Aaron Clifford


McLean, VA—Apartment renters have come to rely heavily on onlinetools when searching for a place to live, according to a survey byBinary Fountain. These tools range from online ratings and reviewsites to the engagement they experience with a propertymanager.

Online ratings and reviews

Online ratings and review sites are increasingly being used todiscuss and share a resident's experience from the starting therental search to signing the lease and living at the property. Thesurvey results illustrate the high level of trust renters place onratings and review sites when making their rental decisions.


According to the survey:

  • 64% of renters use online reviews to initially search for arental property while 21% of renters utilize online reviews tosearch for a property before they tour;
  • 74% of renters read between 1-10 reviews before settling on arental property;
  • 85% of respondents say they look at online ratings and reviewseven after a friend or family member recommends a property.
  • 64% of American renters are willing to pay more for a propertywith more positive reviews and/or higher rankings.

“The stat of 85% of respondents saying they look at onlineratings and reviews even after a friend or family member recommendsa property is not at all surprising. We see similar stats inhealthcare and industry agnostic surveys,” Aaron Clifford, seniorvice president of marketing at Binary Fountain, tellsGlobeSt.com.


“Each person has their personal criteria for choosing where tolive. The reviews and ratings on 3rd party ratings and review sitesprovide an efficient way for each person to identify key criteriain the reviews that are important to that potential renter.”

Property Manager Engagement

The survey also found that potential renters take engagementswith the property manager into consideration when evaluating aproperty.

  • 92% of renters think it is helpful when a property managerresponds to online reviews.
  • 89% said they would post an online rating or review if asked bya property manager.

“Customers are wanting to understand who they will beinteracting with regularly. As long as human interactions areinvolved, the property managers' reviews will be important,”explains Clifford.

Popular Websites

Zillow is the primary website where 58% of survey respondentssearch for rental properties followed by Google, Apartments.com,Realtor.com and Craigslist among others. However, when it came to“sharing your rental property experience online,” 31% ofrespondents selected Google as their leading choice, followed byFacebook (27%) and Apartments.com (24%).

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