How to Rock the Online Reputation Race
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- Donna Bradford
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1 How to Rock the Online Reputation Race February 16, 2016 Kelly Quattlebaum, Director of Marketing, CallMaX Allison Crabtree, Vice President of Marketing, Peak Campus Jamie L. Matusek, Vice President, Catalyst Stephanie Gonzalez, Director of Marketing and Customer Experience, Venterra Realty
2 Meet the Panel Kelly Quattlebaum Moderator Director of Marketing CallMaX Allison Weber Panelist Vice President of Marketing Peak Campus Jamie L. Matusek Panelist Vice President Catalyst Stephanie Gonzalez Virtual Panelist Director of Marketing and Customer Experience Venterra Realty
3 Overview Review Process Overview Internal vs. External Management of Reviews Recommended Tools Organic vs. Paid Reviews Ratings Repairing a Damaged Reputation What s New Takeaways Questions Wrap up
4 Overview Review Process Overview Internal vs. External Management of Reviews Recommended Tools Organic vs. Paid Reviews Ratings Repairing a Damaged Reputation What s New Questions Wrap up Tweet your questions using #NAAOnlineRep
5 Stephanie M. Gonzalez, Director of Marketing and Customer Experience Online review leader from the conventional housing space Focused on online reviews since 2007
6
7 Review Takeaways Respond. Respond QUICKLY. Assume some bit of truth in every complaint. Come up with a formula for team to follow. This helps them to de-personalize the response. Share best practices. Reward best practices. Don t chase the score, improve the actions. COMMUNICATE!
8 What is the number one thing Venterra attributes to review success???
9 What is the number one thing Venterra attributes to review success??? Always Respond and Respond Fast
10 Marketing & Strategy for 55+ Properties in the Student Housing and the Conventional Space Established Proactive and Reactive Reputation Management Processes Key: Online Presence is Paramount to Success It s your front door. Customer Experience Online and In Person Teamwork with Leasing and Operations Jamie Matusek, VP
11 Reputation Processes Proactive Approach: Building Brand Advocates Reactive Approach: Response and Repair Resident Focus Surveys Monitoring, Categorizing, Reporting Customer Experience at Every Level
12 Catalyst Resident Videos Stories from the Road Get residents involved, commenting and use the videos in campaigns.
13 Allison Weber, Vice of President of Marketing Headquartered in Atlanta, GA 90 properties / over 46,000 beds / $2.6 Billion
14 7 Reputation Management Tips 1. Ratings & reviews matter- millennials don t trust traditional marketing 2. Get organized- policy, training, dashboard, employee motivation 3. Leverage verified resident feedback (surveys and syndication) 4. Respond to reviews 5. Ask for new reviews 6. Know your rights / review sites terms & conditions 7. Reviews expand beyond apartments
15 Have a plan before you jump in
16
17 Do Online Reviews Matter in Our Industry? The influence of property management rating websites is growing among users of these sites. Of 29,907 current apartment residents surveyed in the US: of apartment shoppers currently use ratings and reviews in their search process and of apartment seekers are more likely to consider a community that has almost exclusively positive reviews
18 Factors Influencing Apartment Search Source: Kingsley Associates and RentPath, 2014
19 When do you use reviews in your search? 52% As I was beginning my search 27% Once I narrowed my search to 4-5 communities 26% Once I narrowed my search to 2-3 communities 16% Once I selected the property I was most interested in Source: J. Turner Research, 2014 Study
20 Importance Rank by Age- Parents care, too! Source: Kingsley Associates and RentPath, 2014
21 To Respond or Not Respond? Source: Kingsley Associates and RentPath, 2014
22 Review Sites by State 45% 75% 63% YELP APT. RATINGS GOOGLE+ 80% 75% Washington 2123 State No. of Properties 32% Georgia % 55% 47% California % 78% 76% 27% 82% 72% Texas 7253 Florida 3601 Source: J. Turner Research, 2014 Study
23 Training is Critical for Review Responses
24 Reviews: Monitor, Manage and Respond Grow positive reviews through proactive review requesting
25 Don t Forget Employee Reviews Better Business Bureau Executive Profiles
26 7 Reputation Management Tips 1. Ratings & reviews matter- millennials don t trust traditional marketing 2. Get organized- policy, training, dashboard, employee motivation 3. Leverage verified resident feedback (surveys and syndication) 4. Respond to reviews 5. Ask for new reviews 6. Know your rights / review sites terms & conditions 7. Reviews expand beyond apartments
27 Internal vs. External Management of the Reviews
28 Internal vs. External Management of the Reviews How does your company manage reviews?
29 Internal vs. External Management of the Reviews How does your company manage reviews? What are the benefits of managing internally verses outsourcing?
30 Recommended Tools
31 Recommended Tools Review Generation Tools Modern Message
32
33 Recommended Tools Reputation Management Tools Reputation.com
34 Recommended Tools Review Generation Tools Reputation.com (Kiosk Module)
35 Recommended Tools Review Generation Tools & Social Media Campaigns
36 Recommended Tools
37 Organic vs. Paid Reviews
38 Organic vs. Paid Reviews Is there a time and a place for both?
39 Organic vs. Paid Reviews Is there a time and a place for both? Do you use incentives in your review process? If so, how has this impacted your success?
40 Ratings
41 Ratings How do you improve ratings?
42 How to Improve Ratings Focus on the Customer Experience 2009: Focused on customer interactions to stop negative reviews Launched WOW Moments contest to highlight best service stories Grand Prize winner received $2000 cash!
43 WOW Matters: Published Book WOWMatters.venterraliving.com
44 Customer Experience Resource Book: What s the Secret to Providing a World Class Customer Experience, John DiJulius Used as a reference for years
45 How to Improve Ratings Focus on the Customer Experience 2009: Focused on customer interactions to stop negative reviews Launched WOW Moments contest to highlight best service stories Grand Prize winner received $2000 cash! Developed a list of common pain points and crafted solutions Created Customer Service Values and Promises
46 How to Improve Ratings Resident and Guarantor Surveys at Key Time Periods: Move-in, Spring and Fall Proactive Approach to Catch Negative, Neutral and Positive Sentiment Ask Often
47 Repairing a Damaged Reputation Step 1
48 Improve Your Reputation Score Benchmark your property against local competitors and industry leaders
49 Repairing a Damaged Reputation Requires a Proactive Strategy and a Routine Requires Participation at Multiple Levels May Require Media Outreach Key: Follow Through
50 What s New Is there anything revolutionary or brand new that is affecting online reputation management?
51 Takeaways
52 Questions? #NAAOnlineRep Kelly Quattlebaum Moderator Director of Marketing CallMaX Allison Weber Panelist Vice President of Marketing Peak Campus Jamie L. Matusek Panelist Vice President Catalyst Stephanie Gonzalez Panelist Director of Marketing and Customer Experience Venterra Realty
53 Allison Weber, Peak Campus, Jamie L. Matusek, Catalyst, Stephanie Gonzalez, Venterra Realty, Kelly Quattlebaum, CallMaX,
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