Builder Online Reputation Management

Turning Your Reputation into an Asset

© 2015 Builders Digital Experience, Inc. All rights reserved.

Builder Online Reputation Management

Agenda

1) What is online reputation management?

2) Why is it important?

3) How are builders doing?

4) What builders can do about it.

© 2015 Builders Digital Experience, Inc. All rights reserved.2


Online Reputation

Review Sites

News

Blogs

Forums

Partner Sites

Social Media

Press Releases

Owned/ Controlled

Sites

Your online reputation is formed in many places with varying levels of control

Who Influences and is Influenced by Your Reputation

EmployeesCustomers


Buffet


© 2015 Builders Digital Experience, Inc. All rights reserved.

7

69% of

consumers

share online

reviewsDeloitte 2014

79% of consumers

trust online reviews

as much as

recommendationsBrightLocal 2013

46% feel they

can be

brutally

honest onlineHarris 2010

34% have

turned to social

media to air

their feelings

about productsCogent /LinkeIn 2013

One negative

review can

cost 30

customersConvergys 2009

88% of

consumers are

less likely to buy

where complaints

unattended.

Conversocial 2011

51% aim to

influence others

when they

express their

preferences

onlineHarris 2010

Exposed


Reality Check – Builders vs Major Complaint/Review Sites

A single page on a complaint or ranking site can out

rank builder brand terms because of website scale:

• Pissed Consumer – 11,900,000 pages

• Rip-off Report – 11,000,000 pages

• Yelp.com – 99,300,000

• Glass Door – 18,900,000

• Indeed.com – 59,700,000


Why We Care About Page 1


Builders are Likely Losing Sales and New Employees

• Builders do not typically manage their online reputation.

• Builders rarely encourage buyers to write reviews.

• Issues are super easy to find.



How Bad is It?

Top 50 BDX Builder Audit: What We Analyzed

• Reviewed reputation in Google SERP’s for the Largest 50 BDX builders

across 3 visible dimensions:

• Assessed issues (i.e., negative reviews) on the first 3 pages of Google

• Counted number of issues on Page 1, Page 2, Pages 1 or 2, Total 1-3

• Potential issues were evaluated by looking at landing pages and

confirmed as negative if ambiguous.


Dimension Query in Google

General Brand “Homebuilder Brand Name”

Career Search “Homebuilder Brand Name + Careers”

Reviews Search “Homebuilder Brand Name + Reviews”

Top 50 BDX Builder Audit: Page 1 Issue Summary


8-Steps to a Dramatically Better Reputation


Setting Expectations

Auditing Your Reputation

Monitoring Your Reputation

Responding the Right Way

Recruiting Good Reviews

Being Proactive by Seeking Feedback

Being Accessible to Customers

Repairing Your Google Results

Setting Expectations


Expectation is the root

of all heartache – William Shakespeare

• Remind buyers that it is a human process

• Make a commitment to how you handle mistakes

Auditing Your Reputation – Set Up Your Browser

Before you start, set your browser to “In-Private Browsing” “Incognito”

or “Private Window” so Google does not customize results.


Auditing Your Reputation – Pulling Results

1) Pull Three Pages of Results for Three Key Searches

• [Your Brand Term Only]

• [Your Brand Term Only] + reviews

• [Your Brand Term Only] + careers

PRO TIP – Install the Moz Toolbar to download results to a CSV

2) Evaluate search results for sentiment and level of controlSentiment Level of Content Control

• Positive • Owned/Controlled - Owned or control of content

• Neutral • Influence - You hav influence over content

• Negative • 3rd Party - You cannot directly control content

• Not Relevant (not you)

Auditing Your Reputation – Tracking Sheet


Position URL

Page

Authority

Page

Links

Page Linking

Domains

Domain

Authority

Links to

Domain

Domain Links

to Domain Sentiment Relationship

0 http://www.yelp.com/biz/henna-chevrolet-austin 1 - - 94 10,163,053 279,609 Neutural 3rd. Party

1 http://www.cars.com/dealers/22730/henna-chevrolet/reviews/1 - - 85 9,203,391 14,457 Neutural 3rd. Party

2 http://www.hennachevyaustin.com/Reviews 14 142 1 24 47,050 30 Positive Own/Control

3 http://www.hennachevyaustin.com/ 36 1,055 27 24 47,050 30 Positive Own/Control

4 http://www.henna.com/ 43 59 33 32 55,917 56 Positive Own/Control

5 http://www.bbb.org/central-texas/business-reviews/auto-dealers-new-cars/henna-chevrolet-lp-in-austin-tx-39214/46 1 1 96 59,367,407 226,262 Positive 3rd. Party

6 http://www.yellowpages.com/austin-tx/mip/henna-chevrolet-59221611 - - 91 5,806,346 68,834 Positive Influence

7 http://www.cargurus.com/Cars/m-Henna-Chevrolet-sp2452361 - - 58 872,199 2,175 Positive 3rd. Party

8 http://www.dealerrater.com/dealer/Henna-Chevrolet-review-6453/28 - - 67 547,767 4,357 Positive 3rd. Party

9 http://www.citysearch.com/profile/10234843/austin_tx/henna_chevrolet_lp.html1 - - 90 4,741,206 49,135 Positive 3rd. Party

10 http://www.insiderpages.com/b/15250197094/henna-chevrolet-lp-austin37 8 1 82 4,222,013 25,261 Positive Influence

