services is undeniable and it is the most inexpensive way to market your service. Beyond the owner inquiry and decreased vacancy, our company had a ton of fun working towards this goal. It became an internal competition between each depart- ment and sometimes each indi- vidual. This not only motivated our team members but also promoted a team-oriented environment. Each review was matched with a ringing of the office bell, followed by words of praise and encouragement. The daily focus of achieving this goal cultivated the team buy-in and, in some cases, the instant gratifica- tion that so many seek. We were always asking for our interactions at work with tenants or owners to be reviewed. This inspired our staff to think twice before sending an email or re- sponding on the phone. The strive for first-rate customer service and success was evident. There was active forethought from each indi- vidual with each interaction. We made sure that beyond the instant gratification our team knew that achieving that goal would be worth their while. We planned a big “4.0 Party” to celebrate the victory. This was the positive reinforce- ment that some may have needed to remain motivated during the goal-achieving process.
leasing team adjusts the verbiage to be able to add their own voice to the tone of the emails, but our standard email congratulates the tenant on their new home, asks for any feedback, and provides a link for a Google Review. We had all these processes implemented by the time summer was starting to pick up. We had 100 move-ins just in one month. All those applicants were asked to provide our company with a review of the service they received. The reviews poured in. If they had constructive feedback for the company, we asked that they respond to our email so we could take the necessary corrective action. Our operations department sent out an email to all our owners. The notice informed and educated our owners on why they should care about our Google Review rating. We received a good handful of reviews then as well. When our maintenance depart- ment responds to a maintenance request with above and beyond service and resolution, they had already fostered a relationship with the tenants to be able to comfort- ably ask to review the service. WHAT HAPPENSWHEN YOU REACH YOUR RATING GOAL? Once some time passes, you can see the statistical results of your hard-earned reviews. You will find the steady influx of new prospec- tive owners inquiring about your
Youwill find the steady influx of newprospective owners inquiring about your services is undeniable and it is the most inexpensive way to market your service.”
a higher Google Rating in hopes of achieving that seemingly expensive SEO so many businesses are strug- gling to master. You can continually adjust your goal to improve your Google Rating and then you’ll con- tinue to reap the benefits. •
Julie Tollifson, RMP® is a member of the National Association of Residential Property Managers® (NARPM). Members of NARPM® receive
information like this article every month through its news magazine, Residential Resource. To join or learn more, visit NARPM.org/join. Julie has been the Leasing Team Leader for First Rate Property Management, Inc., CRMC ® in Boise, Idaho since October 2017.
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