Using Property Reviews to Improve Quality

Shelia McCracken
7/10/2026

Now more than ever, our businesses are dictated by customer reviews, and those reviews help gauge your brand trustworthiness to the world. In the past, people only took the time to post a review if they had a negative experience, for no other reason than to bash the business. In today’s world, consumers rely on both negative and positive reviews in almost everything they do, including renting specific properties at specific locations. In fact, research shows that nine out of 10 customers read online reviews before making a purchase.

The smart vacation rental manager invites the consumer to make the review, then deconstructs the review to see the state of the property and measure the quality of service provided. Ask questions when reviewing the words: What worked? What didn’t? What did they love? What did they hate? What needs correcting? What is perfected? How was your customer service? These are the questions that you should be craving to help get all your properties up to par, your staff to exceed expectations, and to help generate future positive reviews not only for your homes but for your company. Again, your trustworthiness is your reputation, so take them seriously.

Each company should have a process in place for reviews and also to be sure the feedback is reaching the right people. Every single evaluation that you receive should be read and responded to. Then, distribute to the company management, owner representative, and the maintenance team.

Put any issues on a continuous log so that each team member can follow that property, address whatever is in their control, and update that log. This is also the perfect time to send these reviews to the homeowner and make suggestions to make the experience better and to attempt to gain repeat customers. Many times, the issues are small and something that the owner representative/inspector can handle when they visit the homes. Some issues are larger and require maintenance or a vendor, and some issues may even require permanent changes or replacement of items. Whatever the feedback, it is likely to make the property more appealing to other prospects if addressed. Once addressed, respond to the review again with the outcome, which helps put the customers’ minds at ease who have read a less-than-perfect review.

Remember, owners do not always look at reviews in their owner portal, so it is up to the management company to ensure they are aware and in the present with the condition of their home. Also, a guest may mention items that an owner representative or inspector would not notice, such as uncomfortable beds or an oven taking forever to heat up. Both items will affect the quality of a stay.

Another way to gather thoughts from guests that do not have time to go online and leave a review is to leave a card in the home and ask them to provide their feedback. They may write down what they love about the place or include suggestions on how to make it better. Then ask them to leave the card in the home for someone to retrieve. Use these maintenance cards the same as reviews to take the proper steps to correct any issues and make the home perfect for the next occupant, and to understand what is so special about the specific home.

Have a team member consistently monitor the reviews for each home. See if something keeps coming up and is repetitive for a specific property. If so, make that your focus on how to correct it and then respond once more that the item has been corrected. If an owner fails or refuses to make improvements to help the quality of the reviews, maybe it is time to move on and not represent that home any longer. Are the reviews for that home also creating a negative look on your company?

Show the potential owners and guests looking at your business that you care and take criticism and suggestions seriously, and they are more likely to choose you even if some reviews are negative.  Most customers are willing to leave a review if the business asks them to, so ask, and you shall receive. Some companies ask for a review before the guest even departs to give them ample time to address anything mentioned before the next arrival.

Remember, your online presence is almost as important as your physical presence in the industry and is quickly becoming where our consumers see the most value when making their vacation plans.

Reviews = Perception.