Beyond the Stars
The star-review system offered by so many review sites provides an eye-catching hook for an agent looking to attract more online attention. Comments may provide the nuanced details for how a transaction played out, but the stars serve as a visual shorthand for clients who are looking for the best agent in their market.
Agents use their star reviews in their print materials, on their business websites and in their e-mail signatures. The fact that an agent has a solid five-star rating on Zillow or Yelp gives potential clients a compelling reason to check him or her out.
Christopher Zoller of EWM Realtors, the 2015 Residential President of the Miami Association of Realtors, first became involved with Yelp about 10 years ago as a reviewer. The Master Brokers Forum Board Member estimates that 15 to 20 percent of his calls come from review sites and his online presence.
However, Zoller does not use his positive reviews in his marketing materials. Instead, he uses critical feedback he receives to help him hone his skills and discover where he can do a better job for his clients.
“I take [critical comments] very personally, and I take them to heart,” he said. “I could use the positive ones as quotes in advertising, but I’m learning more from my mistakes than from my successes.”
