How to Grow Your Business with Online Reviews?
posted on May 3, 2019
In this article, I am talking about the two most important places. You should be putting reviews, and the five ways to get it done.
How many reviews can I read about your business?
Let me tell you right now, my friend, we are living in what we call the review economy.
Let’s talk about some stats.
What do we know?
90% of consumers, 90% of consumers are gonna Google and read reviews before they engage with the business.
Now you know that and I know that, but the stat that I was most interested in, that my team shared with me this morning is this. That 77% of consumers believe that a review that’s 90 days or older is no longer relevant.
So, if you’re sitting here right now with 10, 20, 30 Facebook reviews, or Yelp reviews, or Google reviews, the question is, ready?
How are we gonna add more reviews?
And number two, where are you gonna start to place them?
So let’s jump in right to the obvious, right?
Where should you be housing your reviews?
I’m gonna say to you, the two obvious ones because you’re in real estate, is Google and Yelp.
Let’s talk about Yelp. They were early in this. They pioneered it. I was a huge champion of it. I knew seven years ago that consumers, we used to read ‘testimonials’.
Remember testimonial letters?
Or my dear friend, Ken Kerry, right?
Who’s the king of infomercials would say to us, you know, that 75% of a television infomercial is that person saying ‘I
got thin thighs’ in 30 days or less without diet and exercise.
Those, you know, testimonials always move the needle.
So, obviously, we know Yelp.
They’ve done a fantastic job, and we have clients today that are adding in their marketing over 100 five-star reviews because it moves the needle. They get the traffic, you know that.
So Yelp, check check, it’s a no-brainer.
Now the question is, what about Google?
So here’s what I wrote down. If you haven’t created a Google plus page, right?
Some of you would call it a personal page or a business page. In your case, either one is fine. You get a Gmail account. You create your Google plus page. This, my friends, is the new opportunity for reviews that I want you to take advantage of.
So I wrote down, there are three big benefits to doing Google reviews.
The obvious, is the additional social credibility that you gain when a customer when they Google you, right?
So you know they meet you at a cocktail party and they’re like, uh, Jillian, yeah. Let me, okay, oh, oh, right?
And they can immediately read, you know, 20, 30, 40 reviews showing up on Google without, my friends, having to click on any of those links. They see it right there on the right side.
So that’s the obvious one, right?
Instant social credibility.
Google loves fresh, relevant content. Some people call it like geo-data. Some people call it micro-data. At the end of the day, the more often you’re adding reviews to your Google page, let me tell you what happens, my friends. It is the secret sauce of SEO.
I’ll share with you a little stat, ready?
We started this in January of 2018. We’ve added 874 reviews since we started that. We’ve had a 47% increase in
organic traffic to our site, just by asking for reviews. Just by getting those reviews, my friends.
Google loves fresh, relevant, micro, geo content. So by adding reviews monthly, you’re hacking the Google algo rhythm, aka generating more traffic. Plus, again, what I want to stress to you is, your site is going to be, I wanna make sure I say this to you right.
Your site will be organically ranked higher, which means again, more eyeballs, more traffic. And when people go to your website and they’re looking at listings, they can read maybe some of these reviews, ’cause you’re putting them there as well, and at the end of the day.
They convert, right?
Where they call you, they text you, they email you, they click on your site. You’re going to get business and that’s the goal.
If you’re running ads, which we certainly run ads and I strongly recommend you’re doing the same.
If you’re doing paid search, Google will tell you your cost per lead is going to go down and the real kicker is, your quality score because you have all those reviews on Google, your quality score goes up. Your cost per lead goes down.
And at the end of the day, what’s super cool, is Google will automatically add your five-star review rating to all your ads. That, my friends, is a no-brainer. So, let’s stop for a second.
Let’s go through ’em again.
Obviously, social credibility, when they’re searching for you, when they’re trying to figure out are you real.
For us, it’s every week. Adding more reviews every week.
That fresh content, right?
Hacking the Google logo rhythm, and then again, if you’re running ads, because your quality score goes up, your cost per lead goes down, and they add that five-star ranking to your ads, which is a huge bonus.
So, I think the benefits to both Yelp and Google are really obvious.
