Online Reputation: A Critical Aspect of Managing Apartments

Kim Morgan, marketing manager for the Oak Brook, IL-based owner and operator JVM Realty

CHICAGO—For multifamily operators, online reputation management has never been more important. Apartment shoppers scour sites like Yelp and Google to see what current residents think of a community. They also want to see how a community responds to critical feedback and how responsive they are to the needs of residents.

GlobeSt.com recently caught up with Kim Morgan, marketing manager for the Oak Brook, IL-based owner and operator JVM Realty. A vocal advocate of the benefits of ORM, Morgan discussed the common mistakes operators make in their online responses, the value that less-than-positive feedback can provide and emerging trends in the practice.