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Here’s a fun factoid for you: across the major review sites, the average rating for an incoming review is 3.83 stars. This analysis comes from exactly 14,883,522 reviews across Google, Apartments.com, ApartmentRatings, Facebook, and Yelp.
Conversely, the lifetime average star rating for any site is 3.56 stars. A differential of 0.27 stars is materially meaningful and tells us that we are currently in a period in multifamily experiencing rising reputation.
In previous research as well as last month’s Brewing Data Blog we’ve noted the mass deletion of historic reviews. This partially explains the increase in sentiment. However the influx of new reviews still outpaces the deletion of historic ones.
1.89 million and 1.46 million reviews came in during 2025 and 2024 respectively, whilst 2 million historic reviews were purged.
Heightened average ratings also indicate that competition is getting stronger. It’s important for properties to continue earning high marks consistently in order to keep up with their peers.