Dealing with the Double-Edged Sword of Google Reviews
A recurring question or theme we've noticed is the hesitation towards getting a Google My Business account due to the fear of receiving a bad review. Let’s address this sensitive subject and explore effective ways to respond.
Realtors, we all know the business. You put your heart and soul into finding someone their dream home, and sometimes...well, things don't go perfectly. Maybe the market gets crazy, maybe there's a snag in negotiations – whatever it is, you end up with a less-than-thrilled client who leaves a not-so-glowing review. Ugh.
Now, before you panic, let's chat about why online reviews are a double-edged sword, and how to handle that negative one like a champ.
It's not as much about the negative review being a reflection of who you are, but rather how you handle it!
The Power of Earned Media
Word-of-mouth is one of the oldest forms of marketing! Online reviews are the modern version of that. They're known as “earned media”, meaning someone else (your client!) is singing your praises (or, well, venting their frustrations) to the world. This is powerful stuff, because people trust their peers way more than fancy ads.
But here's the catch: with earned media, you don't control the message. So, a bad review can sting. How we handle and respond to a bad review is what’s important. Negative reviews are part of the risks in the real estate business, but they are essential to your success.
Facing the Negative: How to Respond Like a Pro
Here's the deal: Ignoring a bad review is like putting a bandaid on a gushing wound. It's not gonna work. People who see that negative review unanswered are more likely to believe it.
Instead, be a hero! Here's what the research from Harvard Business Review says works best:
Respond Quickly: Don't let that bad review fester. The faster you address it, the better. The first 1-24 hours of a bad reviews life is critical!
Acknowledge and Apologize: Show the reviewer (and everyone else reading) that you hear their concerns and you're sorry they had a bad experience. Don't get defensive!
Take it Offline: A public back-and-forth can make things worse. Offer to move the conversation to email or phone to find a resolution.
Source: https://hbr.org/2020/05/how-to-keep-complaints-from-spreading
Why Take the risk?
Remember to reflect on your own experiences: when you look for a restaurant, do you read the reviews? Highly likely! Do you go to page 2 of Google to find a restaurant? No! Those who don't prioritize their visibility and awareness end up unnoticed. If you're not doing it for restaurants, people aren't doing it for you either. In fact only 0.63% of people make it to the second page of Google. To avoid the "Google graveyard," you need strong SEO and a solid review process.
When it comes to risk versus reward, the reward wins here. This will lead to higher visibility, build virtual trust, improve SEO ranking, which all aids in lead generation growth.
The Bottom Line
Look, even the best realtors get a bad review sometimes. It's part of the business. The key is to focus on building a strong network of happy clients who will rave about you online. After all, positive reviews are your secret weapon for attracting new clients and climbing those Google rankings.
So keep putting your best foot forward, treat your clients with integrity, and remember – a few bad reviews can't drown out a chorus of happy homeowners!
Let’s get you out of the Google graveyard and onto that first page. It is your turn to be seen, don’t let the fear of the “what if” hold you back from your potential.
Let’s chat, trista@ftlom.ca
