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How To Use To Your Advantage


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We've partnered with Darnell Holloway, Head of Yelp's Business Outreach Team to provide you with even more details about how to use most effectively. Darnell shares with us what other property managers are doing along with best practices on using Yelp's free review response tools. This complimentary webinar provides you with action-oriented information that you can use in your online marketing efforts today.

Published in: Real Estate
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How To Use To Your Advantage

  1. 1. Yelp 101: The World of Online Reviews
  2. 2. AppFolio • Web-based property management software • Complete Solution Includes • Property Mgmt & Accounting • Online rent collection (free) • Prospect / Guest Card Tracking • Marketing • Website • Payment processing • Online applications • Resident Screening So You Run a More Successful Business©2012 AppFolio, Inc. All Rights Reserved.
  3. 3. Grace Hill• Leading Education Provider • Offering eLearning for more than 10 years • More than 1,500 courses taken each day • Accounting• Apartment-Industry Specific Training • Fair Housing, Preventing Sexual Harassment • Intro to Social Media, with Lisa Trosien • Dozens more in English & Spanish• Vision Learning Management System (LMS)• Custom Course Development• for course previews ©2012 AppFolio, Inc. All Rights Reserved.
  4. 4. Darnell Holloway Manager of Local Business Outreach @darnelljustin
  5. 5. Today’s Agenda: 1. Yelp 101: The Basics of Our Site 2. Business Owners Account: Unlock Your Tools 3. Reviews: Do’s and Don’ts of Responding 4. Reputation/Content Management: Achieving a Strong Online Presence
  6. 6. Yelp 101:The Basics of Our Site
  7. 7. Why Yelp Exists: To connect people with great local businesses. “[Yelp] helped me find my hairstylist, apartment, plumber, restaurant…”
  8. 8. Now More Than Ever,Consumers Rely on Online Reviews
  9. 9. The Yelp App:Coming to a Device Near You! • Yelp mobile app is used on of 8.2 million unique mobile devices (Q3 2012) • Approximately 45% of all searches on Yelp come from our mobile apps. • Every second, a consumer generated directions to or called a business from a Yelp app. •A photo was uploaded at least every 30 seconds from the Yelp app.
  10. 10. What Makes Yelp Different? What it is: Since Day 1, our focus has always been on creating a community of reviewers What it’s not: Yelp isn’t a bulletin board or drive-by review site
  11. 11. Polling Question
  12. 12. Yelp Consumers are Affluent, Educated Adults Reviewed Businesses in Every Category US Demographics
  13. 13. Business Owners Account:Unlock and Use Your Tools
  14. 14. Start Here:
  15. 15. Understanding Yelp Metrics
  16. 16. Optimize Your Listing Add Basic Business Information Describe Your Business
  17. 17. Connect with Customers
  18. 18. Polling Question
  19. 19. Reviews: Do’s and Don’ts of Responding … and How to Handle with Care
  20. 20. Myth:Most Yelp Reviews are Negative
  21. 21. FACT: 80% of Yelp Reviews are 3-Stars or Higher Critical 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
  22. 22. Tip #1:Post Public Comments You Can Be Proud Of…
  23. 23. The Right Way To Do It Page 23
  24. 24. Tip #2:Say ‘Thank You’, State Your Policy & Respond Promptly Review Update: 4 Stars Initial Review: 1 Star Public Comment from Business Owner
  25. 25. Polling Question
  26. 26. Quality Control: Why Some Reviews Come Down All businesses are equal in this regard. (Advertisers & non-advertisers treated equally; filtered reviews viewable.)
  27. 27. The Proof is in the Pudding: “Every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.”
  28. 28. Reputation Management &Building a Strong Yelp Presence
  29. 29. Is it possible for property managers to achieve a high rating? Page 29
  30. 30. Yes. Page 30
  31. 31. Do Let People Know You’re on Yelp,But Don’t Ask For Reviews
  32. 32. Generating Yelp Content Provide Great Service! Check Ins: Homepage Reminder Update Your Email Signature In-Office & Newsletter Marketing
  33. 33. Paid Features: Search Advertising and Business Page Upgrades Removal of Competitor’s Ads Removal of Competitor’s Ads
  34. 34. Summary: 1. Yelp 101: Yelp connects people with great local businesses. 2. Business Owners Account: Use the free tools in your account to help drive new customers to your business. 3. Reviews: Engage diplomatically and don’t obsess over any single review. 4. Reputation Management: Let people know you’re on Yelp, but don’t ask for reviews.
  35. 35. Darnell Holloway Manager of Local Business Outreach @darnelljustin