It’s no surprise that a strong online reputation starts with incredible customer service.
Although builders do their best to nurture customer relationships while navigating today’s digital domain, there can still be negative experiences that bubble up online.
“Maintaining a positive online reputation is paramount for builders, and at Newmark Homes, we prioritize this aspect of our business with the utmost importance. A dedicated team constantly monitors our social media channels, ensuring we respond promptly and appropriately to any feedback,” says Melissa Guerra, corporate marketing director at Newmark Homes.
With more and more home buyers researching builders online, a healthy representation is imperative to securing home sales.
Below, find out how Guerra; Genny Heikka, director of marketing and leadership development at CBH Homes; and Tyson Kirksey, Highland Homes vice president of marketing technology, best maintain their companies’ online reputations.
In-Person Experiences First
To have a strong online reputation, great in-person experiences are foundational. Kirksey says, “A home builder’s reputation will follow them to all spaces, so trying to create an inaccurate reputation online is a losing battle—consumers will see right through that. A builder’s online reputation will largely reflect their true reputation— there’s rarely a distinction anymore. By focusing on maintaining a positive reputation in all aspects of business will translate into a positive online reputation.”
Those personal interactions not only set up sales representatives for potential home sale success but transfer well online for curious home searchers. He adds, “Studies we have done internally confirm what others have also discovered—many buyers investigate a potential building partner online before committing. We’ve all been conditioned to read and trust the experiences of fellow shoppers.
"Consider the last time you purchased an item that had a review score of less than four. How much more important when making the largest purchase of your life?”
Regular Monitoring
As Guerra mentioned above, having a team dedicated to monitoring social media channels and review sites is important to stay ahead of any negative feedback or potential issues. Heikka agrees with the initiative, “Proactive engagement with your audience is always an important first step, doing things like monitoring online reviews and social media mentions, and really staying in touch with what your customers are saying.”
In addition to social media channels, community-centric platforms and apps that are largely homeowner driven can present concerns. “Navigating platforms like Nextdoor can be challenging for builders in new communities due to the hyper-local nature of the discussions,” Guerra adds. “However, these platforms also present an opportunity to engage directly with community members and address their concerns transparently.”
Kirksey notes that these platforms can be challenging for builders who may not have access, which leaves negative reviews unaddressed and often unseen. “Highland is committed to doing what’s right and ensuring complete satisfaction. Unfortunately, we can’t do that if a review is left on an app that we may not see,” he adds.
Act Fast and With Empathy
In tune with constant monitoring, responding quickly to both positive and negative comments is critical to not only a builder’s reputation but any potential issue at hand.
“It’s important to respond quickly to feedback, both positive and negative—and really show you value your customers,” says Heikka. “As much as you try to get things right 100% of the time, negative reviews are inevitable. Respond with empathy and view negative reviews as an opportunity to continually learn and get better.”
“For any home builder of size, negative feedback is inevitable. In fact, one should be suspicious if only positive reviews exist. Consumers understand that no business is perfect because no one is perfect,” says Kirksey. “At Highland, we handle negative reviews with respect, empathy, and attention, which can actually build trust with future customers if they see an organization that cares and takes responsibility. The worst thing an organization can do is ignore a negative review.”
And when the inevitable appears, Guerra says Newmark Homes quickly addresses the issue, directing the concern to the relevant department for resolution. She says, “This swift action not only helps to mitigate the impact of the negative feedback but also demonstrates our commitment to customer satisfaction.”
“Be open and honest in your communications, showing that you value customer input,” adds Guerra.
Actively Listen
While less than enjoyable to experience, negative reviews can present builders with opportunities for growth, improvement, and engagement. Newmark believes that their online reputation and building of trust with customers is amplified by open commenting and tagging.
"We aim to foster organic engagement by allowing comments and tagging of our account, and we proudly feature the people who make our company great and the homeowners who trust Newmark with one of their biggest purchases,” Guerra says.
Opening the floor to online feedback creates a sense of transparency for previous customers as well as potential ones. And paying attention to all comments can point out areas for various departments to shift their focus.
“Use active social listening to find opportunities to make a brand impression,” Kirksey says. When great feedback is given in person, Highland Homes aims to ask happy customers to share their experience digitally.
He says, “Make a plan to encourage customers to share their experience online…surprisingly, many customers just need to be asked! An unhappy customer has more incentive or motivation to post a negative review than a happy customer has to leave a positive review, so make it easy for happy customers to share their experiences.”
Showcase the Good
As positive reviews and comments are posted, highlighting these can boost a builder’s overall reputation. Hashtags like Newmark’s #NewmarkIsFamily creates a sense of community and encourages organic engagement.
Guerra says Newmark makes an effort to showcase positive reviews and testimonials prominently on their website and social media platforms. "Our online reputation is key to our brand and building trust within the realtor community and the public eye," she adds.
Boiling down to positive real life experiences, transparency, and empathy, online reviews can be a beneficial tool for builders. Heikka shares, “From a marketing perspective, showcasing your work and expertise is a best practice that can help build trust with your potential buyers. At the end of the day, delivering exceptional customer service is key. Happy homeowners are your best testimonial, and will truly help you stand out from the competition."
