AppFolio, ForRent.com and marketing expert Jay Baer host this fun and informative webinar on how to embrace the haters and maintain a positive online reputation for your property management business.

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Hug Your Haters: How to Turn Bad Reviews into Your Competitive
Advantage
@AppFolio @JayBaer @AptsForRent #AppFolioChat
Presented By

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Join Us Online - #AppFolioChat / #HugYourHaters
facebook.com/AppFolio
Follow Us @AppFolio
@JayBaer
@AptsForRent
Follow Us – AppFolio

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AppFolio
• Property management and accounting
• Online rent collection (free)
• Prospect / guest card tracking
• Vacancy Marketing
• Websites
• Online applications & leases
• Resident Screening
• Mobile Inspections
… So You Run A More Successful Business
Complete Solution Includes:
Web-Based Property Management Software
@AppFolio @JayBaer @AptsForRent #AppFolioChat

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Co-Host: Erica Campbell Byrum
Director of Social Media,
For Rent Media Solutions
Speaker: Jay Baer
Founder of Convince & Convert
Author of Hug Your Haters
Panelists

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Not Answering Complaints
• Decreases Customer Advocacy
• It Makes a Bad Situation Worse
@AppFolio @JayBaer @AptsForRent #AppFolioChat

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Answering Complaints
• Increases Customer Advocacy
• It Makes a Bad Situation Better
@AppFolio @JayBaer @AptsForRent #AppFolioChat

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Haters Are Not Your Problem
@AppFolio @JayBaer @AptsForRent #AppFolioChat
Ignoring Them Is

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Answer Every Complaint
@AppFolio @JayBaer @AptsForRent #AppFolioChat
Every Time
In Every Channel

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Hugging Your Haters Keeps Your Customers
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• $500 billion per year spent on marketing
• $9 billion per year spent on customer service
• A 5% increase in customer retention can create a
25-85% increase in profits

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Hugging Your Haters Keeps Your Customers
@AppFolio @JayBaer @AptsForRent #AppFolioChat

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Customer Service
@AppFolio @JayBaer @AptsForRent #AppFolioChat
The New Marketing
Is

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Hugging Your Haters Makes You a Better Property Manager
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Haters (and feedback) are the canary in the
coal mine
• 95% of unhappy customers never take the time to
complain in a way the business can find

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Haters Are the Most Valuable Customer
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• An early-warning detection system, and free
market research
• The unelected representatives of the “meh” in the
middle

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The Hatrix!
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Offstage vs. Onstage Haters
• Offstage complain in private and are older, less
tech savvy
• Onstage complain in public and are younger,
more tech savvy

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Offstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Want an answer
• 90% expect a reply to a call or email

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Onstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Are growing FAST
o Currently, 1/3 of all complaints are onstage
o 800% increase in social media complaints about
business in the U.K. in the past year

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Onstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Want an audience
• Fewer than half expect a reply when complaining
in social media, review sites, etc.
• This is a HUGE opportunity

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Reviews: We Love Em and We Hate Em!
@AppFolio @JayBaer @AptsForRent #AppFolioChat

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Reviews Are Hugely Important
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 80% of Americans trust online reviews as much
as recommendations from friends and family
• Major impact on search engine results and
searcher behavior

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Recognize and Empathize
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Haters only know what they can see
• Remember, that person could be having the
worst day of their lives
• Don’t take it personal, even when they make it
personal
• Stop. Drop. And Roll.

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The Rule of Reply Only Twice
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Never answer a customer more than twice
in public
• A waste or time and/or potential to get dragged
into a negative spiral

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Be Fast…Everywhere
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 40% of social media complainers expect an
answer in one hour
oAverage response time = 5 hours
• Average email response time = 44 hours!
• Speed of resolution is most important factor in
telephone customer service satisfaction
• Community-based service increases speed
and satisfaction

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This is How You Differentiate
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 80% of companies say they deliver exceptional
customer service
• 8% of their customers agree
• Your competition can’t steal how much you care
• Hug Your Haters
o Every complaint, every channel, every time

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Erica Campbell Byrum
Director of Social Media,
For Rent Media Solutions
Jay Baer
Founder of Convince & Convert
Author of Hug Your Haters
Questions or Comments?
Tweet:
@JayBaer
@AppFolio
#AppFolioChat
#HugYourHaters