When it comes to implementing digital strategies for your property management company, building your online reputation is one of the most important areas to focus on. It was important in 2016 when this blog was originally written, and it’s important today.
However, many things have changed, especially when it comes to where and how people leave and read property management reviews.
In 2024, property management companies are faced with more options for review platforms than ever before. While Google and Yelp were the primary focus a few years ago, platforms like Facebook have become increasingly relevant. Each platform plays a unique role in shaping your online reputation, but which one should your team focus on?
In this post, we’ll explore how these review platforms have evolved and help you decide where to focus your efforts—whether it’s Google, Facebook, or Yelp—to maximize your reputation-building strategies in 2024.
Why Google Reviews Remain Important for Property Management Reviews
Google reviews continue to be a cornerstone of reputation management for property management companies. Here’s why we continue to recommend prioritizing Google reviews:
Local SEO Impact
Google reviews play a significant role in how your property management business ranks in local search results. Positive reviews, coupled with high star ratings, not only help your business appear more favorably in local search results but also directly impact how potential clients perceive your services.
Google Business Profile Features
Google Business Profile (formerly Google My Business) offers a variety of tools that help property management companies engage with clients and enhance their online presence. You can now respond directly to reviews, which allows you to publicly address concerns or thank clients for positive feedback, building transparency and trust.
Visibility and Trust
Google is the dominant search engine, with over 90% of market share in the U.S., making it the most trusted platform for finding businesses online. This trust extends to the reviews that appear with Google Business Profiles, as most consumers rely on Google when researching local services.
Ad Integration
One of the most powerful aspects of Google reviews is their ability to be showcased in Google Ads. If your business has five or more Google reviews, you can feature your star rating in your paid ads. This is a great way to boost credibility and click-through rates for your advertising campaigns. When people see a high Google rating in an ad, they are more likely to click, knowing your business has already been vetted by other customers.
The Evolving Role of Facebook Reviews
The Evolving Role of Facebook ReviewsFacebook reviews have grown in importance for professional property management companies, offering unique advantages through social proof and community engagement. As more users turn to social platforms for business recommendations, Facebook’s community-driven nature makes it an invaluable tool for local businesses like property management companies. Here’s why Facebook reviews deserve more attention in 2024:
Social Proof and Community Engagement
Facebook’s community-oriented environment makes reviews highly visible and engaging. When clients leave reviews, their comments and ratings are often shared within their personal networks, providing social proof that helps potential clients trust your property management services. Additionally, users can easily comment on and interact with reviews, sparking conversations and fostering a sense of community around your business. This level of engagement is unique to Facebook and can amplify the visibility of positive reviews.
User Base
One of Facebook’s key advantages is its broader and more diverse audience compared to platforms like Yelp. With billions of active users across various demographics, Facebook provides property management companies with access to a larger pool of potential clients.
Influence in Local Recommendations
Beyond formal reviews, Facebook plays a critical role in local recommendations. Community groups focused on neighborhoods or specific regions often serve as informal review spaces where people ask for and share recommendations for property management services. These groups allow your business to gain visibility without the need for direct advertising.
Yelp Reviews: Niche, But Still Valuable
Yelp Reviews: Niche, But Still ValuableWhile Yelp’s relevance has diminished in recent years, it still holds a place for certain property management companies. Although it may not be the first platform most businesses focus on, Yelp reviews can be valuable for specific search engines and niche audiences. Here’s how Yelp remains useful in 2024:
Bing and Yahoo Search Visibility
Although Google dominates the search market, Yelp continues to play an important role in Bing and Yahoo search results. When users search for property management services on these platforms, Yelp reviews and star ratings are prominently displayed, often alongside the business name in local search results. This makes Yelp particularly important for users who prefer or default to these alternative search engines. While fewer people use Bing and Yahoo compared to Google, it’s still worth maintaining a presence on Yelp to capture this audience.
Industry-Specific Use
While Yelp is not the go-to review site for every consumer, it can still be valuable for property management companies in certain regions or for niche audiences who rely on Yelp for local services. For example, in areas where Yelp is popular for reviewing service-based businesses, having strong Yelp reviews can help you stand out from the competition. Additionally, some customers trust Yelp more than other platforms, especially those who have used it consistently for other local business reviews.
