EP206 Sean Smit: Optimising your online reputation

Table of Contents

This‌ ‌episode‌ ‌of‌ ‌the‌ ‌Elevate‌ ‌podcast‌ ‌is‌ ‌brought‌ ‌to‌ ‌you‌ ‌by‌ ‌‌Connect‌ ‌Now‌  #

Intro‌ ‌to Sean #

Sean Smit is the regional sales director of interaction management platform, Podium.

With a background in real estate that includes property management support and also the REA group, Sean’s current focus involves helping agencies obtain and manage their online reviews.

In this episode: #

  • Why reviews mean business
  • How to make reviews part of your SEO strategy
  • The importance of ensuring that seeking reviews is part of your process (and how to do that)
  • Why reviews can be sought for different platforms at different stages of the customer journey
  • How to ask for testimonials in the era of review fatigue
  • Why negative reviews are a big opportunity
  • How Podium works and who’s using it

Reviews mean business #

  • Online reviews are considered critical to a real estate agent’s reputation, but as Sean points out, it’s also important to consider the purpose of those reviews when seeking them.
  • “If they’re just using reviews as a way to get some nice testimonials that they want to put on their website, that’s great, but it doesn’t drive new business,” he says.
  • Instead, Sean notes agents should be considering reviews within the context of creating new business.
  • “Reviews mean business,” he stresses.
  • Landlords and vendors are only looking at reviews for one reason, he explains, “and that’s to see who the next agency is that they appoint to either manage their property or sell their property”.
  • Noting reviews are often the last point of verification for a customer, Sean says even if someone has been referred to an agent by a friend, online reviews could be the difference between them selecting an agent or going with another.

Not just about reputation, also about SEO #

  • Often agents believe reviews are just about reputation, but Sean notes they are also about search engine optimisation.
  • He urges agents to go online and search “best real estate agency” in their relevant suburb.
  • The results will indicate the most recommended agencies in that area, and that’s tied to about eight or nine out of the 10 SEO factors with Google, including:
    • Whether the reviews are recent
    • Whether the reviews are frequent
    • The star rating
    • And the overall number of reviews

Seeking reviews needs to be part of the process #

  • In the interests of ticking the SEO strategy box, Sean also explains seeking reviews needs to be a consistent process.
  • He says Google wants to see consistency.
  • “They want to make sure that this isn’t just a flash in the pan for an office. So, if an office has 10 reviews and then they go, ‘you know what, this is really important. We’re going to add an extra hundred reviews in the next week’…Google’s not going to look super favorably on that,” he says.
  • Instead, it needs to be part of the regular process of business.
  • “…if you’re looking at reviews as a new business strategy, make it part of every process, make it part of the selling journey, make it part of the tenant journey as well.”

Which platforms to seek reviews on #

  • These days there are a number of platforms where agents can showcase their reviews, including realestate.com.au, Facebook, Google, and rate my agent. 
  • So where should agents be focusing their attention?
  • Sean says that depends a lot on what you’re trying to achieve with each of these different review platforms.
  • He suggests to start by finding out exactly where your customers are likely to be seeking information.
  • But as the major search engine, he notes Google is really the first port of call.
  • “A landlord or a vendor doing their research on the agency that they’re going to enlist (not the agent, the agency and the brand) that’s where Google is absolutely the number one place, because it’s tied into your phone, it’s tied into your web browser; you see it straight away and you can see who is the most recommended agency in that area.”

Avoiding review fatigue #

  • With so many places that agents need to have reviews, Sean concedes there is the possibility customers are suffering review fatigue.
  • But he says this can be eliminated by making it easy for clients to leave that review in multiple places or in the place where it delivers the most ‘bang for buck’.
  • His top tip is to seek reviews from different parties at different stages of the journey, such as:
    • When someone purchases a property, you might ask the buyers for a rate my agent review.
    • But at settlement you might ask the vendor for a Google review as part of the ‘new business’ strategy.
    • When the leasing department leases a property, PMs could ask for a Facebook recommendation from the tenant
    • They might then ask the landlord for a Google review as well.

How to ask for a review #

  • Sean notes you would be hard-pressed to find a better way to ask for a review than via text message.
  • “It’s been around for long enough that everyone knows how to do it,” he says, stating convenience is key.
  • “We have a saying at Podium that convenience wins,” he continues.
  • “If we can make it convenient for an agency and all their staff to actually ask for those reviews and not add an extra burden to their day but then on the other side, we can make it incredibly easy for their clients to leave that feedback as well, it’s going to happen. And like I said, it’s just going to be part of that process.”
  • He explains, asking for a review is essentially asking for a favour, and email simply isn’t an efficient way of doing that.
  • “Just glancing at my phone, I’ve 1800 unread emails at the moment in my personal account, I’m not going to get to them,” he says.
  • “And if you’re asking me for a favour, which an online review is…I’m not going to see it if you send me an email.”
  • On the flipside, Sean notes he only has one text that’s waiting to be read on his phone, and it’s only waiting because he’s in the middle of a podcast.

