Inspire

PROMOTING ONLINE REVIEWS TO SHOWCASE YOUR RENTALS

BY MICHELLE GAMBLE

Positive reviews posted for short-term rentals are the lifeblood of future business.

Renters use reviews to determine whether or not they are going to rent that property – whether it’s for a vacation or temporary living space. One of the first things prospective renters do is read reviews. Positive reviews not only give that property credibility as a great place to rent, but also reassure renters that this property provides an excellent experience. These reviews also differentiate properties and make your short-term rental stand out in a competitive marketplace.

“Reviews can provide potential renters with insight into the quality of a rental before they commit to renting it out, making them more likely to choose one that is well-reviewed,” said Matt Teifke, founder and CEO of Teifke Real Estate. “Positive reviews instill confidence in potential renters, as they show that past renters have had a good experience with the property. Positive reviews also help improve visibility on rental sites, as they will often be placed at the top of search results. In addition, positive reviews can lead to more bookings by making it easier for potential renters to compare your rental to others in the area.”

“Positive reviews play a crucial role in the success of short-term rental properties, as they directly influence the decision-making process of potential renters,” said Josh Wislon, a licensed realtor and the co-founder of That Florida Life. “In the digital age, online platforms have become the primary source of information for travelers when choosing accommodations. A plethora of glowing reviews establish trust and credibility for the property owner or operator and indicates that previous renters had an enjoyable experience, which can lead to higher occupancy rates and overall profitability. Further, platforms like Airbnb and VRBO utilize algorithms that prioritize listings with higher ratings, ensuring that well-reviewed properties receive increased visibility and bookings.”

So, it’s imperative for the success of the business that property owners devote time and resources toward ensuring that their properties shine so bright that renters will want to share and post online reviews. This requires property owners to take certain measures to maintain and offer outstanding service and amenities.

QUALITY! QUALITY! QUALITY!

Property owners should first focus on the quality of the rental experience. The first step requires owners to regularly inspect and maintain their properties. Routine maintenance and cleaning should top your priority list. Many property owners send in the cleaners right after each renter has vacated the premises. The first order of business, cleanliness, especially in the era of Covid, should take front and center.

To ensure a renter has a positive experience, you must ensure that the property is properly maintained,” said Carter Crowley, co-owner, licensed realtor and senior acquisition manager for CB Home Solutions. “This can include upgrading home appliances and furniture. It is also important to give renters exactly what is advertised to them. For example, access to amenities, early discounts, etc. This can leave a positive impression on renters and lead them to leave good user reviews.”

However, cleanliness and upkeep are only the basics. Owners like to go a step beyond and add those little, memorable touches to their spaces. It could be adding quality soaps, shampoos, or fluffy, white towels. Classy coffee and real creamers go a long way toward impressing a renter. “Think about adding something extra to the rental experience such as providing a welcome basket with some snacks, drinks and other useful items,” said Alex Capozzolo, co-founder of SD House Guys based in San Diego. “Or provide discount codes for local attractions or restaurants to make their stay even more enjoyable.”

After ensuring your property looks its best and contains quality amenities and extras, create a rental experience that from start to finish considers the guest’s needs. “Make sure you provide a thorough description of the property, its amenities, and any other important details that renters should know before they book,” added Capozzolo. “Also include photos to give them a realistic view of what to expect.”

The entire booking experience needs to be well managed and responsive. Renters should not have to contact the property owner to find out things like how to access the property upon arrival, turn on the heating or air conditioning, figure out anything complicated about the appliances, etc. An instruction booklet or binder provided on site allows renters to effectively look up questions to find answers. Instructions should be easy-to-understand and written in a step-by-step manner. However, sometimes renters get confused and that is when responsiveness counts.

“The property owner should be welcoming and responsive to every query,” said Neil Dempsey, CEO of Four19pro- perties. “He should take responsibility for everything that has to be taken care of by him. Well-managed services satisfy renters and encourage them to give a good review.”

Responsiveness means setting up a system that allows renters to easily communicate with property owners. Queries should not be ignored. Leaving a renter frustrated and unable to solve a problem will also leave a bad impression, and hence, negative reviews. “I communicate clearly with renters before and during their stay to answer any questions and address any concerns they may have,” said Cam Dowski, realtor and founder of WeBuyHousesChicago.co. This helps to build a rapport with them and create a positive experience.”

“Frequent communication is the key, and I make a point of keeping them informed every step of the way,” said Eric Bramlett, a realtor and owner of Bramlett Residential. “I maintain contact even after they’ve returned the property, so they feel supported and valued rather than just forgotten. This approach helps address any issues they may have encountered during their rental, ensuring their concerns are resolved by the time they write a review.”

Promoting Reviews

Now that property owners have taken care of their renters, next they will want to encourage reviews be posted. Owners can provide a survey or questionnaire to their renters to get feedback. They can also reach out to their renters after their stay to ask them to leave a review. And finally, they can offer incentives to renters who leave good reviews. Incentives can include things like spa gift certificates, gift cards for local restaurants and activities, and discounts on future visits.

“When I aim to encourage positive reviews, my primary focus is on their overall experience during the rental process” explained Bramlett. “I am committed to delivering exceptional customer service tailored to their unique needs and concerns. My goal is to ensure their rental experience is seamless and enjoyable, leaving them with a strong sense of satisfaction.”

Not all reviews will be positive. While some say “all publicity is good publicity” in the rental industry that doesn’t apply. A prospective renter reads negative comments about somewhere they plan to stay or visit, he/ she won’t ignore it. It’s up to property owners to mitigate as many negative reviews as possible and aim to solve the problems.

“When faced with a bad review, respond professionally and courteously, acknowledging the guest’s concerns and demonstrating a willingness to address the issue,” said Wilson. “Apologize for any inconvenience they may have experienced and detail the steps you have taken or will take to rectify the problem. This not only shows potential renters that you care about your guests’ experiences, but also helps to reestablish trust and credibility. If the review is particularly egregious or factually incorrect, you may consider contacting the platform’s support team to discuss your options.”

Ultimately some things in life cannot be helped. In those situations, remember the old adage “the customer is always right.” “Getting a bad review breaks your spirit, but don’t lose heart,” said Ben Wagner, real estate investor and house flipper at Leave the Key. “The simplest way to mitigate it is by accepting the problem and apologizing for it. Write an email or apologize publicly under the review.”