reputation management for real estate owners - ilana schwartz online marketing group
DESCRIPTION
Brand Management for Real Estate Owners & Developers. Go Ahead, Google yourself. Learn ways to manage your online reputation for your company and properties. Contact Ilana Schwartz at Online Marketing Group. [email protected]TRANSCRIPT
Brand Management for Mul0 Family Owners
Online Marke+ng Group Online Marke0ng Group
Do you NEED Brand Management?
Go ahead, Google yourself…
Online Marke0ng Group
WHAT IS Online Reputa0on Managment?
Online Reputa+on Management (ORM)
• Posi+ve informa+on & posi0ve content/reviews
• Push down nega+ve and bad publicity on search engines • Manage & Monitor conversa0on, press, reviews, links &
more
Online Marke0ng Group
You already have an online presence, whether inten+onally or uninten+onally.
What is your reputa+on made of?
Online Marke0ng Group
What other people say………....88% Online reviews…………………..83% Search results……………………81% News sources…………………....79% Company website ………………74% Awards & Rankings……..………63% Company Communications….…59% Advertising……………………….56% Social Networks…………………49%
Social Media is the #1 ac0vity online
Online Marke0ng Group
14% of consumers trust ads 78% of consumers trust peer recos
“It takes 20 years to build a reputa+on and five minutes to ruin it” – Warren Buffet
ORM • Create • Manage • Monitor
Online Marke0ng Group
CREATE
90% of homebuyers use the Internet to search for informa0on and homes. Establish Digital Footprint
How you appear online ma/ers:
-‐ Transparency, consistency, lots of informa0on
-‐ Protect your Online Real Estate – Claim & Op0mize
Online Marke0ng Group
Real Estate Review Ecosystem
Online Marke0ng Group
NOW YOU KNOW WHY YOU NEED TO USE Brand Management
LET’S TALK ABOUT HOW TO USE IT…
Online Marke0ng Group
• Protect Your Brand & Image
• Grow your Network & Sphere of Influence
• Listen & Understand how your clients feel
• Create Consumer Loyalty to Increase Referrals
What would happen if I did a search for you in Google?
Online Marke0ng Group
Online Marke0ng Group
Pos0ng Is the post balanced & Accurate?
No
Trolls Is this poster dedicated to causing problems?
No
Misguided Are there inaccuracies in the pos0ng?
No
Unhappy Is this the result of a bad experience?
No
Evalua0on Could this go viral? Could this risk hur0ng brand reputa0on?
Do you want to respond?
Let it Stand
No
Yes
Share Success Is there an opportunity to share a
further story?
Yes Yes
Yes
Monitor Only – Do Not Respond
Yes
Fix the Facts
Yes Restora0on
Do you wish to make the
situa0on right?
Respond
Discovery
Evaluate
Yes Prepare
to Push Down
Alerts
Ways to Reduce Nega+ve Reviews • Make it easy for them to contact you
• Be Transparent
• Visitors look for credibility – show them with:
• SERP Results – Change SERP to your favor
• Website & Social Media Profiles
• Generate relevant content – Blogs & News
• Guides, How to Videos, Seminars
• 3rd party Websites – Reviews, Discussions….
• Listen – Respond Timely
• Monitor Compe0tors
• Thank the posi0ve feedback
• Report inaccurate reviews or ask them to remove / correct Online Marke0ng Group
Learn From Your Reviews
• Don’t assume that all nega0ve reviews are posted by Trollers – Maybe your staff isn’t what you think
• Example: – I’ve been living here for over two years and I’m done with the manager. She
is horrible, rude and no real concern for the property. She is never in the office and doesn’t return my calls!!!!!!
– Listen to them since maybe you need to make changes and improve your communica0on with tenants
Online Marke0ng Group
Drive Happy Reviews & Always Thank Them
• Make sure business is listed so consumers can find you • Have links to reviews on your website • Have links to reviews on your email signature • Have auto responded w/ links to reviews • U0lize QR to drive them to review pages • Have easy Flyers w/ direc0ons to send to Happy Tenants • How do you know they are happy?
– They just moved in – They just renewed lease – Recently gave posi0ve feedback to management or agents – Sent a nice email or posi0ve social post – Already posted a posi0ve review on one site – ask to share on another Online Marke0ng Group
ApartmentRa+ngs.com
• Should I pay for Access? What do I get? – Respond to reviews as verified manager – Update your community Info – Link to your website – Manage images & trump user images – Tools for pordolios giving managers right or no right to respond
• You do not need access to respond or report abuse
Online Marke0ng Group
Yelp
• Yelp is giant local search site & has large user base • Yelp reviews feed to other sites – Bing Business portal, Apple
Maps • Should I pay for Access? What do I get?
– Complete Profile – Tell your company story & details – Upload unlimited photos & videos – Link to Website – Respond to reviews privately vs publicly (try private first) – Monitory Traffic – Views, Engagement
• Factors about reviews: – Recentness of reviews, age of lis0ng, business info from 3rd party sites,
number of reviews leg by reviewer, checkins, quality of review Online Marke0ng Group
Brand Managment
• Integra0on is Necessary: – Public Rela0ons – Event/Direct marke0ng – Social Media – Digital Marke0ng – Search Marke0ng – Search Engine Op0miza0on – Mobile Marke0ng – Email Marke0ng – Measurements & Metrics
• Setup Google, Yahoo, Bing Alerts – Monitor Conversa0ons & Blog Posts/News – See what currently links to your site
Online Marke0ng Group
We Can Help You Plan Your Strategy!
Online Marke0ng Group
Contact Us: www.OnlineMarke0ngGrp.com
212.532.0600
Speakers: Don Tallerman
E-‐mail: [email protected] Ilana Schwartz
E-‐mail: [email protected]
12 W 23rd, 3rd Fl-‐ New York, NY 10010
Online Marke0ng Group