Why Reviews & References Aren’t Always What They Seem — And What Boards Should Do Instead
When your co-op board is looking for a new property management firm, one of the first instinctive checks is reviews and references. It makes sense — you want some social proof before trusting a firm with your building’s operations, finances, staff, and long-term health.
But here’s the thing: reviews and references are useful — if you know how to read them. And most people don’t.
1. References: Not Always the “Objectively Good” Ones
Think about the last time you asked someone for a reference. Who did you call? Probably someone who really likes you: a past colleague, a mentor, a client who absolutely loved working with you.
You usually don’t tap someone who gave you a hard time or had major complaints — because that could burn bridges, or make things awkward.
It’s exactly the same when you ask a property management firm for references. The board will only see the people the firm thinks will rave about them — the clients who are happy, who trust them, and who likely won’t give a brutally honest “by the way, here’s what bothered us” assessment.
So: take references seriously. But also know they’re filtered. Ask for:
Buildings similar to yours (size, complexity, staff)
Some “older clients” (who’ve been with the firm for years)
Specifics (how did they handle turnover, violation emergencies, budgeting, walk-throughs)
2. Reviews: The Loud Minority Often Gets Heard
Online reviews are a tricky landscape, the loudest voices don’t always represent the average client. Here’s how it usually works in real life:
People who feel super thrilled sometimes write glowing, detailed praise.
People who feel deeply frustrated or angry will often post scathing negative reviews.
Those in the middle, who had a good experience, but not amazing, rarely leave anything at all.
That mix creates a skewed picture. So, when you see a review profile that’s overwhelmingly positive or surprisingly negative, it’s not always reflective of the true, day-to-day reality.
3. The Dark Side: Review Management & Manipulation
It’s not just about who leaves reviews — it’s also about who manages them.
Some firms may pay to remove negative reviews or suppress criticism. That’s a real risk in reputation management.
There are actually businesses that specialize in removing negative feedback.
4. The Bottom Line: Use Reviews & References, But With Nuance
Yes, reviews and references are important. But using them well means reading between the lines, asking tough follow-up questions, and understanding the psychology behind why people post.
Great property managers don’t just collect reviews or shore up references.
They learn from feedback.
They grow.
And they show up.
Our recommendation: First-hand experience with management firms’ strengths and weaknesses tops reviews and references.
If your board is evaluating property management firms and you want to make sure you're not just picking the “loudest” ones — but the right fit — we can help. Let us guide you through how to vet references and interpret reviews. Let’s talk.
