reputation management

Imagine yourself in this situation: You’re a Realtor with many years of experience, even more satisfied clients, and by and large, a happy career. Upon the urging of your brokerage, you’ve established a Google Business page, and encouraged people to leave reviews about their experiences with you on Yelp.

Then one afternoon, you see a new review on your Google Business page that leaves you confused, angry, and a little nauseous.

buzz0976: This woman is a con artist! She’s the worse realter Ive ever met and made me loose a bunch of money on ahouse in Dallas. terrible service!!! Liar!!!!!!

Who is buzz0976? What on earth is he or she talking about? And why is this online?

Maybe the situation stops there, and that negative comment gets buried over time. But maybe it does not stop. Some Realtors have been the target of personal attacks on social media and other sites, like RipoffReport.com, where anonymous posters have fabricated all manner of stories designed to destroy their reputation.

It happened to Ebby Halliday Realtor RoseMarie LaCoursiere, who recently endured months of online harassment by an anonymous poster whose intent was clearly character assassination. LaCoursiere says this person wrote dozens of negative reviews under different names across the Internet, from her Google Business page to RipoffReport.com.

“It’s very serious when you look at how the Internet, misused with intention, can destroy a person’s reputation” LaCoursiere said. “In essence, I really have no recourse or effective way to defend my good name if I turn a blind eye and keep silent, which is what is expected of me by my online attacker. That’s what a bully expects.”

The crux of all this is online reputation management. As carefully as you may craft your online brand, by-and-large, you lack control over what other people say about you online in social media and other websites.

Most situations are nowhere near as serious as LaCoursiere’s. But what can you do about personal attacks in social media, no matter the scope? How can you defend your good name?

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When we first heard of Yurz, it definitely piqued some interest. Sure, some Realtors definitely need help with branding and photography. We’ve seen some awful websites out there, with some listing shots sporting horrible glare off of mirrors and windows and a flash that drowns out any details that buyers wouldn’t want to miss.

Of course, the logical side of me says that these agents should either take a photography course at a community college or perhaps do one better and hire a professional to take great snaps and build their website.

But Yurz’s “Instagram for real estate” app claims to “deliver top quality, custom web design, strategic search engine placement, Facebook management, reputation support, and more, all under $200 per month.” It could be a great way to help brand an agent, sure, but promote listings?

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Katie Lance offers five "don'ts" for real estate professionals who want to use social media to connect with clients.

Katie Lance offers five “don’ts” for real estate professionals who want to use social media to connect with clients.


Marketing is one of the most challenging parts of having a successful real estate business. Great marketing ensures that, even after the peak season ends, your business will weather less-than-stellar sales. Truly, real estate is a cyclical industry, marked by seasonal highs and lows. Not only do you need to be prepared for the lean months financially, but by employing some strategic marketing tactics, you can stay in the forefront of potential clients’ minds.

But how can real estate agents keep the home fires burning on social media? What are some of the best ways to take advantage of your social networks?

Katie Lance is a fantastic business guru, often speaking at conferences focusing on content strategies. She is totally brilliant. If you’re not following her blog, you’re missing out! Lance just posted this great list of the top five “don’ts” for social media marketing when it applies to real estate professionals, and it’s a must-read! I agree with every single one of these suggestions, especially No. 5.

Jump for the complete list!

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