wisdom of the crowd part 1: negative reviews
TRANSCRIPT
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PART ONE
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PRESENTERS
Lia Nichole Smith VP of Education and Performance
Jennifer Carter Director of Client Performance
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THANKS TO OUR SPONSOR!
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LOOKS PROMISING
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OR DOES IT?
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Negative reviews can and will happen.
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THE GOOD NEWS
There is a growing level of apathy or lack of concern about negative reviews
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“But what about my scores?”
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What’s the minimum “would recommend”
score preferred by visitors to ApartmentRatings?
POLL TIME!
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POLL ANSWER
At least 70%
At least 80%
At least 90%
I don’t pay
attention
Source: 2018 ApartmentRatings User Poll
Number of Responses 8,998
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WHAT THEY CARE ABOUT
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WHAT THEY CARE ABOUT
“Wisdom of the crowd” Singular experience
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60% 2016 50%
2017
74% 2016
73% 2017
POSITIVE vs. NEGATIVE
“Positive reviews make me trust a company more”
“Negative reviews make me question the quality of a business”
Source: 2017 BrightLocal Consumer Review Survey
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40% 2017
68% 2016
LESS OF AN IMPACT
“Negative reviews make me NOT want to use a local business.”
Source: 2017 BrightLocal Consumer Review Survey
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5 ways negative reviews can help attract and
retain residents
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#1 – EMPOWER THE POSITIVE
Negative reviews make your positive reviews look even better and more credible
Would you trust a review site if all or most of the reviews were positive?
47% “NO”
Source: 2017 Today’s Online Renter Study, SatisFacts
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#2 – READERS ARE REALISTIC
Consumers expect negative reviews when researching a product
Source: 2017 BrightLocal Consumer Review Survey
4% 8%
39% 39%
9%
1/5 stars 2/5 stars 3/5 stars 4/5 stars 5/5 stars
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#3 – TRUST BUILDERS
Negative reviews tone down speculation your community has fake reviews
Is it easy to spot a fake review?
70% “YES”
Source: 2017 BrightLocal Consumer Review Survey
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#4 – CREATES CHEERLEADERS
Satisfied residents can counterbalance negative reviews
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#5 – ENGAGEMENT OPPORTUNITY
Responding to negative reviews positively impacts renter perception
The importance of… 2017 2015
A staff member responding professionally to a negative review
3.97 3.87
Source: 2017 Today’s Online Renter Study, SatisFacts
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KEY TAKE-AWAYS
Consumers believe they’re savvy enough to decide for themselves what they want out of
a local business
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KEY TAKE-AWAYS
Renters expect some type of dissent in someone else’s experience and are less likely
to infer the same will happen to them.
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KEY TAKE-AWAYS
If certain occurrences are anomalies, renters tend to look at the wisdom of the crowd.
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100 responses to positive and negative reviews
2018 Performance Playbook for onsite teams
2018 Social Media Study Results
90-day Social Media renovation plan
SatisFacts & ApartmentRatings 10 keys to success
Marketing initiative template to measure campaign effectiveness
Award winning client best practices
ApartmentRatings “in the moment” visitor polling results
60-day plan to improve online reviews
The 5 main psychological drivers of resident satisfaction
www.satisfacts.com/focus
10 takeaways you’ll only get at
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