It is important to start thinking about how you manage your online reputation in the property sector. The industry does attract its fair share of comment and media attention that harms businesses, making it crucial to manage your brand’s online reputation effectively.
Some businesses operating in the property sector get a bad rep – from property managers and landlords to property investment houses and developers. And the fact is that if you’re operating in the real estate industry and aren’t proactively looking after your brand and customer experience, then your reputation could be at risk.
This is why we’ve put together our top tips for building your brand and protecting against reputation risk.
Understanding the Importance of Online Reputation
A brand’s reputation can be severely damaged by negative comments from an influencer, and online media can amplify negative content, leading to potential damage if not managed properly. Online reputation management helps establish clear policy guidelines, prioritize tasks, and improve communication among team members. It is essential to understand the importance of online reputation and take proactive steps to manage it effectively.
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Make sure your prospects can find you online
Anyone searching for property management services, listings, property investment opportunities or even their next home, starts by looking at search results online. So, first up, make sure that what people see when they ‘Google’ you makes the right first impression – you want them to click on your sites, profiles, blogs, social media accounts, for them to like what they see and trust that you are the right choice for them.
Get Your Website, Reviews, Profiles, Social Media, and More as Visible as Possible
To improve your online reputation, it is essential to increase your online visibility. This can be achieved by optimizing your website, reviews, profiles, social media, and other online platforms. Ensure that your website is user-friendly, mobile-responsive, and has a clear call-to-action. Encourage customers to leave positive reviews on review sites, and respond promptly to both positive and negative feedback. Claim and optimize your social media profiles, and post regular updates to engage with your audience. By increasing your online visibility, you can improve your brand’s reputation and attract more customers.
When people are searching for a new local business, they don’t just trust word of mouth, they trust Google – in fact, 64% of people trust online search engines the most when researching. So, it is important that your website, social media channels and listings all rank as highly as possible for your name, your business name or key search phrases. Consider utilising online reputation management services to ensure your online platforms are optimised and show up in search results.
Listing in local business directories is an important part of any business, so make sure you register with each of them. Check your listings carefully. Verify your address, telephone number and make sure your property name is correct. An extended profile will significantly impact your search engine rankings and help with website traffic (if this is one of your business goals) – so consider adding video and images to improve your customers’ experience.
Optimise your site content
Property managers, as you know, your property listing page is the most important page on your website. Your goal is to sell or rent properties and it’s these pages that will convert a user into an actual lead. All your property listings should include compelling property descriptions, beautifully shot images and up to date and accurate contact information. These will build your online presence and trustworthiness for all your users and prospects. These elements contribute to a positive online reputation, which is essential for attracting and retaining customers.
Make sure that what people see – images, videos and content – is as compelling as possible.
On average, the first page of a Google search attracts 95% of the traffic – which means that is important to start a strategy to optimise your site content to get your profiles onto page one. Consider what keywords you want to rank highly for and target them with your strategy – i.e, ‘estate agents in {location}.
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Did you know?
- 89% of buyers research real estate agents online.
- More than half of home buyers now find the home they want to buy on the Internet.
- 83% of all home buyers want to see pictures of the property online.
Social Media and Content Creation
It is important to establish a great social media strategy for your business and it shouldn’t be an afterthought, as it can contribute to your online reputation if you’re in the property sector. Set time aside every day to find time to post the things you know are relevant and engaging for your audiences. Offer helpful information, advice, tips, guides and ask their opinions about things. Actively monitoring and responding to customer feedback on social media can significantly enhance your online reputation.
Content creation and storytelling are essential components of online reputation management. You can showcase your brand’s personality, values, and mission by creating high-quality, Use storytelling techniques to share customer testimonials, success stories, and behind-the-scenes insights into your business. This can help build trust, credibility, and loyalty with your audience. Use various content formats, such as blog posts, videos, infographics, and social media posts, to reach a wider audience and improve your brand’s online reputation.
Manage your reviews
Bad reviews can hurt your business’s online reputation. They can scare residents away and convince property owners that you’re not a good company to work with.
