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Before signing a lease, 71% of renters check a property’s reviews. And if safety or crime is a concern, 66% will cross it off their list. So how can you make sure current residents recommend your property? The process starts offline, by prioritizing renter safety and trust.
Here’s how you can boost your community’s reputation and protect your residents, starting from the inside out:
Prioritize Safety
Security isn’t just about cameras and gates — residents want to know no one can access their home without their knowledge or permission. Investing in an electronic key control system can help provide the safety and security residents expect. It allows you to:
- Secure keys or fobs in tamper-proof electronic drawers.
- Restrict access to authorized users only.
- Automatically track when keys are taken and returned.
- Send residents an email when the keys to their home are checked out.
- Generate automatic audit trails of key activity in case there’s a security concern.
This kind of system shows residents you take their safety seriously. It also reduces your liability (and the chance of negative reviews!).
Hold Staff Accountable
To create a safe environment for your residents, it’s important to set clear expectations for staff regarding key usage and apartment access. Follow these practices to hold employees accountable:
- Replace manual key control methods with a secure key control system that automatically tracks users’ key activity.
- Train employees on your key control practices and policies.
- Review and refine security protocols periodically.
A culture of accountability reinforces your commitment to resident safety, and prospective renters will notice it when reading online reviews.
Build Strong Resident-Employee Relationships
Residents are more likely to feel safe and respected when they know your on-site team is responsive and reliable. Encourage employees to:
- Communicate quickly and clearly, especially about maintenance or safety concerns.
- Follow through on promises and service requests.
- Show empathy and professionalism in every interaction.
These practices will build trust between your residents and staff and lead to more positive online reviews.
Your Reputation Starts With the Resident Experience
The most effective reputation management happens before a review is ever written. When residents feel safe and respected, they become your strongest advocates. By focusing on secure key management, clear key control policies, and transparent communication, you’ll foster resident confidence that leads to positive online reviews and a strong reputation. 
This article was originally published in 2022 and updated in 2025.
