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There’s a good side and bad side to most every apartment property action, and research and resident reviews expert Mindy Price of J Turner Research shared trending topics in the Covid-19 era as part of a Speedy Session webinar hosted the Southern California Rental Housing Association. Residents are paying attention to how you are addressing your handling of Covid-19 processes such as cleaning and social distancing. Communities that describe and demonstrate the precautionary steps they are taking due to Covid-19 to prospective residents before and after the self-guided on in-person virtual tour and what they’ll be doing prior to move-in are making a really strong and positive impression.
Doing this will make many residents think about how seriously the other apartments they are considering are doing in response. If those others did not convey a detailed plan and sincere message of cleanliness and precautionary measures they are taking, they possibly will be crossed off the list. Gratitude and Attitude Residents are complimenting staff by name when those staff members show concern for health and safety of the residents. That’s a good thing. But they are also calling out a lack of action – or bad actions -- by name. Residents are thankful for any rent deferment or fee-waiving you offer. But some have noted that there’s been some lack of sensitivity from apartment staff,
complaining that all the property cares about is money. We know you have a business to run, but onsite staff need to put themselves in their residents’ shoes. They are suffering. Conveying that, “We’re all in this together” is a winning message. To address online reviews, make sure you have someone assigned to continually monitor review comments and respond. Have basic response language in place, but make sure it’s not a cut-andpaste response. It needs to be customized. And it’s important to post a comment that not only addresses the resident, but also reads like something that would resonate with a prospective resident, because these public message boards will be seen by them as well.
July 2020 socalrha.org | 7
