NEW YORK – Nov. 6, 2013 – While reviews from clients can help agents grow their business and help consumers make decisions, agents need a strategy that minimizes potential harm from unhappy client reviews and even sham reviews.
Brian Boero, founding partner of 1000watt, says agents need to have reviews on most of the major review platforms, but with a “focus on volume, not just sentiment.”
While Redfin and ZipRealty allow only unfiltered reviews from actual clients, Zillow, Trulia and Realtor.com allow anyone to post unfiltered reviews, with an onus on agents to flag reviews they believe are inaccurate.
Other rating sites, like SocialBios, try to make sure their reviews are authentic and credible by highlighting social media connections among agents and consumers, and allowing reviews to be shared on social networking sites.
Meanwhile, Stik requires reviewers to link their reviews to their Facebook or LinkedIn profiles; and HomeLight and NeighborCity rate agents based on actual MLS sales data, though the latter sites could run afoul of MLS rules.
The National Association of Realtors is also getting into the ratings game with a pilot program allowing members of partner associations on the state and local level to take part in a survey-based agent rating service from Quality Service Certification Inc.
To take charge of their online reputation, experts say agents should also post written testimonials on LinkedIn and video testimonials on YouTube.
Source: Inman News (11/04/13) Hagey, Paul
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