MARKETING
10 Valuable Elements of an Online Review
BY JESSICA POPE
The Online Renter Study published in January 2024 by SatisFacts Research provides unbiased , raw data directly from renters on a range of topics impacting the multifamily industry .
One topic from the study that plays a significant role in a renter ’ s decision to contact or tour a community is Online Reviews . It is well known that a majority of customers search for and read reviews before making a buying decision , and this is definitely true for renters . 76 % of renters say they research ratings and reviews before contacting a community directly .
Understanding what renters are actually looking for when it comes to review research plays a key role in standing out from the competition and securing the tour .
Top 10 Elements of an Online Review that are Most Valuable to Renters :
The review contains detailed information
A whopping 80 % of renters say they prefer to see written content that helps them identify if the community is a fit for what they want in their apartment and surrounding community .
If there is only a star rating and no content , they ’ re likely to move on to another community where they can learn relevant information to make their decision .
The review is from a verified resident living at the community
Buyers are aware of review deception and 72 % say they want verifiable , trustworthy information rather than the unknown of AI or other deceptive practices giving a false representation of the community .
The apartment community has responded to the review
Review response has played a major role in the perception of customer service for many years . It is still in the Top 3 with over 70 % of renters expecting to see that the review was responded to within 2 business days of the review .
There is a video or photo attached to the review
As Gen Z becomes a relevant group in the rental market , it is important to recognize the shift in what is important to young ( er ) renters . 46 % of renters would like to see a video and / or photo along with their detailed info in the review . 66 % of Gen Z prefer to see a photo or video .
The review describes a positive experience
39 % of renters are looking for a positive experience in the review . This is a
28 | TRENDS APRIL 2024 www . aamdhq . org