How To Make The Most Of Customer Feedback For Your Property Management Company

Customer feedback has become the cornerstone of growth initiatives among property management companies. Previously, teams were underestimating the power that customer feedback has and how you can use both positive and negative reviews to project your business further to benefit and serve customers better.

Here are four tips for making the most of customer feedback:

Organize Your Customer Feedback into one central place

Customer feedback typically comes from a variety of sources in different forms. Multichoice surveys, questionnaires, support tickets, emails, Property inspection software notes, words docs, the list is endless. To optimize all information, organize it into one central place for your entire team to read and reference. It’s vital that your entire team can see the information, not just the customer success or support team.

Say you had a complaint about the sign-up process, it would have more impact if the staff member handling the sign-up process was able to see what customers were unhappy about. This enables your team to gain a deeper understanding of the issue, allowing them to be better equipped to combat the problem.

Placing all your customer feedback into one central place can become a tedious task if you are copying and pasting information. Automation is the key to making this process seamless. Here are a few tools that SnapInspect recommends to make things easier for you and your team

Zapier is a tool that allows you to connect apps that your company uses to automate tasks and save time. You can connect to over 1,500 integrated apps together to create your automation. For feedback, Zapier routes feedback from all your sources directly into a client database, product management tool, property inspection software, or even a simple spreadsheet.


Guru is a knowledge network that knows when, how, and where you want to deliver information to, without you having to look for it actively. Guru doesn’t exclusively manage knowledge; you can create a network out of your company’s intelligence using AI. Guru suggests relevant expertise to you in real-time in every application, the more you use it, the smarter it gets.


Front is an inbox for all customer communications. Emails, Live chat, social media, reviews, etc. Front is an inbox for teams. Organize all your conversations in one place, assign them to the right people, and allow your team to all be on the same page.

Record feedback from potential new customers

Property managers can learn a lot from potential new customers. Typically, when you think of customer feedback, you think of existing customers. It’s crucial to record feedback from existing customers. However, customer feedback from new or potential clients allows you to get a unique insight into how your company gets perceived at the first impression.

Receiving feedback from people interested in your business is immensely valuable. The feedback is unfiltered, it’s their honest opinion, and it’s coming directly from someone who has just learned about your company and what you can do for them.

Implement a process that works for your company to obtain information from new leads. This could be as simple as having a chat with your team, prompting them to ask questions and actively listen for feedback.

Optimize your Negative Customer Feedback

Collecting and organizing your customer feedback is only the first step. How you react to positive and negative reviews is the most important element of getting the most from the information gathered. SnapInspect suggests that you use these four tactics to manage your online customer feedback.

The importance of ‘Thank-you.’

Regardless of the tone of the feedback, it’s important you thank the person for taking time to leave feedback. Good or bad, feedback allows you to pick up on things you otherwise wouldn’t, make sure you thank all clients for giving you feedback.

Own your failures

Step one of owning your failures as a property management company is admitting fault and apologizing. Nothing looks worse than a bad review that has not been acknowledged by the company – especially if the issue in mention is unfixable.

It looks terrible not replying to negative reviews because it appears to customers like the company is not taking the blame or any responsibility for the issue. Ever heard the classic phrase “the customer is always right”? Before you write your response, swallow your pride and write the most sincere apology you can. View the issue from their perspective and understand that even if the problem is at no fault of your own, you must deal with it in a happy, caring and nurturing tone to promote all parties being satisfied with the outcome.

It’s important that you show a high level of empathy to showcase to the customer that what they are saying is taken seriously. For example, you may want to say something along the lines of “I understand that it is frustrating to expect one thing and get another. Firstly, we apologize for that and thank you for bringing it to our attention. Here is what we are going to do to fix it:”.

Showcase Positive Customer Feedback

Another way to make the most of customer feedback is to turn it into customer success stories to use as marketing material. These don’t just have to be a bunch of paragraphs on a page. Try incorporating these methods:

Make an e-book detailing your different wins across different residencies a market it on your website as a free download

Capture direct quotes and use them as marketing material for your website, create a new landing page filled with quotes from satisfied customers.

Create videos. Videos engage with an audience far better than any other form of content. Make a video interviewing customers reading their reviews and feedback.

Make videos! Videos are a pivotal form of content marketing; they engage on a far deeper level.

Take things to the next level and link your customer success stories to your key customer personas, showing a positive review for each persona.
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