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EAProtecting Your “Rep” On The InternetBy Jeremy ConawayThis article will examine the role that “reputation”should play within the brokerage firm’s overallInternet strategy.The basic dynamic that amplifies “reputation” on theInternet arises out of growing consumer expectationsthat:1) They should have, under the evolving rules oftransparency, access to information offered by otherconsumers and experts regarding agent and brokerageperformance2) They should have the ability to offer commentsabout their own real estate experience for the benefitof other consumersThe fruition of these two expectations will resultin every agent and brokerage firm having a “rep”somewhere on the Internet.For those who appreciate a longer-term perspective,the reputation function has traditionally been managedthrough more local community based channels andthrough the REALTOR® ethics and professionalstandards function. However, today’s consumer isno longer willing to accept general impressions ofcommunity reputation.Since the REALTOR® ethics enforcement programoffers no compromise to transparency (being all butsecret) it is seen as a credible determinant of neitherreputation nor expertise. The American consumer’sinfatuation with ratings and rankings, and the currentsystems total lack of either, has created an increasinglypowerful vacuum.Into this vacuum have come a number of Internetbasedentities that are soliciting and building databasesof consumer evaluations that meet the consumer’sdemand to review the comments of others and to offercomments of their own.no means limited to the real estate industry. In today’sInternet empowered world, businesses large and smallin every industry find themselves confounded bydisenchanted clients, customers, employees, suppliersand even competitors who seek to use the Internet as anessentially “free” venue to air grievances online.With little more than a Web connection and a keyboard,these would-be “Muckrakers” can do everything fromirritate, via a scathing review, to causing serious businessproblems, by using message boards to reveal companysecrets or spread rumors of unethical behavior. Somego so far as to initiate a complaint site or register a Webaddress in their target’s name.“There is all type of damage by miscreants on the Webto a business,” said Marc S. Friedman, chairman of theintellectual property practice at Sills, Cummis, Epstein& Gross in Manhattan in a recent New York Timesarticle. “The number of methods depends only on thecreativity of the wrongdoer.”Legal remedies vary by case and by state. Lawyers,Internet specialists and others with experience in thisrealm counsel that the best course may be to ignoreirritating posts because trying to squelch a malcontentcan have unintended consequences. “Your reactionoften, if you’re a small business, is to get angry andto fire off a letter,” said Barry Werbin, an intellectualproperty lawyer at Herrick, Feinstein in New York.“Some big companies do it. More often than not, theperson who posts the gripe site can’t wait to get thatletter and post it. ”Sometimes, Mr. Werbin added, “it canworsen the damage because it just fuels the fire.”Real estate professionals must recognize that anybodycan write just about anything through these venues. Thismay be a classic case where the best defense is a strongoffense. Each firm should:• Develop specific Internet reputation policies andprocedures.Among these new Internet “reputation” aggregators,homethinking.com, yelp.com, brokerrating.com andpropsmart.com offer the best insight into how theprocess works. In addition to these for-profit entitiesthere is a wide range of blogs and podcasts that alsooffer up information about specific firms and agents.As a starting point for this discussion it is importantto note that the ranking and rating phenomena is by20ExecutiveAgent Magazine• Initiate an Internet monitoring procedure so that thefirm can become aware of all references, either positiveor negative.• Take advantage of intellectual law remedies such astrademarks and copyright protection to limit the abilityof dissenters to use markets and protected properties intheir assaults.• Capture testimonials whenever possible and place
EAthem on websites, blogs and other Internet spaces,install hot links between these positive reviews andthe firm’s website, and create specific opportunities toenhance a positive image on the Internet.• Do everything possible (and legal), when negativematerials appear, to have them removed and/orameliorated, without making the situation worse.Do not take these matters lightly. A negativeInternet comment, review or rating can have farreaching ramifications for both the firm and its agents.This whole area of the Internet transparency is reallyjust emerging. On both the protection and assaultsides new theories, new tactics, new remedies and newhorrors are being developed on a continuous basis.Someone from your firm, or representing your firm,must be vigilant and knowledgeable about this vitalarea.Most brokerages are acutely aware of the importanceof a good reputation in their immediate community.This same level of care and attention must nowbe transitioned onto the Internet. Pro-activity is anabsolute must. Don’t get caught with the wrong “Rep”on the Internet.Jeremy Conaway is the President of RECONIntelligence Services. He is a recognized expert inthe fields of brokerage and association design. Hiscompany is currently a leading source of strategicand tactical ideas and applications for the leadingedge of the real estate industry. He is a nationallyknown lecturer, author and facilitator. Copyright©2007, Jeremy Conaway. All rights reserved. Forinformation regarding Jeremy’s speaking, consultingand facilitating, contact the FrogPond at 800.704.FROG(3764) or email susie@FrogPond.com; http://www.FrogPond.comExecutiveAgent Magazine 21
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