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The little voice… reputation management on and offline

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When I was a little girl…a long, long time ago, I remember my daddy saying to me, “Remember who you are.” He never failed to say this just about every time I walked out the door for a night of fun with my friends.

He knew that once your reputation is lost it is hard to get it back. This wisdom applies for both our online and off line reputation.

Everyday we deal with agents who when we get an offer from them, there is either a happy dance or a cringe. It will either be a smooth transaction or touch and go the whole way.

In a multiple offer situation, I’ve had agents tell me they would like to work with me because 1) they know I will work and negotiate to the death, and 2) I will be nice about it.

Online

Recently I finished up a transaction with an agent who shouts from the first page of her web-site about what a great communicator she is, including returning phone calls and her top of the line customer service. Ummmm… I don’t think so…One part of me wanted to shout out a status update on Facebook pointing out the discrepancy but the little voice inside me said, “don’t”.

She is on FB and in the midst of a transaction could have recognized it.

Right now there is a big push for management of your online reputation. Most of us have Google Alerts set up for our name and company to get an alert when we are mentioned online (or to see when the never ending splogs steal our content). That is easy to do and the easiest way to monitor our online reputation.

Occasionally on Twitter someone will ask,”anyone know of a good Realtor in______?”

Recently, Zillow opened up their platform for clients to give us reviews. Yelp has been doing this for awhile but at least in my area, I’m not seeing too many Realtor reviews.

Monitoring

Regardless of what method(s) we use, it is up to us to be monitoring our reputation on line. If someone leaves a negative or a not so shinning review, we can respond back.

I use to at the end of every transaction, send a survey out to my past clients. I asked for their honest opinion because I told them I was trying to improve my service.  We included a self addressed,  stamped envelope and we had a good response from our clients.  The last couple of years that ROI decreased on folks mailing them back so we stopped doing it.

Your Google Profile is an awesome place to ask people to review you. I have a couple on there, one was a surprise and one was solicited.

One thing I checked recently was I went Google and put in my name+reviews. It was so informative I even set up a Google Alert for it. The data was different than just doing a search on my name.

In digging down about 10 pages…I found some very old comments indexed where I had commented on different blogs. Now Activerain supposedly has <do not follow> links in the comments but there sure was a lot of comments in that reputation search.

I even found one where I asked someone for a Seafood Recipe!

Managing In Real Life

Managing your name in real life is a lot easier. We either bite our tongues, or loose it with people. We either do a good job of customer service and get referrals, or we don’t serve them well and we never hear from the again.

I can’t count the times I have hung up with a Short Sale negotiator and screamed my head off.

Jeremy Stoppelman, CEO of Yelp said, “I think we live in a new age of transparency, which is a great thing if you’re fantastic at customer service. Customer service is the new marketing.”

If that statement is true and I have no reason to believe otherwise, then it is even more important that we provide great customer service and monitor our reputations. We know blogging and social media is just our voice going out to a larger audience.

People like to do business with people they know, that they feel are like them, that they can trust. Trust… being discrete. Trust…not doing anything or saying anything online we wouldn’t say or do in person. Trust…not just saying you give awesome customer service but actually doing it.

Or as my daddy said, “Don’t forget who you are!”

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Written by Missy Caulk, Associate Broker at Keller Williams Ann Arbor. Missy is the author of Ann Arbor Real Estate Talk and Blog Ann Arbor, and is also the Director for the Ann Arbor Area Board of Realtors and Member of MLS and Grievance Committee's.

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10 Comments

10 Comments

  1. Ken Brand

    January 25, 2011 at 4:52 pm

    Love-Love it. I’ll be sharing this with our tribe at our next team meeting. Thanks.

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Business Marketing

How ecommerce brands can increase sales, even on tiny purchases

(MARKETING) These tips and tricks are prime ways to boost the dollar amount spent at checkout and close more deals — even on the tiny purchases!

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online sales

There are many marketing techniques aimed at acquiring new customers. Makes sense, right? More customers, more money. But how do you increase sales with your existing customer base? The Average Order Value (AOV) = Total Revenue/# of Transactions. This number is important because it indicates how much each customer is buying. Here are some ways to increase your AOV:

First, it’s crucial to appeal to human nature. People like things for free. So, by setting a minimum to receive free delivery, buyers are more likely to continue browsing and eventually buying, in order to avoid the shipping fee. While we all know that spending $50 when I only meant to spend $37 isn’t ideal, but I’d rather pay $50 for two products, than $43 for one and shipping. It feels like a better value.

Over half of customers will discontinue their transaction when they found out there are additional costs. MORE THAN HALF. Don’t surprise people the wrong way — we don’t like it.

Second, have you ever been to Costco? Ever left Costco with exactly the amount of food you needed? No, of course, you haven’t. The concept of buying in bulk appeals to our sense of value. Oranges are $1.09 per pound but buy a 10 lb. bag and get it for $8.50. Next thing you know, you’re feeding your child’s soccer team as well as the opponents. Offering a discount on package deals and large quantities at least gets your customers thinking about purchasing more.

We all rationalize the need for a good deal. My roommate used to buy two 12-packs of the giant muffins because “They were on sale.” A discount on a package might entice someone who was looking for a little more variety but was hesitant at first.

Next, recommending products is a great way for customers to lay eyes on new things. Not everyone is a browser — some people go straight to a specific section. By using information from previous purchases and browsing history, showing related, best-selling, or recommended products is an awesome way to generate more clicks and potentially increase sales.

