Author John Green’s book title The Fault in Our Stars seems fitting to describe the significance of star ratings for prospects scouting the Internet to search for apartments. We know that residents are flocking online to voice their disappointments or favorable experiences at their apartment homes. Research proves that these online conversations affect prospect traffic to your doorstep.
A nationwide survey by J Turner Research involving more than 25,000 residents indicates that 62 percent refer to online ratings and reviews at the beginning of their apartment search. According to a 2016 study, the two most influential aspects of reviews in a prospect’s decision making are star ratings and the relevancy of reviews to their likes and dislikes—relevancy refers to content of the reviews. The number of reviews is a close third.