These days, the first impression your multifamily property makes does not start at the leasing office. It starts online, WAY before they ever step foot on your property. Before a prospective renter schedules a tour or even picks up the phone, they are likely scanning search results, scrolling through reviews, and comparing communities based on star ratings. Surveys show that 84% of renters say apartment reviews influence their leasing decision.
Therefore, building a strong online reputation strategy should be foundational. When your reputation is visible, current, and positive, it boosts your search rankings, improves conversions, and builds trust before you even meet a lead.
But more than that, it can keep current renters happy, which cuts turnover and improves profitability. A strong online presence supports every phase of the resident lifecycle, from inquiry to renewal.
So, how do you build an online reputation strategy for your multifamily property?
Pillars of an Effective Online Reputation Strategy
There is no one-size-fits-all approach, but strong strategies share some key building blocks. Think of each of these pillars as a gear: When they move together, they generate momentum.
1. Ask for Reviews at the Right Moments
One of the easiest ways to improve your reputation? Ask. Just… ask. Too many property teams hesitate, thinking it might be pushy. But studies show that 70% of people will leave a review if asked, especially when the request feels natural.
Timing matters:
- Ask right after a tour when impressions are fresh.
- Ask at move-in when excitement is high.
- Ask during lease renewal when satisfaction is already demonstrated.
These are moments when people are more likely to leave thoughtful, positive feedback.
Text messages work especially well. Short, friendly, and personalized notes often get better responses than email. If your team is stretched thin, review request automation tools can help streamline the process. What matters is that the ask becomes routine.
2. Increase Review Volume and Frequency
Reviews get stale. Around 40% of renters will not even consider reviews that are more than a couple of months old. So, it is not enough to have a few great ratings from last year. You need a steady flow of fresh feedback.
That means you need to build review requests into your operational rhythm. Not once a quarter, not when you remember. Every week. The higher your review volume, the better your chances of converting searchers into renters.
Also, newer reviews help balance out any outliers. A few one-star rants from years ago will not matter if your current reviews reflect an active, responsive team.
3. Respond Thoughtfully to All Reviews
This might be one of the most underrated parts of any online reputation strategy: How you respond when someone leaves a review. Your replies speak to two audiences: the person who posted and everyone else reading later.
For positive reviews, a simple, human thank you goes a long way. Mention specific names or details, if possible, and reinforce what the reviewer liked. That adds warmth and shows authenticity.
For negative reviews, resist the urge to defend or debate. Acknowledge their frustration and offer to continue the conversation offline. Prospective renters often care less about the bad review itself and more about how you handled it. A thoughtful, respectful reply builds trust.
4. Build Social Proof Through Testimonials
People trust people. That is why renter testimonials are one of the most powerful tools in your marketing toolbox. Real stories from actual residents add credibility that a brochure or staged photo simply cannot match.
Encourage residents to share short testimonials, especially in video format. These clips do not need to be highly produced. Casual videos from happy renters feel more honest and believable. Feature them on your website, share them in email campaigns, or post them on social media.
User-generated content also fuels what is called “trust marketing,” where you let the voices of your residents speak for your brand. It is the digital version of word-of-mouth, and it works.
5. Optimize Listings and Visibility Across Platforms
Do not stop at Google. Make sure your online listings are current and complete across every platform your renters use: Apartments.com, Yelp, Facebook, ApartmentRatings, and more.
Listings should have up-to-date photos, accurate unit descriptions, hours, contact info, and available amenities. Do not forget to sprinkle in keywords renters are searching for, like “pet-friendly,” “in-unit laundry,” or “fitness center.”
6. Use Data to Benchmark and Improve
Great review management is about positioning. You are not just competing with your own past performance. You are competing with the building down the street.
Run regular audits to compare your property management reputation against similar properties nearby:
- How many reviews do they have?
- What is their average rating?
- How recent are the comments?
Once you know where you stand, you can set goals. Maybe it is increasing your review count by 25% this quarter or raising your average from 4.1 to 4.5 stars. Whatever it is, track your progress over time.
Support Reputation With Real Resident Experience
It should go without saying, but we will say it anyway: No amount of online polish can make up for a bad on-site experience. You need to earn the reputation you want to have.
That starts with the basics—clean, well-maintained buildings, safe surroundings, and timely responses to maintenance requests. These are the foundation of a great review.
However, do not stop there:
- Host events
- Celebrate residents
- Make the community feel like home
The more your renters feel seen and supported, the more likely they are to renew and to tell others why they love living there.
When reputation and reality align, that is when the magic happens.
Make Reputation Your Property’s Most Valuable Asset
An online reputation strategy is a long-term mindset. Every review, every comment, every interaction becomes part of your digital footprint, and the more consistent you are, the more value it brings.
Think of it like compound interest, where the more you invest early and often, the stronger your reputation becomes. Over time, it makes your multifamily property easier to market, easier to lease, and easier to keep full.
At Primary, we help properties like yours turn reputation into a competitive advantage. We understand the unique challenges of multifamily marketing, and we know how to translate your resident experience into measurable results. If you are ready to build trust, attract high-quality renters, and improve tenant retention with a clear, actionable strategy, we are here to help.
Let’s build a reputation worth talking about. Reach out to our team today.
