Reviews Affect a
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A majority of people find a real estate agent through the Internet. The
latest BrightLocal survey shows that the number of people who
searched for real estate agents online has increased.
In such a scenario, it is better for realtors to rely more on optimizing
their business online rather than only on traditional marketing
methods such as direct mailing, flyers or billboards. One of the most
effective ways to maintain a positive online presence and build a
relationship with potential clients is through online reviews.
Build Trust with Consumers
When satisfied customers post positive reviews and comments about
the services provided by a real estate agency, this can have a great
impact on potential buyers or sellers. If these reviews make them feel
that the realtor’s service can be trusted, this real estate business will
benefit immensely. This is because consumers always trust the
opinions of other consumers. The recent BrightLocal survey reveals
that over 79% local consumers trusted online reviews as much as
personal recommendations in 2013, compared to 72% in 2012.
More Online Exposure
Google now considers the interaction between the user and the
relevant business in search. Google Places was replaced with Google+
to provide local businesses with the facility to improve PageRank
through online reviews. If your real estate business receives online
reviews on Google+, this would definitely enhance your Google search
results. If there are no online reviews, it would appear that your
services are not worth reviewing or that you are hiding bad service. So
it pays to encourage satisfied customers to post their opinions about
your business online.
Demonstrate Local Expertise
Local expertise is a crucial factor for a realtor to work with home
buyers and sellers. A realtor with better local expertise will have a
thorough knowledge about home values, current housing inventory
and neighborhood trends. Without such knowledge, realtors cannot
help buyers to find the right home at the right place or sellers to get a
good market value for their home. Most real estate market experts
recommend selecting a real estate agency with significant local
expertise. With online reviews, realtors can convince the home buyers
and sellers they are dealing with someone who has authentic local
expertise. Online reviews thus provide a fast and easy way to enhance
the credibility of a realtor’s business.
Online Review Management
Realtors can benefit from online reviews only if they manage them
properly. How could a realtor can accomplish that?
Get Rid of Review Spam
People look for authentic reviews and are now more aware of review
spam (fake reviews). So realtors should make sure that their sites and
applications are free from review spam. Constant monitoring is
necessary to ensure this.
Carefully Handle Negative Reviews
Negative reviews need to be handled properly, or else they can tarnish
your business reputation and drastically affect your real estate
business. You should respond to the negative reviews with factual
information or assurances that stringent efforts will be made to rectify
the issues reported. A study conducted by Cloud-based Social
Commerce and Review Solutions Company Reevoo.com revealed that
when a negative review received a response from the business
concerned, 33% people changed their minds and posted a positive
review, 34% deleted their negative comments, and 18% became loyal
customers! You should reply to the negative reviews politely and within
as short a time as possible.
Real estate businesses looking to improve their presence on the web
and use local outreach from Yelp to national campaigns should be
aware of how they manage their presence. Social media is a great
tool to improve your presence and can be extremely useful. Make sure
that you are managing it carefully. Of course if it is too much for you
to handle contacting with a professional SEO company would be a
good idea. Most of service providers can offer reliable reputation
management solutions, with a dedicated team monitoring how online
reviews are affecting the realtor’s business and providing effective
strategies to address negative impacts. Whatever you do make sure
that strategies are managed carefully. After all the online real-estate
should be maintained well as well.