11 https://www.facebook.com/hennachevrolet/reviews 1 - - 100 1,706,973,004 9,631,348 Positive Own/Control

12 http://www.edmunds.com/dealerships/Texas/Austin/HennaChevrolet/sales.1.html1 - - 88 5,788,460 24,328 Positive 3rd. Party

13 http://www.angieslist.com/companylist/us/tx/austin/henna-chevrolet-reviews-2002468.htm38 4 1 89 297,487,767 63,194 Neutural 3rd. Party

14 http://www.autotrader.com/car-dealers/Austin+TX-78753/79570/Henna+Chevrolet1 - - 80 5,649,260 8,215 Neutural Influence

15 https://www.carwise.com/auto-body-shops/henna-chevrolet-austin-tx-austin-tx-78753/4680461 - - 18 81 20 Neutural 3rd. Party

16 http://superpages-com-reviews.measuredup.com/Complaint-Henna-Chevrolet-Service-Department-595851 - - 54 394,051 11,698 Negative 3rd. Party

17 http://consumerperceptionrating.org/dealership/7064/Henna+Chevrolet1 - - 21 6,251 18 Neutural 3rd. Party

18 http://www.autobytel.com/car-dealers/chevrolet/texas/austin/henna-chevrolet-lp-ezq/1 - - 72 1,602,048 4,067 Neutural Influence

19 https://local.yahoo.com/info-67963636-henna-chevrolet-austin1 - - 100 305,207,885 1,655,154 Negative 3rd. Party

20 http://localmechanicreviews.com/details.php?listing_id=10234843&page=6&aff=&awtil=1 - - 16 1,269 3 Positive 3rd. Party

Monitoring Your Reputation – Google Alerts


Monitoring Your Reputation – Free/Paid Options

Dozens of tools are available from free to $500+ per month.

• We like Google Alerts for it’s price, flexibility, and ease of use.

• For social media monitoring, Trackur provides a good value.

• More comprehensive products include:

• Bird Eye

• Sendible

Many others are available.


Negative Reviews – An Effective Response

2 Goal of an Effective Response

• Puts out the Fire

• Mitigates future damage

A solid reply:

• Thanks the poster for pointing out an issue and is an apology

• Shows empathy – We understand how it may have made you feel

• Demonstrates contrition – We are truly sorry. We thought about what

we could have done differently and what we are doing going forward.

• Asks the poster to come back and comment on how effective our

change was.


PRO TIP – Point out any underlying positive intent or benefit

Responding to Negative Reviews – Empathy/Contrition


CONTRITION

I’m sorry and state what we

could have done differently

EMPATHY

We can see how this fail

made you feel

Responding to Negative Reviews – Example


Responding to Negative Reviews – Example

“Thank you for pointing out some of the problems related to our recent growth.

We did not do well. Our team is the backbone of our success. Our rapid

growth has created tremendous opportunities for career advancement, but it

stretched our systems. We are sorry that we have left some employees feeling

they are not supported and in some cases we asked for more than what was

fair. That is a terrible feeling especially when you work as hard as our

employees do.

This has been an area of concern for executive management. We left employees

far too stretched and failed to delegate authority that would have made your

lives easier.

In response we are implementing our company-wide leadership training and

development program in January and are speeding our recruitment efforts to

handle our continued growth. We need to get new employees up to speed

faster with our processes and procedures so they can serve customers better.

We will not grow revenue and profits at the rate we desire without a well-

trained, motivated, and loyal team leading the charge.

Finally, we need to push authority down further, we are experimenting with ways to

give additional decision making authority and spending authority to our field

personnel.

Please return later and re-post or reply anonymously to tell us how we have done.”


Recruiting Positive Reviews – When to Recruit


#1 Right After Contract #2 Right After Walk Through

Recruiting Positive Reviews – How to Recruit

When asking for a reviews, remember these things:

• Ask when customers are happiest.

• Ask for permission before sending request.

• Be clear that this is a favor.

• Set an expectation on how long it will take.

• Include in your email links and instructions if necessary

• Express your gratitude and say how much it means to

you. Don’t bribe, but you can send a thank you.


Preventing Negative Reviews – Being Proactive

Many Possible Moments of Truth:

• Possible inspections stages:

• Framing complete

• Roofing

• Drywall prep

• Exterior and drywall

• Interior finish

• Cabinets & paint

• Fixtures & flooring.

• Opportunity to confirm acceptance and satisfaction.

• Be proactive now to prevent negative reviews.

• Spend now to correct issues and save later.


Preventing and Negative Reviews - Being Accessible

The #1 construction complaint: Shoddy work and failure to complete

#1 reason dissatisfaction results in a complaint – accessibility.

How to be accessible:

• There is always an high power, give one

• Provide real people and phone numbers

• Give cell numbers


Pushing Down Negative Search Results

You can’t remove negative links in Google, but you can

promote positive links (i.e., Reputation Repair)

• Create and link to business profiles.

• Create review and career pages optimized for SEO.

• Cross-link with mix of keyword anchor text.

• Promote positive 3rd party content.


Thank You

Blair Kuhnen

Dir. Search Marketing

Builders Digital Experience

[email protected]

Office: 512-651-8909

Cell: 817-658-7698


mailto:[email protected]

Builder Online Reputation Management

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