Customer reviews are extremely influential in the rental shopping process. In a world where renters read online reviews before signing the lease, customer feedback can have a profound effect on a prospective resident’s decision. Reviews, good or bad, help you improve your business and know where to focus your efforts.

Use the following strategies to build up a stockpile of reviews that you can leverage when marketing your property:

• Just ask — at any time
• Offer incentives for submitting a review
• Be where the renters are
• Follow up
• Tell them what you want

Just ask — at any time

The idea of writing a review of your property might not even occur to many residents; simply asking for reviews could be all it takes to get more of them. Let residents know how much you value their feedback and direct them to where they can leave it: Should they go to Yelp or your website? Consider handing out a business card listing sites where they can review you. When they say something nice about your building, staff or services, say, “Thanks! That would be good information for other renters to have. Would you mind posting a review here?” and hand them the card.

You can also ask for a review at any time throughout a resident’s lease cycle: after the move-in process, when you resolve an issue for residents, when they renew their lease and, yes, even when they move out.

According to the Zillow Group Consumer Housing Trends Report 2018, more than half of renters who are planning to move in the next year also plan to move into another rental (62 percent); asking for their review might shine a light on why residents stay or leave.

Make asking for reviews part of your move-in, move-out or lease-signing processes by providing the renter with a questionnaire or link to the review website. Directing them to where you want them to leave their feedback can be critical as some review sites have their own review format and some allow you to create your own. Moving out will be a busy time for the resident, so you can ask when they first notify you of their move and remind them later of the questionnaire or website link you provided.

Offer incentives for submitting a review

If you have numerous residents, one way to quickly add reviews is to hold a contest: When residents submit a review of the building, they’re entered for a chance to win prizes like a gift certificate or rent discount. Or, simply offer renters a $5-10 gift card to a local coffee shop once the review has been submitted.

Be where the renters are

Renters are likely to turn to the internet in their search for a new home — 73 percent of renters use online resources, in fact. Younger renters also seem to value online reviews the most: 50 percent of Gen Z (ages 18-23) find online reviews very or extremely important.

Research which websites renters use to read or submit rental reviews, then create profiles on those sites. For example, if a renter is active on Yelp, they’re more likely to write a review of your community because they’re familiar with the site and have an account set up. Once you identify the best place for residents to leave their review, direct them there — or give them a choice of all the sites you’re on, such as Yelp and Google — when you make the ask.

Follow up

Life gets busy, and not all of your residents will remember to write a review immediately after receiving your request. Follow up with both current and former residents and remind them to share their experience with you.

Don’t forget another important method of follow-up: responding to every review you receive. For glowing reviews, take the time to thank the review and address the issue they mentioned; for example, if they’re happy with your response time on a service call, let them know how important resident comfort is to you.

But even bad reviews deserve your response, and how you do so will tell future prospective renters a lot about your property and how you manage it. If needed, let those who wrote the reviews — and others who read them — know that you are acting upon their feedback.

Tell them what you want

Be specific in your questions to avoid short, generalized answers. Ask about what improvements you can make or how your residents felt about working with you. Zillow Group data shows that most renters who moved within the last year moved from one rental to another (70 percent). Reviews can help you understand what renters want from their community, and they may provide insight into why renters decide to stay — or go.

Potential renters may be suspicious of businesses that feature only positive reviews; instead of focusing solely on getting “good news,” make an effort to solicit honest feedback when asking for reviews. Presenting and responding constructively to criticism not only demonstrates your credibility but also shows prospective renters that you are interested in working with residents to solve problems and create a vibrant community.

This article was originally published on February 27, 2015.