Online Reputation for Apartments
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Online Reputation Management for Apartments Mike Whaling, 30 Lines @30lines // #CAAExpo
Transcript of Online Reputation for Apartments
Online Reputation Management for Apartments
Mike Whaling, 30 Lines @30lines // #CAAExpo
You don’t define your brand. Your customers do.
@30lines // #CAAExpo
Rent = HIGH Consideration
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ATTRACT
CONVINCE
CONVERT
DELIGHT
trust word-of-mouth and recommendations above all other forms of advertising.
92%// Nielsen @30lines // #CAAExpo
sources used during the buying process
10.7// Think with Google, 2014 @30lines // #CAAExpo
would use a ratings and reviews website during their apartment search
75%// ForRent, 2014 @30lines // #CAAExpo
Perception is
reality.
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Online reputation starts with
onsite service.
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Is this
what we want?
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Make it easy for people to do business with you.
Listen more. Listen better.
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Always be listening.
• Google Alerts // google.com/alerts • Google My Business // google.com/business • Hootsuite, Mention, Twitter Search • Facebook • Yelp // biz.yelp.com • Apartment Ratings
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Be ready to
respond.
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How to Respond
• Don’t get defensive or personal • No “corporate speak” • Be accountable, provide solutions • Show the next reader you’re listening
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Negative reviews are an
opportunity.
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Online reputation is not a one-way conversation.
You are
being judged on your response.
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Go on
offense.
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Buy this:
mypropertynamesucks.com
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Build this:
mypropertysite.com/reviews
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would leave a review if asked. Only 8% have been approached.
63%// SatisFacts, 2014 @30lines // #CAAExpo
Enlist help.
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Ask for reviews on a
specific aspect of your community.
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Create the online presence
you want prospects to see.
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Build Your Online Presence
Website & Blog
Social Email Advertising
Directories MultimediaReviews
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Claim your
online profiles and local listings.
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Local Listings: Typical Example
Site Claimed? Google+ Local YES
Yahoo! Local NO
Bing Local NO
Yelp YES
Foursquare NO
CitySearch NO
Localeze NO
Superpages YES
InsiderPages NO
Niche/Local Sites NO
Build Your Online Presence
Share the
good you do.
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Residents will talk about you, but you need to give them something worth sharing.
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What impact do reviews have
on business?
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[CASE STUDY]
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WC Smith Reviews
• Focus on increasing review volume • Implemented SatisFacts Verified Resident
Program • Set up lead tracking in Google Analytics
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Results please…
WC Smith Results
• Ratings across 80 properties up 20% • Referrals from ApartmentRatings up 126% • Leads from ApartmentRatings up 373% • Overall conversion rate up 48%
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Higher scores make it easier for prospects to commit to your brand.
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Remember…
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Online reputation starts with
onsite service.
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Takeaways
• Start with onsite service. • Be open to feedback. Be approachable. • Listen more. Listen better. • Build a strong online presence. • Go. Try. Learn. Repeat.
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