But how much impact do online reviews have if you’re in the property management sector? 94% of people who are looking for an apartment will read online customer reviews during their search. And shockingly, 84% of renters said that they wouldn’t even consider a property if it had anything then 2 out of 5 stars, and 43 said they would eliminate anything with anything less than 3 out of 5.
Unfortunately, from time to time, negative reviews can occur but don’t fear them. Or even worse, pretend they don’t exist – they give you a chance to learn from and rectify any mistakes.
There are many review sites where customers can leave comments and feedback and it’s important to be aware of them. Take a look at our top tips on how to manage online reviews.
- First, search for your business, name, and properties to find out the type of reviews that you’re receiving. You should do this on a regular basis because 53% of customers expect businesses to respond to negative reviews within a week.
- Have a proactive review management strategy. It is important to manage your reviews, as they have a big impact on consumers’ decision-making processes. Positive and negative reviews impact on potential homebuyers and renters, with 78% of consumers trusting online reviews as much as a personal recommendation.
- Customise your response to every review. Every review will be different, and you will need to address specific points in any negatives you receive. Acknowledge their disappointment with the service, but do not appear angry or defensive. It’s important to respond to every review because 45% of consumers say that they’re more likely to visit a business if it actually responds to negative reviews.
- Acknowledge any issues. If the bad review is legitimate, then your reply should offer to resolve the issue. This will go a long way with rebuilding trust in your commitment to offering great customer service.
Igniyte specialise in professional review management, speak with an expert for free.
What about fake reviews?
Fake reviews are a growing problem for businesses and consumers. Consumer reviews help people to make informed decisions about what companies and brands to buy from. Read our post about how to remove fake reviews for more information.
Get some advice about online review management so that you can make it work for you. For more information about the power of online reviews, check out the latest guide – 30 essential online review facts and stats.
Use online reputation management services and tools to track brand mentions and consumer behavior
You can access plenty of free and paid for tools to help you to monitor and manage your online reputation in the property sector. They will help you to understand what people are saying about your business, products and services online and you can use this valuable insight to change how the world views your business. Corporate reputation management involves using these tools to ensure a positive public image and effective crisis communication.
If you want to know more about how we work with property management and investment companies, to improve their online presence, perform online reputation marketing and gain high-ranking PR coverage for their business, take a look at our case studies.
Working with a reputation management company
Working with a reputation management company can be especially beneficial for real estate agents and property managers looking to enhance their online reputation. In an industry where trust, credibility, brand perception and customer feedback are so important, managing your digital presence is crucial. Reputation management experts can help you address negative reviews, highlight positive customer experiences, and ensure your brand’s message aligns with your business values, fostering stronger connections with your audience.
They can help you monitor your online presence, respond to negative reviews and create content to improve your brand’s reputation, helping avoid negative online content. By partnering with a reputation management company, you can save time, resources, and effort and focus on your core business activities. Here at Igniyte, we will create a tailored reputation management campaign to ensure your business as a positive online reputation.
So, if you are in the property industry and want to know more about how we can help build brand trust, customer confidence, optimise your search engine rankings and your presence through our specialised online reputation management for the property sector services, email simon@igniyte.com or call him on 0203 542 8686.
Actionable Insights
Managing your online reputation in the property sector is not just about damage control; it’s a strategic approach to building trust, enhancing online perception, and driving business growth. From optimising your website and creating engaging content to encouraging positive reviews and addressing customer feedback, each step strengthens your brand’s presence and credibility. Proactively addressing issues and working with a reputation management company can ensure that your business remains competitive and visible in search results, particularly in an industry where customer trust and online perception are key drivers of success.
That’s where partnering with a specialised online reputation management agency, like Igniyte, can make all the difference. With tailored strategies, advanced tools, and industry expertise, we can help you address reputation risks, encourage positive reviews, and elevate your online visibility. Our proven methods ensure that your brand’s online presence is polished, credible, and positioned for long-term success.