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 is a seasoned public relations and marketing professional with more than eighteen years of industry experience. In her current role, Priyanka is the public relations consultant for J Turner Research. She is also a contributing writer for Multifamily Insiders. Priyanka has a proven track record in corporate content writing, media relations, email marketing, online review management, social media marketing, and client servicing. She has strategized award-winning campaigns for leading technology brands such as Microsoft, EMC, and Hewlett Packard among others. Priyanka holds a master’s degree in public relations from the Jack J. Valenti School of Communications, University of Houston. She is a former member of the Public Relations Society of America, Houston chapter.