SEATTLE – Jan. 25, 2013 – Yelp.com – accessed by more than 25 million users each month – is a largely under-used resource for capturing real estate leads. Yelp.com is an updated, high-tech version of the old Yellow Pages that helps consumers find local businesses and services based, in part, on customer reviews.

Positive Yelp reviews offer a way, with no overhead, to bring in new clients; but realty agents must maintain their Yelp accounts with the same kind of professional integrity that they give their Facebook and Twitter profiles.

A Yelp account should provide specific details about an individual’s background as a real estate professional, including qualifications and specialties. That information should be presented under the “Business Information” tab and include no less than four paragraphs of quality content.

Agents should also add a professional headshot for their profile picture, but also include other photos, such as favorite listings and/or past clients (with their permission).

Once a Yelp page is plumped up with lots of favorable reviews from satisfied customers, it’s important to spread the word. Agents should put some Yelp badges on their own sites, or hyperlink their Yelp account to their web content. They also should thank previous customers who took the time to post a review on Yelp – even if it wasn’t positive. Respond politely and encourage additional conversation to determine how and where they can improve.

Most importantly, agents must not set themselves up for failure by creating false reviews touting their services. Most consumers can distinguish a genuine review from one that is made up, and the deception will only turn them off.

Source: RealtyBizNews (01/23/13) Heath, Joe

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