Reputation management for real estate owners - Ilana Schwartz Online Marketing Group

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


You already have an online presence, whether inten+onally or uninten+onally.

What is your reputa+on made of?


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


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


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


Real Estate Review Ecosystem


NOW YOU KNOW WHY YOU NEED TO USE Brand Management

LET’S TALK ABOUT HOW TO USE IT…


•  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?



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


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


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


We Can Help You Plan Your Strategy!


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
