A strategic alliance between Rent. — a Redfin company that is a rental marketing platform and marketplace — and online reputation management firm Reputation shows a natural evolution of how residential rental CRE has to make greater peace with the online world.
"Reputation will power the RentRep. sentiment dashboard, enabling clients to monitor and manage their online reputation and social presence from one easy-to-use application," the companies said in a press release. The system "empowers clients to manage their online presence with FHA-compliant reputation, social management and monitoring, as well as online review management designed for multifamily. RentRep. clients can drive leads, improve SEO and reduce risk from the convenience of a single dashboard."
Buzzwords aside, the story behind this concept is basic, if you look at the multifamily industry from some distance. Most everything is online these days, to one degree or another. That's true of multifamily, where people look for properties on websites and through social media, recommendations, reviews, and more.
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But for all the convenience and power of marketing online, there is also vulnerability. People react to their experiences and bring those responses online, going to sites where a company they've had problems with cannot simply make the issues go away.
Which sites? There are many. How does a company find that people post unflattering (and sometimes accurate and deserved) criticisms? Usually by their aftereffects when things blow.
The effects of consumer kickback on social media, particular if someone is adept at it, can be significant. Large corporations don't spend money on entire social media teams because they have nothing better to do with potential profits.
Rater, they use techniques and tools to do things like improve search engine optimization to improve the search results of a company's sites and have those rise in importance when people research a company's names. If you can do so sufficiently, it's possible to crowd negative stories and reviews off the first few pages of results, which for most people means making them invisible, because they don't look further.
According to the companies, the system also helps an owner or operator follow what tenants in general do and, through inference, what interests them, to help improve marketing.
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