Apartment Reviews and Ratings Matter

Image by Firmbee.com via Unsplash.com

Having a review section for your apartment community website is crucial for two major reasons: it directly impacts how your site appears in a search, and it can be a way for potential renters to decide whether they are going to rent there. A 2022 survey from RentCafe.com shows that more than 60 percent of Gen Z renters consider ratings and reviews most of the time when searching online.

Google Search’s algorithm to rank local search results relies on a wide range of different signals, and with the increase of businesses understanding the importance of SEO, it has become even more difficult to rank highly. Here’s where reviews play a big role, as they get factor into various areas within search engine algorithms. According REACH by RentCafe’s Senior Search Marketing Specialist Bekkah Doyle, it’s important to realize how Google selects which businesses to display in the map pack search results. The more reviews—both receiving new reviews and replying to them—the more likely Google is to feature that business in the map pack. “Google strives to provide users with helpful results which is why the apartment reviews play such a significant role in that process,” Doyle said. According to BrightLocal, it’s estimated that reviews account for 17 percent of the ranking factor for the Google 3-Pack of local listings.

Apartment reviews with photos

As search engines have evolved to prioritize user experience, apartment reviews that contain one or more photos perform better for search algorithms. Images allow people to express better and illustrate points in greater detail than text alone. Photo reviews attract renters more because they give them confidence and a sense of realism and transparency. These visual reviews provide a glimpse into the real living conditions at the property and allow renters to gauge whether a property aligns with their preferences and lifestyle. Furthermore, the images validate the review made in the property description, which establish credibility, which can result in a higher ranking in search results.

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Fun fact: Did you know that only businesses with a 4.0-star rating and above are eligible to show up for searches with “best” or “top” in them?

While a five-star rating is ideal, it isn’t always realistic. No business is perfect, and as much as your property might have to offer, you won’t be able to satisfy everyone. But don’t be tempted to artificially inflate your reviews. “Users are savvier than ever when it comes to detecting fake reviews,” Doyle explained. “Having an artificially high rating is one of the biggest deterrents for prospects.” Not only will prospects be able to tell, but so will the review platforms, and your listings and ratings will be impacted negatively. Additionally, Google Business Profile is usually good about catching these and removing them with their filter.

According to Doyle, here are some tips to organically get a quality rating:

• Do not incentivize any reviews.
• Respond to all reviews thoughtfully and promptly.
• Solicit reviews via email blasts or though QR codes onsite.
• Address any the concerns.

Do your part

Not all reviews are positive, and receiving negative ones might be upsetting, especially if you view them as untrue. It’s crucial not to take it personally, and knowing when to take a conversation offline is very important. “I always suggest writing your responses with the prospect in mind,” Doyle said. “What type of response would make them feel comforted and that you handled the situation appropriately?”

Additionally, while most reviews come from Google, don’t ignore other online review sites. “(These) also play an important role in the overall puzzle that is your online reputation,” Doyle said.

Now that you understand the importance of leaving apartment reviews for your business, the easiest way to encourage recent renters to leave one is to create an automated email template using a link on the Google Business Profile dashboard under “Ask for reviews.” You can also personalize these emails, but make sure they understand why it’s important and that the link is easily accessible. You can also encourage them to leave a review on your website or on your property’s social media accounts.