When it comes to trust signals, reviews are usually the most immediate and visible form of feedback.
A review is public commentary from a customer about their experience with your company—often posted on Google, Yelp, Facebook, or industry directories. It typically includes a star rating and a short write-up that captures what working with your firm felt like.
Here are two examples boards commonly see:
Positive homeowner review:
“I’ve lived in this community for six years, and since ABC Management took over, everything feels more organized. Communication is clear, maintenance requests get handled quickly, and board meetings actually run smoothly.”
Negative homeowner review:
“Terrible management. I can never get a call back, and billing is always wrong. Homeowners here are constantly frustrated. Would not recommend.”
Most reviews come from homeowners rather than board members. That won’t be news if you’ve been in the industry for a while—homeowners are usually the first to speak up when they’re frustrated or when they’ve had a great experience.
And here’s why that matters: boards take these reviews seriously. Not only are board members homeowners themselves, but they also carry the responsibility of making decisions that affect all the homeowners in their community. The last thing a board wants is to select a management company that creates frustration for the very neighbors they’re accountable to. That’s why homeowner reviews—positive or negative—carry real weight when boards are evaluating their options.
Board member reviews—while less common—are especially powerful. A short, authentic comment from a board president can carry more weight than dozens of homeowner reviews, because it speaks directly from the decision-maker’s perspective.
So why do reviews matter so much in CAM marketing?
- They’re fast: A board member searching “HOA management companies near me” will see star ratings before they ever click on a website.
- They’re visible: Reviews appear directly in search results, shaping first impressions in seconds.
- They’re credible: Raw, unpolished experiences—positive or negative—often feel more genuine than carefully crafted marketing copy.
In short, reviews give boards a quick, authentic glimpse of what life under your management might look like. That makes them one of the most influential trust signals you can have.
Next, we’ll take a closer look at some additional considerations that can make reviews even more impactful (or damaging) in a prospective board’s eyes.