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What influences your online reputation? Estate agents should keep four major elements in mind:
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1 The length of time it takes to respond to clients. The faster the better.
2 Whether or not stale listings are still available on your website.
3 The quality of listings: great pictures and descriptions give clients a better impression of the properties available.
4 Involvement on social media: responding timeously and professionally is important. Controversial topics can affect online reputations of work and personal accounts.
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How can agents improve credibility?
• Respond quickly and efficiently to clients.
• Create professional property adverts.
• Ask for testimonials from satisfied customers.
• Publish property- or area-related content to illustrate expertise.
Is it ever a good idea to leave old stock online?
A recent survey by Private Property contradicted the idea that properties in the process of being sold should be listed as available so as to lure potential buyers. Consumers don’t believe old stock should be on the market. If a property is sold, it should be marked as such. There is no issue with leaving “offer pending” stock on the site, however, provided it is clearly marked as such. There is a possibility that the property could become available again.
“One of the most frequent complaints from portal users is about property that has been sold or rented still being listed as available,” says Simon Bray, CEO of Private Property. “When a consumer contacts an agent and is told that the property is no longer available it leads to anger, frustration and a feeling of deceit. It creates a bad perception about the agent and the portal.”
How important is social media?
Social media accounts are in the public domain, so they are vitally important for online reputation management. Show your expertise by posting interesting property content and interacting with users on these platforms, particularly Facebook, Twitter and Instagram. Deal with any complaints promptly. Avoid posting anything controversial on business or personal accounts.
A “sold” banner is a great ad for an agent’s effectiveness. A property marked as sold stays on Private Property for 14 days
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How to improve online reputation
DO
• Post professional listings
• Respond promptly to queries and complaints
• Be active on social media
DON’T
• Take a long time to respond
• Leave stale listings online
• Be controversial
“It takes many good deeds to build a good reputation and only one bad one to lose it”
Benjamin Franklyn
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