So then the question is, how do we get more reviews?
So I’ve actually got five different things you can do. Five different ways you can generate it. Four are the obvious ones for rock stars like yourself, and I’ve got one if you’re a brand-new agent.
So number one, obviously, is every time you meet with a client, you’re going to incorporate some kind of dialogue that says, you know, Mr. and Mrs. Buyer, my goal is to provide five-star service, such that when you buy this home, and we close the transaction, and I slay the dragons and navigate through sometimes what can be a very challenging transaction.
At the end, when you guys are happy and satisfied, I’m gonna ask you to write a review on your experience.
Are you okay with that?
And of course, what are they gonna say?
You got it, right?
That’s a no-brainer. Throughout the transaction, number two, throughout the transaction, they call it the hero
a moment or I like to say as you slay the dragon, right?
The transaction’s going sideways. Something’s going wrong. The buyer, the seller is starting to panic. Your customer is getting nervous. When you solve that problem at that moment, this is when you, when it’s done, problem solved, check check.
We’re good to go. This is when you’re gonna call, text, email, however, you communicate best to them and say, Do you remember I said to you my goal was to provide a five-star service.
Solving this complex problem is exactly why you hired me. I’m so happy we got through this, and by the way, this would make for a great review.
You gotta ask.
Which, by the way, let me give you an easy one, right. Especially for some of my veterans out there. One of the easiest things we did, across the board, with our coaches, our salespeople, our client services, is we added a little link where they can review us on their email signature line.
If you haven’t added a link, hey review my business here, review my services here, and if you’re smart, you’re gonna add that as a bit link so you can track whose email signature or email signatures, in general, are producing this result.
Without a shadow of a doubt, you’ve heard me talk about this before.
You gotta ask, right?
You can be asking old past clients today from a year ago, two years ago, three years ago, if you want.
We actually had Cody Longmire, a big shout out to Cody, who I just saw at the Dallas Blue Bread.
He shared this story where he sent an email out, this was five or six years ago, so Cody, I know you’re watching this. When you see this, you’re gonna giggle, and I’ll probably screw up the story a little bit.
But essentially here’s what happened. His coach, Doug, said to him, you just need to write an email to your customers and he said let’s do it right now, right.
Live coaching moment.
He’s got his laptop up, and Doug is telling him, you need to say, you know, this was my goal.
This is what we were able to accomplish. It would mean the world to me if you would take a few moments and click this link and just talk about your experience in us helping you buy or sell real estate.
Not too complex.
And Cody, in like real time, is writing it, and literally, get this. Sends it to his entire database. And here’s the best part. All in the ‘To’ line.
Can you imagine this, Mark?
All in the, you know, 500 people on his database.
They all get the email, and Doug says, did you send it?
He said, I just sent it. And all of a sudden, as you can imagine, somebody hits ‘reply all’. Oh my goodness, this could
be the greatest moment or a horrific moment. It’s Cody Longmire.
The guy said, Cody, not only am I gonna write an amazing review on you, I want you to come to list my house. And he had ‘reply all’ to everybody on the email list.
Now, am I recommending this?
No, I’m recommending you send individual emails, right.
I just wanna say I was thinking about you the other day. So much of my business is based upon what others have said about it, reviews, referrals, et cetera.
Would you take a couple of minutes and just click this link and write just a little review about our experience. Now you’ll butter it up and soften it up.
Do you remember this?
And I was thinking about you and, you know, the complexity of the transaction, and how I was able to slay the dragon. You’re gonna tell a little bit of the story to remind them because remember, the best review, the best review is not just, oh my goodness, Jillian, she’s amazing.
No, it’s Jillian came into our business. We had a very specific problem. And because of her level of sophistication, her talent, she was able to do A, B, and C, which produced this result, right?
The best review is that specific, you know, Tom Ferry helped me solve this problem, getting us into our house, saving us time, stress, and money.
That’s what we wanna ask for. So again, whether it’s an email, or over the phone, or in texts, you know your customers best. And by the way, Cody Longmire, that story is still legendary in the Tom Ferry ecosystem.
So many people have heard it. I’m not recommending you do that, but it sure worked out really well for Cody.
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