appfolio webinar: hug your haters - how to turn bad reviews into your competitive advantage

2015 © AppFolio, Inc..1

Hug Your Haters: How to Turn Bad Reviews into Your Competitive Advantage

@AppFolio @JayBaer @AptsForRent #AppFolioChat

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• Property management and accounting • Online rent collection (free) • Prospect / guest card tracking • Vacancy Marketing • Websites • Online applications & leases • Resident Screening • Mobile Inspections

… So You Run A More Successful Business

Complete Solution Includes:Web-Based Property Management Software



Co-Host: Erica Campbell Byrum Director of Social Media, For Rent Media Solutions

Speaker: Jay BaerFounder of Convince & Convert

Author of Hug Your Haters

Panelists

2015 © AppFolio, Inc..5 @AppFolio @JayBaer @AptsForRent #AppFolioChat


Not Answering Complaints• Decreases Customer Advocacy • It Makes a Bad Situation Worse



Answering Complaints• Increases Customer Advocacy • It Makes a Bad Situation Better



Haters Are Not Your Problem


Ignoring Them Is


Answer Every Complaint


Every Time

In Every Channel


Hugging Your Haters Keeps Your Customers


• $500 billion per year spent on marketing • $9 billion per year spent on customer service • A 5% increase in customer retention can create a

25-85% increase in profits


Hugging Your Haters Keeps Your Customers



Customer Service


The New Marketing

Is


Hugging Your Haters Makes You a Better Property Manager


• Haters (and feedback) are the canary in the coal mine • 95% of unhappy customers never take the time to

complain in a way the business can find


Haters Are the Most Valuable Customer


• An early-warning detection system, and free market research • The unelected representatives of the “meh” in the

middle


The Hatrix!


• Offstage vs. Onstage Haters • Offstage complain in private and are older, less

tech savvy • Onstage complain in public and are younger,

more tech savvy


Offstage Haters


• Want an answer • 90% expect a reply to a call or email


Onstage Haters


• Are growing FAST oCurrently, 1/3 of all complaints are onstage o800% increase in social media complaints about

business in the U.K. in the past year


Onstage Haters


• Want an audience • Fewer than half expect a reply when complaining

in social media, review sites, etc. • This is a HUGE opportunity


Reviews: We Love Em and We Hate Em!



Reviews Are Hugely Important


• 80% of Americans trust online reviews as much as recommendations from friends and family • Major impact on search engine results and

searcher behavior


Recognize and Empathize


• Haters only know what they can see • Remember, that person could be having the

worst day of their lives • Don’t take it personal, even when they make it

personal • Stop. Drop. And Roll.


The Rule of Reply Only Twice


• Never answer a customer more than twice in public • A waste or time and/or potential to get dragged

into a negative spiral


Be Fast…Everywhere


• 40% of social media complainers expect an answer in one hour oAverage response time = 5 hours

• Average email response time = 44 hours! • Speed of resolution is most important factor in

telephone customer service satisfaction • Community-based service increases speed

and satisfaction


This is How You Differentiate


• 80% of companies say they deliver exceptional customer service • 8% of their customers agree • Your competition can’t steal how much you care • Hug Your Haters

oEvery complaint, every channel, every time


Erica Campbell Byrum Director of Social Media, For Rent Media Solutions

Jay BaerFounder of Convince & Convert

Author of Hug Your Haters

Questions or Comments?

Tweet: @JayBaer @AppFolio

#AppFolioChat#HugYourHaters

appfolio webinar: hug your haters - how to turn bad reviews into your competitive advantage

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