For example, why is it new prospects ask “what are your specials.” It's because all our competition, our advertising, and signage reinforce this message. We keep it in front of their face. Yes, a few people might try to negotiate or ask for a deal, but we've trained them all to ask for a “special” because it's a constant and consistent message. We can train our customers to give feedback as well. I contend that if you make it easy to do (even using incentives), they will begin to catch on. If our staffs understand how important it is to get the feedback, and we give them tools to make it easy to gather the feedback it will come.

I think the real issue is with upper management and owners. I know Eric has always contended this. Many of these folks think they are in the real estate investment and management business. However, we're in the customer service business, we just happen to lease apartments.

I agree 100% with your feedback, where I struggle is that even Eric with all his success has little feedback on his site or the third party sites. I say that in respect of the absolute time he has given to building and executing the amazing resident experience.

My real question is what would prompt a prospect/resident to record his/her thoughts on any feedback site? Ideally we would want it to be self-governed and how do we get to that level of intamacy? How can we get there without blasting them for their thoughts every time they turn around?

I am pondering this one heavily as we re-imagine our web strategy.

Have a great weekend, sir.

M

Hope your weekend is stellar.

I think a first step in getting feedback is to just survey your customers internally. Find out what's really going on. After you feel comfortable with that there are plenty of opportunities to solicit additional feedback on public sites. I just feel the majority of companies are not going to solicit the feedback on these sites until they really know what's going on. My guess is that they think they know, but they really don't.

So, step one, start surveying your customers. Get a program like The Resident Connection and survey constantly and consistently. Once you get comfortable with that information and how you are responding then ask them to hit Yelp! or ApartmentRatings or whatever. For Eric, he already has a good handle on his service and can already push these sites. As companies grow, however, we have to find a system to ask for more feedback. Most companies don't have the intimate relationship with their customers like Eric does. These companies might need to take a step back first. Obviously monitor rating sites, but don't start soliciting that feedback until you feed comfortable with you own internal surveys and how you're handling that feedback. And when you do solicit that feedback ask everyone consistently and constantly.

We still have a long way to go.

Thank you for taking the time – it feels good to be back although I will be taking a much needed vacation next week where I will be unplugging altogether. It's kind of a spiritual vacation – trying to get back in touch with reality and what is truly paramount in life.

I actually looked at your site while writing this post – I really thought I would find more there given the time and effort you and your team put into encouraging this type of engagement. To find four reviews, one of which came from one of the bloggers you employee [I think that was the Yelp review if I am not mistake] was a bit of a let down. Not a let down in terms of your efforts but that of the willingness of your evangelists to share or participate.

My mind is wondering how you get more people [without baiting them] to give feedback and or start their own conversations on any one of those platforms. What are your thoughts on this point?

Mark, I would be interested in your thoughts as well.

Have a stellar weekend guys.

M