More than a score - Using Ratings and Reviews in Real Estate
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This document discusses the importance of online reviews and profiles for real estate agents. It notes that while only about 10% of leads come from online portals currently, post-close marketing is key to preventing past clients from using those portals. It then provides guidance on setting up profiles and monitoring reviews on major industry sites like Zillow, Realtor.com, and RealSatisfied as well as general sites like Yelp, Google, Facebook, and LinkedIn. The document stresses the importance of authentically engaging with online reviews to manage one's reputation.
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More than a score - Using Ratings and Reviews in Real Estate
- 1. More than a Score Jeff Turner President, RealSatisfied Amy Chorew Better Homes and Gardens Real Estate®
- 3. Only about 10% of all buyer and seller leads are generated online, through portals. 3
- 4. “Those portal leads, minus the first time homebuyers, were all, at some point, some broker or agent’s client. A client that got away. You want to kill the portals? Get better at post-close marketing. If you’re good at that, you’ll stop feeding the lead machine.” Quote from 1000Watt Consulting 4
- 5. If you close your eyes, ratings and reviews are not going away
- 6. 6 ▸ Consumers are talking everywhere
- 7. 7 ▸Consumers are talking everywhere
- 8. If you don’t create a strategy one will be created for you 8
- 9. • What sites are consumers using in your marketplace? • Real Estate Specific? • Non Real Estate • Do some competitive analysis • Who is strong in your market? Do your research
- 10. ▸How did you find out about me?
- 11. Siri, Find me a good real estate agent Thanks, Max Pigman
- 13. Create Profiles Create robust profiles on these venues - Be appropriate to each site - Consumer must be able to find: - Ways to contact you - What is your expertise in the real estate business 13
- 14. Zillow Reviews
- 17. Realtor.com
- 18. Real Satisfied
- 20. When it comes to online reviews of your business, there are few places that matter more than Yelp. About 130 million people use the site or app monthly and that number isn’t going down. The most important thing about Yelp, however, is how it affects your image on Google.
- 21. ur
- 22. ▸Download the App ▸Become a Local Yelp Person ▸Don’t always give 5 stars ▸Never send the link to a client to give you a review ▸Claim your Business on Yelp.
- 23. Yelp Account
- 24. Yelp App
- 26. Linked-In
- 27. Facebook
- 29. ▸Participation online is one of the best ways to manage your reputation
- 30. Monitor your Connections Use Google Alerts to Monitor Activity
- 32. Google.com/Alerts 32 Quotes: “Bob Smith” Plus: “Don Johnson” + “real estate” Minus: “Don Johnson” - “miami”
- 33. So If Something Goes Wrong 33
- 34. 34 ▸Consumers are talking everywhere
- 40. Take it off line These make phone calls too 40
- 42. What is your takeaway?
- 43. Thank you! 43
Editor's Notes
- I have been watching ratings and reviews take off since 2007. I know there are not going away so I am going to share with you some tactical and practical things you can do to make sure you are representing yourself in the mostpositive light on line. Jeff is going to share with you some strategic thining around reviews.
- When you have a chance google your name with the word realtor or real estate and see what comes up
- There are so many places people are rating agents that is difficulat to know where to start. Some sites let you share reviews from other sites, some will shut you down if you even request a review via email to a past customer
- Because there are so many sites you need to do some research
- Hi Amy, What I have done a few years ago was to target a particular town out of our Treasure Valley in the Boise, Idaho area. I chose Eagle, Idaho to specialize in. I picked this town for a few reasons. One, I used to live in Eagle, and know it very well. Two, I know that the average sales price is more in Eagle than say Meridian, Idaho nearby. I also find it attracts out of state buyers and for my Zillow marketing this all comes together and works collectively with my other marketing strategies. Zillow is the number one search website for consumers looking for homes. I took down a large market share of exposure on Zillow for Eagle, ID 83616. Zillow calls this "impressions". When a consumer looks for a home in Eagle they will see me next to the property more than 40% of the time. This increases the odds of getting on line leads either by phone directly from the consumer or via an email from Zillow from the consumer. I also feed this leads into my Market Leader Pro platform where I can set up marketing drip campaigns and set them up to receive new listings that fit the criteria of the home they originally inquired about. On my Zillow page where the consumer sees me they will also see my contact information, the brokerage I work for, my video, and my reviews. I like Zillow for many reasons: - It is used by millions of consumers - It has a higher rate of return, ROI - My listings are protected through our relationship with Zillow and BHGRE. meaning that the consumer only sees me on my listings and not 3 other Realtors! By the way this is a important statement to share with new could be sellers at listing appointments! Who else knows the listing better than the listing agent? - It show cases my excellent reviews which instills confidence for the new buyer / seller consumer to reach out me. - I can have my video that was produced next to me on Zillow. Video is a very powerful tool. - It creates my on going brand awareness to the local home owners. - I think that the reviews are engaging and real. Perfect testimonials that I know produce on going business. I use other websites to grow my brand and business but I have found that Zillow has worked the best for me in since 2011. I hope that this is what you were seeking for NAR. Let me know if you have any other questions. Greg -
