As a real estate agent, you rise and fall based on your reputation. If you make a client happy, they’ll tell their friends about you. If you make them miserable, they’ll tell even more people.
A NAR study found: “Sellers typically found a real estate agent through a referral by a friend, neighbor or relative, or used the agent in a previous transaction; 84 percent are likely to use the agent again or recommend to others.”
“Like sellers, buyers most commonly choose an agent based on a referral, with trustworthiness and reputation being the most important factors; two out of three buyers interviewed only one agent. Eighty-nine percent of buyers are likely to use the same agent again or recommend to others.”
Reputation management helps you ensure the future of your business within this important sector of lead generation.
Building Your Online Reputation
1. Check out Your Reviews
Head over to Yelp
2. Own Your Online Presence
One of the shenanigans in the U.S. presidential campaign was the Trump campaign purchasing JebBush.com and redirecting it to their own site. If you’ve established a presence in your community, you need to lock down your identity to avoid having it co-opted by competitors, disgruntled clients, or former employees. That means owning appropriate domain names (including team/brokerage if appropriate), key social media profiles (if you can’t keep a Facebook page current, just use a profile), your Google Place (if appropriate), and ideally a blog about your business if someone can keep it up to date.
3. Set up Alerts
So you’ve established your baseline, now you need to be aware of changes to it. Google Alerts are a great way to track changes. For your personal name – you’ll probably want to choose to receive alerts once a day and only the best results so you get timely info and aren’t swamped (especially if you have a very popular name). You should do the same thing with your brokerage or team if you are in a leadership position. If you have a new hire, it might be worth your time to set up a weekly alert so you know if they are tarnishing your name by association.
4. Request Reviews/Recommendations
By the time the closing process comes around, you probably should know which clients are satisfied with your work and which ones are disgruntled. Either request a review at the time of the closing if you feel they’re tech savvy, or take them out for coffee after and walk them through posting reviews online for the sites you’re not well represented in.
5. Keep On Top of Future Concerns
Apps and websites come and go, so you should consider setting up an annual or semi-annual event in Outlook or Google Calendar to track changes in how reputation management and online reviews affect you. Read up on changes and new best practices and implement them.
Here are some example articles from Inman News to see what tactics they suggest: