Safeguard Your Reputation, Avoid Online Embarrassment NAHB It takes several years to build a strong reputation, but just seconds for it to crumble. Though the Internet opens countless growth opportunities for businesses, it also provides an audience to anyone with an opinion. Remodelers and home builders who neglect to continually monitor their online reputation are putting their business at serious risk. Google Consumer Surveys found that when making a big purchase, more than 67% of consumers say their decisions are influenced by online reviews. If they discover several negative reviews about a company, its products or services, they’re likely to take their business elsewhere. Reputation monitoring firms like ReviewTrackers, ReputationDefender and Status Labs are growing rapidly. But investing in their services won’t likely produce a big enough return for smaller businesses that can typically get the job done themselves. It’s much easier to keep tabs on what people are saying about you online when you know how and where to look. And by approaching each issue with calm professionalism, you can turn even a nasty review into a potential lead generator. Where to Start Google yourself. In other words, perform an online search for your business to see what results come up. This should be done regularly, so save yourself some time and set up a Google Alert to receive email notifications whenever your company name is mentioned online. Then, determine which sites your customers are most likely to use (some of the most common include Angie’s List, Houzz and Yelp) and regularly set aside time to check them at least once a week. The Better Business Bureau is another great resource that allows you to read and respond to consumer reviews. Never fight fire with fire Getting into an argument online with a reviewer rarely ends well, even if the complaint is totally inaccurate. Keep in mind the reviewer has nothing to lose, but your business could experience significant, long-term consequences. However, no response can be just as damaging as an argumentative response. Rather than immediately going on the defensive, consider posting a concise apology or an April 2016 | HBRA of Fairfield County | 17 acknowledgement of the customer’s concerns and your willingness to work toward a resolution. Potential clients who see your composed response will be more assured of your professionalism and commitment to customer service. Make it more personal Do not think the conversation is confined to websites, text messages or emails. Always follow up your online response with a more personal conversation either face to face or by phone. Smaller companies – especially in the remodeling and home building industries – can more easily identify and directly contact their dissatisfied clients, than can larger companies that serve thousands of consumers. Amplify the positive reviews Not all of your reviews will be negative (hopefully), but unfortunately, the positive reviews get far less attention. That’s why it’s critical to emphasize each positive review even if it means simply posting “Thank you!” as your response. It shows you’re in tune with your clients and appreciate their feedback. Share positive reviews as often as possible on social media, your website and other marketing materials. The cost of doing business Despite even your best efforts, many clients will feel the need to express their discontent online. Setting the client’s expectations as early as possible is the best way to help ensure client satisfaction and strengthen your bottom line.
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