The secret weapon for selling more

November 19, 2009 | Posted by Carolyn Pikoulas
Today's consumer relies more and more on peer reviews before buying a product or service. They look for objective feedback from others who have rated things like digital cameras, movies, books, even doctors and lawyers before making a decision. What does all this mean for Realtors? It means that your reputation is the decisive factor for homebuyers and sellers for choosing a Realtor.

It's important to realize that, according to NAR's 2008 Profile of Home Buyers and Sellers, nearly 40% of homebuyers are under the age of 35. The average age of Realtors? 71% of are over the age of 45!

Unlike traditional advertising which no longer meets the demands of many young consumers, websites that provide objective feedback, both positive and negative, have been growing in popularity. Younger consumers expect to be able to find peer feedback on just about any topic. That's why today's homebuyer demands transparency when finding a Realtor.

Well-established social networks like LinkedIn, and Facebook are now providing the opportunity for clients and colleagues to provide recommendations and feedback to be shared with potential new clients. There are even networks formed around the reputation of business professionals.

Yahoo! published a study called "Real Estate, Maximizing Agents' Potential for Consideration." The study identified the methods consumers use for researching and choosing real estate agents. The study pointed out that nearly 40% of consumers are going online to learn about an agent's reputation.

Some real estate companies already conduct internal customer satisfaction surveys. If your company does this, you may want to ask if you can share the results from the surveys on your website. While these do not have quite as much credibility as independent research services, they can still be a great way to promote your quality reputation.

Other ways to build a good reputation and credibility:

1. Be involved in your community. The more good causes you can be involved in, the more good words people will have to spread about you.
2. Most referrals are word-of-mouth, so always put great customer service at the top of your to-do list.
3. Make sure you know what others are saying about you and how your reputation is being displayed on the Internet. Keep track of any negative comments you might find through various searches. Although we can't delete comments on blogs, there are services available that can help rebuild a damaged reputation. Also, check out local reviewer sites like Yelp - a great source for people to find the best of the best in their city, whether it's dining, entertainment or professional services.
4. Keep your Google Local business profile up-to-date. If you haven't created a profile yet, in the words of Predator's Arnold Schwarzenegger, "Do it now!" With Google Local, you get a free listing to be sure your customers find you. You're able to update your address, phone number, hours of operation, etc. at any time. You can even create coupons and display photos and videos for free. Even more amazing is that Google lets you learn where your customers are coming from and what keywords they used to find you. In addition, having a Google Local account helps keep your business displayed on Google's map feature.

Source: Study conducted in 2008 by WAV Group