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Sign into your accountProspects Want Agent Ratings, Whether the Industry Likes It or Not
October 19 2011
Contributor Suresh Srinivasan of ReachFactor says:
It’s still the same old story: Consumers like product ratings and reviews, and the industry doesn’t. Whether it’s manufacturers of products, writers of books, makers of movies or professionals wading into the world of online reputation marketing, everyone wants a good rating, but no one wants a bad one. But before you decide to throw the baby out with the bathwater and disallow clients or customers from rating your real estate services entirely, it’s important to remember that ratings — good or bad — can improve your business.
On October 7th in Tucson, Arizona, the CEO of ReachFactor and several other real estate industry leaders met at the 54th annual CMLS (Council of Multiple Listing Services) conference to discuss how social media builds trust between consumers and the real estate industry. On the topic of real estate agent reviews, moderator Marilyn Wilson said that her research has shown that buyers and sellers are demanding agent ratings. “So how come,” she asked, “does the industry combat implementation of ratings? Don’t you think consumers want ratings of agents, mechanics and every service they use?”
Eric Charbonneau, a Canadian MLS executive, added that public perception of real estate agents causes agents to fear publishing reviews and testimonials. But agent reviews, he believes, could help put real estate agents in more positive light.