Reasons Yelp is Declining Popularity
Yelp was once a dominant force for online reviews, but its popularity has declined since the early 2010s. Many consumers and businesses now favor Google and Facebook for reviews, as these platforms offer more visibility and engagement opportunities. For property management companies, Yelp may no longer be a top priority because it doesn’t drive as much traffic or leads as it once did.
Unlike other platforms, Yelp’s “no solicitation” policy explicitly prohibits businesses from asking clients to leave reviews, even without offering incentives While this policy is designed to keep reviews unbiased and authentic, it also makes it more challenging for property managers to build a presence on Yelp compared to platforms like Google or Facebook, where encouraging reviews (within ethical boundaries) is more flexible. Due to these restrictions, including Yelp in a managed reputation campaign can be difficult. For property management companies that focus on improving their online reputation across multiple platforms, Yelp becomes an outlier where traditional strategies—such as follow-up emails asking for reviews or incentivizing satisfied clients to leave feedback—simply don’t work.
Another major frustration with Yelp is its aggressive review filtering system. Yelp’s algorithms often filter out legitimate reviews if they believe the reviewer is not sufficiently active on the platform. This can be frustrating for both businesses and users, as positive reviews may disappear from the public view while negative ones remain.
Balancing Yelp, Google, and Facebook in Your Review Strategy
Balancing Yelp, Google, and Facebook in Your Review StrategyWhen deciding where to focus your review efforts in 2024, it’s essential to take a balanced approach across platforms, leveraging the strengths of each while recognizing their limitations.
Google and Facebook: The Key Players
For most property management companies, Google and Facebook should be the primary focus. Google’s dominance in the search engine market and its integration with local SEO make Google reviews indispensable. Facebook complements Google by offering a broader, more social approach to online reviews.
Yelp is important for Bing and Yahoo search visibility, and some consumers still trust Yelp’s review ecosystem more than others. However, the platform poses unique challenges, especially with its strict policies on soliciting and incentivizing reviews.
Given these factors, it’s often best to focus on Google and Facebook for most of your reputation-building efforts while keeping Yelp as a secondary platform. Yelp can still serve a purpose for property management companies in regions where it remains popular with property owners, but the passive approach required due to Yelp’s restrictions means it shouldn’t be the central focus of your strategy.
Other Review Platforms to Consider in 2024
Other Review Platforms to Consider in 2024In addition to Google, Facebook, and Yelp, there are several other platforms property management companies should consider:
- Trustpilot: Known for building consumer trust, Trustpilot allows detailed reviews and can enhance your credibility across a wider audience.
- Nextdoor: A hyper-local platform where neighbors recommend services. It’s great for building a presence in specific communities and gaining local clients.
- ApartmentRatings.com: Ideal for property managers of multi-family complexes. This platform helps attract tenants and showcases your reputation in the rental community.
- Better Business Bureau (BBB): A high BBB rating signals professionalism and reliability, especially for clients concerned about ethical business practices.
- Angi (formerly Angie’s List): Useful for property managers offering maintenance services, helping you reach clients searching for service reliability.
These niche platforms can complement your presence on Google and Facebook, offering additional visibility and trust with potential owner clients.
Conclusion: Where Should Great Property Managers Focus in 2024?
In 2024, property management companies should prioritize Google and Facebook for building and maintaining their online reputation. Google’s impact on local SEO and search visibility makes it a must for any review strategy, while Facebook’s community-driven approach offers a broader reach and more opportunities for engagement. Although Yelp is still valuable in certain markets, its limitations—especially regarding review solicitation and filtering—mean it should be a secondary focus. Additionally, niche platforms like Trustpilot, Nextdoor, and ApartmentRatings.com can provide extra visibility and credibility, especially in specific regions or industries.
By casting a wide review net, engaging across multiple platforms, and focusing on providing exceptional service that naturally encourages positive reviews, property managers can enhance their online presence, attract new clients, and solidify their reputation in a competitive market.
