Catchy title? Maybe not, I am not stating to run out and get some negative reviews, but what I am trying to convey, is how you can turn “Others” negative reviews into your marketing advantage!! Fact number 1, negative reviews are more detrimental to business, than positive reviews are beneficial. With that being said, its important you set up a system to monitor negative reviews on your behalf. Every Realtor, should at least be familiar with Google Alerts, as a basic tool for your real estate team, company or individual marketing efforts.
Today, many customers and consumers are screaming loudly on social networks, blogs, and websites to voice their displeasure with industry related concerns, including your local real estate market. As an Online Marketing Expert, the negative reviews that I find out in the market place are some of my most valuable “marketing enhancement” tools. When you find negative reviews on any of your fellow realtors, you are being tipped and reminded on what you can be doing right!!
Online business and Offline business goes hand in hand. Say for example, your real estate company, or real estate team has had some bogus online complaints by a “difficult” client. Your offline business, should have a Policy in place to immediately address your Online Complaints. You have to ask, “How does your Online Management strategy combat those online complaints.” If you are thinking, you will just address the issues when it occurs, you are reacting, instead of preparing for any negative events. As a former realtor in Arizona, I know that most of us believe that we will just do everything right, and we will never have a complaint!! J I question, how long have you been in real estate? Formal complaints may not happen, but a “sarcastic” remark or recommendation being made online will surely occur. Seriously, think about how you are going to face that hypothetical meeting at a listing appointment, and your blindsided by a complaint that you never knew existed? “
As a CRM Analyst for larger corporations, (Customer Relationship Management Consultant) and former Arizona Realtor, I realized that the same problem my large corporate clients have, my hard working Realtor associates have. You must be careful to PLAN to protect your Online Reputation and your Online Brand, from disgruntled customers, and also turn “others” negative reviews into positive learning experiences. As a marketer any negative review you find about a Realtor, should really be reference to gain a “CMA” (Competitive Marketing Advantage.) -Ha! CMA. I know the I.T. world meets the real estate industry!
The first step in combating negative reviews are locating them. You cannot respond to negative comments when there is no system in place to find them? I can guarantee, you don’t want to hear of them, while you are at a listing appointment, and the Client, politely voices her concern about your online reputation. For new and existing Realtors, you can’t underestimate the value of properly planning out your marketing strategy, and what you are going to do to prepare your Online Brand, and maintain it.
Just wanted to contribute something to ActiveRain since it has been a few years. J