New Whitepaper Reveals How Resident Advocacy Can Impact An Apartment's Online Reputation

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Modern Message surveys 1,100 residents nationwide to showcase the added value they provide through social media at their communities.

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Nearly four out of five residents already have a favorable opinion of their apartment home. However, less than 10 percent take the desired action of sharing their experience.

Property managers nationwide focus a large portion of their digital marketing efforts on online reputation. In a recently issued white paper by Modern Message, the creator of Community Rewards, research found that nearly four out of five residents, on average, already have a favorable opinion of their apartment home. However, less than 10 percent take the desired action of sharing their experience.

With these statistics in mind, Modern Message’s white paper “The Secret to Unlocking Your Apartment Community’s Five-Star Potential,” reveals just how property managers can engage with their residents, get them talking, and ultimately how these interactions can impact online reputation.

The white paper also provides insight into:

1. who are resident advocates and why they matter in apartment communities;
2. how apartment communities can discover their advocates; and
3. the benefits apartments receive from their resident advocates.

“Our data suggests that at least 23 percent of new move-ins are already socially connected with existing residents at apartment communities,” said John Hinckley, CEO and cofounder of Modern Message. “A quarter of your strategy should be encouraging your current residents to share their experiences online to develop more word of mouth marketing. In terms of increasing occupancy, that’s what advocates can do for you. As far as reputation, there is only one group of people who can make a difference and that’s the 78 percent of residents at your property that already have a favorable opinion.”

Mr. Hinckley noted to keep in mind that on average resident advocates outnumber resident naysayers by as many as four to one when engaging the entire community to share their experience. He also said that properties should never give individual incentives or ask staff to post reviews to third party sites.

A downloadable copy of this white paper can be found on the Modern Message website at

About Modern Message

Modern Message is the creator of "Community Rewards" – a resident advocacy program that enables property managers to increase the engagement, reach, and ROI of their social media presence. The company works with property management companies of all sizes across the United States in both multifamily and student housing. Modern Message was founded in 2012 and is based in Dallas, TX.

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