Finally, help us lazy people by including a gift-wrapping option at checkout so that people buying remotely for others out of town can send things directly. In order to wrap, they would have to send to themselves, wrap, then send again or deliver to the receiver. The former sounds like it’s worth $6.99 to me!

In conclusion, there are always ways to boost sales with your existing, loyal, customers. If buyers are only purchasing one thing at a time, reflect on why this is. Perhaps a few sweeteners or additional opportunities could lead to long-term growth. Remember human nature and happy selling!

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Business Marketing

A more environmentally sensitive Pantone color of the year

(MARKETING) Why is Pantone’s coral color causing a ruckus? Marketing is just marketing, right? Maybe not…

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pantone unofficial color of 2020

Every year Pantone declares the Color of the Year and for 2019, the institute declared Living Coral to be the “it” shade calling it “an animating and life-affirming coral hue with a golden undertone that energizes and enlivens with a softer edge.” And it totally is. Imagine bright red orange swimming in a sea of crystal blue water.

Pantone’s Executive Director, Leatrice Eiseman even goes so far as saying it that Living Coral was what “consumers craved” and that it incites “human interaction and social connection” which might be a stretch. It is just a color after all.

However, some found this messaging to be anything but convivial and well, off-color.

Jack Railton-Woodcock and Huei Yin Wong, partners at Jack and Huei, a Melbourne-based design agency, took umbrage with this decision and for good reason.

Their native Australia has front-row seats to the dying of the Great Barrier Reef and for them, coral is anything but lively. If anything, it’s on life support.

To call attention to the tone-deaf decision, the duo preemptively christened Bleached Coral as the Color of the Year 2020.

Touche.

The duo furthered their burn, saying, “It’s the responsibility of all of us, creative or otherwise, to find creative solutions to big problems, and right now there aren’t many problems facing humanity that are bigger than climate change.”

Oof, way to pull back the curtain, guys.

As much of a buzzkill as this pair might be, they’re not wrong, and they bring up the larger question of social responsibility in marketing.

But it’s just marketing, right?

Wrong. The very root of marketing is aspirational. We see ads for luxury cars, we imagine ourselves behind the wheel and believe that maybe we can get there. We see beauty products that promise flawless ageless skin and maybe we decide to take better care of our skin. We see Living Coral and we’re blinded to the reality that the coral just might be a thing of the past.

Yes, Pantone’s Color of the Year is one of those fun end-of-year things we in marketing get excited about, but when you’re living in a world where climate change is our reality and we see it in unnatural weather patterns and the dying off of one of our greatest natural treasures, it’s time to take pause. We can do better.

These days it’s hard to please everybody. Try as we might to make everything for everyone, if we’re going to attempt to talk about a unifying the human race through color, we sure as hell shouldn’t choose a color that reminds us all that our environment is in rough shape and it’s largely humanity’s fault. Bleached Coral isn’t the color we need, but right now, it’s the color we deserve.

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Business Marketing

Genius: How a Yoga studio is using AI to help the masses

(MARKETING) Here’s an interesting case study in how yoga, a 5,000+ year industry is using modern technology.

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yoga

Yoga is everywhere. From small town strip mall studios and big city meccas with guidance from YouTube gurus to Instagram-able practice with goats. If monitoring your breaths and balancing your body is your thing, it’s not out of reach.

However, despite its ubiquity, getting into yoga can be intimidating.

Sure, you’ve picked up a mat at Target, you’ve purchased all the Lululemon pants and Outdoor Voices bras, but actually getting on the mat and moving your body can be overwhelming if you’ve never practiced before.

Well, Would-Be-Yogis, push those fears and worries out of your mind, take three deep breaths and get on the mat, because you’re about to start posing at your pace.

Introducing the YogaBot from Austin’s own Yoga Yoga. It’s a fascinating case study in how a 5,000+ year old industry is using modern technology.

Over the past 20 years, Yoga Yoga has guided thousands of yoga students from their first class all the way through advanced teacher training and now, to help improve students choose the right path for themselves, they’ve created Design Your Yoga.

With the intention of helping new and advanced students achieve their yoga goals, Design Your Yoga is an automated experience that begins on their landing page.

Once you arrive, the bot asks you if you’d like to “Design Your Yoga.” After an initial greeting, the bot begins by getting to know your skill level.

Asking a very straightforward, “Have you done yoga before?” you are then offered nine responses ranging from “Never” to “I am a yoga therapist.”

Once you answer, you are asked further questions regarding what you’d like to achieve from your practice, what styles you’re familiar with, and when and where you’d like to practice among a few others. At the end, the bot will ask for your email address to send you a customized yoga plan. Easy peasy.

Their algorithm has thousands of possible combinations promising to make each yogi’s practice results unique to them.

“For years we’ve been working on ways to better personalize our services to the needs of each individual student. Design Your Yoga is our solution to delivering an exceptional user experience with a plan a student can follow and stick with,” said Yoga Yoga CEO Rich Goldstein.

Landing page bots are nothing new, and more often than not, they’re annoying as hell. However, this one actually seems helpful, which is refreshing.

From a marketing standpoint, Yoga Yoga CMO Marc Lefton said, “As marketers in a city as creative and entrepreneurial as Austin, we wanted to make sure we use every tool we can to bring yoga students the information they need as fast as possible.”

He’s not wrong. It worked. After trying it out for ourselves, we can’t help but be a little more ready to get on the mat. First, we’re going to need to put down the tacos.

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