How the Stars Shine
The star-review system offered by so many review sites provides an eye-catching hook for an agent looking to attract more online attention. Comments may provide the nuanced details for how a transaction played out, but the stars serve as a visual shorthand for clients who are looking for the best agent in their market.
Agents use their star reviews in their print materials, on their business websites and in their e-mail signatures. The fact that an agent has a solid five-star rating on Zillow or Yelp gives potential clients a compelling reason to check him or her out. But convincing past clients to provide a review can be an uphill task. Clients have just closed on what is likely the biggest purchase of their lives, and have to deal with the logistics of packing up and moving. With all of the other pressures on them, writing a review for an agent may fall by the wayside. Agents can trust that they will earn a positive review by providing good, attentive service throughout the process, but gently reminding clients that a review would be appreciated is not out of line. An e-mail reminder after closing can also help convince clients to complete a review.
“Every person I close with, I take a photo with them and I ask them to write a review,” Laricy said. “I’ll be joking around with them a little, but I’m completely up front about it. I’ll tell them at closing that I’ll send them a couple of links so they can review me, and I’ll remind them. I have a list of clients going back a year that still haven’t given me a review, but I’ll still send them a reminder every quarter.”
Engaging with past clients who provide reviews can also help. An agent who received four stars instead of five in a particular category may get clarification by politely asking whether he or she could have done anything to improve the client’s experience. Doing so not only gives other potential clients evidence that the agent is engaged with his or her audience, but it also helps the agent improve practices where they may fall short of ideal.
Some businesses also attempt to enhance their standing on review sites through the use of reputation management companies, even as Yelp attempts to prevent such organizations from affecting the integrity of its rating system. Reputation.com is one of the most prominent players in the reputation management business. Rather than trying to game the system by shoveling in bogus reviews, Reputation.com works to make sure reviews appear authentic and authoritative. It tracks the sites that have the most traffic for clients, improves star ratings by encouraging loyal clients to post new reviews across multiple channels and sites and also amplifies good reviews while setting up responses to negative feedback.
However, building the appearance of favorable reviews is no substitute for maintaining positive relationships with past clients and keeping up with referrals.
“With my referred, potential clients, it’s a way for them to cross-check me without me pushing information at them,” Parks said. “It establishes a sense of trust more quickly with your clients.”
