A wise doctor once said, "Those who mind don't matter and those who matter don't mind." That doctor was Dr. Seuss. (Ok, he wasn’t really a doctor, but that’s not the point I’m getting at.)

This is one of my favorite all-time quotes, and smart words to live by. But Dr. Seuss didn't have to worry about his online reputation. In an age where anyone with access to the internet can read the good, the bad and the ugly about you, those who mind do matter. Perception is reality.

We all know our home may be the only place we feel comfortable, secure and in control. However, when something happens that negatively affects our home (whether it’s the AC going out, a hot water heater breaking, a gate not working, or a neighbor not picking up after their dog) it messes with our peace of mind. The sanctity of our home has been breached! And often we get…well, let’s call it passionate. When it’s your resident whose sanctity of home has been breached, they’re going to reach out to you…passionately. Whether or not it's your fault, you're going to get the brunt of it. Is it fair? No. But like all of our moms told us when we were kids: life's not fair.

People write reviews for many reasons. There’s the “I got kicked out and I’m really upset,” review. Then you have the “I have a gripe that I feel isn’t being addressed” review. And my favorite, the “I love this place and I want the world to know” review. Let’s talk about the “I have a gripe that I feel isn’t being addressed” reviewer.

First, take a step back and try to stop it from reaching that level. Look at it from your residents' point of view, because there’s a good chance they won’t be able to look at it from yours. You’ve received the maintenance request and now you have to wait for a vendor, or a replacement part, or something else that has suddenly taken precedence over their maintenance request. That’s a fact of life in property management. If you could wave a magic wand and make it happen immediately, I know you would. But in this case, there's nothing you can do to make it happen any faster. Your resident is sitting at home, their sanctuary, with the perception nothing is being done. Remember, perception is reality.

My advice? Communicate. Over-communicate. If nothing else, it’s going to let them know you haven't forgotten them. Are you communicating with them? Daily? Give them a quick email or call saying, "Hey, I know you're waiting, here's what we've done today (even if it's just calling your vendor), you are important to us.” Or “here’s a $5 Starbucks card, have a coffee on us (or a $10 laundry card, you get the idea), we appreciate your patience.” Just reaching out might stop them from posting a lousy review. Let them know that you care and that you’re not just there to take their money.

Our wise Dr. Seuss (still not a doctor) also said, “Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.” So I say care. A lot. And let your residents know that you do.

Sometimes, no matter how much you care (A LOT) and how much you communicate (A LOT), you still receive a negative review. It's not pretty, it’s not nice, and you need to respond. First, take a step back from your emotions. Anything written with anger or defensiveness isn't going to be the right response. Not only is the person who wrote the review going to read this, but everyone else, too. You need to remember that your response is to all of them. If you can’t take a step back from your emotions, have a third party write your response for you. (They’re also a great resource for proofing your response. Thank you to the person who proofed this for me! If you see something wrong in this, it’s their fault, not mine.)

A simple thank you, we’re sorry (even if it’s not your fault), here’s how we fixed it (NOT why it wasn’t your fault), we’re here to answer any questions (give them your contact info) and thank you again. These are professional and caring responses and can make a huge difference to anyone reading the review.

I truly believe by caring (A LOT) and communicating (A LOT) it will alleviate your residents’ perception that you’re doing nothing. Stepping back and responding to negative reviews in a caring and professional way will alleviate the perception you don’t care. Let’s take control of the perception, people!

I’m going to leave you with these words of wisdom, “Oh the places you'll go, today is your day! Your mountain is waiting, so get on your way.”—Dr. Seuss (Yes, still not a doctor.)