Episode Transcript
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Intro (00:01):
Marketing in the home
services industry has changed so
much over the past few decades.
Now an even more rapid pacethese last few years almost to a
point, it's impossible to keepup with what's trending. Have
you ever felt like marketing intoday's economy is like flushing
money down the toilet. That'swhere we come in and help honest
Home Services companies justlike yours, learn and understand
some of the most effectivemarketing strategies today,
(00:22):
strategies used by some of thetop home service companies
around the world. My name isJavier Lozano Jr. and welcome to
the trust tippingpoint MarketingPodcast.
Javier Lozano, Jr. (00:36):
What's up,
guys,
welcome to another episode ofthe trust tippingpoint Marketing
Podcast.
As you probably heard, I'm yourhost, here. And we're gonna
continue talking about trust,we're gonna continue talking
about this whole trusttippingpoint journey. Just
previously, if you just beenlistening, we'd interviewed
(00:56):
Lily, our CEO anchor wave. Andwe talked about how the name
kind of came about this wholetrust tipping point thing. She
went over some really crazystuff, but this whole mind
stuff. Okay, and gave us a bunchof great tips on how to
understand a buyer. All right.
And then one of the otherepisodes I just did was where we
discuss about your website, andwhy and how should your website
(01:20):
look like what you need to havein your website to get more
leads to get more business.
Okay, that make your businessstand out from everybody else.
And then what I'll be coveringtoday is reputation management.
What is that? rep, it's a big,it's a I know I said this
(01:41):
before, don't use technobabblebut, you know, get with me here.
reputation management basicallymeans reviews, it's just a
professional way of sayingreviews. Okay. And so I won't go
into detail about, you know, whyis it called that? Whatever. But
anyways, reputation management,your reviews, your business
(02:03):
reviews, you know, what is it?
Basically it's, it's just howconsumers are reviewing your
business. And we all if you'rein the home service space, you
already get reviews, you'regetting them a lot, too. Okay?
And if you're if you're gettingthese reviews, then you need to
take action with it, you need toactually take the feedback,
don't argue, don't be like, Oh,that was a bad customer. I don't
(02:26):
like you don't act like that.
Right. Don't act like you're foract like you're an adult, right?
Because Trust me, I want toargue with some people do that
give us not our company, they'vegiven me bad reviews when I had
my own business, but I didn't.
Alright, so I understand that,but reputation management is
managing how your reviews aregetting done. Okay. And there
(02:48):
should be different ways in howto do this. And this is
something that this is somethingthat's amazing, it, if you
invest money in and managingyour reviews correctly, you will
be making hand over fist moremoney off of those reviews.
Okay, so let me get a pull upthis the slide here as I'm doing
(03:08):
it, but let me explain moreabout this whole reputation
management stuff. Okay. Let mefind it. Where is it? Where is
it? Where is it?
Sorry, guys, I should have hadthis already in front of me. But
(03:30):
these stats are staggering,okay, about how people look at
reviews, and why people look atreviews, and the importance of
all that. So, you know, what Iwant to kind of do is explain to
everybody that your reviews,people are going to be buying
more often just because of yourreview. Okay, they're going to
(03:54):
be more inclined to spendingmore money with you based off of
your reviews. And trust me whenI say this, okay, your reviews
are going to essentially make orbreak your business. So when you
understand that, there we go,you pull it up, try and pull up
(04:16):
the slide, sorry, when youunderstand that your reviews are
gonna make or break yourbusiness, it's gonna basically
make you start thinkingdifferently and start taking
action differently. And so wehave systems with an anchor wave
that helps a lot of businesseslike yours, like home service
businesses, to improve theirreview process. Okay, so we're
they're getting a lot of reviewsbecause people are dropping
(04:36):
reviews everywhere. They'redropping them on, on obviously
on Google and on Facebook, onYelp, on homeadvisor, on Angie's
List, okay, they're they'reputting them all and all these
different places and and that'sgood. You want people to put
reviews and all these places.
Here's the slide. But thesereviews, you don't understand
(04:57):
the weight that the Carry. Andso this was this was taken from
a company called bright localcalm, bright local is a SEO tool
that a lot of marketing agenciesuse to help improve a person's
brand and and help them improvetheir marketing. Okay, so listen
to the stat 93% read onlinereviews about local businesses.
(05:19):
Alright, 93% of people readreviews online about local
businesses 93%. That's a lot.
