It is important for real estate professionals and firms to be proactive in managing their online reputations. They should ask satisfied clients for testimonials or positive reviews on such sites as Yelp and CitySearch, offering them gift cards, discounts, or other incentives.
Another recommendation is to put links to positive reviews on marketing materials. When negative comments turn up, agents should avoid responding while angry or putting blame on the customer; rather, it is advisable to respond in an authentic and empathetic way.
They also should establish reputation management teams comprised of employees from different departments that have ownership of the brand, tasking them with monitoring the firm’s reputation. Another good idea is to implement an online reputation policy governing social media use and comment and review guidelines.
Source: “Offensive and Defensive Moves to Promote and Protect Your Brand,” RISMedia