Last modified on November 28th, 2017
By Elizabeth Millar

Good property managers tend to think of tenant-landlord relationships as those that are mutually beneficial. Just as how a property manager is trying to fill vacant space with the right tenant, tenants are looking for the right place for them to reside. It should be looked at as a win-win for both parties. That said, a property manager’s online image becomes an important selling tool.

The Impact of Marketing Your Property

Think about it for a moment: When a tenant is eyeing new places to live, the first thing they’re likely to do is Google search properties in an area. While rent costs, location, amenities, and other factors play a role in the locations they pursue, the image of the manager is also a decent part of it. If a property manager is low-rated or poorly reviewed online, what’s the incentive for the would-be tenant to put that property on their short list? It all adds up to why it’s crucial not to downplay the significance of your online image.

How to Improve Your Online Reputation

If your online image is lacking or if you don’t have much of an online image to start with, how do you go about improving it? The truth is there’s no one magic solution, but there are a number of things you can do to get the payoff you’re looking for:

• Don’t ignore online reviews.
  While the internet has caused many headaches for property managers due to how easy it is to post – and access – online reviews, you should look at these reviews as an opportunity to improve rather than an evil. Monitor them on a regular basis and encourage your favorite current and previous tenants to post positive reviews about your property. How should you handle negative reviews? It’s your call, but we’d strongly advise responding to them and offering to resolve any issues. This makes you look like the bigger person. Additionally, take any complaints to heart and work to improve when necessary to create better all-around experiences. While you’ll never be able to please everyone, the best way to avoid negative online reviews is by offering great arrangements.
• Market your vacancies.
  How are you marketing your vacancies to attract new tenants? We advise investing in a good property management software to increase your property’s web presence and help manage any openings you have. A good software solution isn’t just great for filling vacancies via internet marketing, but for helping to screen prospective tenants, collecting rent payment, and streamlining communication with residents.
• Amp up your social media presence.
  If you’re not showcasing your property on Facebook, Twitter, and Instagram, start now. Social media isn’t just a great way for advertising your property to potential tenants in the area, but also for keeping in touch with current residents. Put links to your social media channels on your website and in any other marketing you do, and don’t forget to use hashtags on posts to present your property to a greater audience. Social media is great for sharing everything from property features to news that might impact current tenants. We recommend posting at least every other day on these channels.
• Start a blog.
  When done right, blogs are another great way to bring traffic to your property’s website. Select some SEO keywords and key phrases to use in every post, and try to keep your blogs mostly informational while also still making mention of your property one or two times throughout. Try to blog consistently, like one to two times a week.

Remember, just like you’re sizing up tenants, they’re likely sizing you up too. Make a great first impression. Improving your online image today can pay big dividends tomorrow.

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