Reviews Can Make or Sink a Property (Even if They’re Misleading)
When you search for something to buy or rent what are some of the most common search filters you use? You might search by location or even price. You’re probably searching (or sorting by) ratings though.
If you don’t put effort into improving your overall user review score you’ll appear in far fewer results. Much like reviews improve a website’s overall ranking on search engines, good reviews on rental sites get you more interest, which subsequently leads to more bookings. A few good reviews can lead to your property snowballing and gaining significant interest.
On the flip side, bad reviews have a major impact on your properties’ visibility and can harm your reputation. Even if these reviews are fake, it can be hard to get them taken down on certain platforms. Responding to these reviews publicly is often the best course of action, and customers who were initially happy can be convinced to change their review if they receive some kind of compensation.
If you can’t apologize your way out of a situation, think of dealing with a bad review like you would a bully. We’re told not to cower away from bullies, but to stand up for ourselves and find a solution. Setting the record straight is vital for consumer’s perception of you. After all, by listing your property you’re creating for yourself a very small business and brand that needs to be protected, or else the negativity can follow you to other platforms.
Be careful though, as just as a couple of good reviews can be a catalyst for expansion and success, a couple of bad reviews can drag your property out of contention almost immediately.
Underestimating the power of reviews is the property lister’s first mistake. They’re one of the most powerful tools for both businesses and consumers online and should be recognized as such by everyone using vacation rental platforms. Almost every decision you make should come with considerations about how it will affect your user review score.