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2015 Online Renter Study - Jen Piccotti
- 2. @SatisFactsJen SVP Education and Consulting SatisFacts and ApartmentRatings.com
- 4. in 2011
- 21. were asked
- 22. Q. How does it make you feel if an apartment community staff member responds to an online review by a resident?
- 24. RESIDENTS- Ball State University Analysis PROSPECTS– 2015 Online Renter Study 2015 Online Renter Study and Ball State University Analysis
Notas do Editor
- 60.1% of all renters used a smart phone or tablet during their recent search – up from 26.3% in 2011
- Companies need to ensure their websites are WAP-enabled and HTML5 coded (the only way Apple products can read websites, etc.) to allow smart phone and table users to view the website in the correct and ideal layout.
- Nearly 70% search ILS or community website. Nearly 60% drive the neighborhoods. Nearly 50% use ratings and review sites. Referrals – just over 40%. Social networking sites – around 11% (down from 14%)
- 20% of residents follow apartment communities or property management companies on Facebook. Twitter – 3.2%, Instagram 2.6%, Pinterest 2.1%
- Interacted with a property management/apartment community’s social networking site – 10.1%. The highest – 12.4 (25-34), Lowest – 3.5% 65+ Of those who had interacted - #1 – Ask a question, #2 – Compliment or Enter a contest
- How important is it for an apartment community to have a social networking page like Facebook? 2.01 on scale of 1-5. Up from 1.92.
- 74.4% referrals from friends/co-workers, 67.7% online reviews, 32.6% company website., 11.8% trust ads, only 7.1% trust social media sites
- Info Desired During Search: rents, specials, floor plans, features/amenities, availability and photographs , and now ratings and reviews.
- Prospects continue to want to have all the information at their fingertips so that if they wanted to, they could make a rental decision on the spot, without having to visit. And 10% of prospects now do that!
- Greatest impact on leasing decision
- #1 Viewing actual apartment vs. #12 viewing furnished model The community who can figure out how to show turned, move-in ready apartments both in-person and online will win the first-visit lease game. (Calculate the overall cost of your model units vs. average vacancy loss for unoccupied units.)
- Email is the #1 Preferred method of contact, Cell phone is #2, and #3 is now Text Messaging Do you have the capability to communicate via text with your residents?
- 61% of all renters are willing to post a positive rating/review - 15.8% were asked, up from 8% in 2011 50.3% would not trust a review site if all or most of the reviews were positive
- 52% - They have customer service, 49% - They really care about their residents, 29% - They are a trustworthy PM team, 28% - They offer a quality living experience, 11% - I don’t care if the staff responds
- Very similar drivers in what matters most to Residents and Prospects