Online reputation reputation management is critical for home builders. Today, we are not managing our reviews and reputation. It's time to turn your reputation into an asset.

1. Turning Your Reputation into an Asset
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Builder Online Reputation Management

2. Agenda
1) What is online reputation management?
2) Why is it important?
3) How are builders doing?
4) What builders can do about it.
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Online
Reputation
Review
Sites
News
Blogs
Forums
Partner
Sites
Social
Media
Press
Releases
Owned/
Controlled
Sites
Your online reputation is formed in many places with varying levels of control

4. Who Influences and is Influenced by Your Reputation
EmployeesCustomers
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6. Buffet
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69% of
consumers
share online
reviews
Deloitte 2014
79% of consumers
trust online reviews
as much as
recommendations
BrightLocal 2013
46% feel they
can be
brutally
honest online
Harris 2010
34% have
turned to social
media to air
their feelings
about products
Cogent /LinkeIn 2013
One negative
review can
cost 30
customers
Convergys 2009
88% of
consumers are
less likely to buy
where complaints
unattended.
Conversocial 2011
51% aim to
influence others
when they
express their
preferences
online
Harris 2010

8. Exposed
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9. Reality Check – Builders vs Major Complaint/Review Sites
A single page on a complaint or ranking site can out
rank builder brand terms because of website scale:
• Pissed Consumer – 11,900,000 pages
• Rip-off Report – 11,000,000 pages
• Yelp.com – 99,300,000
• Glass Door – 18,900,000
• Indeed.com – 59,700,000
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10. Why We Care About Page 1
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11. Builders are Likely Losing Sales and New Employees
• Builders do not typically manage their online reputation.
• Builders rarely encourage buyers to write reviews.
• Issues are super easy to find.
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How Bad is It?

13. Top 50 BDX Builder Audit: What We Analyzed
• Reviewed reputation in Google SERP’s for the Largest 50 BDX builders
across 3 visible dimensions:
• Assessed issues (i.e., negative reviews) on the first 3 pages of Google
• Counted number of issues on Page 1, Page 2, Pages 1 or 2, Total 1-3
• Potential issues were evaluated by looking at landing pages and
confirmed as negative if ambiguous.
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Dimension Query in Google
General Brand “Homebuilder Brand Name”
Career Search “Homebuilder Brand Name + Careers”
Reviews Search “Homebuilder Brand Name + Reviews”

14. Top 50 BDX Builder Audit: Page 1 Issue Summary
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16. 8-Steps to a Dramatically Better Reputation
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Setting Expectations
Auditing Your Reputation
Monitoring Your Reputation
Responding the Right Way
Recruiting Good Reviews
Being Proactive by Seeking Feedback
Being Accessible to Customers
Repairing Your Google Results

17. Setting Expectations
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Expectation is the root
of all heartache
– William Shakespeare
• Remind buyers that it is a human process
• Make a commitment to how you handle mistakes

18. Auditing Your Reputation – Set Up Your Browser
Before you start, set your browser to “In-Private Browsing” “Incognito”
or “Private Window” so Google does not customize results.
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19. Auditing Your Reputation – Pulling Results
1) Pull Three Pages of Results for Three Key Searches
• [Your Brand Term Only]
• [Your Brand Term Only] + reviews
• [Your Brand Term Only] + careers
PRO TIP – Install the Moz Toolbar to download results to a CSV
2) Evaluate search results for sentiment and level of control
Sentiment Level of Content Control
• Positive • Owned/Controlled - Owned or control of content
• Neutral • Influence - You hav influence over content
• Negative • 3rd Party - You cannot directly control content
• Not Relevant (not you)

20. Auditing Your Reputation – Tracking Sheet
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Position URL
Page
Authority
Page
Links
Page Linking
Domains
Domain
Authority
Links to
Domain
Domain Links
to Domain Sentiment Relationship
0 http://www.yelp.com/biz/henna-chevrolet-austin 1 - - 94 10,163,053 279,609 Neutural 3rd. Party
1 http://www.cars.com/dealers/22730/henna-chevrolet/reviews/1 - - 85 9,203,391 14,457 Neutural 3rd. Party
2 http://www.hennachevyaustin.com/Reviews 14 142 1 24 47,050 30 Positive Own/Control
3 http://www.hennachevyaustin.com/ 36 1,055 27 24 47,050 30 Positive Own/Control
4 http://www.henna.com/ 43 59 33 32 55,917 56 Positive Own/Control
5 http://www.bbb.org/central-texas/business-reviews/auto-dealers-new-cars/henna-chevrolet-lp-in-austin-tx-39214/46 1 1 96 59,367,407 226,262 Positive 3rd. Party
6 http://www.yellowpages.com/austin-tx/mip/henna-chevrolet-59221611 - - 91 5,806,346 68,834 Positive Influence
7 http://www.cargurus.com/Cars/m-Henna-Chevrolet-sp2452361 - - 58 872,199 2,175 Positive 3rd. Party
8 http://www.dealerrater.com/dealer/Henna-Chevrolet-review-6453/28 - - 67 547,767 4,357 Positive 3rd. Party
9 http://www.citysearch.com/profile/10234843/austin_tx/henna_chevrolet_lp.html1 - - 90 4,741,206 49,135 Positive 3rd. Party
10 http://www.insiderpages.com/b/15250197094/henna-chevrolet-lp-austin37 8 1 82 4,222,013 25,261 Positive Influence
11 https://www.facebook.com/hennachevrolet/reviews 1 - - 100 1,706,973,004 9,631,348 Positive Own/Control
12 http://www.edmunds.com/dealerships/Texas/Austin/HennaChevrolet/sales.1.html1 - - 88 5,788,460 24,328 Positive 3rd. Party
13 http://www.angieslist.com/companylist/us/tx/austin/henna-chevrolet-reviews-2002468.htm38 4 1 89 297,487,767 63,194 Neutural 3rd. Party
14 http://www.autotrader.com/car-dealers/Austin+TX-78753/79570/Henna+Chevrolet1 - - 80 5,649,260 8,215 Neutural Influence
15 https://www.carwise.com/auto-body-shops/henna-chevrolet-austin-tx-austin-tx-78753/4680461 - - 18 81 20 Neutural 3rd. Party
16 http://superpages-com-reviews.measuredup.com/Complaint-Henna-Chevrolet-Service-Department-595851 - - 54 394,051 11,698 Negative 3rd. Party
17 http://consumerperceptionrating.org/dealership/7064/Henna+Chevrolet1 - - 21 6,251 18 Neutural 3rd. Party
18 http://www.autobytel.com/car-dealers/chevrolet/texas/austin/henna-chevrolet-lp-ezq/1 - - 72 1,602,048 4,067 Neutural Influence
19 https://local.yahoo.com/info-67963636-henna-chevrolet-austin1 - - 100 305,207,885 1,655,154 Negative 3rd. Party
20 http://localmechanicreviews.com/details.php?listing_id=10234843&page=6&aff=&awtil=1 - - 16 1,269 3 Positive 3rd. Party

