Topic: Online Reviews' Impact

Does anyone have any data that show or describe just how much negative (or positive) online reviews impact marketing spend and/or retention rates? In other words, if negative reviews are up by X, we have to spend Y more dollars on marketing to achieve the same lease up rates, for example.

We know online reviews are the source of headaches to property managers and we've heard many anecdotes but haven't been able to track down any data. We tried contacting reputation.com and a couple others but no luck. We thought maybe some of you guys might track this or have ideas - we're aware this isn't the easiest data to collect.

Thanks!