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Five Ways to Manage Your Reputation Online

Every day, millions of people are communicating online through blogs, social networks and news outlets. All it takes is one negative blog post, forum message or online comment and your hard-earned reputation could be damaged. As a real estate professional using the Internet to grow your business and market yourself to a network of future buyers and sellers, you need to think strategically about what you do and don’t say online.

Here are five tips I’ve gleaned from my social marketing experience at Zillow.com that will help you manage your reputation and communicate your expertise online.

1. Don’t abuse the anonymity of the Internet. If you wouldn’t say it in real life, don’t say it online, even anonymously. This is the golden rule of online relationship maintenance. Before diving head-first into an argument, set some boundaries for yourself and pick your battles wisely. You have a professional reputation to protect - consumers don’t.

2. Acknowledge your (perceived) bias. When entering into a new conversation, introduce yourself and proactively declare your bias. I usually start with “Hi, it’s Spencer from Zillow.com.” This will establish an air of transparency and build credibility around your comments. If you're an agent, consumers will immediately assume you're overly optimistic about real estate values and are always going to promote a transaction (since your compensation is commission-driven). Rather than try to dissuade someone from having that opinion of your motives, it's better to acknowledge it up front. Also, when relevant, also link to your professional profile on Zillow, LinkedIn, etc.

3. Correct your mistakes publicly and quickly. If you’ve made a mistake, seek out opportunities to say, “I was wrong,” and explain how you’ve corrected your error. Always respect your fellow bloggers-even when they have opposing viewpoints-and be mindful of the fact that every individual has a right to their own opinion.

4. Long live the soft sell. Online community boards and advice forums like Zillow Advice are not designed as a place to spam your virtual business card and run. Instead, take the time to authentically engage your audience with the “soft sell” approach to answering their questions. Leave comments that display your experience, suggest useful resources and reinforce your position as an industry expert.

5. Read (much) more than you write. Reply to more posts than you originate. Listen to what others are saying about you and your product. For every post you write, you should read 10 others. Your posts and comments will be much more effective if you first listen and then respond to what others are saying before you try to start conversations. Keeping your digital footprint clean takes some effort, but it’s a highly effective, low-cost way to build your personal brand and expand your online presence to connect with future clients.

Remember, being active online is a great way to grow your business, but it's also a lot of fun. Consumers can tell whether you're enjoying yourself or if you're just trying to work a transaction. So be yourself, have fun, and I'll see you around the RE.net.

[Note: I wrote a similar article to this one for RIS Media on June 17, 2009, "5 Ways to Better Manage Your Reputation in Online Forums".]

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Posted by Spencer Rascoff on 06/18/2009 02:37 PM

Comments (71)

Social Media Marketing in the Online Marketing Channel

online marketing, web marketing, social media marketing, smm, zillow, zillow advice

Post is included in group: Zillow Discussion Group
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71 Comments on Five Ways to Manage Your Reputation Online

JUN

Great tips! Reputation is everything in this business!!! Thanks for sharing.

Yes, reputation should be protected at all cost. It's very important.

Patricia Aulson/portsmouth nh real estate

Hi Spencer Wow Did this deserve a feature ..All I can say is Thank you, Thank you, Thank you, Thank you, Thank you, Thank you,

Have I expressed my feelings?

So true in a world where computers and cell phones seem to have taken over. Thank you for the advice.

If you wouldn't say it in person don't say it at all!!

Spencer: Thank you. Those are great tips. I believe being online is all about branding. Done correctly, it can establish a great reputation for a real esate professional! Take care.

What do you mean by this: "Listen to what others are saying about you and your product."

Hi Spencer, Thanks for the tips, you are correct, anything that is said can and will come up at a future time.

Spencer, good point about reading and listening to what others say. If enough are saying the same thing over and over they are probably right or you are putting out that perception.

Spencer - All very good advice in these times of feeding our branding all over the net.... Reading and listening are key to your reputation. Great Post!

Great post Spencer,

Another issue is the interconnecting of Facebook with business sites like Linked In and ActiveRain. Friendly chatter on FB is one thing but if you have a difficult person who has no boundries your reputation is at risk and you basically have no control.

I've seen smaller social sites that have their favorite people and don't really want newbies...usually the webmaster is all for the growth (for financial reasons) but the "community" remains closed. There is a local site in our town where the real estate agent of the "group" actually advertises himself as the "favorite" of the website. Not a real incentive for other agents to advertise there now is it?

I agree, reputation is everything but let your actions speak louder than words. If your reputation among your peers is one of integrity then keep moving forward and don't allow someone's jealousy to get the better of you. Like mother always said...some people put others down in order to built themselves up. Beth Mergens http://www.FolsomLakeHomes.com

Congratulations on being a Featured Blog .. Keep Writing and Sharing .

It is very, very, very difficult to take someting back after you have posted it on the internet.

Good post!

Brian

Hi Spencer~ The problem with saying something on the internet is is NEVER ever goes away. Even if you delete it, it is still there! Wayback.com proves that!

Hi Spencer - But it is ok to have a differing opinion.

