professional responses, even to negative reviews, demonstrate that you value customer feedback and are dedicated to improvement.
• Building Relationships: Engaging in conversations with reviewers opens a direct line of communication, fostering a sense of connection and personalized service.
• Showcasing Expertise: Well-crafted responses allow you to highlight your company’s strengths and expertise, potentially swaying potential clients who might be on the fence.
• Improve Local Search Rankings: Google has confirmed that having and responding to reviews will help increase your business’s visibility.

Remember, responding to reviews isn’t just about damage control. It’s a proactive strategy for building trust, strengthening relationships, and ultimately converting potential clients into lifelong partners.

Building Trust Through Online Reviews

In this post, we’ve peeled back the layers of what truly matters to consumers when evaluating property management companies through online reviews. We’ve moved beyond the initial allure of star ratings and delved into the power of:

• Detailed and informative reviews: Encourage clients to share their experiences, painting a vivid picture of your services.
• Recent reviews: Showcase the current state of your company by highlighting fresh perspectives from satisfied clients.
• Authentic review tones: Cultivate a culture of genuine feedback, welcoming both positive praise and constructive criticism.
• Proactive responses to reviews: Demonstrate your commitment to open communication and building trust by thoughtfully addressing all reviews.

By prioritizing these elements, you can transform online reviews from a passive metric into a powerful tool for attracting new clients and solidifying your reputation as a reliable and trustworthy property management partner.

Tune in soon for part 3: “Combating Negative Reviews”.