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It is wise and acceptable to use a criminal background check to eliminate any candidates with a criminal record prior to getting to final interviews when hiring.
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Home Insider Blogs Mark Juleen's Blog Own Your Negative Reviews
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Mar 29
2010

Own Your Negative Reviews

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Posted by: Mark Juleen on Mar 29, 2010 22:33

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Last week I was sent an inquiry from a prospect that addressed some negative online reviews. I wanted to share that conversation and show how quick and honest responses are the way to go. Let me know your thoughts.

Prospect - "I have read some negative reviews of Bayshore for things such as high electrical costs due to poor insulation, bad parking at night, and crime. I was wondering if you could address some of these in a reply email, and if anything has been done to take care of some of these issues."

Me - "Thank you so much for your questions and concerns. Our purpose is to provide an enjoyable experience for our residents, and like with almost anything we too sometimes experience criticism based on individual's perspectives. We really appreciate you taking the time to ask us about our community and some of the reviews you have found. While we can't deny that sometimes open lot parking can be tight in certain areas of the community, we do have carports and garages available to rent so you can always have a reserved space if that is important to you. In regards to crime, you'll find that any community can have potential crime regardless of the perceived quality of the apartments or management. For example, if you search http://greenwoodpolice.familywatchdog.us/GreenwoodCrimeMap.asp you'll find that similar communities also have noise complaints or other minor disturbances that are recorded. With your concerns for insulation we can tell you that when there is any concern with bills our maintenance teams immediately evaluate and provide any necessary fixes or remedies. These seem to be isolated issues as we have numerous residents that have lived with us for many years that have not had concerns. We hope this helps answer your questions, and again, we appreciate you asking. We'd love for you to come out to visit the community. Please let me know when you would like to do so and we'll schedule a time that works best for you. Thank you and enjoy your day!"

Prospect - "Thank you so much for your quick response! That does clear up most of my questions quite nicely infact :) . My boyfriend and I actually came in on Tuesday and looked at an apartment. You had mentioned that one would be opening up at the beginning of June. I re-looked at our lease, and it actually ends June 29 (much to my surprise hah). I was wondering if there would be anytime I could meet with you Tuesday to possible turn in our applications and maybe reserve that apartment? We would be moving in the last week- week and half of June, so probably Sunday, the 20th. Thank you so much for your quick response again!

Booyah!

as seen at MarkJuleen.com


Comments (8)Add Comment
925
written by Kimberly Lee, March 30, 2010
Wouldn't that be nice if everyone gave us a chance to respond?
291
written by Tamela Coval, March 30, 2010
Mark - THANKS for sharing the conversation!

Holy moly...seems like that our sudden fascination with REAL dialogue between REAL people has been an epiphany for so many. Good for you for sharing the screenplay of the first MultiFamily Reality Show!

You demonstrate clearly one of the aspects that all leasing agents everywhere have been taught to spout robotically - "AIDA". (and I'm not referring to the opera written by Elton John - different pronunciation, I think). "ATTENTION, INTEREST, DESIRE, ACTION.

We are finally evolving into great communicators (no relation to President Reagan) when we move beyond the "just get 'em moved in" idea. We've figured out that AIDA works with folks better AFTER we move them in!

Last week at MultiFamily Pro's Optimization Summit, I shared the story of my very loved but very loud cat, Figaro. He comes into the house yelling and yelling and yelling and all he wants is for me to pick him up, hold him close, tell him that he's the most important person in my world right at that moment and love on 'him a little bit. Then he's ready to go on his merry way.

It's a different AIDA. He demands my Attention the only way he knows how to get it, he wants to know that I'm still Interested in him and his needs; He's expressing his Desires that I stay in tune with him. He wants Action...he wants a HUG. After I have acknowledged him and let him know that I hear him. He's happy.
Unless I start ignoring him again.

You know what I mean?
3407
written by Frederic Guitton, March 31, 2010
Mark,
This is a great model to follow. Not only did you address the questions but you actually took ownership and kept it very down to earth. Too many would tend to defend and at no point did that happen. It was a very nice way to say that you get it and not shy away from the realities of everyday life.
My favorite part was to invite them to come and visit. A call to action is always key in conversation. Transparency works... go figure! smilies/smiley.gif
67
written by Mark Juleen, April 01, 2010
@Kimberly We need to take advantage of anything we can get and embrace it. My gut tells me that the reason this person inquired further is because we have responded to all the reviews on apartmentratings.com asking for more questions, feedback, or ideas. If we left it alone and ignored the reviews there, most likely we wouldn't have had this 2nd chance.

@Tamela Always love your comments! It always does amaze me how a little time and a chat with someone can turn things around. We responded to a review that we just had at Rentwiki.com today and turned another frown upside down. People just want to know they have a voice and that you're willing to at least listen.

@Frederic Yes, go figure. I really believe you need to leave it open ended for them to come back with more. If you leave it close ended it does sound too defensive (especially in writing). Solicit your customers for their thoughts and ideas and you'll be surprised at what you'll find.
2272
written by Ellen Thompson, April 06, 2010
Many multifamily companies in the northeast are family owned and it is very difficult for them in particular to deal with negative ratings and reviews. In fact, some choose to systematically ignore them.

In the 90s, I sold software that tested people's computer skills. One of our customers couldn't get the results to print on her printer, and she was quite angry. Rather than take the return, we FEDEXed her a new printer. We were able to completely turn the situation around.

Thanks for including your great response to many universal objectjions.
67
written by Mark Juleen, April 06, 2010
@Ellen I don't see how being in the NE or being family owned makes any difference. Last time I checked Gary Vaynerchuk ran a family owned liquor store in Jersey. He seems to figure out a way to care and get it done regardless of the criticism he gets. Those companies can keep making the excuse that they are from the east coast, but that's not going to help them lease more apartments.

Thanks for your printer story. I recently had a similar one with HP and a replacement battery for my laptop. Makes a huge difference when companies just do what's right.

Thanks for the comment!
2272
written by Ellen Thompson, April 06, 2010
@Mark I'm not saying family owned or NE based communities are immune to social media or shouldn't care. My comments are just based on my experience watching owners in meetings over the last year. They are more likely to be upset seeing their baby called "ugly." Marketing folks at large REITs are also more nervous about the impact of embracing social media reviews. Just 6 months of one gal's observations.

I always do my best to point out to these folks that these conversations are happening anyway and that it's better to be at the table, than have ones head in the sand. In fact, I used this blog post to point out how it can be done effectively today. :-)
67
written by Mark Juleen, April 06, 2010
@Ellen Sorry, I wasn't trying to say that you agreed with the NE mentality. I know you believe there is a better way. People need to realize that perception is reality. It's better to embrace it and work together for a resolution.
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