Okay. So people are looking atyour reviews before they call
you. So if you have poorreviews, guess what? They're not
gonna probably call you. Allright. Even if you're like,
(05:39):
well, they were just bad reviewsfrom someone that had a bad
experience doesn't matter. Thisis not gonna call you. Okay. 97%
of people search for localbusinesses online. 97%. Okay.
Like, this is understand this,that 10 or 15 years ago, it
(05:59):
wasn't that way. 10 or 15 yearsago, it was, hey, john, who do
you know that does landscaping?
Hey, jack, who do you know that?
Whodid your h fac? Are you happy
with that? Now does that sayingthat people don't do that
anymore? No, I'm not sayingthat. But the search starts
online and 97% of the peoplethat go there first 85% of
people trust online reviews asmuch as a personal
(06:22):
recommendation 85%, nearly 90%of people trust online reviews
as though it was a personalrecommendation. That's huge.
Okay. And finally, 77% ofconsumers think that reviews
older than three months aren'trelevant. And I am guilty of
(06:44):
that. Because I'll look atreviews. I'm like, oh, wow, 4.8,
let's look at the most recent.
And if it hasn't been in reviewfor like three years, then I
don't believe anything else.
Because I'm like, whateverthey've been doing for the past
three years. Does that makesense? So what I'm saying here
is, is that people are using theinternet to find home service
(07:04):
businesses, and they're allowingit to make their primary
decision. They're getting allthis data, they're capturing all
this information. Okay? They'reacting like little, little
attorneys, little lawyers. Allright, and then they're taking
that information. And thenthey're going to be like, I'm
not gonna call them because oftheir online reviews. Because of
this. Because of that. Becauseof this, their website doesn't
(07:26):
look good. They have stockphotos in there. Their reviews
are horrible, like, you seewhat's going on? Like, they're
checking off things like nope,nope, nope. And then they move
on to the next company. Andthat's exactly how people are
buying today. Okay. And so, takeyour reviews very seriously,
very, very seriously. All right,don't just sit there and act
(07:48):
like well, they're not that bigof a deal. That person was
grumpy, it was a bad day, badday or not, man, it still lives
there. And this posted on theinternet, it's there forever.
So understand that thatreputation management is your
reviews on managing and all thesocial platforms that accept
(08:11):
reviews of businesses. So thatincludes, as I mentioned, like,
you know, Facebook and Google,Yelp, foursquare city search,
Yellow Pages, Angie's Listhomeadvisor. Alright, here's a
pro tip. If you're getting goodreviews from your, from your,
for your business, from yourpast employees, or the
(08:32):
employees, from your pastcustomers, or even current
customers, if you're gettinggood or great reviews, take
screenshots of them, screenshotthose reviews, use them as
marketing material. Okay? I'mserious, take screenshots of
them. And then use them asmarketing material. You can put
them on your website, you cantake their quotes, put them on
(08:53):
the websites, you can send themto prospects be like, hey, here
are 10 reviews from people thatgave us on these three different
websites on Facebook, Google andYelp. Check them out, boom,
boom, boom, boom, boom. Why?
Because if you do that you'redoing the legwork for your
future customer. Okay, and Ikeep saying future customer,
because isn't what is the goal,man, that's the goal is to get a
(09:16):
future customer out of this. Allright. So the reason that you
want to make sure that you'realso taking these screenshots is
that you can use them on almostanything. If you're running,
say, like Google ads, or I'msorry, if you're on like I say,
like Facebook ads, you can usethose online reviews, and put
them in the comments of the adthat you have. It's a great way
of promoting your brand andexpanding the trust. There's
(09:39):
like so much stuff that you cando. Okay, so why is this
important? I got a post right.
It says why is it important tohave a positive and current
review? So the importance ofhaving positive and current
reviews is that a I've alreadytold you about the positive the
current one makes a hugedifference because what that
means is that let's say that youhad a bunch of people that gave
(10:00):
you a bunch of reviews and acertain time frame, that tells
me that you ran some sort ofpromotion. And you basically
give out some sort of $10 giftcard to everyone that gave you a
positive review. And then nomore reviews after that. That's
what it tells me. All right,that's the business person
speaking to me. And then that'salso the person that gets those
kinds of emails as well to, hey,give us a positive review. And
(10:23):
we'll send you a $10 gift card.
