AIM 2025: More Than Stars

More Than Stars: How Maintenance Drives Resident Reviews in the Age of FTC Accountability

In the engaging AIM 2025 session “More Than Stars,” speakers Dani Black, Chief Revenue Officer at AppWork, and Katie Nelson, VP of Marketing at Capri, shared a high-energy, candid discussion about how maintenance experiences can shape online reviews, drive resident retention, and ultimately impact a property’s bottom line. Drawing on both personal stories and professional insights, the session unpacked the emotional nature of online reviews—especially when maintenance is involved—and offered practical strategies for turning feedback into a powerful tool for growth.

The session kicked off with personal anecdotes about customer service gone wrong, illustrating how emotion-driven reviews are often sparked by moments of frustration and unmet expectations. This laid the foundation for a central theme: reviews are not just feedback—they're reflections of trust, emotion, and resident experience. In multifamily housing, nothing is more personal than someone entering a resident’s home to fix something. That moment can either deepen trust or unravel it completely.

Dani and Katie emphasized that maintenance is often the most overlooked lever for building a positive online reputation. In fact, 47% of renters say maintenance is the single most important factor in their resident experience. Positive reviews following a maintenance visit can dramatically boost perception, yet many companies fail to capitalize on this opportunity. Through consistent follow-up and proactive communication, properties can turn what is typically a reactive touchpoint into a brand-building moment.

Katie shared her company’s multi-year journey, starting from an average of 2-3 star reviews to achieving a 4.5-star maintenance rating portfolio-wide. This transformation came from a simple but disciplined approach rooted in three pillars: being proactive about asking for reviews, maintaining clear communication with residents throughout the work order process, and focusing on quality work from the outset. Rather than fear negative reviews, her team embraced feedback as a way to improve, building confidence in their service teams and strengthening resident relationships.

The speakers stressed that timing matters—review requests should be sent immediately after a work order is completed. Using completion notes in messages increases transparency and encourages higher open and response rates. Residents want to see what was done in their home, and they are more likely to respond positively if they feel informed and respected.

Recognizing the introverted nature of many maintenance team members, Dani and Katie highlighted creative, tech-enabled solutions like QR codes, NFC tags, and door hangers that allow residents to leave reviews without requiring uncomfortable face-to-face requests. Marketing teams can support maintenance staff by automating review requests, celebrating achievements with awards and badges, and sharing positive feedback across internal and external channels.

Importantly, the session addressed the evolving regulatory landscape around reviews. With the FTC stepping in to monitor how reviews are collected, curated, and published, operators must now comply with strict guidelines: no compensation (including raffles or gift cards), transparency about review collection methods, no cherry-picking of happy residents, and no gating (making it harder to leave negative reviews). These changes underscore the need for authenticity—something maintenance reviews can naturally provide when handled correctly.

A compelling case study brought the data to life. At Katie’s company, communities with maintenance ratings above 4.5 stars saw an average resident retention rate of 68%, compared to just 38% for those below 4 stars. That 30-point difference has a significant financial impact. Retaining residents improves NOI and reduces the costly turnover cycle. Maintenance satisfaction, it turns out, isn’t just a customer service win—it’s a business imperative.

The session wrapped with a visualization of how marketing and maintenance can—and must—collaborate. The loop starts with automating surveys, setting achievable KPIs for work order completion, and clear resident communication. It continues with recognizing maintenance teams for great service and circles back to continued improvement. Marketing depends on maintenance to uphold the reputation they promote, and maintenance depends on marketing to tell their success stories.

Ultimately, “More Than Stars” made a compelling case: maintenance reviews are emotional, authentic, and powerful. When approached with intention, they become more than just ratings—they become reflections of care, culture, and commitment. Marketing teams that embrace this opportunity will not only protect their brand but also drive stronger financial outcomes and happier residents.