Your time to shine through online video and reputation management

Consumer trends continue to support the desire for interactive marketing and peer suggestions.  There are 183 million people in the United States watching online videos and over one billion active users on Facebook. These growths in internet interactive mediums show consumers not only like a diverse media mix, they have come to expect it. Online videos, combined with customer reviews, help feed the craving for online interaction. Consider using these two methods for increasing leads and online exposure.

Be Viewed: The importance of video

There are 183 million people in the U.S. watching videos online (Source: UAP, Inc., May 2012). Multifamily communities have a unique opportunity to expand brand awareness by creating videos to help distribute property information in a fun, visually appealing way.

One of the main benefits of online video marketing is YouTube. YouTube is the second largest search engine, so be sure to have creative descriptions for your videos to help with searches. Another benefit to online videos is the increased SEO you receive now that search engines index them.

While a community tour video is beneficial, also consider including testimonial videos in your prospecting efforts. The confidence built from the visual delivery of your message will help potential renters understand why you are their ideal apartment community.

Be Reviewed: Cultivate your reputation

Peer recommendations still prove to be a strong influence on how people make decisions, with social media outlets being the main form of sharing. Consumers are also shifting the same consideration for online reviews. A recent study shows “72% of consumers trust online reviews as much as personal recommendations” (Source: Searchengineland.com, Local Consumer Review Study 2012, March 2012).

Property managers should take three steps in cultivating their online reputation:

1.  Know what the community is saying about you.

Try using search engines to see what results you get for your property. Be active on review sites like AptRatings.com by reviewing comments and responding when needed.

2.  Respond to feedback.

Many property managers are hesitant to address reviews, whether they are positive or negative. If it’s a negative review, take the initiative to show how you have a solution. Is Your Community FLAWSOME? - it's okay! For a positive review, be appreciative for the feedback and utilize the opportunity to request referrals and add a simple “thank you”.

3. Promote feedback.

You have tremendous opportunity to gain insight on how renters feel about your community and your staff. Asking for reviews helps demonstrate you care.  If directly asking for a review is uncomfortable, consider sending a property-wide renter’s survey to gather insight. Leave room in the survey for testimonials and reviews.

Remember, managing your community’s reputation by monitoring social interactions, and requesting and responding to renter feedback will positively impact vacancy rates.

Online videos and customer reviews can be great tools when increasing brand exposure and building a quality reputation.  Now is your time to shine by being viewed and reviewed!