Online Reputation - The New Curb Appeal

For decades, “curb appeal” has been a cornerstone of multifamily leasing strategy. A clean entryway, trimmed landscaping, and welcoming signage were all seen as vital in making a strong first impression. The idea was simple: if a prospect liked what they saw when they drove by or walked in, you were already halfway to a lease.

But times have changed. Today, the first impression doesn’t happen at the curb…it happens online. If it’s neglected, no amount of fresh mulch or new signage will help you.

Before a prospect ever visits your property, they’ve already formed an opinion through your website, photos, reviews, and how you respond to them. That’s your online curb appeal.

Just like peeling paint or overgrown grass, outdated photos or a lack of positive reviews can send the wrong message. A strong online presence, professional images, thoughtful responses to negative reviews, and recent positive feedback builds trust before a tour is even scheduled.

You wouldn’t let your physical curb appeal slide, so don’t ignore your online one. It’s not just marketing; it’s the new front door to your property. And like any front door, it should make people feel welcomed, confident, and ready to step inside.