In every industry, brand reputation matters, and the apartment sector is no exception. Brand reputation is the perception that unfolds in the minds of tenants, employees, and investors when they hear your company’s name. It’s the cornerstone of a successful business, articulating the core values of your team, and setting good property managers apart from the competition. A stellar reputation also builds trust with stakeholders, local residents, and the surrounding community.
“Reputation management helps shape the public’s perception by influencing the information they hear and receive about a company,” says Nicole Harris, founder of Solv Communications. “In the high-stakes, fast-paced world we live in, decisions are driven by credibility and trust. Your company’s reputation is not just one aspect of your business – it IS your business!”
Here, Harris shares her top tips and strategies to help property managers elevate or maintain their brand’s reputation.
1. Monitor social media and third-party reviews. This can be achieved by setting up alerts using your company’s name. Being a part of the discourse, whether positive or negative, shows you care and gives you the chance to respond.
2. Stay ahead of threats by conducting pulse checks with your leadership. Every quarter, ask your property managers, “what is keeping you up at night?” Work to address smouldering issues before they erupt and leak outside your organization.
3. Develop a crisis communication plan before it is needed. Create a rapid response team with roles and responsibilities, identify and mitigate vulnerabilities before they become a problem, create hold statements to keep your tenants informed of any issues, and more.
4. Use Search Engine Optimization (SEO). SEO is a powerful ally to amplify your brand by improving your online presence in online search results. By generating content with relevant keywords, you can boost your online visibility, driving more traffic to your website while improving your online reputation.
5. Build strong relationships with local media. Sharing good news stories about how your property management company is providing much-needed housing, or contributing to a charity, makes for excellent PR for building your brand. And in bad times, a good crisis manager knows how to use media to turn potential PR issues into opportunities that showcase your company’s values.
6. Cultivate internal and external brand advocacy via stakeholder engagement programs. Creating user-generated content (UGC), integrating influencer marketing, and other brand advocacy strategies can elevate your brand’s reach.
7. Pay it forward through community involvement. Being involved in your local community by sponsoring events or participating in charity drives not only builds your reputation but also strengthens your relationship with the community. People love businesses that pay it forward.
“The reality is reputation management is an ongoing process,” Harris says. “We live in a fast-paced news cycle, but that doesn’t mean you can ignore bad news that may damage your reputation. Most times, addressing issues proactively is the best way to have your side of the story heard and understood. This helps you shape the narrative and prevents others from filling the void with misinformation. Over time, when people search your company, they will notice that you not only acknowledge and address issues but are proactive to prevent future ones. Nobody is perfect but showing that you are committed to improvement will go a long way to instilling trust and confidence in your brand.”
Nicole Harris is the Founder of Solv Communications, a PR and Reputation Management agency specializing in property management, real estate, and property development reputation management.
