Written Posts

What reviews are you focusing on?

3 Comments 20 September 2013

blurredYes, I’m still alive (although this blog has seen better days).  One of the challenges with blogging, or using social media in general, is that you have to actually do it.  Whether I’m doing a video or banging something out on the keyboard it does take some thought and effort.  With the number of topics I’ve chimed in over the years it sometimes can be difficult to come up with something original.  Maybe I just need to embrace the fact that every post isn’t going to be a spankin’ new topic, but I can just put a spin on something current.  We’ll see…maybe I’ll get going again.

Anyway, one of the reasons I blog is because I’m inspired by someone else.  Vaynerchuck, Godin, Trosien, Alney, Whaling (just to name a few) inspire me on a regular basis.  Today I was inspired by Seth Godin’s post, Unreasonable clients.

During the past few years I feel the topic of “Customer Reviews” has been an important one in the Multifamily space.  In general, I believe that customer satisfaction in our industry has become so much more important.  Lots of competition, new developments popping up around the corner, and a shadow market of homes for rent make service even more important.

So what do we do about those customers that we just can’t make happy?  We all have them, and some of them have even left scathing reviews on ApartmentRatings.com.  Just three years ago I remember a conversation during an association event where companies where brainstorming on an idea to buy AR.com and shut it down.  Is that what we should do with customers we can’t make happy?  Shut down their ability to comment.  That is just unrealistic.

Here’s what I recommend, similar to what Godin is saying.  Ignore, or even fire, the bitter customers.  Focus on the 4, 3, and 2 star customers.  The ones that aren’t singing your praises, but they aren’t completely lost yet.  That’s where we should be spending our efforts.  Don’t wait for them to post a review online either.  Survey internally, know where you stand, and take some action where you can.  There are plenty of digital options out there to survey your customers.  Collect email addresses and get a move on!

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