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Mobile Trends, Online Reviews
& More: Attract Today's Renter
AppFolio
Complete Solution Includes:
Web-BasedPropertyManagementSoftware
• Property management and accounting
• Online ren...
OurAgenda
#AppFolioChat | @AppFolio | @Yelp
• An Overview of Yelp
• The Latest Trends in Online Reviewer Behavior
• Mobile...
Before Yelp
4
Need a real
estate agent... Ask a friend
Web search
Yellow Pages
#AppFolioChat | @AppFolio | @Yelp
After Yelp: word of mouth, amplified
Found a real
estate agent!
Results for “real estate agent”
#AppFolioChat | @AppFolio ...
The Leading Local Guide for Real Word-of-Mouth
#AppFolioChat | @AppFolio | @Yelp
Do Consumers Pay
Attention to Online
Reviews?
#AppFolioChat | @AppFolio | @Yelp
85% of Consumers Say That They Read
Online Reviews for local businesses*
*According to BrightLocal’s Local Consumer Review...
A Case Study By
Nielsen
#AppFolioChat | @AppFolio | @Yelp
#AppFolioChat | @AppFolio | @Yelp
Search Activity by Category According to Nielsen
*Percentages above indicate the percentage of respondents that selected each factor as the most important when searching f...
Polling Question
#AppFolioChat | @AppFolio | @Yelp
Do You Have a Fully
Optimized Mobile Website?
Mobile Trends
#AppFolioChat | @AppFolio | @Yelp
Smartphone Adoption Growing in the US
62%
Of the US mobile
population now owns a
smartphone
40% own an iPhone
and of that…...
Yelp content: Now on Apple, Bing and Yahoo
#AppFolioChat | @AppFolio | @Yelp
Yelp mobile users are house hunters
comScore Jan. 2013 – Users who accessed Yelp on a smartphone
Index
0 100 200 300 400 5...
Yelp Mobile: By The Numbers
Mobile
More Actions, Deeper Engagement
#AppFolioChat | @AppFolio | @Yelp
Get Found By Clients on Desktop & Mobile
#AppFolioChat | @AppFolio | @Yelp
Mobile Check-in Offers on Yelp
#AppFolioChat | @AppFolio | @Yelp
Polling Question
#AppFolioChat | @AppFolio | @Yelp
Have You Ever Used
Promotions to Attract More
Clients?
Free Tools at Biz.Yelp.Com
#AppFolioChat | @AppFolio | @Yelp
Log In to Your Business Dashboard
Free Tools, User Views & Customer Leads
Revenue Estimate Tool
Responding to Reviews
#AppFolioChat | @AppFolio | @Yelp
MYTH:MostYelpReviewsareNegative
FACT:Nearly80%ofYelpReviewsare3-StarsorHigher
Distribution of All Reviews
Negative reviews...
Negative Review? Stop, Drop & Roll.
1. Stop - Don't respond immediately. The best advice I've received is to sleep
on it (...
Responding to Reviews
#AppFolioChat | @AppFolio | @Yelp
Initial Review: 1 Star
Review Update: 4
Stars
Respond Promptly & Take Appropriate Action
Polling Question
#AppFolioChat | @AppFolio | @Yelp
Do You Respond to Your
Online Reviews?
Yelp Ratings Are Not For
Sale
#AppFolioChat | @AppFolio | @Yelp
Profile Enhancements: Increase
Conversion
34
Photo Slideshow
(& Optional Video)
Call to
Action
Removal of
Competitor
Ads
Yelp Search Ads:Appear On Relevant Search
Pages
35
Thank You For Joining Us!
#AppFolioChat | @AppFolio | @Yelp
To recap:
• Consumers are relying on online reviews more than ...
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Mobile Trends, Online Reviews & More: Attract Today's Renter (Property Management Industry)

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With co-hosts Yelp, we hosted a fantastic webinar called "Mobile Trends, Online Reviews & More: Attract Today's Renter," with presenter Darnell Holloway, Head of Business Outreach at Yelp. Attendees learned some key information about today’s online trends, how to boost your mobile presence and other important concepts for attracting the modern renter.

Published in: Real Estate, Technology, Business
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Transcript of "Mobile Trends, Online Reviews & More: Attract Today's Renter (Property Management Industry)"

