Online Reputation Management for Property Management and Real Estate Professionals

September 1, 2023    •    4 min read

As potential tenants and property owners increasingly turn to the internet for research, maintaining a positive online image is vital for the success and growth of property management businesses. Effective online reputation management (ORM) strategies can significantly impact how these groups are perceived and trusted within the real estate industry.

From building a strong online presence to identifying areas of opportunity to improve rentals and amenities, here’s what to know about online property management for real estate groups with Buckingham.

What Is Online Reputation Management for Property Management? 

Online reputation management for property management involves actively monitoring and shaping the digital perception of your properties, fostering positive tenant interactions, and mitigating the impact of negative feedback to enhance credibility and attract clients. 

And truth be told, you can use all reviews, both good and bad, to inform and improve your customer service.

A property manager sits with prospective tenants to review lease documents.

Benefits of Online Reputation Management for Real Estate Professionals

Online reputation management for real estate professionals bolsters trust among clients, showcases expertise, mitigates negative feedback, and sets property businesses apart in a competitive market. Here are some key benefits of implementing a strategy for your property:

  • Show proactive communication through timely responses to tenant inquiries and concerns.
  • Build a strong online presence by optimizing property listings on real estate platforms.
  • Turning negative reviews into opportunities for improvement.
  • Using client feedback to enhance property amenities and services.
  • Positive impact on property value and occupancy rates.

Make a Great First Impression

First impressions matter, and in the realm of property management, that first impression often occurs online. Prospective clients and property owners frequently search for reviews and information before making decisions. This most often happens on Google, Facebook, and Yelp, as well as rental-specific platforms like RentCafe and ApartmentRatings

An ORM strategy ensures that the first interactions with your business reflect professionalism, responsiveness, and reliability. By consistently monitoring and responding to online reviews and comments, property management groups can shape positive initial perceptions that lead to trust and credibility. After all, the psychology behind online reviews and their effect on decision making go hand-in-hand.

Build Trust Among Current and Prospective Tenants

Trust is paramount in property management and real estate, where individuals are entrusting their valuable assets to a third party. In fact, the National Multifamily Housing Council (NMHC) 2022 Renter’s Preference Report found that 69% of prospective renters look at ratings and reviews when searching for an apartment community.

A solid online reputation fosters trust among potential clients by showcasing previous successes, transparent communication, and a commitment to addressing concerns promptly. Through ORM, property management groups can highlight their expertise, ethical practices, and dedication to delivering exceptional service, fostering the trust essential for successful partnerships.

A prospective tenant reads online reviews of real estate and property management complexes.

Develop an Online Presence

Creating a solid online reputation management strategy for any business is a critical part of maintaining brand awareness, public relations, and addressing issues. There are many ways to do this, and some of the most simple steps are best for property management groups. Here’s how:

  • Create and obtain ownership of profiles on popular review websites, like Google Business Profile, Yelp, Facebook, etc.
  • Offer incentives for current clients or tenants to leave reviews.
  • Create a “review station” at the complex’s clubhouse.
  • Promote rental specials, available units, community features, etc. on your verified social media accounts.

Learn more about the importance of online reputation management for businesses in our informational blog post.

Maintaining Your Property’s Online Reputation

Once you’ve set up your property’s online presence, you must maintain it! (If you do not have current ownership of profiles on review websites, act on this ASAP.)

Regularly monitoring and responding to Google reviews, Facebook comments, and general feedback helps to shape a positive perception of your property. And yes – this means responding to any positive and negative reviews that may come through. 

While we hope this does not happen, you may come across reviews that seem malicious. If you experience a malicious threat, libel or slander, this may constitute as online defamation. To learn more about defamation, check out our blog post, “What Is Online Defamation?,” or contact Buckingham’s defamation attorneys for further support. 

Aside from social media reviews, it’s a great idea to create and maintain an informative website. Include a section on the website that showcases reviews/testimonials from clients, provide an image gallery of your properties, and list ways clients can easily contact management.

Effective Conflict Resolution

Property management inevitably involves challenges and conflicts. An ORM strategy provides a platform to handle these situations with professionalism. Addressing negative feedback openly and constructively demonstrates accountability and a willingness to improve. Thoughtful responses can help turn dissatisfied clients into satisfied ones and demonstrate to prospects that your property management group takes client concerns seriously.

Highlight Property Amenities

ORM enables property management groups and real estate professionals to spotlight their strengths, unique selling points, and company values. Regularly updated content such as blog posts, case studies, and testimonials can bolster your reputation by highlighting your expertise in managing properties efficiently and ethically. These efforts not only contribute to a positive online image but also position your group as a thought leader in the industry.

Maintaining a Competitive Edge

In the competitive real estate landscape, a positive online reputation can be a key differentiator. A strong ORM strategy can help property management groups and real estate professionals stand out from the crowd and attract clients who value professionalism, integrity, and exceptional service. Positive online sentiment can also lead to word-of-mouth recommendations, further enhancing your group’s reputation and market presence.

Online reputation management is not just an option – but a necessity for property management groups. A proactive approach to ORM can shape the perception of your business, foster trust, showcase strengths, and maintain a competitive edge. By prioritizing your online reputation, property management groups can build lasting relationships, expand their client base, and solidify their position as leaders in the industry.

If you manage a property, complex, or real estate firm and suspect your brand is at risk for online defamation, contact Buckingham’s team of experienced lawyers for a consultation. Andrew Stebbins and Christina Williams are ready to assist you.

Share this:

Andrew Stebbins

Partner | Cleveland

[email protected] 216.736.4233

Christina Williams

Associate | Cleveland

[email protected] 216-736-4234


Our attorneys will provide a collaborative, thoughtful approach to your legal needs. We look forward to connecting with you.