Do not avoid criticism. Conscious dialogue with customers in the property development industry

Does user criticism bring value to the business?

Internet users vent their emotions in various ways – not necessarily using polite language. Criticism is not always constructive and understandable, but very often, between expressions of personal frustration, we can also find value in the form of a valid analysis of our brand. Why should businesses smile more often when they see negative comments? User opinions can say a lot about a brand’s activities, customer service or website quality. Only when we understand that we are getting positive feedback, completely free of charge, will our business really start to grow.

Industries, brands and products are not perfect. Give me an example of at least one brand that has never been criticised by anyone… difficult, isn’t it? The internet is a communication melting pot that has connected almost the entire world in a single stream of thought. Imagine how many opinions and ideas are constantly mixing together. There is an ongoing debate that anyone can join at any time. Sooner or later, there will be an exchange of views, and although it is hard to believe, these negative opinions are also valuable because they allow us to look at our business through the eyes of another person, including those of a potential customer. Another issue is the reach we gain through dialogue on our social media. That’s right, even negative comments generate viral reach. What each type of reach is is a longer topic for a separate article, but for the purposes of this article, it is worth knowing that viral reach falls within the area of organic reach, i.e. it is a free form of spreading information about our brand.

Constructive criticism allows for growth

In every industry, uncomfortable comments are deleted, negative opinions are hidden, or the ability to post them is blocked. An even worse practice is aggressive and fierce defence – neither avoidance nor attack are paths that lead to the benefits of communication. So what should you do? The answer is simple. Talk to the user, show understanding and curiosity, and above all, take a cool-headed look at your brand in the face of a given opinion.

A good example of communication problems is the property development industry, which is not an easy one. Sales require a great deal of trust and product awareness, and users’ objections will pile up – after all, the same investment will not please everyone. Ironically, it is this industry that has the most to gain from criticism, even though it fears it the most.

Let’s take a case study of a developer whose investment is based on modern and eco-friendly large-size houses, targeting families with stable financial situations and a high degree of awareness and social responsibility. The prices of the investment and the arguments in its favour may be incomprehensible to young people who are just taking their first steps towards investing in their own space. In such a situation, we should direct well-thought-out messages to well-chosen target groups to avoid a wave of unnecessary disapproval. On the other hand, let us respond wisely to criticism from people outside this group. Comments allow us to better understand what potential customers are paying attention to. The constant accumulation of the same messages may indicate an information gap on the investment website. Repeated nervousness on the part of the audience may mean that our message is not tailored to the actual offer. High advertising costs and a high bounce rate will tell us that there are inconsistencies or errors somewhere in the creative-investment website line. Let us look for them and not assume that what is obvious to business and marketing will be equally clear to the user. Let us look at our brand with distance and work on comments from – perhaps – potential customers.

Let’s take action and optimise the content on the website, in promotional materials and social media publications – based on users’ questions and opinions.  Let us adapt our social media channels to the new market needs. Even if the investment website is filled to the brim with all the relevant information, it is worth remembering that time is of the essence for today’s users, and if they want to find out something quickly and specifically, let us give it to them on a plate – we will soon reap the rewards of our extra work.

When they criticise on social media

We like compliments, but we are not so good at dealing with criticism. There is no need to defend ourselves against it – it also has value. Negative comments are an opportunity to start a dialogue. When a user informs us what they do not like, there are two ways to respond, depending on the situation. If the objection is justified and aimed at change, e.g. illegible projections, simply correct these shortcomings and then boast about them. By listening and responding to users’ needs, trust in the brand gradually increases.

Objections directed at permanent features (e.g. the architectural style of the development, prices per square metre) are often the result of the individual feelings of the recipient. Even if the user rejects the development, this is no reason to delete their comments. Let us explain to commenters why the prices per square metre are higher. Let us talk about modern solutions, great technology and the best location. For every negative comment, let’s come up with three specific advantages. A biased interlocutor will often not be convinced by our position, but in return we will gain interest among users who are open to purchasing and those who are knowledgeable about the subject. Not to mention the reach that will be generated by the constant exchange of views in the comments.

There are exceptions to every rule

Let’s move away from the practice of deleting comments, but there is no rule without an exception. In the case of substantive criticism, it is worth entering into a dialogue with the recipient of the message, directing them towards a different perspective, while showing the best sides of the brand, so that other users have the opportunity to learn about our version of the situation. Comments whose substance boils down to offensive statements or anti-social behaviour should be deleted, but in an elegant way! The best way to achieve this is to inform the user about the brand’s next steps and communication rules, preferably in a private message.

A website, promotional materials and social media are ideal for conveying important information and the values that guide the brand to potential customers. If you frequently encounter negative criticism, before you start deleting comments, analyse what, how and to whom you are communicating. Audit your website, check if there are any gaps in your promotional materials, and be sure to take a look at your social media and advertising campaigns – the communication model is important, but who you are addressing with a specific message is even more important.

The content of the above article is a continuation of the publication “Don’t avoid criticism, or conscious dialogue with the customer”, which appeared in the September issue of INMAG – Nieruchomości Online magazine. We encourage you to check it out  HERE.