  1. 1. Mobile Trends, Online Reviews & More: Attract Today's Renter
  2. 2. AppFolio Complete Solution Includes: Web-BasedPropertyManagementSoftware • Property management and accounting • Online rent collection (free) • Prospect / guest card tracking • Marketing • Website • Payment processing • Online applications • Resident Screening So You Run A More Successful Business #AppFolioChat | @AppFolio | @Yelp
  3. 3. OurAgenda #AppFolioChat | @AppFolio | @Yelp • An Overview of Yelp • The Latest Trends in Online Reviewer Behavior • Mobile Trends • Best Practices for Using Yelp’s Free tools
  4. 4. Before Yelp 4 Need a real estate agent... Ask a friend Web search Yellow Pages #AppFolioChat | @AppFolio | @Yelp
  5. 5. After Yelp: word of mouth, amplified Found a real estate agent! Results for “real estate agent” #AppFolioChat | @AppFolio | @Yelp
  6. 6. The Leading Local Guide for Real Word-of-Mouth #AppFolioChat | @AppFolio | @Yelp
  7. 7. Do Consumers Pay Attention to Online Reviews? #AppFolioChat | @AppFolio | @Yelp
  8. 8. 85% of Consumers Say That They Read Online Reviews for local businesses* *According to BrightLocal’s Local Consumer Review Survey 2013 #AppFolioChat | @AppFolio | @Yelp
  9. 9. A Case Study By Nielsen #AppFolioChat | @AppFolio | @Yelp
  10. 10. #AppFolioChat | @AppFolio | @Yelp
  11. 11. Search Activity by Category According to Nielsen
  12. 12. *Percentages above indicate the percentage of respondents that selected each factor as the most important when searching for a local business What Matters to Consumers, According to Nielsen
  13. 13. Polling Question #AppFolioChat | @AppFolio | @Yelp Do You Have a Fully Optimized Mobile Website?
  14. 14. Mobile Trends #AppFolioChat | @AppFolio | @Yelp
  15. 15. Smartphone Adoption Growing in the US 62% Of the US mobile population now owns a smartphone 40% own an iPhone and of that… Nielsen Mobile Study August 2013#AppFolioChat | @AppFolio | @Yelp
  16. 16. Yelp content: Now on Apple, Bing and Yahoo #AppFolioChat | @AppFolio | @Yelp
  17. 17. Yelp mobile users are house hunters comScore Jan. 2013 – Users who accessed Yelp on a smartphone Index 0 100 200 300 400 500 very likely somewhat likely neither likely nor unlikely somewhat unlikely very unlikely How likely Yelp mobile users are buy a new residence in the next six months… Index of 552
  18. 18. Yelp Mobile: By The Numbers
  19. 19. Mobile More Actions, Deeper Engagement #AppFolioChat | @AppFolio | @Yelp
  20. 20. Get Found By Clients on Desktop & Mobile #AppFolioChat | @AppFolio | @Yelp
  21. 21. Mobile Check-in Offers on Yelp #AppFolioChat | @AppFolio | @Yelp
  22. 22. Polling Question #AppFolioChat | @AppFolio | @Yelp Have You Ever Used Promotions to Attract More Clients?
  23. 23. Free Tools at Biz.Yelp.Com #AppFolioChat | @AppFolio | @Yelp
  24. 24. Log In to Your Business Dashboard
  25. 25. Free Tools, User Views & Customer Leads
  26. 26. Revenue Estimate Tool
  27. 27. Responding to Reviews #AppFolioChat | @AppFolio | @Yelp
  28. 28. MYTH:MostYelpReviewsareNegative FACT:Nearly80%ofYelpReviewsare3-StarsorHigher Distribution of All Reviews Negative reviews play an important role too: • A variety of experiences are consistent with real life • You can’t please 100% of your customers 100% of the time 1 Star 13% 2 Stars 8%
  29. 29. Negative Review? Stop, Drop & Roll. 1. Stop - Don't respond immediately. The best advice I've received is to sleep on it (although I typically lose sleep over such reviews). Waiting 24 hours can make all the difference. 1. Drop - Drop the prideful, defensive and harsh response. Let a trusted co- worker or friend read through your response before posting. Remember, taking the high road is rarely a bad idea. 1. Roll - Roll with it. In the end, you can't control the opinions of your clients. Attempt to mend any valid issues this person presented through their review. Keep providing the best possible service and products. Do those things and the more affectionate reviews will exponentially multiply! #AppFolioChat | @AppFolio | @Yelp
  30. 30. Responding to Reviews #AppFolioChat | @AppFolio | @Yelp
  31. 31. Initial Review: 1 Star Review Update: 4 Stars Respond Promptly & Take Appropriate Action
  32. 32. Polling Question #AppFolioChat | @AppFolio | @Yelp Do You Respond to Your Online Reviews?
  33. 33. Yelp Ratings Are Not For Sale #AppFolioChat | @AppFolio | @Yelp
  34. 34. Profile Enhancements: Increase Conversion 34 Photo Slideshow (& Optional Video) Call to Action Removal of Competitor Ads
  35. 35. Yelp Search Ads:Appear On Relevant Search Pages 35
  36. 36. Thank You For Joining Us! #AppFolioChat | @AppFolio | @Yelp To recap: • Consumers are relying on online reviews more than ever to make buying decisions • You can use Yelp to build a strong mobile presence for free • Responding to reviews consistently and diplomatically is recommended
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