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INSIDER’S GUIDE TO 
ONLINE 
REVIEWS 
FOR REAL ESTATE 
How to Use Customer Feedback to Grow Your Local Business 
85% 
60% 
50% 
40% 
30% 
20% 
10% 
TEXT OF AXIS 
Consumers trust peer 
recommendations like 
online reviews 
6.5 times more than 
traditional advertising. 
TRADITIONAL 
ADVERTISING 
14% 
PEER RECOMMENDATIONS 
90% 
0% 
DOES NOT READ 
ONLINE REVIEWS 
READS ONLINE 
REVIEWS OCCASIONALLY 
READS ONLINE 
REVIEWS REGULARLY 
2011 
2012 
2013 
80% 
70% 
60% 
50% 
40% 
30% 
20% 
10% 
0% 
2011 
2012 
2013 
POSITIVE REVIEWS MAKE 
ME TRUST A BUSINESS MORE 
PACING 
TEXT OF STAT 
READING REVIEWS DOESN’T 
INFLUENCE MY DECISION 
I DON’T TAKE NOTICE 
OF ONLINE REVIEWS 
of consumers use online reviews to 
evaluate local businesses. 
73% 
And that trust is increasing. 
In 2013, 73% of consumers trusted 
reviews — a 15% increase from 2012. 
65% of agents are missing out and 
received no leads from online reviews 
and recommendations. 
COMBINED CHARTS 
Most agents who use online reviews for 
lead generation earn 5 or fewer leads, but 
more than 13% of agents 
receive 21 or more leads, 
and 6% receive 51 or more 
leads per year. 
THE TAKEAWAY 
Agents who do leverage online 
reviews to generate leads are 
seeing major results. 
35% 
Why? 
When it comes to real estate, online reviews 
provide the kinds of information that 
consumers value most. 
Agent is honest and 
trustworthy | 25% 
Reputation of 
agent | 21% 
Agent is friend or 
family member | 16% 
Agent’s knowledge of 
the neighborhood | 8% 
Agent has caring 
personality / a good 
listener | 8% 
Agent is timely with 
responses | 6% 
Agent seems 100% 
accessible because 
of technology | 4% 
Agent’s association 
with a particular 
firm | 3% 
of agents said that leads from 
reviews were either relatively easy 
or very easy to convert. 
69% 
Online reviews haven’t quite 
caught on with real estate 
consumers yet… 
But they’re 
about to 
take o. 
12% 
of buyers 
used online 
recommendations 
in 2013. 
6% 
said online 
recommendations 
influenced their 
choice of agent. 
60% 
of buyers said 
they would 
consider using 
online 
recommendations 
next time. 
THE MOST POPULAR ONLINE REVIEW SITES 
FOR GENERATING REAL ESTATE LEADS 
7 TIPS TO MAKE THE MOST OF 
YOUR ONLINE REVIEW STRATEGY 
Yelp is important because of Apple's iOS 
map  business directory. It's also the 
Number 1 dedicated consumer review site, so 
consumers expect to find you there. Only ask 
active Yelp users to review you on Yelp, 
otherwise the reviews may not show up. 
DO GOOGLE+ LOCAL FIRST 
Equally important for SEO. Your business 
won't show up properly in Google search 
without verified Google+ business information. 
If you syndicate or advertise, it’s important 
to collect reviews. Can be a secondary 
strategy even if you don’t syndicate. Trulia 
is the easiest place to take existing reviews 
and recommendations and manually enter 
them, so use it to “double up” when you 
get a review elsewhere. 
USE LINKEDIN TO BOLSTER 
YOUR PERSONAL REPUTATION 
This is your online resumé and it's important 
to have a few recommendations here. 
Important for the agent search and your ability 
to extend the value of your LinkedIn reviews. 
CHECK FOR COMPETITION 
Take a look at each of the review sites in 
relationship to competition. If the most 
reviewed competitor has less than 20 reviews, 
you should be able to overtake them easily and 
dominate your specific niche or geography. 
SOURCES: 
Brightlocal.com Local Consumer Review Survey 2013 — 
http://www.brightlocal.com/2013/06/25/local-consume 
r-review-survey-2013/ 
SocialNomics — http://www.socialnomics.net/2012/01/ 
04/39-social-media-statistics-to- start-2012/v 
T3 Experts 2014 Agent Reviews and Lead Generation 
Survey — http://t3experts.com/reviews-survey 
National Association of REALTORS® 2013 PROFILE OF 
HOME BUYERS AND SELLERS — http://www.realtor.org 
sites/default/files/Highlights-NAR-HBS-2013.pdf 
Most popular 
real estate portal 
on the web. 
Accounts for nearly 
14% of all real estate 
related web trac. 
Second most popular 
real estate website. 
Easy to add existing 
client reviews from 
other sites. 
Most popular search 
site for local 
business listings. 
Powers Google Maps 
on both desktop and 
mobile devices. 
Most trusted site for 
online resumés and 
professional references. 
Super optimized 
for name and 
company searches. 
Third most popular 
real estate website. 
Integrates with 
LinkedIn for 
recommendations. 
Oers detailed 
performance feedback 
and management 
tools for brokers and 
small teams. 
Integrates with 
Realtor.com. 
Largest consumer 
review site on the web. 
Powers Apple Maps’ 
local business data 
and reviews. 
