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In today’s rental market, a star rating alone doesn’t tell the whole story. Renters are skeptical, digging into the content of reviews to uncover the real resident experience. And increasingly, they’re using AI tools to do it.
Our national study of over 1,000 renters reveals:
🔷 The Veto Effect: Just two negative reviews about pests or security can erase the value of a 4.7-star rating.
🔷 The Hierarchy of Concerns: Health, safety, and financial clarity outweigh amenities by up to 18x.
🔷 AI is reshaping search: Over half of renters already use AI to summarize reviews and spot red flags.
🔷 The Reputation Tax: Hidden flaws in review content impose measurable damage to leasing and retention—even when ratings look strong.
This groundbreaking research proves why star ratings are no longer enough—and why J Turner Research is evolving the ORA Score to align with how renters (and AI) evaluate communities today.
The ORA Score has always been the multifamily industry’s gold standard. This research is the first step in the next evolution—ensuring ORA continues to deliver ROI, renewals, occupancy, and investment insights for years to come.
