Strategy-Tree-System for Real Estate Companies Facing Negative Online Reviews

Stephan Kippes

ERES from European Real Estate Society (ERES)

Abstract: Online reputation, particularly ratings and comments on online review portals, is crucial for acquiring contracts and ultimately for the economic success of real estate companies. The customer journey for hiring a real estate agent for selling or renting a property typically follows this pattern: If the owner does not know a suitable agent, they first try to get a personal recommendation from friends and acquaintances. In marketing literature, this is referred to as “Word of Mouth” (WOM). In the absence of a personal recommendation, the owner/landlord increasingly relies, or has to rely on online reviews and comments, known as “electronic Word of Mouth” (eWOM). If negative comments appear, it usually results in no contract being awarded. Therefore, it is essential to actively address the topic of reviews, review portals, and online reputation. This paper discusses a strategy tree with graduated action options on how real estate companies can respond to negative reviews.

Keywords: customer journey for hiring a real estate agent; online reputation (search for similar items in EconPapers)
JEL-codes: R3 (search for similar items in EconPapers)
Date: 2025-01-01
New Economics Papers: this item is included in nep-mkt
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