2 
4 
6 
1 
3 
5 
7 
GET AT LEAST 1 REVIEW ON YELP 
ESTABLISH A PRESENCE 
ON ZILLOW  TRULIA 
REALTOR.COM  SOCIALBIOS 
RINSE  REPEAT 
Recent reviews mean something to consumers, 
so make this a part of your monthly marketing 
workflow. Reviews are not a “set it and forget 
it” activity, otherwise you might find a 
competitor outranking you online. 
Infographic presented by 
© 2014. ALL RIGHTS RESERVED. 
TEXT OF AXIS 
OMITTED  CHANGED TEXT 
OMITTED  CHANGED TEXT 
OMITTED CHART DETAILS

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Insiders Guide To Customer Reviews for Real Estate & Local Businesses

  • 1. INSIDER’S GUIDE TO ONLINE REVIEWS FOR REAL ESTATE How to Use Customer Feedback to Grow Your Local Business 85% 60% 50% 40% 30% 20% 10% TEXT OF AXIS Consumers trust peer recommendations like online reviews 6.5 times more than traditional advertising. TRADITIONAL ADVERTISING 14% PEER RECOMMENDATIONS 90% 0% DOES NOT READ ONLINE REVIEWS READS ONLINE REVIEWS OCCASIONALLY READS ONLINE REVIEWS REGULARLY 2011 2012 2013 80% 70% 60% 50% 40% 30% 20% 10% 0% 2011 2012 2013 POSITIVE REVIEWS MAKE ME TRUST A BUSINESS MORE PACING TEXT OF STAT READING REVIEWS DOESN’T INFLUENCE MY DECISION I DON’T TAKE NOTICE OF ONLINE REVIEWS of consumers use online reviews to evaluate local businesses. 73% And that trust is increasing. In 2013, 73% of consumers trusted reviews — a 15% increase from 2012. 65% of agents are missing out and received no leads from online reviews and recommendations. COMBINED CHARTS Most agents who use online reviews for lead generation earn 5 or fewer leads, but more than 13% of agents receive 21 or more leads, and 6% receive 51 or more leads per year. THE TAKEAWAY Agents who do leverage online reviews to generate leads are seeing major results. 35% Why? When it comes to real estate, online reviews provide the kinds of information that consumers value most. Agent is honest and trustworthy | 25% Reputation of agent | 21% Agent is friend or family member | 16% Agent’s knowledge of the neighborhood | 8% Agent has caring personality / a good listener | 8% Agent is timely with responses | 6% Agent seems 100% accessible because of technology | 4% Agent’s association with a particular firm | 3% of agents said that leads from reviews were either relatively easy or very easy to convert. 69% Online reviews haven’t quite caught on with real estate consumers yet… But they’re about to take o. 12% of buyers used online recommendations in 2013. 6% said online recommendations influenced their choice of agent. 60% of buyers said they would consider using online recommendations next time. THE MOST POPULAR ONLINE REVIEW SITES FOR GENERATING REAL ESTATE LEADS 7 TIPS TO MAKE THE MOST OF YOUR ONLINE REVIEW STRATEGY Yelp is important because of Apple's iOS map business directory. It's also the Number 1 dedicated consumer review site, so consumers expect to find you there. Only ask active Yelp users to review you on Yelp, otherwise the reviews may not show up. DO GOOGLE+ LOCAL FIRST Equally important for SEO. Your business won't show up properly in Google search without verified Google+ business information. If you syndicate or advertise, it’s important to collect reviews. Can be a secondary strategy even if you don’t syndicate. Trulia is the easiest place to take existing reviews and recommendations and manually enter them, so use it to “double up” when you get a review elsewhere. USE LINKEDIN TO BOLSTER YOUR PERSONAL REPUTATION This is your online resumé and it's important to have a few recommendations here. Important for the agent search and your ability to extend the value of your LinkedIn reviews. CHECK FOR COMPETITION Take a look at each of the review sites in relationship to competition. If the most reviewed competitor has less than 20 reviews, you should be able to overtake them easily and dominate your specific niche or geography. SOURCES: Brightlocal.com Local Consumer Review Survey 2013 — http://www.brightlocal.com/2013/06/25/local-consume r-review-survey-2013/ SocialNomics — http://www.socialnomics.net/2012/01/ 04/39-social-media-statistics-to- start-2012/v T3 Experts 2014 Agent Reviews and Lead Generation Survey — http://t3experts.com/reviews-survey National Association of REALTORS® 2013 PROFILE OF HOME BUYERS AND SELLERS — http://www.realtor.org sites/default/files/Highlights-NAR-HBS-2013.pdf Most popular real estate portal on the web. Accounts for nearly 14% of all real estate related web trac. Second most popular real estate website. Easy to add existing client reviews from other sites. Most popular search site for local business listings. Powers Google Maps on both desktop and mobile devices. Most trusted site for online resumés and professional references. Super optimized for name and company searches. Third most popular real estate website. Integrates with LinkedIn for recommendations. Oers detailed performance feedback and management tools for brokers and small teams. Integrates with Realtor.com. Largest consumer review site on the web. Powers Apple Maps’ local business data and reviews. 2 4 6 1 3 5 7 GET AT LEAST 1 REVIEW ON YELP ESTABLISH A PRESENCE ON ZILLOW TRULIA REALTOR.COM SOCIALBIOS RINSE REPEAT Recent reviews mean something to consumers, so make this a part of your monthly marketing workflow. Reviews are not a “set it and forget it” activity, otherwise you might find a competitor outranking you online. Infographic presented by © 2014. ALL RIGHTS RESERVED. TEXT OF AXIS OMITTED CHANGED TEXT OMITTED CHANGED TEXT OMITTED CHART DETAILS