Download - AppFolio Webinar: Hug Your Haters - How to Turn Bad Reviews into Your Competitive Advantage
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Hug Your Haters: How to Turn Bad Reviews into Your Competitive Advantage
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AppFolio
• 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
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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
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Not Answering Complaints• Decreases Customer Advocacy • It Makes a Bad Situation Worse
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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Answering Complaints• Increases Customer Advocacy • It Makes a Bad Situation Better
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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Haters Are Not Your Problem
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Ignoring Them Is
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Answer Every Complaint
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Every Time
In Every Channel
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Hugging Your Haters Keeps Your Customers
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• $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
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Hugging Your Haters Keeps Your Customers
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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Customer Service
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The New Marketing
Is
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Hugging Your Haters Makes You a Better Property Manager
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• 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
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Haters Are the Most Valuable Customer
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• An early-warning detection system, and free market research • The unelected representatives of the “meh” in the
middle
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The Hatrix!
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Offstage vs. Onstage Haters • Offstage complain in private and are older, less
tech savvy • Onstage complain in public and are younger,
more tech savvy
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Offstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Want an answer • 90% expect a reply to a call or email
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Onstage Haters
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• 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
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Onstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Want an audience • Fewer than half expect a reply when complaining
in social media, review sites, etc. • This is a HUGE opportunity
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Reviews: We Love Em and We Hate Em!
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Reviews Are Hugely Important
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• 80% of Americans trust online reviews as much as recommendations from friends and family • Major impact on search engine results and
searcher behavior
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Recognize and Empathize
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• 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.
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The Rule of Reply Only Twice
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• Never answer a customer more than twice in public • A waste or time and/or potential to get dragged
into a negative spiral
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Be Fast…Everywhere
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• 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
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This is How You Differentiate
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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
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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