Maintenance Issues Drive Negative Renter Sentiment

When it comes to attracting new residents, nothing is more important than the quality of a multifamily property’s on-site leasing personnel. But when it comes to keeping residents when their leases are about to roll over, poor maintenance turns them off, new research shows.

The 2024 Voice of the Resident Report by the Widewail Multifamily Reputation Index covered more than 400,000 Google reviews of large multifamily management groups and more than 20,000 individual communities.

Two-thirds of the critiques surveyed mentioned on-site teams in their positive reviews. On the flip side, one-third named maintenance as the reason for their negative responses, the report by the software development company for apartment operators shows.

Maintenance also was the No. 2 positive response mentioned in the renewal stage. But it was the No. 1 negative response. Indeed, maintenance, or the lack thereof, was mentioned more in negative critiques than rent, communication, security and parking.

And maintenance is also a crucial factor in creating a strong (or weak) first impression. The topic is mentioned in two out of every five move-in reviews while the quality of the unit ranks top of mind for new residents, the report shows.

Apartment managers can and should encourage residents to leave positive reviews at every step of their journey. But negative reviews, including those regarding maintenance issues, tend to occur more organically. Therefore, managers should encourage feedback after every maintenance request.

“Residents are much more likely to leave a positive review when prompted during peak life cycle moments,” the report advises. “Don’t wait for the negatives, take an active approach to generate positive review volume.”     

Other key factors in driving reviews                             

Pests and cleanliness are other bugaboos. Pests are the No. 5 driver of negative reviews while cleanliness ranks No. 6. Unsavory living conditions pop up in more negative reviews than parking, neighbors, fees and unit condition.

Bugs, mice and other critters are rarely mentioned in positive reviews because residents expect a pest-free apartment. But properties will be reprimanded if they fall short of expectations, the report said.  

Unit condition is commented upon in 81 percent of the positive reviews and 51 percent of the negative ones. Cleanliness is noted in 40 percent of the unfavorable reviews. 

A sense of community is also crucial to the overall tenant experience, the study also found. Community was mentioned eight times more frequently in favorable reviews than such topics as billing, pricing and rent.

The No. 4 driver of positive tour reviews, amenities, also draws a lot of negative attention during the renewal stage, the study found. Amenities were mentioned in 17 percent of the positive reviews but they also were mentioned in a high percentage of the negative responses. During the renewal period, the study found an 80 percent increase in negative mentions of amenities.

“Amenities are a powerful marketing tool,” the report said. “But those that fail to meet tenant expectations contribute to turnover costs.”

It’s the people that matter most

On the plus side, on-site teams were mentioned most frequently in positive responses with residents noting friendliness and professionalism as key attributes. The team also plays a significant role in generating positive reviews during the property tour, leasing journey and move-in process.

Above all the staff members drive positivity. Nearly four our of five favorable reviews mention staff in both the touring stage and the leasing process.

“People are the No. 1 driver of positive reviews, and the competition is not even close,” according to the report. “The No. 2 driver is the leasing process.”