Reputation and reviews

Should we respond to every review?

Responding to reviews shows you are listening, but a thoughtful reply to the reviews that need one matters more than a copy-and-paste thank-you on every single review.

Google says helpful and positive replies can show that you're responsive to your customers.

Google's tips also suggest that instead of sending the same thank-you to everyone, you focus on reviews where you can share a helpful update.

Always reply to negative and mixed reviews. Short, personal thanks on positive reviews are a nice touch when time allows.

How do reviews affect leasing?

Reviews could influence whether renters consider your community, and one analysis links stronger reputations with better market returns.

A RealPage analysis published by J Turner Research associates each 1-point increase in its ORA reputation score with a 9.3 basis point premium in market returns. The method is not published there.

J Turner's own renter survey also suggests that review content matters, not just stars. It is undated and its method is not published. It reports that just two negative reviews about pests or security can erase the value of a 4.7 star rating.

Reviews also feed local search. Google says more reviews and positive ratings can help local ranking.

How can we get more reviews?

Ask every resident at natural moments, such as move-in, after a completed work order or at renewal, using a direct Google review link or QR code.

Google suggests reminding customers to leave reviews by sharing a Google link or QR code.

Ask everyone, not just residents you think are happy.

Make it easy: one tap from a text or email, and a QR code in the leasing office.

Can we offer residents an incentive to leave a review?

Not for Google reviews: Google's policy prohibits offering incentives in exchange for reviews. The FTC rule allows some incentives if they do not depend on sentiment and are disclosed, but platform rules can be stricter.

Google's policy prohibits offering incentives in exchange for posting any review or for revising or removing a negative review.

The FTC says its rule does not prohibit incentives as long as there is no express or implied requirement that the review express a particular sentiment, and that failing to disclose incentives could violate the FTC Act.

Follow the strictest rule that applies. For Google reviews, that means no incentives.

What is review gating, and is it allowed?

Review gating means asking only residents you expect to be happy for public reviews; Google's policy prohibits selectively soliciting positive reviews, and the FTC says the practice could violate the FTC Act.

Google's policy lists discouraging negative reviews or selectively soliciting positive reviews from customers as prohibited.

The FTC says its review rule has no specific prohibition against gating, but that this practice could violate the FTC Act.

The safe approach is to send the same review request to everyone.

How should we handle a negative review?

Reply promptly, acknowledge any real mistake, and never share private resident information.

Google's tips say a prompt response shows you value feedback, and to acknowledge mistakes without taking responsibility for things outside your control.

Google also says never share a reviewer's private information or engage in personal attacks. That matters for residents, whose lease and account details are private.

Then fix the underlying issue if you can. A later update in the reply can show other renters you followed through.

Can we pressure a reviewer to remove a negative review?

No. The FTC rule prohibits using unfounded legal threats, intimidation or certain false accusations to prevent or remove a negative review.

The FTC's final rule specifically targets review suppression.

Google's policy also prohibits offering incentives for removing a negative review.

If a review is fake or breaks platform rules, report it through the platform. If it is real, reply and fix the issue.

Can employees or friends write reviews for our community?

Fake reviews are prohibited by the FTC rule, and reviews by employees need clear disclosure, so the safe answer is no.

The FTC's final rule prohibits fake or false consumer reviews and testimonials.

The FTC's guidance on the rule says insider reviews need clear and conspicuous disclosure. Staff and their relatives should not post reviews of your community as if they were residents.

Also avoid setting staff quotas for review counts. Google's policy lists that as rating manipulation.

What are the penalties under the FTC review rule?

The FTC says the rule authorizes courts to impose civil penalties for knowing violations.

The FTC's rule on consumer reviews and testimonials covers fake reviews, review suppression, conditioned incentives and undisclosed insider reviews, among other practices. The FTC pages we checked do not state a dollar amount.

Ask your reputation vendors in writing how their process complies.

Is a perfect 5-star rating best?

Not necessarily. Google notes that a mix of positive and negative feedback often feels more trustworthy to people.

A wall of perfect reviews could look less believable to some renters.

What helps most is a steady flow of real reviews and thoughtful replies to the critical ones.

Focus on what reviewers keep mentioning. Patterns tell you what to fix.

What makes a good reply to a review?

Keep it short, personal and honest, and do not use replies to push deals.

Google advises keeping replies short and simple because customers value direct and honest responses.

Google also advises being conversational, not promotional, and avoiding using replies to offer deals.

Sign with a role, such as community manager, and give a way to follow up offline for issues that need detail.