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Are prospects actually using online reviews and ratings?

pencil icon Posted by Joseph Batdorf on Aug 12, 2016 1:09:00 PM
Joseph Batdorf
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With shoppers in all industries looking to peer reviews online before making buying decisions, it is only natural that the multifamily industry would feel the effects of the same trends. More than three-fourths (78 percent) of respondents use online rating and reviews in their apartment search. Prospects rank the influence of online ratings and reviews on their rental decisions at 6.94 on a scale of 1-10.

Our research highlights that over the years prospects are taking more and more notice of online ratings and reviews while scouting for their perfect home. In 2015 a good majority, 78 percent of respondents, reported using online ratings and reviews to gather information about the communities they were interested in, this is up five percent from 2012.

How much do these online ratings and reviews affect their rental decisions? On a scale of 1-10, they ranked influence at 6.94 in 2015, up from 6.67 in 2012. Up four percent, the effect of ratings and reviews on the rental decision is also showing signs of trending higher.


Marketing to Different Generations: Emerging Online, Language, and Lifestyle Trends, an extensive national research project by J Turner Research in partnership with Multifamily Executive. With 25,099 responses, the study drew participation from 18 companies and more than 500 properties.

A deep dive into the technology lifesyle preferences of 84,942 renters. Download the report.

Topics: Online Reputation

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Joseph Batdorf

Written by Joseph Batdorf

For more than 35 years, Joseph Batdorf has contributed to the multifamily industry with his entrepreneurship and vision to introduce path-breaking solutions that directly impact a company’s bottom line.

In 2003, Joseph Batdorf partnered with experts in marketing research to co-found J Turner Research. The company offers customer insights that empower multifamily companies to advance their business. With its extensive portfolio of products - survey programs and online reputation assessment (ORA™) score, J Turner Research enables clients to enhance customer satisfaction, increase closing ratios, improve online reputation, and optimize resources. J Turner Research surveys more than 170,000 residents and prospects and tracks the online reputation of more than 59,000 properties nationwide, across all review sites on a monthly basis.

In his role as J Turner Research’s president, Batdorf oversees the company’s strategic growth. He has been engaged as a panelist and presenter in the industry for several years. Batdorf’s various speaking engagements include presenting in the 2009, 2010, 2012 NAA Education Conference, 2010 NAA Student Housing Conference, and participating as a panelist for the Multifamily Executive’s General Session on Concept Community for five consecutive years since 2012. He currently serves on the Houston Better Government Fund. Batdorf graduated from the Michigan State University.

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