reputation is everything 2: reputation management overhaul

28
PART TWO

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Page 1: Reputation is EVERYTHING 2: Reputation Management Overhaul

PART TWO

Page 2: Reputation is EVERYTHING 2: Reputation Management Overhaul

PART 1 RECAP

58% 91% 29% 78%

Plan on signing within 7 days

Read reviews before making a

decision

Final site is ApartmentRatings

Basing their decision on the reviews they’re reading today

2017 HotJar User Polls

Page 3: Reputation is EVERYTHING 2: Reputation Management Overhaul

PART 1 RECAP

52.1% 41.0% “Are you at the beginning of your search?”

Page 4: Reputation is EVERYTHING 2: Reputation Management Overhaul

PART 1 RECAP

COMPETITIVE INTELLIGENCE (knowledge)

STRATEGIC AGILITY (adapt)

BRAND PERSONALITY (consistency)

Page 5: Reputation is EVERYTHING 2: Reputation Management Overhaul

PART 2 FOCUS

COMPETITIVE INTELLIGENCE (knowledge)

STRATEGIC AGILITY (adapt)

BRAND PERSONALITY (consistency)

Page 6: Reputation is EVERYTHING 2: Reputation Management Overhaul

COMPETITIVE INTELLIGENCE

Page 7: Reputation is EVERYTHING 2: Reputation Management Overhaul

WOULD RECOMMEND %

GOAL: 15-20% Above City Average

Page 8: Reputation is EVERYTHING 2: Reputation Management Overhaul

WOULD RECOMMEND %

82% and above • Social proof • Renter confidence

Below city average • Reading reviews to see just

how bad • Confirming suspicions

Close to/within city average • Looking for the pain points • Judge based on their

preferences

Page 9: Reputation is EVERYTHING 2: Reputation Management Overhaul

REVIEW VALIDATION

How recent do community reviews need to be for you to find them valid?

ApartmentRatings 24hr HotJar Poll

62.1%

6 MONTHS

36.6%

3 MONTHS

Page 10: Reputation is EVERYTHING 2: Reputation Management Overhaul

ApartmentRatings 24hr HotJar Poll

IMPACT OF NEGATIVE REVIEWS

Page 11: Reputation is EVERYTHING 2: Reputation Management Overhaul

ApartmentRatings 24hr HotJar Poll

IMPACT OF NEGATIVE REVIEWS

Page 12: Reputation is EVERYTHING 2: Reputation Management Overhaul

I like to know if people have something good or bad to say about a place, it shouldn't influence my decision as much as it does but I can't help it. Hearing from people who have experienced life there is important to me.

NO REVIEWS?

Page 13: Reputation is EVERYTHING 2: Reputation Management Overhaul
Page 14: Reputation is EVERYTHING 2: Reputation Management Overhaul

AR ALGORITHM

Time Weight

0 to 365 Days 100%

> 1 year to </= 2 years 75%

> 2 years to </= 3 years 50%

> 3 years to </= 4 years 25%

Page 15: Reputation is EVERYTHING 2: Reputation Management Overhaul

AR ALGORITHM

Available to AR/SFR clients

Page 16: Reputation is EVERYTHING 2: Reputation Management Overhaul

1. AUTOMATED RESPONSES

Page 17: Reputation is EVERYTHING 2: Reputation Management Overhaul

UNPLUG THE ROBOT

Begin with words of shock that convey empathy:

“I’m so sorry to hear this has

been your experience”

“We value our residents”

…but you’ll have to call or email us “We are eager to address your specific needs”

…but doesn’t address any of the issues expressed in the review

Page 18: Reputation is EVERYTHING 2: Reputation Management Overhaul

2. DISMISSING THE REVIEW

Page 19: Reputation is EVERYTHING 2: Reputation Management Overhaul

3. DIGITAL COMBAT

Page 20: Reputation is EVERYTHING 2: Reputation Management Overhaul

4. CALLING OUT THE RESIDENT

Page 21: Reputation is EVERYTHING 2: Reputation Management Overhaul

5. COPY/PASTE RESPONSES

Page 22: Reputation is EVERYTHING 2: Reputation Management Overhaul

ONE LAST THING…

Page 23: Reputation is EVERYTHING 2: Reputation Management Overhaul

GREAT EXAMPLE!

East Beach Marina Apartments Norfolk, VA

Page 24: Reputation is EVERYTHING 2: Reputation Management Overhaul

5 PHRASES

Avoid 1. Please give the office a call to discuss

your concerns

2. Avoid something like "it's normal apartment living" or "it's to be expected“

3. We are happy to address your specific needs

4. We value our residents

5. Corporate speak; according to our policy/lease

Use 1. I’m so sorry to hear this has been your

experience

2. We’re normally known for our exceptional {fill in the blank}, and we regret that we missed the mark

3. I am happy to meet with you…

4. Thank you for your helpful suggestions on improving residents experience

5. We would appreciate the opportunity to resolve your concerns…

Page 25: Reputation is EVERYTHING 2: Reputation Management Overhaul

5 TIPS

1. Focus on the onsite experience

2. Respond to negative reviews within 24 hours

3. Be authentic, yet professional when responding

4. Write for the reader

5. Ask for positive reviews

Page 26: Reputation is EVERYTHING 2: Reputation Management Overhaul

ONE LAST THING…

Page 27: Reputation is EVERYTHING 2: Reputation Management Overhaul

Personal Brand Protection

• Making them look good

• Soliciting reviews the RIGHT way

• and much more!

PART THREE – SEPT 21

Page 28: Reputation is EVERYTHING 2: Reputation Management Overhaul

THANKS FOR ATTENDING!

SEE YOU NEXT MONTH!