With co-hosts Yelp, we hosted a fantastic webinar called "Mobile Trends, Online Reviews & More: Attract Today's Renter," with presenter Darnell Holloway, Head of Business Outreach at Yelp. Attendees learned some key information about today’s online trends, how to boost your mobile presence and other important concepts for attracting the modern renter.

1. Mobile Trends, Online Reviews
& More: Attract Today's Renter

2. AppFolio
Complete Solution Includes:
Web-BasedPropertyManagementSoftware
• Property management and accounting
• Online rent collection (free)
• Prospect / guest card tracking
• Marketing
• Website
• Payment processing
• Online applications
• Resident Screening
So You Run A More Successful Business
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3. OurAgenda
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• An Overview of Yelp
• The Latest Trends in Online Reviewer Behavior
• Mobile Trends
• Best Practices for Using Yelp’s Free tools

4. Before Yelp
4
Need a real
estate agent... Ask a friend
Web search
Yellow Pages
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5. After Yelp: word of mouth, amplified
Found a real
estate agent!
Results for “real estate agent”
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6. The Leading Local Guide for Real Word-of-Mouth
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7. Do Consumers Pay
Attention to Online
Reviews?
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8. 85% of Consumers Say That They Read
Online Reviews for local businesses*
*According to BrightLocal’s Local Consumer Review Survey 2013
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9. A Case Study By
Nielsen
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10. #AppFolioChat | @AppFolio | @Yelp

11. Search Activity by Category According to Nielsen

12. *Percentages above indicate the percentage of respondents that selected each factor as the most important when searching for a local business
What Matters to Consumers, According to Nielsen

13. Polling Question
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Do You Have a Fully
Optimized Mobile Website?

14. Mobile Trends
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15. Smartphone Adoption Growing in the US
62%
Of the US mobile
population now owns a
smartphone
40% own an iPhone
and of that…
Nielsen Mobile Study August 2013#AppFolioChat | @AppFolio | @Yelp

16. Yelp content: Now on Apple, Bing and Yahoo
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17. Yelp mobile users are house hunters
comScore Jan. 2013 – Users who accessed Yelp on a smartphone
Index
0 100 200 300 400 500
very likely
somewhat likely
neither likely nor unlikely
somewhat unlikely
very unlikely
How likely Yelp mobile users are buy a new residence in the next six months…
Index of 552

18. Yelp Mobile: By The Numbers

19. Mobile
More Actions, Deeper Engagement
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20. Get Found By Clients on Desktop & Mobile
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21. Mobile Check-in Offers on Yelp
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22. Polling Question
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Have You Ever Used
Promotions to Attract More
Clients?

23. Free Tools at Biz.Yelp.Com
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24. Log In to Your Business Dashboard

25. Free Tools, User Views & Customer Leads

26. Revenue Estimate Tool

27. Responding to Reviews
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28. MYTH:MostYelpReviewsareNegative
FACT:Nearly80%ofYelpReviewsare3-StarsorHigher
Distribution of All Reviews
Negative reviews play an important role too:
• A variety of experiences are consistent with real life
• You can’t please 100% of your customers 100% of the time
1 Star
13%
2 Stars
8%

29. Negative Review? Stop, Drop & Roll.
1. Stop - Don't respond immediately. The best advice I've received is to sleep
on it (although I typically lose sleep over such reviews). Waiting 24 hours can
make all the difference.
1. Drop - Drop the prideful, defensive and harsh response. Let a trusted co-
worker or friend read through your response before posting. Remember, taking
the high road is rarely a bad idea.
1. Roll - Roll with it. In the end, you can't control the opinions of your clients.
Attempt to mend any valid issues this person presented through their review.
Keep providing the best possible service and products. Do those things and
the more affectionate reviews will exponentially multiply!
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30. Responding to Reviews
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31. Initial Review: 1 Star
Review Update: 4
Stars
Respond Promptly & Take Appropriate Action

32. Polling Question
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Do You Respond to Your
Online Reviews?

33. Yelp Ratings Are Not For
Sale
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34. Profile Enhancements: Increase
Conversion
34
Photo Slideshow
(& Optional Video)
Call to
Action
Removal of
Competitor
Ads

35. Yelp Search Ads:Appear On Relevant Search
Pages
35

36. Thank You For Joining Us!
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To recap:
• Consumers are relying on online reviews more than ever to make buying
decisions
• You can use Yelp to build a strong mobile presence for free
• Responding to reviews consistently and diplomatically is recommended