Your property teams are saying something in online reviews. Are you listening? 

As an industry, we are so focused on feedback from residents that a review from a disgruntled employee may go unnoticed. Increasingly, employees are taking to online review sites to express their satisfaction or displeasure with their companies. In a time when employee retention is critical, these reviews can have a major impact on a company’s ability to attract new talent and continue to grow. According to J Turner Research’s 2023 Leadership Survey, reported at 50%, hiring and managing talent continues to be the number one challenge in 2023 for the multifamily housing C-suite. 

In another study, “Cracking the Performance Code: Insights from Multi-family Employees,” statistics show that “as demand and the industry have grown, so have the multifamily employee turnover rate and competition for top talent.” This reality is echoed by Appfolio’s “2023 Property Manager Hiring and Retention” report which noted a positive trend in 2023 of a decrease in staff who were thinking of leaving their company (9% compared to 2022’s 25%), although “respondents did say they feel less satisfied across almost every aspect of their roles in 2023.” To combat potential turnover and employee dissatisfaction, it is imperative that we listen to our property teams to understand the fac-tors within the employment environment that are causing contentment or stress. 

So, what are employees saying? Like any industry, multifamily sees a mix of positive and negative feedback, both of which offer insight for those in positions of leadership. By keying into positive commentary, in particular, leaders can determine what is already working and what environmental factors they should continue to nurture. The following are the top five compliments by employees compiled from an examination of over 500 reviews shared by property teams on a variety of review platforms.   

The Top Five Compliments Given by Property Teams

Review: “The organization’s culture radiates inclusivity, support, and genuine care for its employees. From day one, I felt embraced by colleagues and seamlessly integrated into the team. The unparalleled sense of camaraderie and collabo-ration has truly enhanced my work experience. The management and fellow employees consistently go above and beyond to ensure everyone feels valued and included.”

Overwhelmingly, employees who feel supported in the workplace express their appreciation for and satisfaction with their company. Many comments revealed that teamwork and connection not only help employees enjoy their job but also help them feel secure and valued. When management consistently organizes team-building activities, social events and outings to foster connections among employees, the experiences cultivate a profound sense of belonging and unity, enabling effective collaboration with colleagues. It is clear that feeling respected supported, and like a valued family member has deep meaning for employees. 

Opportunities to grow 

Review: “They treat you like family but are large enough to offer great benefits and career growth! I have been here 8 years and most certainly plan on retiring with the company… I feel like I have a voice and have tons of support. The training programs are awesome and all positions are included! I have never seen maintenance training done as well or as often at any of the other companies I have worked with.” 

Reviews reveal that opportunities for growth and career advancement matter to employees. 

This is backed by findings in “Cracking the Performance Code” that suggest that “employees who are satisfied with the company mission, recognition, loyalty, and growth and advancement opportunities are more likely to be satisfied with their overall job.” When leaders invest in an individual’s growth and nurture them to get to the next level professionally, this creates a sense of loyalty and empowerment. Many positive reviews mention strong training programs, established career paths for employees seeking growth and having a seat at the table to share ideas as reasons the employee feels so connected to their job. 

Recognition

Review: “During my time here, I've consistently felt challenged, heard, appreciated, and inspired. They get to know you and promote from within, and they use your special skill sets to place you in a position you love and have the biggest growth potential.” 

Many employees express the satisfaction that comes from being recognized for quality work. Positive, constructive feedback and words of affirmation go a long way in boosting morale. Not only is this sentiment felt in many positive employee reviews, but it is also echoed in “Cracking the Performance Code”: “Responses in the category of company mission, recognition, and loyalty had the strongest correlation to satisfaction.” 

Leadership

Review: “Terrific culture! Leaders lead by example and the training is second to none. The pay is more than fair and they continually review benefits and make changes to improve throughout the year.” 

Review: “Awesome Leadership: [The company’s] leadership sets a remarkable example by practicing what they preach. They consistently show their commitment to excellence, inspiring employees to do the same.”

It is clear that leadership has an indelible impact on an employee’s satisfaction in their job. When leaders set an example of work ethic, open communication and feedback, it creates a safe space for employees to share new ideas and flourish. The survey conducted in “Cracking the Performance Code” found that top performers routinely felt pleased with their supervisor’s communication and teamwork, indicating that strong leadership begets strong employees.

Benefits 

Review: “What sets [our company] apart is their generosity in terms of the bonus structure, team gatherings, opportunities like [leadership conferences], comprehensive health benefits, 401k matching, volunteer time off, and access to education opportunities to enhance your skills and pursue your interests.” 

Review: “Benefits have progressively enhanced during my time with the company 401K match was recently increased from 50% - 75% and more PTO!” 

It is no surprise that compensation matters to employees, but it is surprising that it is mostly only mentioned in positive reviews. This indicates that feeling respected and valued has a greater impact on employee satisfaction but pay and benefits cannot be ignored. Especially as teams feel the pressure of staffing shortages and increased expectations, benefits go a long way in helping employees feel valued. 

Conclusion

Your employees are your biggest asset, so it is critical for your bot-tom line to track what they are expressing not only in one-on-one meetings but more importantly in online reviews and survey commentary. From the analysis of over 500 employee reviews, feeling respected, empowered and well-compensated are crucial aspects to employee satisfaction. Take the time to listen to your employees to understand where their sentiments come from, and then remain accountable for how you lead and the culture you help cultivate.

 

Priyanka Agarwal is Director of Public Relations with J Turner Research.