With increasing amount of people using online reviews to make a decision, it would be disastrous for any marketer to avoid Yelp. The same holds true for a property manager as well, and property management should take all steps to maintain and leverage their position on Yelp. For creating an effective Yelp marketing campaign, managers should use a maximum number of paid and free services offered by Yelp.
Using Paid Services
§ For driving more traffic to your business page, purchase search ads.
§ To improve conversion rates, include photo slideshow or video of the property units, by purchasing enhanced listings of someone’s profile.
Using Free Services
v Use the free listing to the maximum by posting excellent photos and adding lots of personalized information about the property.
v Target users who access Yelp on their mobile phones by posting check-in offers.
v Extensively use the free response tools for reviews by addressing all reviews, especially the negative ones.
How Property Management can Leverage Yelp
Personalization on Yelp is the key to success. Create a business page and regularly add or update content. At biz.yelp.com, you can access a huge range of free tools for customizing your listing. These tools can be used for adding content and photos.
According to studies, Yelp visitors tend to spend more than twice the normal time on business pages that have photos, hence, make it a point to add good quality photos. Secondly, Yelp provides you with the section, “About this Business”. Here, you could give a detailed write up about the property. Include how efficiently it is managed, and why tenants should choose this property over others.
Yelp also provides excellent research material for property managers who want to know about their competitors and why they are excelling in the field. Sort out the highest rated properties in your city, or in the locality, and read the reviews. This will give you an idea about the areas where these properties are scoring. See if you will be able to improve your own services in these areas, so that your property can get similar reviews in future.
Making Your Virtual Presence Shine
Lastly, it all boils down to providing excellent service and having satisfied tenants. This way you will build on sparkling reviews organically. The best approach is providing best experience for your tenants, who will automatically post a shining review. Find out from prospective tenants if they use Yelp in making a decision, and if they do, then keep a track of these tenants.
You could prompt them later to provide a review if they are satisfied with the services at the property. Studies show that Yelp users who mention “good service” in their reviews are five times more likely to attain a five star rating for their reviews. However, it is important for reviews to build up organically, rather than asking tenants to post a review. Simply mention that the property has a presence on Yelp and they could see other reviews and find more information about the property and its management.