Word of mouth has always been an agent's best marketing tool
Friends refer friends, and pretty soon one happy client turns into two.
In today’s digital age, word of mouth has become more important than ever. With the advent of online review sites and the introduction of agent ratings on REA, sellers don’t just refer friends, they refer the entire internet.
Of course, even the best agent will have some unhappy clients, so knowing what to do when that bad review comes is vital. Let’s take a look at a few ways you can protect your business online and manage word of mouth in the digital age.
1. Manage Expectations
The best way to manage a bad review is by avoiding it in the first place. Two major causes for complaints are misunderstandings and unmet expectations. So, as an agent, the best thing you can do is make the process as simple and transparent as possible. That’s where Campaign Agent can help. We’ve developed a pay now or pay later solution called VPApay and it’s designed to cut through all the hidden fees and industry jargon. Effectively VPApay allows vendors to pay for their marketing campaign with the sale of their property. There are no upfront fees, the cost is simply deducted at settlement. If you would like to learn more about how VPApay can help you manage your clients read more here.
2. Field your own complaints
Sometimes vendors just want to be heard, and writing a review online is a very easy way to do this. Unfortunately, it’s also very public. Make sure all clients are aware that you welcome their feedback and encourage them to provide it to your agency. You can do this by creating a customer service email address or arrange for a team member to handle all complaints. When complaints do occur, be sure to respond to them immediately. In some cases, you may find the issue can be resolved with a simple conversation. However, if the client still feels you have not met their expectations, be receptive to their feedback and make sure they feel heard - this will reduce their need to air their grievances publicly.
3. Be quick and be kind
Despite your best efforts, some negative reviews will make it online in a public forum. The best thing you can do is face them head-on. Monitor the review sites and your own social channels, if any of your clients make a complaint be sure to address it straight away. Do not argue with them, simply offer them an apology and acknowledge their experience. In some cases the reason for the complaint may be out of your control, in which case, providing an explanation may clear up any misunderstandings. To avoid any confrontation it may also be advisable to take the conversation offline by offering to respond with a phone call or emailing the client directly.
4. Update your reviews
If you are able to resolve a client's complaint, be sure to provide an update to the initial review. This way, you can avoid any prospective clients forming an unwarranted opinion of your service. It also shows that you’re willing to provide service beyond the sale. If you feel your client would be receptive, you may also ask them to provide their own update to the review.
5. You can't please everyone
As an agent, you’re dealing with people who are making one of the biggest financial decisions of their lives. Emotions are high and sometimes client expectations are even higher. No matter how good you are, you won’t be able to please everyone, and sometimes you’ll face clients with needs that are impossible to meet. When this happens you need to know when to let go. If you’ve tried all the tips above and your client still isn’t happy, it’s time to walk away.
6. Beat the good with the bad
While you may have read every bad review you’ve ever received, that doesn’t mean your clients have to. If you’re a good agent you can drown out your unhappy clients with dozens more satisfied ones. Whenever you make a successful sale be sure to ask your clients to review you. When you do receive a good review, mention your name and your business in the response, this will improve the chances of that review appearing in search engine results when clients look you up. Don’t forget to be your own cheerleader. If a client says something great, tell the world! Share it on your social and professional network. If you did a great job, celebrate it!
The last resort
If someone makes a fair criticism or complaint about your service, you should do your best to respond to it and resolve the situation. However, if someone makes a complaint that is completely false or defamatory, you may be able to have it removed. You will need to supply the website with a reason or evidence explaining why the review should be taken down. This does not necessarily mean the review will be removed. In some cases, they may find the complaint is valid and allow it to remain on the website, or the client may be asked to remove the defamatory statement from their review. In short, there is no guarantee a takedown request will be successful, so it’s best to manage any complaint yourself first.
Ready to learn more?
As an agent, managing your online reputation is vital to protecting your businesses, by following these simple steps you have all the tools you need to handle any kind of comments online. For more tools and advice on how to manage your clients,
ENQUIRE NOW or call CampaignAgent on 1300 882 622.
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