Consumers largely depend on online reviews and ratings websites when deciding where to rent a property, according to the 2019 Renter Insight & Digital Engagement survey, based on a survey of more than 1,000 adults who are searching for a rental.
“It is imperative that U.S. property owners and managers carefully monitor and evaluate their online reputation if they wish to remain competitive in today’s dense real estate market,” says Aaron Clifford, senior vice president of marketing at Binary Fountain, an online reputation management platform, that commissioned the study.
Sixty-four percent of renters said they used online reviews to search for a rental property at the beginning of their search, the study found. Most read between one and 10 reviews before making a decision on a rental property. Further, 85% of respondents said they looked at online ratings and reviews even after a friend or family member recommended a property.