- I like Zillow for many reasons: - It is used by millions of consumers - It has a higher rate of return, ROI - My listings are protected through our relationship with Zillow and BHGRE. meaning that the consumer only sees me on my listings and not 3 other Realtors! By the way this is a important statement to share with new could be sellers at listing appointments! Who else knows the listing better than the listing agent? - It show cases my excellent reviews which instills confidence for the new buyer / seller consumer to reach out me. - I can have my video that was produced next to me on Zillow. Video is a very powerful tool. - It creates my on going brand awareness to the local home owners. - I think that the reviews are engaging and real. Perfect testimonials that I know produce on going business. I use other websites to grow my brand and business but I have found that Zillow has worked the best for me in since 2011. I hope that this is what you were seeking for NAR. Let me know if you have any other questions. Greg -
- Having a complete Yelp Profile and reviews boosts your Google rankings. FACT: Yes, you’ll find a fair share of college students rating their local pizza places on Yelp, but statistics show the majority of the site’s traffic comes from the 25-to-44-year-old demographic — many of whom have substantial incomes and could very well be your ideal audience. Regardless of what kinds of reviews you get (positive or negative) take the time to respond back. For positive reviews, thank those who mentioned your company in a good light and let them know you want to stay in touch. For negative ones, keep in mind the reviewers’ emotions. As Yelp notes, it’s best to simply thank them (yes, even if it’s bad) and ask them what you could’ve done to make their buying or selling experience better. To get a referral from positive and negative reviewers alike, actively re-engage communications with them and let them know you care about their experience working with you. You could even follow them on Yelp to show your appreciation, which encourages them to spread word about your real estate business. Learn all about sites like Yelp and what reviews mean for your real estate business by reading The Agent’s Guide to Real Estate Reviews.
- Pictyre of my yelp on my poone
- Make sure you company is listed on Google Maps. If you are an agent, use a suite number to list yourself under your pbrokers. You do need a google pls account Fill out the profiles Reviews are ta least 3 sentences tell a story Have a google review party {ut links in your email signature
- I have a strong business network. I was past president of our chamber of commerce and also rotary club. So I use LinkedIn heavily to connect to business contacts and remind them I am here for them for real estate needs. I do not promote listings on LinkedIn. But I have a fully filled out profile and I post updates about what I am doing business wise. Sometimes I post links to real estate articles I write if it is on a national platform such as Inman etc. I find after I post an article or link I will get a few private messages from people who are congratulating me on something or ask me a real estate question. Usually that opens up the door to talking about what they are up to and it is just another way to reconnect and keep in touch. For example I blogged on Nar Conference Live today about then RU MRE program being in final stages for accreditation. I shared that on LinkedIn. One chamber of commerce member emailed me that he read it and his daughter is starting her masters in nursing. He then asked how the market is for buying her a town home to use during that two year period then he could keep as a rental or sell. Would he have contacted me anyway? Maybe. Or maybe not! But I think my status update on LinkedIn led to what could be a profitable conversation. Advice... Make sure your profile is robust. Pick a professional picture. Add as much bio as you can to fill blanks.... Education, prior careers to make those connections with people. It is a small amount of effort that can lead to conversations and connections that open you up to leads. ----- Meeting Notes (11/15/15 23:18) ----- For example I blogged on Nar Conference Live today about then RU MRE program being in final stages for accreditation. I shared that on LinkedIn. One chamber of commerce member emailed me that he read it and his daughter is starting her masters in nursing. He then asked how the market is for buying her a town home to use during that two year period then he could keep as a rental or sell. Would he have contacted me anyway? Maybe. Or maybe not! But I think my status update on LinkedIn led to what could be a profitable conversation. Advice... Make sure your profile is robust. Pick a professional picture. Add as much bio as you can to fill blanks.... Education, prior careers to make those connections with people. It is a small amount of effort that can lead to conversations and connections that open you up to leads.
- Participation online is one of the best ways to manage your reputation
- Social Interactions Twitter Social Networks (Facebook, Linkedin) Blogs Search Sites Search Engines Real Estate Search (Craigslist, Trulia, Zillow) Email Marketing Email Signatures Drip Campaigns E-Newsletters Print Brochures Newspapers Home magazines Video House Tours Testimonials PowerPoint presentations Housing Matters