In the digital age, where word-of-mouth travels at the speed of light, positive and negative reviews about your business online play an indispensable role in shaping the public’s perception. Think about the last time you looked for a new service provider, whether an accountant, cleaner, electrician or almost anyone else for that matter. If you didn’t have a strong personal recommendation, chances are you would have Googled them or sussed out their socials. And for property professionals such as real estate agents and conveyancers, it’s no different. In fact, up to 70% of consumers rate online reviews as ‘Important’ or ‘Very Important’ when it comes to stalking potential property professionals online before engaging them (source).
So, while social media provides an opportunity to connect property professionals with potential clients, it also lays bare the opinions of those less satisfied. Now, receive a less-than-glowing review, and you might be inclined to either ignore it or respond defensively. These are natural responses. However, likely not the best way to handle it from a reputation management perspective. There’s an art to managing criticism that can turn your detractors into promoters.
Understanding the Power of Negative Reviews
First up, you need to understand that a negative comment isn’t the end of the world. In fact, a mix of reviews (both positive and negative) can make your business appear more authentic. No business is perfect, and savvy clients understand this. The real determinant of your brand’s strength is not the feedback itself but how you respond to it. So, how should you respond then?
Respond Promptly
Time is of the essence. Leave a review unresponded to for a week or more, and you’ll be perceived as though you don’t really care about client satisfaction. A swift response indicates you value feedback and are easy to communicate with. It reassures potential clients that, should they encounter a hiccup, you’re attentive and ready to assist.
Stay Professional
Remember, the internet is a public forum. How you respond will be on public display. Even if you delete a rogue reply, you don’t know who could have taken a screenshot before it was removed. We understand that a negative review might sting. Especially if it’s not entirely factual or accurate. In all cases, maintain a calm and professional tone. Avoid being confrontational and instead be empathetic, understanding and acknowledge the feelings that the reviewer has expressed (no matter how invalid you believe them to be).
Acknowledge and Apologise (if necessary)
Even if you feel the criticism is unwarranted, it’s essential to acknowledge the client’s feelings. If the review has substance, apologise for the shortcomings and own the circumstances or situation that resulted in the sub-par service. No one can be perfect all of the time, and it takes a big person to own their mistakes. Your future potential clients will appreciate your honesty, softening the blow of a negative review.
Offer a Solution
If possible, outline how you intend to rectify the situation or prevent similar issues in the future. This not only addresses the concerns of the reviewer but also shows prospective clients that you’re committed to continuous improvement. It is also favourable in terms of reputation management.
Invite Offline Discussions
Particularly where a property transaction is involved, it may not be possible to communicate without revealing critical information such as property addresses. In these cases, you should still respond publicly, but any detailed discussions about specific concerns should be addressed privately. Invite the reviewer to contact you directly, giving them a specific email address or phone number. This approach also prevents potential escalation on public platforms.
Learn and Improve
Treat every piece of feedback, negative or positive, as a learning opportunity. Analyse recurring concerns and integrate solutions into your business practices. This proactive approach can prevent future negative feedback.
Encourage More Reviews
If your happy clients outnumber the unhappy ones (as is often the case), encourage them to leave positive reviews. A single negative review among a sea of positive ones is less likely to impact potential clients’ perceptions.
Always, Always, Always Respond to Negative Reviews
And in case we need to say it again, always, always, always respond to your online reviews, both positive and negative.
Turn Negative Reviews into Constructive Opportunities
Negative reviews can be a source of anxiety for many property professionals. If this is you, you’re certainly not alone. However, it is crucial that you understand that a negative review can actually be really good for your business and, in fact, enhance your business’s reputation. How you respond to feedback forms part of your overall digital strategy and allows you to demonstrate a commitment to client satisfaction that resonates with both past and prospective customers.