How Podium can help #

  • Back in 2014, Podium realised capturing reviews wasn’t a simple process for many businesses.
  • “Even if you really try and you create repeatable processes around it, there’s a lot of manual work that has to go into it,” Sean says.
  • “And that’s why typically if you’re in the property industry and you’re looking at other agencies near you, you’re probably seeing a lot that have great reputations, but they actually don’t have that translated onto Google because they haven’t found a way to make it easy.
  • “So that’s what Podium helps with – creating really repeatable processes.”
  • As they’re backed by Google, Podium also makes it convenient to capture a Google review and then display it.
  • “We can actually make that side of things very convenient and easy so that it happens in the background without you needing to give it too much attention day to day,” Sean says.

The business of people #

  • Sean notes he was speaking with an agency recently and asked what percentage of their day was actually about transacting property.
  • “I’m not talking about Alexander Phillips who transacts 220 properties every year. I’m talking about a typical agency in a regional area,” he says.
  • “And they said probably 3 per cent, maybe 4 per cent, of their actual time is transacting. So that means 90, 96 to 97 per cent of their day to day is people.
  • “It’s a people business. We’re interacting with people.
  • “Why can’t we capitalise on that with these positive reviews, because that’s what we’re selling. We’re not selling properties. We’re creating relationships and we’re putting people in the right places.
  • “So, I think a conversation with a vendor who you’ve already worked with or who you’re trying to set up an appraisal with, they will understand that you’re trying to grow their business and they’ll be more than happy to leave you a review based on your authenticity and your advice.”

Negative reviews are an opportunity #

  • Sean says when he hears the word negative reviews, he mentally puts a dollar sign next to it.
  • “It screams opportunity,” he notes.
  • He says most negative reviews in real estate tend to come down to factors like a buyer who feels let down by the process or a tenant who has had their bond withheld, but it’s actually how the agency handles it, rather than the negative review that matters most.
  • ‘’If I see a negative review, as long as I see a response that acknowledges that situation and creates a bit of empathy around it as well, I actually see that as a great trust factor,” he says.
  • “Firstly, if I’m a landlord, I’m seeing that the managing agent is actually going to put their foot down and they’re going to fight for me and work in my best interest to protect my investment and the same thing with the vendors as well. They’re fighting to get the best price and in the quickest time frame for my property as well.”
  • He notes the only reason a negative review is a negative is when a business has a two-star ranking and is not showing up on Google as a recommended business because of that.
  • Meanwhile, he says negative reviews provide the opportunity to “turn that person around or show everyone else what we’re all about”.

The review ratio #

  • Sean also points out that one negative review will do little to impact your business if seeking reviews is part of your process, with that negative likely to be far outweighed by positive feedback.
  • “Negatives are going to come in, whether we were proactive about it or not. It’s just that at the moment, usually they’re just organic and we’re not proactively asking for everything else,” he says.

How Podium works #

  • Sean explains Podium was started by a man working in a family tyre business in Canada.
  • It was a business with a glowing reputation in the local area.
  • “But when Google decided to actually preference reviews as the driving factor behind local search, they went nowhere. So, the tool was created for that unique purpose,” Sean says.
  • Podium soon realised most businesses were encountering the same problem and decided to capitalise on it by making it easy for businesses to seek reviews via text messaging.
  • “So, Podium makes it easy to request these reviews through text message.
  • “It’s available to our clients over the phone. You’ve got an app so that if you’re out of the office doing inspections, you can ask for reviews.
  • “But it’s also about the desktop as well. So, if your tenant is in to sign a lease, you’ve got Podium there ready to go on your web browser.
  • “So, you’re just sending a text capitalising with that review while the iron’s hot as well, because timing is very important with all of this.”
  • Importantly, it’s also a two-way text messaging platform.
  • “So even after that review has been sent out and we’ve essentially capitalised on that interaction, that client, when they need to, they can text you back.
  • “They can ask questions; they can get in touch with you about referrals and you can keep that conversation going as well.”

