MARKETSMARTS: Bashed On The Web
As published in BUILDER Magazine Oct., 1997
Paul
Entin accepted a Jasper Award for excellence in feature writing for this
guest column in BUILDER Magazine offering a strategy to resolve an online
PR crisis.
Q: We had some personnel changes in our customer service department and as a result, we¹ve seen an increase in the number of complaints from our buyers. In fact, 4 owners at one community have joined together to create a Web site on the Internet telling everyone not to buy our homes. How do I fight this? -- L.J., Appleton, Wis.
A: Paul Entin replies: The Internet may be the ultimate communications vehicle. It's a marketing weapon for attracting prospects and developing the long-term relationships that drive referrals. But the lightning fast speed and global reach that make the net ideal for advancing your marketing goals are the same qualities that make it ideal for disgruntled home buyers to vent their hurt feelings. Prior to the rise of the Internet, these buyers had few weapons to damage your bottom line. They posted signs on their front lawns, wrote letters to the local newspapers and called every real estate agent who cared to listen. Today, almost anyone with a computer and an ax to grind can wreak serious havoc on your national reputation in a matter of hours!
To minimize the damage from this Web site, first, forget whether these buyers are truly right or wrong. At this point, it does not matter what the letter of your service contract states. Realize the fastest way to solve your problem is to solve their problems.
Tour each home with the buyers and address every issue no matter how large or seemingly insignificant. Somewhere in the buying process, their expectations have not been met. This is your opportunity to exceed their expectations. Make any and all repairs, apologize for the previous miscommunications and ask that while repairs are in progress, they update their Web site to reflect your renewed commitment to the buyer. And have them add a link to a separate page on your own Web site, where you state your official position on the matter. Include an interactive discussion forum to promote communication among buyers, prospects and your company president and spokesperson. Submit this Web page to the major search engines with the same keywords that would lead surfers to the buyers¹ page. To help people understand the bigger picture, offer links to credible, third-party Web sites such as the NAHB, the EPA and BUILDER Online where they may learn about the codes and regulations that impact the construction process.
Have your staff monitor online discussion groups such as news:consumers.house.homeowners-assoc. and the Real Estate Mailing List. This enables you to respond instantly to any disparaging remarks and clarify any false statements or rumors before they spread
E-mail your local media to explain the situation and how you are rectifying it before they call you. Send them your Web address as well as the buyers¹. This strengthens your credibility and assures your perspective will be heard. If the reporters call you first, be sure to explain the situation and provide a written statement.
As in any crisis situation, it is critical to be open and honest and have a true desire to do what is right.
--Paul Entin is president of epr, a full service marketing and PR firm based in Hunterdon County, NJ
Walk through a true crisis situation and see how it was resolved.