21. Monitoring Your Reputation – Google Alerts
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22. Monitoring Your Reputation – Free/Paid Options
Dozens of tools are available from free to $500+ per month.
• We like Google Alerts for it’s price, flexibility, and ease of use.
• For social media monitoring, Trackur provides a good value.
• More comprehensive products include:
• Bird Eye
• Sendible
Many others are available.
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23. Negative Reviews – An Effective Response
2 Goal of an Effective Response
• Puts out the Fire
• Mitigates future damage
A solid reply:
• Thanks the poster for pointing out an issue and is an apology
• Shows empathy – We understand how it may have made you feel
• Demonstrates contrition – We are truly sorry. We thought about what
we could have done differently and what we are doing going forward.
• Asks the poster to come back and comment on how effective our
change was.
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PRO TIP – Point out any underlying positive intent or benefit

24. Responding to Negative Reviews – Empathy/Contrition
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CONTRITION
I’m sorry and state what we
could have done differently
EMPATHY
We can see how this fail
made you feel

25. Responding to Negative Reviews – Example
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26. Responding to Negative Reviews – Example
“Thank you for pointing out some of the problems related to our recent growth.
We did not do well. Our team is the backbone of our success. Our rapid
growth has created tremendous opportunities for career advancement, but it
stretched our systems. We are sorry that we have left some employees feeling
they are not supported and in some cases we asked for more than what was
fair. That is a terrible feeling especially when you work as hard as our
employees do.
This has been an area of concern for executive management. We left employees
far too stretched and failed to delegate authority that would have made your
lives easier.
In response we are implementing our company-wide leadership training and
development program in January and are speeding our recruitment efforts to
handle our continued growth. We need to get new employees up to speed
faster with our processes and procedures so they can serve customers better.
We will not grow revenue and profits at the rate we desire without a well-
trained, motivated, and loyal team leading the charge.
Finally, we need to push authority down further, we are experimenting with ways to
give additional decision making authority and spending authority to our field
personnel.
Please return later and re-post or reply anonymously to tell us how we have done.”
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27. Recruiting Positive Reviews – When to Recruit
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#1 Right After Contract #2 Right After Walk Through

28. Recruiting Positive Reviews – How to Recruit
When asking for a reviews, remember these things:
• Ask when customers are happiest.
• Ask for permission before sending request.
• Be clear that this is a favor.
• Set an expectation on how long it will take.
• Include in your email links and instructions if necessary
• Express your gratitude and say how much it means to
you. Don’t bribe, but you can send a thank you.
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29. Preventing Negative Reviews – Being Proactive
Many Possible Moments of Truth:
• Possible inspections stages:
• Framing complete
• Roofing
• Drywall prep
• Exterior and drywall
• Interior finish
• Cabinets & paint
• Fixtures & flooring.
• Opportunity to confirm acceptance and satisfaction.
• Be proactive now to prevent negative reviews.
• Spend now to correct issues and save later.
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30. Preventing and Negative Reviews - Being Accessible
The #1 construction complaint: Shoddy work and failure to complete
#1 reason dissatisfaction results in a complaint – accessibility.
How to be accessible:
• There is always an high power, give one
• Provide real people and phone numbers
• Give cell numbers
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31. Pushing Down Negative Search Results
You can’t remove negative links in Google, but you can
promote positive links (i.e., Reputation Repair)
• Create and link to business profiles.
• Create review and career pages optimized for SEO.
• Cross-link with mix of keyword anchor text.
• Promote positive 3rd party content.
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32. Thank You
Blair Kuhnen
Dir. Search Marketing
Builders Digital Experience
bkuhnen@thebdx.com
Office: 512-651-8909
Cell: 817-658-7698
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