Two-way texting #

  • Sean notes a lot of agencies send texts from time to time, but in most cases it’s from a CRM, and more often than not, it’s a one-sided conversation.
  • “Whereas Podium has two-way capabilities,” he says.
  • “So, it’s actually turning into what we now call an interaction management platform. Reviews are just one core part of the overall strategy.”
  • Sean explains when a text message comes into the platform, the relevant staff member is then notified.
  • If it’s a review, then the staff member can thank them, but it’s all coming from one number within the business.
  • He also notes that makes the system perfectly-suited to handling inquiries out of hours, including bookings
  • “That’s why two-way text works,” Sean says, explaining it caters to those moments when it’s out of hours, when the customer can’t pick up the phone, or send an email.
  • “Text message is the best way to actually engage and start that conversation with the business around a booking.
  • “With real estate, it’s no different.
  • “So, a vendor doing their research late at night while they’re also watching Netflix, but they’re browsing for the next selling agent, they don’t want to call.”
  • “Most people are respectful, and they will acknowledge that no one’s probably around, but if I can start the conversation through text message and take that conversation back to my phone, all I’m waiting on is a text message.
  • “I’m not waiting online on a live chat system. I’m not waiting for an email response. I’m just waiting for a text back.”
  • Sean notes texting allows busy customers to get back to life in the knowledge that the conversation is continuing.
  • “We know that as soon as they start that conversation, life happens. And if we’re relying on them to wait on a computer or send an email well, we’re probably missing a lot of opportunities by not making that convenient at the start.

We can’t help with closing, but we can get you into bed #

  • To expand on that further, Sean notes many agencies are actually fighting for those listings.
  • “Even if you are one of those top three on Google who gets through from the reviews, you’re still up against other people in that appraisal,” he says.
  • “So, if you’ve booked in your appraisal ahead of everyone else by 24 hours, and you’re actually getting in there first. Because you were available through texts, you’re already ahead of the game.”
  • Then the closing comes down to the agent, but at least they’ve enjoyed a head start, and if closing is their forte, the deal just might be done.

Who’s using Podium? #

  • Sean explains 80,000 businesses across the US, Canada and Australia currently use Podium across a wide range of industries.
  • Real estate is among the biggest sectors that’s emerging when it comes to Podium adoption.
  • “We’re working with about 250 agencies and that’s anywhere from a boutique group with 40 offices to one office in WA that’s just one person.”
  • “So, it doesn’t really matter what the profile of the agency is, it’s more about them having a mindset of wanting to grow their business and reflecting what their reputation is all about in the online world.”

Size doesn’t matter #

  • Sean concedes the technology allows even the smaller agents to establish a big online reputation, and that’s a major advantage to using the platform.
  • “Again, in most areas, you’ll see three businesses on Google. Most agencies I talk to will be upset because firstly, they’re not on there, which we obviously can help with.
  • “But most of the time they’ll say, ‘Oh, those three, like they don’t do anything. So, I don’t know why they’re up there’ and I’ll say, ‘Hey, they are putting their best foot forward. They’re getting reviews from their happy clients. They are making themselves look bigger, which is great for consumers.”

Future plans for Podium #

  • Sean notes Podium is an ambitious company.
  • At present their focus is on expanding into real estate, but they’re also adding new products.
  • This includes the ability to grab feedback from clients NPS style, but through text messaging.
  • “It provides actionable insights into why you’re not winning those listings or why you’re losing those managements or why you’re doing really well and creating happy clients for life who you can then ask for referrals,” he says.
  • Another upcoming tool is promotional messaging.
  • “Every agency I work with has a huge database of clients,” Sean says.
  • “So, this then provides them an SMS marketing platform to put the message out there about incentives for referrals, or brand-new properties that they’ve just listed in, in an area.
  •  “But again, it’s not a one-way text just saying, ‘Hey, do not reply. I’m just letting you know this’. It’s inviting a conversation and starting new connections with people.”
  • A further focus for the company involves establishing relationships with the real estate industry and ingraining themselves in the property sector.
  • “Coming from REA I’m very passionate about not just setting Podium up in Australia, but really getting knee deep in the real estate sector. 
  • “So, we’ve actually just partnered with Market Buy, the online offer management system, and we’re actually powering their support through text message for all of the agencies that they work with.
  • “So really enabling them to scale their support and do more with a lot less.”

One final takeaway #

“Seeking reviews is easy. It’s very easy. A lot of agencies think that it’s hard – that they need to replace systems, they need to update processes.

“I’ll take my Podium hat off for a moment and just say, this can be worked into every existing process that you have within the business and it’s natural to ask for reviews because you do a great service.

“Obviously then adding on a platform like Podium, it just automates the process and ensures that you actually capitalise rather than asking and not necessarily receiving.

“But I think a great takeaway is just look at all those processes and see the awesome opportunity that we all have.”

Links and resources mentioned #

Sean Smit on Elite Agent

Connect with Sean

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