The subject of ratings and reviews was a hot topic at the AIM conference not long ago. As always, we really enjoyed the discussions at AIM and were particularly intrigued by the idea of providing behavior “triggers” (shout out to Dr. BJ Fogg for one of the best sessions of the conference) that can influence the behavior of online visitors and help you achieve the kinds of positive results good ratings and reviews can provide.
Here’s the concept: In order to encourage a specific behavior (getting a resident to post a review about your property online) there are several elements in play: 1. How much they want to leave a rating/review, or motivation. 2. How easy it is to leave a post a rating/review, or ability. 3. The trigger that sparks or facilitates the behavior. Or, as the Fogg Behavior Model puts it: B=mat. The take-away: If you want to encourage even residents who aren’t highly-motivated (i.e., hopping mad) to review your property, you want to make it quite simple for them to do so and incorporate some carefully designed behavior triggers. (More information about Dr. Fogg’s behavior model is available at www.behaviormodel.org — check it out.)
So, you may be thinking, that’s all well & good from a behavioral science perspective, but how do I turn B=mat into more positive ratings and reviews for my community? That’s where Property Solutions can help. Not only do we help you use your own websites and portals to collect and display resident feedback, our usability team has designed appropriately placed triggers to encourage residents to post a review any time they access your resident portal. The accessibility of these triggers at the moment residents are engaging with your property to pay their rent or review community events combined with the simplicity of posting a resident review make the desired behavior more likely. Even residents who wouldn’t otherwise seek out a third-party ratings site like ApartmentRatings.com or Yelp are more inclined to share their views when presented with these triggers.
Property Solutions clients who use the Ratings and Reviews tools available through ProspectPortal and ResidentPortal see an increase in the number of residents providing reviews to their property and an increase in the benefits associated with property reviews. Our system posts thousands of new resident reviews every month and provides property managers with the tools they need to monitor and manage the information provided by residents.
Interested in learning more? Join our free webinar to see the Property Solutions Ratings & Reviews tool in action, or contact your Account Manager for more information.