appfolio webinar: hug your haters - how to turn bad reviews into your competitive advantage
TRANSCRIPT
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2015 © AppFolio, Inc..1
Hug Your Haters: How to Turn Bad Reviews into Your Competitive Advantage
@AppFolio @JayBaer @AptsForRent #AppFolioChat
Presented By
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2015 © AppFolio, Inc..2
Join Us Online - #AppFolioChat / #HugYourHaters
facebook.com/AppFolio
Follow Us @AppFolio @JayBaer @AptsForRent
Follow Us – AppFolio
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2015 © AppFolio, Inc..3
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
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..4
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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2015 © AppFolio, Inc..5 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..6 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..7 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..8
Not Answering Complaints• Decreases Customer Advocacy • It Makes a Bad Situation Worse
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..9
Answering Complaints• Increases Customer Advocacy • It Makes a Bad Situation Better
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..10
Haters Are Not Your Problem
@AppFolio @JayBaer @AptsForRent #AppFolioChat
Ignoring Them Is
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2015 © AppFolio, Inc..11
Answer Every Complaint
@AppFolio @JayBaer @AptsForRent #AppFolioChat
Every Time
In Every Channel
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2015 © AppFolio, Inc..12
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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2015 © AppFolio, Inc..13
Hugging Your Haters Keeps Your Customers
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..14
Customer Service
@AppFolio @JayBaer @AptsForRent #AppFolioChat
The New Marketing
Is
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2015 © AppFolio, Inc..15
Hugging Your Haters Makes You a Better Property Manager
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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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2015 © AppFolio, Inc..16
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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2015 © AppFolio, Inc..17 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..18 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..19 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..20
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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2015 © AppFolio, Inc..21
Offstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• Want an answer • 90% expect a reply to a call or email
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2015 © AppFolio, Inc..22 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..23
Onstage Haters
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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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2015 © AppFolio, Inc..24 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..25
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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2015 © AppFolio, Inc..26
Reviews: We Love Em and We Hate Em!
@AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..27 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..28 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..29
Reviews Are Hugely Important
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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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2015 © AppFolio, Inc..30 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..31 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..32 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..33 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..34 @AppFolio @JayBaer @AptsForRent #AppFolioChat
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2015 © AppFolio, Inc..35
Recognize and Empathize
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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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2015 © AppFolio, Inc..36
The Rule of Reply Only Twice
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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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2015 © AppFolio, Inc..37
Be Fast…Everywhere
@AppFolio @JayBaer @AptsForRent #AppFolioChat
• 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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2015 © AppFolio, Inc..38
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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2015 © AppFolio, Inc..39
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