The Power of Proof: 5 Ways to Use Resident Testimonials in Your Marketing

Establishing trust and credibility is crucial for multifamily marketers to forge connections with potential residents and boost their company’s reputation. But they need more than just sleek websites and well-designed brochures to retain residents and attract new ones.

By exhibiting unwavering trustworthiness and credibility, marketers can effectively set their properties apart from competitors, attracting long-term residents and fostering positive word-of-mouth recommendations. When potential residents hear directly from those already in your community, it adds a layer of authenticity and trust that traditional marketing can’t match.

Mostly featured on Google, property websites, or homepages, resident testimonials offer some insights into the community experience. But those are not just words—they’re powerful stories that breathe life into your properties, building a bridge between what you promise and what you deliver.

How do you make the best of them? Here are five ways to enhance your online presence and create compelling narratives for your renters.

Don’t forget about Google Reviews!

When looking for a community, 71 percent of renters first check its ratings and reviews. Google can easily be the first point of reference between your properties and a potential renter, making it a crucial aspect of your overall marketing strategy. Many good reviews can help your property stand out in a tight market, increase its exposure in search results and enhance your local SEO.

Most of the time, coming across many good reviews gives potential residents confidence and social proof that your community is a great place to live. According to RentCafe key considerations you should keep in mind when it comes to reputation management include quantity, quality, recency and responses.

For Google Reviews, recency and responses are what can make your company truly shine. Actively managing your reviews by responding promptly and professionally to both positive and negative feedback demonstrates a commitment to resident satisfaction. When you interact with existing renters and respond to them, it shows that you value feedback and are dedicated to maintaining a high-quality living environment. And addressing negative reviews with empathy and a willingness to resolve issues can demonstrate good customer service.

Transform your website into a storytelling platform

Storytelling is a great tool to showcase your community, humanize your brand and enhance your marketing efforts. So, here’s where quality comes into play! Resident testimonials can turn your website into a dynamic page that highlights what it’s like to live in your community. Create a dedicated section on your website where prospective residents can explore real stories.

Go beyond text and incorporate star ratings, resident interviews and sometimes even video testimonials. This multimedia strategy enhances the resident experience and accommodates a range of website visitor interests. You can even place testimonials strategically on pages with a lot of traffic, such as the homepage, amenities page and floor plans, to increase their impact.

More so, testimonials work especially well when they are placed next to pertinent content. For example, you can place a review about how much residents enjoy the pool or the lounge next to the amenities section of your website, reinforcing the message with real-life experiences. Don’t forget to also keep the content fresh by regularly updating testimonials, ensuring that visitors always see current, relevant experiences.

Incorporate resident stories into your social media channels

Your social media channels should always reflect what it’s like to live in your community and highlight the particularities that make it stand out. What better way to stay authentic and relatable than using resident input and feedback in your content?

You can easily share snippets of testimonials, whether they are short quotes or videos of your residents on your accounts. By including residents in your content, you can showcase your property while also giving renters a voice and make them feel heard.

Start by creating visually appealing graphics or video montages that highlight different aspects of life at your property, such as community events, pet-friendly amenities, or responsive maintenance teams. You can even launch a “resident of the week” series, where a different resident shares their story every week, as it shows potential residents the diverse, vibrant community they could be joining.

Enhance virtual tours with resident insights

Virtual tours can make a huge difference in your lead-to-lease conversion rates, as well as a higher percentage of net leases, according to a case study by LCP Media. If you want to make your tours stand out even more, consider including resident testimonials directly into the experience. For example, how about a virtual tour where, as viewers explore the fitness center, they hear from a resident talking about the equipment or why he likes that amenity?

Integrating testimonials into your video content creates a more immersive experience and helps prospective residents connect with your property on a personal level. It’s not just about showing them what the property looks like. It’s about conveying what it feels like to live there. This approach can help potential residents imagine themselves as part of your community.

Try it for email marketing

Email marketing remains a powerful channel for reaching potential residents and sometimes adding another layer of authenticity can make your messages more compelling. Use testimonials to enhance your email campaigns—whether you’re welcoming new leads, following up after a property tour, or promoting a special offer. Including a testimonial that aligns with the recipient’s interests or needs can make the email feel more personalized and persuasive.

For example, if a potential renter has shown interest in a particular amenity, include a testimonial or review from someone who loves that specific feature. This level of personalization can make a big difference in converting leads into leases. Highlighting positive resident experiences in your emails not only builds trust but also makes it personalized and attracts residents to look more into your community.