Embracing the Inevitable

Negative reviews are not just part of the job—they’re a defining feature of property management. As Mark Brower, a veteran property manager and Second Nature Triple Win Mentor, writes:

“Bad reviews don’t define you; how you respond to them does.”

Let’s take Brower’s philosophy, combined with real-world strategies, and help you turn criticism into credibility. Whether it’s a tenant upset over a rent increase or an owner frustrated by market realities, your response can shape your reputation for years to come.

Tenant Reviews – The Unavoidable Reality

Imagine this scenario: A tenant leaves a scathing review after you enforce a lease clause requiring them to cover damage they caused. They accuse your team of being “unfair” and “nitpicky.” How do you respond?

For Mark Brower, this isn’t hypothetical—it’s Tuesday. In his Second Nature blog, he explains:

“A tenant upset over a lease policy isn’t a bad thing—it’s a sign that the manager is doing their job. Our role isn’t to make tenants happy; it’s to protect the owner’s investment while being fair and professional.”

Why This Matters:

During my time as a Business Development Manager, I spoke with hundreds of investors. Many shared a surprising perspective: A lack of negative tenant reviews made them skeptical. As one landlord told me:

“If no one’s complaining, are you even enforcing the lease?”

Investors recognize that difficult decisions—like rent hikes or evictions—will inevitably upset some tenants. What they care about is how you handle the fallout.

The Art of Responding – Brower’s Playbook

Brower’s approach to negative reviews is methodical:

1. Pause and Investigate:
   He spends hours reviewing emails, maintenance logs, and tenant histories to fully understand the issue.
2. Prioritize Private Outreach:
   “I call tenants directly. If they don’t answer, I text. I don’t give up—this is my reputation.”
3. Public Accountability:
   If private resolution fails, Brower responds publicly with empathy and clarity. For example:
   “We’re sorry for the frustration. While our lease requires tenants to cover damage beyond wear and tear, we’re happy to discuss this further offline.”
   
   

Hypothetical Scenario:

A tenant claims your team ignored a maintenance request. After reviewing records, you find they submitted it via an outdated portal you no longer monitor. Your response:

“We regret the miscommunication. We’ve updated our process to ensure all requests are routed correctly. Please contact me directly to resolve this.”

This balance of accountability and solution-focused language reassures prospects reading your reviews.

The Ethics Debate – To Delete or Not to Delete?

The property management community is divided on handling unfair reviews. On LinkedIn, Brower and a respected consultant clashed publicly:

• Brower’s Stance:
  “I won’t pay to remove reviews. Let’s invest in service, not suppression.”
  He argues that transparency builds trust, even when it’s painful.
• Counter:
  “Remove blatantly fake reviews. Protect your business.”

Middle Ground:

• Report Fraud: Use platform tools to flag fake accounts or spam.
• Respond to Legitimate Critiques: As Brower writes:
  “A well-handled negative review can showcase your commitment to improvement.”

Owner Reviews – Navigating Unrealistic Expectations

Consider this hypothetical: An owner demands you list their property $500 above market rate. When you refuse, they leave a review calling you “incompetent.”

This mirrors real challenges Brower has faced:

“I’ve had owners furious that I upheld fair housing laws. But I’d rather lose a client than break the law.”

How to Respond:

1. Educate Proactively:
   During onboarding, share market data and legal requirements.
2. Public Response Template:
   “We adhere to market rates to minimize vacancies. Let’s discuss a strategy that aligns with your goals.”

The Time Investment – Why It Pays Off

Managing reviews isn’t quick. Brower admits spending 5-10 hours weekly on responses. But as he notes:

“A single well-handled review can attract 10 high-quality clients.”

The Challenge:
“How do I find time for this?”

The Answer: Focus on what only you can do—like resolving tenant disputes or educating owners. For everything else, lean on experts.

Your Reputation, Your Legacy

Negative reviews are a test of your values. They reveal whether you prioritize shortcuts or integrity, defensiveness or growth. As Brower writes:

“Bad reviews are invitations to prove your worth. Seize them.”

Final Thought:
‍Every minute spent arguing with a spreadsheet is a minute lost to building trust with clients. At APM Help, we specialize in property management bookkeeping and compliance, freeing you to focus on what truly matters—turning critics into advocates.

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