How to Turn Online Reviews into Powerful PR Tools

By: Lucy Benton

Have you Googled yourself lately? Chances are, the results could be a surprise because many people have high standards many businesses struggle to meet. Instead of arguing about it or taking this topic lightly, you should remember that we live in a world where online reputation is everything.

Are Online Reviews Important?

It is a known fact that online reviews build trust in companies, so being unaware of them is downright irresponsible. For example, BrightLocal found in the 2016 Local Consumer Review Survey that:

  • 84 percent of online shoppers trusted online reviews as a personal recommendation
  • 73 percent of online shoppers thought that 3-month old reviews were irrelevant
  • To form an opinion about a business, 90 percent of online shoppers read less than 10 online reviews about them

The power of online reviews is certainly unquestionable, and directly applies to real estate professionals. They understand the importance of a good online reputation; for example, a quick search for real estate agents in Worcester, MA on popular service Zillow revealed a long list of professional with positive reviews. No doubt, the people who look for help will choose an agent with the best performance.

Clearly, positive reviews can serve as great PR tools, so one should try to turn them into such. Here’s how to do it.

Ways to Turn Online Reviews into PR Tools

Encourage Your Clients to Leave Testimonials and Reviews

As a real estate professional, you simply can’t afford not to have your business reviewed online. That’s why you should encourage your clients to provide their thoughts about the quality of your service, both online and in person. For example, your site could feature a section where your customers share testimonials.

Excellent example: website of Steven Cohen Real Estate Agency has an entire Testimonials section.

Next, you should register on services like Zillow and Yelp and have people rate you there. Take a look at how the aforementioned Steven Cohen agency rates at Zillow.

Also, your social media profiles should feature this function as well. Lots of people are looking to inspect reviews of real estate professionals, so you should make them work for you as well.

Excellent Example: here’s how we searched for the Steven Cohen agency on Facebook, and here’s what we found.

The agency appeared the first in the search results along with the rate given by the users.

Next, the agency allows to leave feedback on the page.

Tools for Turning Online Reviews into PR Tools

  • Hootsuite – offers social engagement monitoring for businesses on popular media like Facebook and Twitter.
  • Reputology – Review management and monitoring platform to take control of your reviews.
  • Proessaywriting – a tool for producing appealing PR texts to ensure engagement on social media.
  • ReviewPush – gathers all online reviews about your business in one place to make your management of reviews easy.

The Bottom Line

Today, a real estate professional cannot afford not to have online reviews. So, build your review portfolio and generate more leads from the work you’ve done!

Lucy Benton is a marketing specialist, business consultant and helps people to turn their dreams into the profitable business. Now she is writing for marketing and business resources. Also Lucy has her own blog ProWriting where you can check her last publications. If you’re interested in working with Lucy , you can find her on Twitter.