Bozzuto manages 51 properties in the 2017 Elite 1% ORA™ Power Ranking of properties by online reputation for the year 2017. The Kensington has bagged the number one spot for three consecutive years including 2017.
In a conversation with J Turner, Stephanie L. Williams, President of Bozzuto Management Company shared how a legacy of meaningful experiences produces a valued reputation and how the company uses ORA™ as a metric to continually evaluate its online reputation.
"Our online reputation is directly related to the reputation we have built offline. When we create a lifestyle for our residents that reflects our core values and supports our passion for service, we by default, nurture fans that want to share their perspective on our brand with others."
Five Key Takeaways from Ms. Williams' Interview
The role of marketing should not be limited to generating leads, but to carry on the relationship you've built with the residents through their stay. Renewal is more valuable than the lease. Marketing should serve audiences' needs. Use your online reputation to give future residents an authentic look into what living at your community is really like.
Your reputation is earned through everyday experiences you provide, so hire people who best represent your brand and who use your brand values in everyday decision-making.
Develop a united front to respond to all commentary both online and offline accurately and appropriately. The good and the bad. The sooner the better. It shows you care.
Identify a metric to continue to evaluate your reputation. Use the metric as a telltale for performance and a leading indicator of sales efficiency.
Listen to your residents all the time. Nurture a culture that promotes a proactive dialogue and honesty with your residents. Ask them about their experiences, the more you ask, the more you can deliver valued experiences.
Priyanka Agarwal is a public relations expert with over two decades of experience in the field. In her current role, Priyanka serves as the public relations consultant for J Turner Research. She specializes in online reputation management, corporate content creation, and strategic PR planning. She is a contributory author for NAA, Multifamily Insider, and PR Daily. Priyanka holds a master’s degree in public relations from the Jack J. Valenti School of Communications, University of Houston.