Property Management Deep Dive Into Yelp.com Reviews
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We've partnered with Darnell Holloway, head of Yelp's Business Outreach Team to provide you with a deep dive into Yelp's online reviews in property management. Learn the insider tips to managing a Yelp account and what other property management companies are doing online and what works. Darnell provides action-oriented information that you can use in your online marketing efforts today.
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Property Management Deep Dive Into Yelp.com Reviews
- 1. Online Reviews: The Do’s and Don’ts of Responding
- 2. AppFolio Web-Based Property Management Software Complete Solution Includes: •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
- 3. • Leading Education Provider • Apartment-Industry Specific Training • Vision Learning Management System (LMS) • www.gracehilllearning.com
- 4. What we’ll cover This live demo will cover: - Who uses Yelp? - Common myths about online reviews - How to use your free review response tools - Best practices for responding to your reviewers - Why Yelp discourages review solicitation - Q&A
- 5. Now More Than Ever, Consumers Rely on Online Reviews
- 6. The Yelp App: Coming to a Device Near You! • Yelp mobile app is used on of 9.2 million unique mobile devices (Q4 2012) • Approximately 45% of all searches on Yelp come from our mobile apps. • Every second, a consumer generated directions to or called a business from a Yelp app. •A photo was uploaded at least every 30 seconds from the Yelp app.
- 8. Common Myths About Online Reviews 1. Reviewers Are All Anonymous 2. Consumers Are More Likely To Share Negative Experiences 3. Most Online Reviews Are Fake or Spam
- 10. Misconception #2
- 11. FACT: 80% of Yelp Reviews are 3-Stars or Higher Distribution of All Reviews Critical 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
- 12. POLLING QUESTION Is it possible for a PM to achieve a four or five star overall rating?
- 13. Is it Possible for Property Managers to be Highly Rated?
- 14. Misconception #3 “Every fake review the Texan bought was flagged by Yelp’s algorithms, though his fraudulent reviews remain up on the seven other sites.”
- 15. Why Reviews Come Down All businesses are equal in this regard. (Advertisers & non-advertisers treated equally; filtered reviews viewable.)
- 18. Tip #1: Post Public Comments You Can Be Proud Of…
- 19. Tip #2: Say‘Thank You’& State Your Policy Public Comment from Business Owner
- 20. Tip #3: Respond Promptly & Take Appropriate Action Review Update: 4 Stars Initial Review: 1 Star
- 21. POLLING QUESTION Do you currently respond to online reviewers?
- 22. Reputation Management: Achieving a Strong Online Presence
- 23. Do Let People Know You’re on Yelp, But Don’t Ask For Reviews
- 24. Provide Great Service! Create a Check-In Offer or Yelp Deal Update Your Email Signature In-Office & Newsletter Marketing
- 25. What we covered To recap: - Yelp has quality controls to protect business owners and consumers. - You’ve learned how to use Yelp’s review response tools. - You know when to send a private message vs. public comment. - You understand why responding diplomatically is recommended.
Notes de l'éditeur
- As a result, Yelp has become the top destination for consumers to go when needing to find a great local business. As of Q2 of this year, Yelp has 78 Million unique visitors per month on average And 30 million reviews have been contributed to the site In fact, now more than ever consumers are relying on online reviews to make buying decisions. A few recent surveys help shed some light on the increasing popularity of Yelp from a consumer standpoint. Brighlocal conducted a survey which found that 85% of consumers used the internet to find local businesses in the last 12 months Pair that with 70% of respondents in a recent Neilsen study who stated that they trust online reviews of fellow consumers Finally, 64% of Yelp Users come from households with annual incomes of 100k or more. Our consumer base has disposable income to spend and are coming to our site to do so.
- Taking a look now at our mobile reach: The Yelp Mobile application has been downloaded onto 7.2 million unique mobile devices as of Q2 of this year, 40% of all searches on Yelp come from the mobile apps Every second a consumer is generating directions or calling a business from the mobile Yelp app Every 30 seconds a photo is being uploaded to a biz listing from the mobile app.
- Hi Everyone, excited to be here. We ’re going to go over a lot of information in today's presentation of which will both be helpful and informative in regards to how best to utilize yelp to your advantage. We ’ll kick off the conversation by going over the basics of our site, Followed by understanding the free tools you have as a business owner. We ’ll then do a deeper dive on how to respond to reviews and close with how to achieve a strong online presence.
- This is a user profile page on Yelp and in fact – this rich, built out profile is something you ’ll see pretty commonly. Name Picture Elite Friends Compliments
- So, we ’ve covered the anonymity factor; now I want to talk about the misconception that Yelp is just a place to “bash businesses” Let ’s refer to Ligaya’s profile again and check out her Rating Distribution graph which is found on every user profile. You’ll see it’s pretty balanced. And if you think about it: that makes sense. How many times do you go out to eat/week? Let’s say 5. Of those 5 experiences, 3 are probably OK to good. Maybe one is mind blowing and perhaps there’s one place that was so-so or not so good. It’s very rare that ALL 5 places were amazing or terrible.
- The fact of the matter is, 80% of our reviews are 3 stars or higher. The majority of our users are contributing their positive experience with a business on Yelp. On a broader scope, it ’s important to note that critical reviews play an important role too. You can ’t please 100% of your customers 100% of the time - a variety of experiences are consistent with real life
- For starters, you ’ll want to go to www.biz.yelp.com In the center of the page, click on the red button to begin the process of claiming your business listing Be sure to bookmark this page as a favorite on your computer as this will be where you ’ll return to log-in to your BOA in the future Once you ’ve claimed your page, be sure to watch the helpful video which covers the 4 secrets of success for business owners on Yelp
- The other thing you ’re able to do once you unlock your free BOA account is message your customers. You can private message a consumer which is similar to a personal email between you and the reviewer Or you can post a public comment which enables all future consumers on your business page to view your response directly below the review.
- In the instance that you recently received a critical review of your business and decide to post a public comment, post something you can be proud of. A public comment can be one of the best tools in certain situations, just make sure you ’re using it in the right way In the example I ’ve included here, you’ll see that the reviewer mentioned that his interaction with the business owner was less than professional and he was out right rude. The biz owner responds publicly with ‘I never quoted this punk regarding any project’ this only give the reviewer’s comment a stamp of approval in terms of accurate information. Don’t do this.
- Manage expectations re: review updates! Instead, keep your response brief, say thank you and state your policy where necessary. This is a great example of a business owner responding in a timely fashion to a 1-star review about his business. He apologizes for the customer ’s poor experience then clarifies a few items on the menu that appear to have been over charged on this customers receipt and offers to rectify the situation As a result, the customer updates their review to 3=stars stating that the customer service provided by the business was so outstanding he is going to try them out again in the future.
- Manage expectations re: review updates! Instead, keep your response brief, say thank you and state your policy where necessary. This is a great example of a business owner responding in a timely fashion to a 1-star review about his business. He apologizes for the customer ’s poor experience then clarifies a few items on the menu that appear to have been over charged on this customers receipt and offers to rectify the situation As a result, the customer updates their review to 3=stars stating that the customer service provided by the business was so outstanding he is going to try them out again in the future.
- Did you know: If a yelper mentions “good” customer service in a review, they are over 5 times as likely to give a 5 star review rather than a 1 star? … and nearly 70% of “bad” customer service experiences are given a 1 star