Hug Your Haters

Listen to Tommy Choi’s Interview with Jay Baer

Jay Baer is one of the most sought-after marketing and online customer service experts today. The author of several books, including YOUtility, a C.A.R. favorite, his newest release, Hug Your Haters, focuses exclusively on handling customer complaints, including online reviews. We spoke with Jay about to navigate the world of online reviews, and how, at the end of the day, hugging your haters is good for business.

Chicago REALTOR®: Many real estate review sites give agents the choice of whether or not to allow reviews. How important is it in today’s climate to allow for reviews — or should agents avoid it all together, if they can?

Jay Baer: You should always allow reviews. 80 percent of Americans trust reviews as much as they trust recommendations from friends and family members. Why deny buyers and sellers information they find important and credible? And, the natural assumption is that if you don’t show reviews, it’s because your reviews are uniformly bad.

CR:. In your book you have a section called “Should You Solicit Reviews?” — should you? And if so, what’s the best way to do so?

JB: “Solicit” is perhaps an overly aggressive descriptor. But yes, you should absolutely remind clients that reviews are important, and that you appreciate all feedback. The best way to do this is verbally, accompanied by a business card (or similar) that provides direct website address where reviews can be written.

CR: One of the obstacles you mention is that business owners tend to be offended by feedback. This is especially true in a service industry such as real estate. How can a real estate broker overcome this obstacle?

JB: The way we react to negativity is purely physiological. Our brain chemistry changes, and creates a “fight or flight” response that is very powerful. This is why you so often see businesses respond to a negative review with their own dose of anti-customer negativity, which is typically counter-productive, at best.

CR: The gut reaction response to a negative review tends to be to refute its claims. What is a better response?

JB: Usually, our first instinct is to argue, or to prove the client wrong. A better approach is to apologize and simply ask how you can help fix whatever they believe the problem to be. Most of the time, the client isn’t “wrong,” it’s just a miscommunication or difference in expectations.

CR: You mention a few times in your book that negative reviews can actually benefit your business. Can you elaborate on how this works?

JB: Many research studies have found that when reviews are 100 percent positive, consumers believe all of the reviews about that business to be false or less than credible. A few less-than-perfect reviews sprinkled in makes all reviews more believable. Further, negative feedback is how you get better at business and in life. Positive feedback doesn’t teach you very much.

CR: An overall mantra you have is answer every complaint. Many real estate brokers are entrepreneurs with limited resources. How can they stay on top of all the different feedback channels?

JB: Make it someone’s responsibility to check for feedback every day. And, just like going to the gym, it’s better if that person sets aside the same block of time every day. So, on the calendar it should say: 8:00-8:15 AM – find and respond to all feedback.

CR: Should real estate brokers respond to positive reviews? Why?

JB: Absolutely. Customer service is a spectator sport. Many people see your responses to feedback beyond the person that wrote the review!

Enter to Win a Signed Copy of Hug Your Haters

Listen to CR Magazine’s interview with Jay and tell us how you embrace your complaints. We’ll pick one winner to receive a signed copy of Hug Your Haters. Be sure to tag us @ChicagoREALTORS or use #MyCRMag!