Great tips, Spencer. Keep 'em coming, please!

Important information, timely post. I need to head to Zillow and check it out. I have only posted listings there.

Well said. Perceived Bias? Yes - and sometimes that can be helped by the last point - to read (listen) more than you write (talk). An adage as old as the hills, but still valid in today's fast paced environment. Thanks

Great advice as more and more of us are embracing the various internet outlets to market ourselves. In the long run, I believe we'll get the most out of our online efforts by following advice like yours.

- Scott

Hi Spencer, Thanks for your thoughts on social marketing, especially the last one.

I heard an old adage that has stayed with me: The longest distance in the world is the distance between one's own mouth . . . and their own ears.

Your point #5 -- I'm just saying is all . . .

Score Summary

Profile Points: Invite Points: Blogging Points: Blog Comment Points: Linking Points: Bonus Points: Other Points:

	562
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	40,270
	1,475
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	675

Sounds like some pretty good advice. I am often reminding my sphere that the internet is public, public, public and can show up again anywhere.

I guess I don't listen enough. I do a lot of blogging but not a lot of zillow advice

Great thoughts, Spencer! And congrats on the feature. A nice reminder that there's a REASON why we have 2 ears and only 1 mouth! I'm a big believer in the notion that if you wouldn't say something to someone face to face, and in front of your Mother, chances are you'd better not say it at all! I've always found that writing, rather than speaking, something has one distinct advantage: YOU get to "hear" what you're saying before the other guy has to hear it! I think the golden rule is probably one of the most important things to remember in online (or any other) communications. Why would you want to inflict something on someone else that you wouldn't want someone else to infict upon you.

Thanks for the reminder!!

I have learned the hard way that the internet has a very long memory...and it can cross borders with the press of a button...great advice from all.

Mike McCann

Words to die by :)

Seriously, there's an anonymous real estate agent who blogs opinions on just about every real estate agent in my area. He refutes their on-line opinions about real estate trends, etc. I was defamed, unmercifully. Agents took me aside to ask if I had said "such and such as a market opinion?"

As it happens and continues to be, I stand by whatever I say. Of course, we are all wrong sometimes. Where/what is the real data about the real economic situation when you need it to opine? Anyone out there guilty of relying on the govt. or lenders, or ??? to draw opinions about the state of the real estate market in 2004-7?

In my first Website (in fact may have been THE first Website about real estate in Pacific Palisades, Calif. ca. 1998), I eventually used Realty Times as my blog. I used monthly data from Dataquick and the local MLS from which to draw my market prognoses. Taken out of context, this person trashed my opinions and conclusions in the 2005-7 era.

I have deliberately not sought to identify him. The noise has ceased recently. Perhaps he has other fish to fry. I'll probably figure out who his is, if I bother to take the time. However, back to your point, a mean-spirited, envious, anonymous entity can do permanent damage, as I found out. And of course, if you opine JUNK and are called on it on the NET, you'll be called on it. These comments will never go away.

You are so right and thanks for this post!

Whereas I've been well-referred by the testimonial comments on my Websites, the disturbing feedback has given me extreme pause.

As we all know, one can be sued by just about anything. So it is true about what is said on the Internet.

Keep on blogging. You're 1 for 1 with me!

Thanks,

K.C. Soll

WELL SAID SPENCER,AND A VERY GOOD ADVICE , CONGRATS ON BEING THE FEATURED BLOG

Great advise, Spencer! - And never write something when you are tired or in a hurry - take time to review what you pblished online... a careless mistake can cost a lot.

Great post. It should be a no-brainer for anyone who abides by the Realtor Code of Ethics.

Great tips! I hope you get a LOT of responses!

Thanks for the article, Spencer. I just started a blog and have just joined Facebook and Twitter so your comments are very practical and welcome. You're right, if we wouldn't say it in a conversation, don't say it online. And we have to be extra careful to protect our reputation.

Thanks Spencer! I especially like #5 in your list. I see networking as a two-way street and believe that one's effectiveness in reaching people depends on taking time to read and value what other people have to offer.

Thanks for your comments everyone. What a great response! Made my day.

Point #1 is excellent.

JUN

Spencer these are probably generally good rules for life, not just the Internet. #1 might seem like something you can only do on line, but off line it is called Gossip.

I lime number 5. Point well taken.

Ha! Ha! I like number 5 not I lime number 5. Oh how I wish we could still edit our comments.

I have been quiet here on AR for a while, but if anyone is interested in understanding some of the finer points of online reputation and brand management, I am beginning to open up some beta invites @ http://buzzprofile.com.

If you just want some friendly resources, check out http://reputation.buzzprofile.com or follow me on twitter.com/buzzprofile

While my current project isn't real estate focsued, any professional who values a thriving business should pay attention to the things that matter to them.

Some additional items that can really build a real estate professionals reputation is keeping track of client and builder reputation. Knowing who you are dealing with and navigating the minefield with educated wisdom is a key to maintaining long and healthy relationships.

