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That 1-Star Review May Be Your Best Marketing Edge
That 1-Star Review May Be Your Best Marketing Edge
Make the 1-Star Rating Work for Your Community!
Say what? I thought we avoided 1-star ratings like a prospect with a 300 credit score!
While I would never suggest soliciting a low rating, your response to a poor review can truly separate you from your competitors. In fact, a 1-star review is often a stage for you to showcase your leadership. The way you respond proves that you are real, that you take ownership, and that there is a human being behind the brand. That kind of transparency doesn't just manage a reputation—it actually attracts prospects.
Think about it. When you're shopping for a hotel or a new pair of shoes, where do your eyes drift? Always to the 1 and 2-star ratings. We all do it. Despite a high overall average, the critical reviews are the ones people actually read.
What a missed marketing opportunity!
Before you get frustrated, I realize some reviews are unfair, phony, or total fiction. However, your response to a "BS" review is for the next person reading, not the troll who wrote it. Acknowledge the review calmly and move the conversation offline immediately.
"Hi Phillip. I don't recognize your name in our records as a resident or visitor. However, your concerns are important to us and I want to get to the bottom of this. This is Rick Ellis, the manager at Rush Creek Apartments. Please call me at my direct office number: 469.442.1974. I look forward to hearing from you."
Before getting defensive, I want you to adopt a new mantra: Be curious, not furious. Maybe you actually did fall short. Our teams aren't perfect, and mistakes happen. Learn from the tough feedback—especially if it's accurate. If you take advantage of this marketing opportunity, you turn a critic into a testament to your professionalism.
"Hello, Samantha. Thank you for bringing this to focus. It appears we fell short of our own standards in this instance. This is certainly not typical for Rush Creek, and I want to make it right. This is Rick Ellis, the property manager. Please call me at 469.442.1974 so I can hear more about your experience and make the necessary adjustments. Thank you for helping us get better."
Regardless of the complaint—slow maintenance, staff friction, or noise—consider those 1 or 2-star reviews as a chance to grow and a platform to market your community's integrity.
Your speedy, professional response says more about your management style than a dozen 5-star "everything is great" reviews ever could.
Comments 3
Love this, Rick. We had a conversation that echoed similar things today, where we talked about being big on apologies. Everybody messes up, but how we react to them is what shows our character. Don't try to minimize, and actually, in your example, I wouldn't even say "this isn't typical", because that really doesn't do anything for the person, and doesn't convince a prospect, either. I've found it is much better to simply lean into the apology - say how we are fixing the situation, show real remorse, and talk like a human. Unless it truly is a legal minefield, just use normal, non-corporate language, although still professional.
One last thing - I would mention the steps that we took to reach out proactively. For example, "I tried to reach you by phone", or "This is showing up as anonymous, so I don't have your contact info to reach out, unfortunately". That way, it shows that we are trying to actively take care of the situation, rather than requiring more of them to get it rectified.
I appreciate this perspective, Brent, and I agree that accountability and professionalism matter in any response. The one slightly nuanced point I’d add, especially in larger portfolios—is that language around apologies and outreach has to be handled thoughtfully. At scale, overly explicit apologies or public statements about attempted contact can sometimes create unintended risk or invite prolonged public back-and-forth. In those cases, clear acknowledgment, restraint, and a defined escalation path help protect both the resident and the organization while still demonstrating care and follow-through. This is where centralized Resident Services teams and SOP driven responses can support accountability, without increasing exposure or extending conflict online.
Very good points Rick. I agree that being furious online is never the answer. I’d also add that being too curious in public can invite prolonged scrutiny, sometimes with unintended consequences. Criticism absolutely creates opportunities for growth, but in multifamily, especially at scale, structured responses, Resident Services teams, and clear SOPs help ensure accountability without turning public platforms into case files.