10 ways to respond to reviews in the home improvement industry
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10 Ways to Respond to Reviews in the Home Improvement Industry
Wednesday, November 16th
I would emphatically suggest to anyone looking to build a new website and learn about it along the way, as well as how to stay abreast of what’s changing in the fast paced world of the internet, to call Surefire Social today.
Christina Noyes
“ “ If you’re the kind of person who wants total control of your cost per lead, how your company looks, what it says and who talks about it anywhere on the Internet, SurePulse is for you!
Chad MuthMuth Roofing
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Bill OwensBill Owens, CGR, CAPS, CGP, is president of Owens Construction, currently celebrating over thirty years as a leading residential design/build firm in central Ohio.
Active with:
National Association of Home Builders
Home Builders Institute
Harvard University’s Joint Center for Housing Studies
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Shashi BellamkondaShashi Bellamkonda is the Chief Marketing Officer of Surefire Social - Solving Local Marketing for successful remodelers.
Shashi Bellamkonda is also an Adjunct faculty member of Georgetown University teaching Marketing Analytics and Digital, Social Media and Mobile and keynote speaker on Digital Marketing and Small Business.
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Background: Remodeling Companies’ Challenges
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Resting on our laurels
➔ Do great work
➔ Clients love the experience
➔ Great team
Problem jobs:➔ Work out issues with clients privately
➔ Do right by the Customers - Always to a mutually satisfying conclusion
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“Word of Mouth” has gone to “Word of Mouse”
Believe the vast majority of our opportunity is referral and repeat business
But what are we perhaps not seeing?
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Make (or at least soften) the sale even before prospects reach out to us-Very likely lost opportunity because:
1. Search before homeowners contact us
2. Potential clients see few or no ratings
3. Maybe some average ratings on a few websites
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Understanding the growing importance of an online, social presence
Tough time getting clients to engage
➔ Small number of yearly
transactions (30 to 50 jobs/year)
➔ Lackluster number of reviews
➔ How to best excite and encourage clients to rate and review us?
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Where to send customers, let alone, where are prospects looking?
We know Google is important….confused on what sites we should be focusing on.
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Feeling defensive, insulted and destroyed by 1 star reviews
Source: MotherJones
Joshua Tree National Park, CA11
How to think about this….
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Reinforce Your Beliefs
Do excellent work and have lots of pride in your process as well as the finished product
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Expect that this could happen
.....because it will…..and that’s OK!14
Get ahead of this
➔ Manage through these events
➔ Don’t react emotionally, internally or in the public eye
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Readjust our thinking
➔ Spend more on creating satisfied clients
➔ Well-developed and properly channeled
reputation management system
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Reputation is more than just Reviews5 things to check/do today
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Today customers know more about the business than the business owners themselvesMark Richardson Author, Keynote Speaker and Remodeling Expert
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1. Outdated Web Presence➔ Website has not been updated in years - Are you
still in business?
➔ Recent content?
➔ Typos….
➔ Not mobile friendly?
➔ Do you have your own domain name?
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2. Consistency of Information
Inconsistency of data - Name, Address, Phone confuses not only your customers but search engines
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3. Broken Websites
Websites with broken images or broken links indicate you do not care about customers’ experience
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4. No Reviews for Your Business
“88% of consumers have read reviews to determine the quality of a local business.”
Source: BrightLocal
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5. No Feedback Channel
Provide an easy way for customers to contact the business first
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For a copy of this presentation email: [email protected]
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Get a free online marketing assessment
Call (703) 788-6730
or
Email [email protected]
Let us help!
Don’t forget about your free book on reviews.
Get a copy of this presentation and a free digital assessment
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Why Folks Write Reviews?15
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Understanding the Reviewer Emotion
Warn other Consumers
I want to warn others of bad products
I want to save others from having the same negative
experiences
Venting negative feelings
I like to get anger of my chest
I want to take vengeance upon the company
The company harmed me, and now I will harm the
company
Help me shake off frustrations about bad buys
J.M. Rensink - What motivates people to write online reviews and which role does personality play?
Help other consumers
I want to help others with my own positive experiences
I want to give others the opportunity to buy the right product
Helping the company
In my opinion, good companies should be supported
I am so satisfied with a company and its product that I want
to help the company to be successful
Emotion – Negative>> Positive
Intensity
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10 Steps to Act on your Reputation Management
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1. Goals and Objectives
➔ A proactive strategy to get reviews is required for all businesses
➔ Create a well-defined strategy➔ Mission: “We will strive to get nothing less than 5
Stars”
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2. Plan➔ Set responsibility
➔ Proactive
◆ Getting Customer Review
◆ Reactive
➔ Monitor >> Respond>>Resolve
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Every member of your company can help you with your review strategy
➔ Define the experience
➔ Explain the process
➔ Reinforce importance of reviews
➔ Set rules of engagement
➔ Provide service standards
➔ Power of conversation, eye contact
3. Training
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4. Wide web presence
www.yourdomain.com
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5. Target campaigns to customers where they can review you
Houzz
Yelp
Google, etc.
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6. Ask but don’t reward➔ Use Messages like “People on
Yelp like us!” or “People love us on Yelp!”
➔ DON’T offer incentives for reviews
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7. Engage➔ Increase your chances by
non-review type engagements such as check-ins, photos, liking, or adding tips
➔ Create Ideabooks on Houzz
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8. Using Mobile & Apps
➔ Reviews can be done from anywhere including on the phone
➔ Use SMS to send customers links to reviews with their permission
➔ Take pictures and send to your website
➔ Use Geo Location check-ins to add reviews and location data to your website
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9. Get alerts for new reviews
➔ Google Alerts are free
➔ Other tools like Mention.net
➔ Reputation Management Tools
➔ Agency 37
10. Respond to all reviews
➔ New prospects can come across old reviews
➔ Customers form opinions on company response
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Don’t ignore reviews hoping they will go away
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Conclusion
Setup, implement, and manage your company's reputation plan long before a problem or crisis strikes
You can really change/regain your reputation
Get back the business you are losing because of your reputation
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My Advice, “from the trenches”
Proactively-
➔ Focus on showcasing all substantial projects on social media and your website
➔ Aggressively seek more and better quality ratings and reviews on specific sites
➔ Mandate responsiveness to any reviews by all company representatives.
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For a copy of this presentation email: [email protected]
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Get a free online marketing assessment
Call (703) 788-6730
or
Email [email protected]
Let us help!