Isn't it interesting, how so many of us aren't aware that we are creating an online reputation. And I agree, it's especially useful and truthful, stating your company / line of business. Just makes sense, and helps consumers who don't know all of the 'behind the scenes' people (like title and escrow!). Nice post and thank you.

Julie McCullough Hale, Ticor Title, Seattle, www.rrnetwork.com

This was a great post Spencer - thank you for reminding us all how important it is to mind our manners and act professionally.

Lots of good ways to protect your online reputation. I especially like the idea of don't say it if you wouldn't say it in person.

Great advice, particularly the reading and transparency. Online reputations can spread more quickly than you'd think!

BTW, cool backdrop, is this part of Seattle? Noticed all the $1 mil plus values!

You are so right! Your reputation good or bad is what you take with you to the grave. I have always taught my children that the things you do daily effects your reputation forever.

Thank you. Internet calls for new rules, but when in doubt...don't do it.

I have another solution to garding your reputation when you are being messed with, its called www.reputationhq.com

Those are very helpful tips. They are more creative and insightful than standard netiquette advice. Thanks!

Thanks for the advice. I think they are all great but especially number five. There is nothing worse than hearing someone sound off on a subject that they are out of touch with.

Spencer, It we aren't positive about the business we're in, we should fine another one! Of course we are going to present real estate in a positive light! I do like your point about being very up front about who you are and where you're coming from.

Number 3 is a big one, and i would add, check your name on Google regularly to see how you come up and if anything might be negative.

Five Ways NOT to Piss Off Real Estate Agents

1.) You don't send Zillow people to Inman Connect repeating the marketing message, "REALTORS aren't going to like what we are doing."

2.) You don't get past presidents of NAR asking you to leave the business if you cannot provide ACCURATE home values.

3.) You don't provide software that provides inaccurate home values, thereby pissing off MORE REALTORS as we have to explain to customers that getting a REAL value of your home still requires a LIVE human appraiser to come to your home and provide paperwork to the bank

4.) You admit the mistakes when you made them

5.) You dump software mistakes quickly and provide services that really provide VALUE to REALTORs.

-- Bart Wilson

Reputation management is so important and too many people just don't think about it. You are your brand. If you aren't proactively managing your reputation, defending your reputation, and monitoring your reputation you are at risk. Warren Buffet once said "It takes 20 years to build a reputation and 5 minutes to destroy it." Don't let it happen to you.

Good points Spencer - I think it's extremely important for potential clients you interact with to hear from you as an adviser (the soft sell) vs someone trying to cram your agenda down their throat.

#6: Don't assume "members only" or "private" can't be seen by the consumer. They can, and they do see.

Reputation is #1. Thanks for the reminder!

Hi Chad

I always love your tips. Great tip. We are in the public eye all the time.

Keep them coming

Thanks

sorry for putting wrong name

Spencer -

I apologize for wrong name

Maya Garg

Spencer, these are some great tips, thanks for sharing your experience. Part of the problem is that other bloggers can be mean and nasty and try to ruin our online reputation. That's what I addressed in my blog: http://activerain.com/blogsview/1115375/got-a-problem-resolve-it-in-a-professional-manner and unfortunately some AR members should re-think before they post rude blogs/comments.

Good Advice. #5 is excellent, I know that I have to spend at least two hours a day reading on topics that I deal with at work just to keep up. How else can I have a decent discussion/conversation without being informed and up-to-date?

Hi Spencer; thanks for the reminder. Living is a very small town, I can appreciate your comment "if you wouldn't say it in public, don't say it online". It doesn't take much to loose your good reputation very quickly if you are not careful. Thanks for sharing.

Amen brother.

Most of the folks on Active Rain are pro's who already know what you said.

As a venerable and respected sports coach once said: "Pro's don't need to be told what to do, but they do need to be reminded."

Thanks for the reminder.

Thanks for the tips. I love the term "digital footprints".

Spencer,

I especially like #5. I like it because it is advice that I need to follow myself--- Sometimes we can get on a writing roll and forget that our comments and our support and our feedback are every bit as important as our own moment in the spotlight.

Thank you for this great reminder!

Gotta go do some more responding!

Tamara

JUN

Great blog! Yes we all need to be reminded from time to time. I enjoyed this and will read further posts. thanks so much!

Good blog and great discussion comments. I agree fully with the positive image. Once you post something to the net it is read by so many and it's there forever. There are even programs that track conversations.

JUN

Long live the soft sell - AMEN to that! I've have had several clients who told me, when we sat around the closing table "you were not as pushy as agent XYZ" and that is one of the best compliments to receive :)

JUN

I'm really thankful for your 'read 10' to every one you you write, idea. Sometimes we all need to slow down! Easier said than done!

JUN

Interesting post Spencer. You forgot to add no junk mail or Spam. Nobody likes that. It is a quick way to get blocked.

JUN

Spencer,

those are all great tips. It amazes me that I still see the 'spam, hit and run' posts online. Some people just don't get it.

JUL

# 5 Is the best point from my point of view. I have need to do better reading and learning from others here at Active Rain!

JUL

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