Reputation, Reputation, Reputation - How to Build and Protect Yours

Published: 27/11/2020 By Mark Tew - Senior Website Consultant

A good reputation, personal or professional and as a business in a community could be the most valuable thing you possess that is completely in your control.

reputation /rɛpjʊˈteɪʃ(ə)n/
the beliefs or opinions that are generally held about someone or something.

You may have built your reputation over many years, or you may be at the beginning of the build process. Either way, your ability to define how your agency's reputation is going to affect your success is in your hands.  You are likely to go to some lengths in order to protect a reputation or ensure that it is being constructed in the most positive way possible and for particular reasons that reflect your objectives; for an agent operating in a highly competitive market this is nothing less than make or break.

We exist in a highly consumer-led economy with customers expecting a level of service that is timely, appropriate and relevant. The many touch points we have with customers must all be in line with their expectations to ensure their experience is not just the best it can be but also, let’s face it, better than the competition.

So, how are you going to protect or achieve this reputation that is so crucial?  

There are, of course, many things that contribute and will have an impact here. Your agency’s physical location and appearance is vital, as is the way your team present themselves and handle contacts with the customer.  Another vital element is your online presence and how it reflects your brand and reputation, not just how the website looks but also how it helps the visitor to access the information they need to know about you and what you do.  If this experience in some way fails to meet expectations, your reputation could be at risk.

A well-designed website (your online shop front) it not a complicated thing, but it must perform well if it is going to be an asset that builds and protects a reputation and drives opportunity. For example, up to 70% of first time visitors to estate agent websites are now using a mobile device; if a website does not support mobiles well the visit is unlikely to survive more than a few seconds.  

Also, your visitors will expect certain information and navigation elements to be present as a standard of modern websites, if the visit is unnecessarily difficult they’re unlikely to persist.  But most importantly, the vendor and landlord visitors will be making an immediate judgement on whether they can see their property being successfully marketed with you.  A great looking site that reflects your brand and reputation will help you win more valuations and instructions.

Your website and reputation are inextricably linked.  Getting this right is simpler than you think, getting it wrong is unthinkable.

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