And just, you know, notice,understand this. Google does not
like when people do that. Okay,so Google, if they find out that
you are paying for your fivestar reviews, they will and they
find out they will, you will bepunished for it. Okay, so just
fair warning, I suggest notdoing that. And plus, let's be
(10:45):
honest here, man, it's notauthentic, you want an authentic
review? And so you're going toask yourself, well, Javier, how
do I get authentic reviews,there are different ways and how
to do this, there's systemsbehind this. One of them is what
we do at anchor wave, we have aproduct called review leads,
okay. And the reason we call itreview leads is because you'll
get reviews and you get leadsout of it. Okay. And so it's
(11:07):
amazing. And understand thatthere is a system behind this
whole thing. All right. So thebest way to kind of have this
thing work is if you're going touse a system, like what we have
anchor wave, where you'regetting these reviews, the way
it works is that we put this,this piece, like this tag is the
(11:28):
snippet of code on your emails,okay. And then in the bottom of
the of the, like, after thesignature, it says, How did we
do, and then it has like a greenthumbs up or a red thumbs down,
okay. And then someone looks atthat, like, one, they're
awesome, they responded quickly,they give me great service,
(11:48):
whatever, whatever, they clickon the green. And then what that
does is that you sit up on theback and you say, hey, anchor
wave, I want my reviews to go toGoogle only. And we're like,
Alright, cool, no worries. Sothen when they click on my green
button, it then redirects themto Google to write a review, on
their experience. Okay, and soit basically is like, and that
(12:14):
green button says, like, youknow, how do we do leave us so
you know, leave us yourfeedback, whatever. And, and
then when they do that, it haseverything ready for them to go,
instead of them having to likefind your business. And then
like, say, like, you ask them toleave a positive review, or
like, instead of them doing allthat stuff, it just prompts them
to do it. And that goes on, andevery single email, so every
(12:35):
email that you correspond withthem, it does that. And so go
hit green, because it's a thumbsup. And they'll go to say,
Google, if you want it there, orto Yelp or to, you know,
Facebook, whatever, okay, andI'll type in their quick little
review. And then they'll submit,and then boom, done. Now you're
asking yourself, what if theyhit the red one? This is what's
(12:57):
really cool about this product.
websites are dead, but amarketing hub is what will
replace your currently outdatedand underperforming websites.
Ask yourself this question. Doesmy website have the five pillars
of marketing? If you're notfamiliar with that term, let me
explain. The five pillars ofmarketing are one, brain
identity and movement to personabased conversion cost, three,
(13:21):
new opportunity strategy forstrategic calls to action and
five supporting evidence. Eachpillar is a foundational
strategy to get more customeractivity, which is what we all
want as a business. So yourcurrent website is missing at
least one of these pillars,which is making your business
lose prospects, resulting inlost revenue. Ask yourself this,
what's a customer worth? Okay,so your website should be like
(13:45):
your top performing salesperson.
If it's not, then you need amarketing hub to learn more
about a marketing hub schedule afree playbook with our team at
anchor wave.com/playbook.
And this is something this iswhy you want to have a
reputation management system.
Okay? Because it's automated.
Alright, it's easy, if hit thered button, and then it pops up
(14:10):
a window. And it gives them anopportunity to essentially
express your displeasure thisfattest, this satisfaction,
dissatisfaction that came andsay that word, express their
dissatisfaction of theirexperience with your company,
and you're like, what does itpost onto Google? It doesn't
actually. And you're thinking,well, well, that's great. But
(14:33):
isn't that wrong? No.
Sometimes some people just wantto just be heard. They leave a
bad review, just to be heard.
That's it. Like, have you evernoticed that like, you have
hundreds of hundreds of happycustomers, but they never leave
a positive review. And then youhave one, you know, like one
person that's just like, superupset, okay? And they just leave
a bad review and that and likethat person, like, like trend is
(14:58):
just they just leave battery isbased on their bad expense,
whatever things might be great,we see that but what we've
experienced is that whenever youfilter, and you give people the
opportunity of expressing theirdissatisfaction, then that that
dissatisfied, they type,whatever they're not happy
about, it gets sent to back toyour team. And so maybe like the
owner can address it, and they,they can call up, you know that
(15:21):
this satisfied customer and say,Hey, I got your review. I really
appreciate you sharing that withme. I'm really sorry, you
experienced that? What can I doto make you feel better and gain
your trust? Again? What would doyou see what's happening here?
So now you're having a chance tofix a wrong and make it right.
It's amazing. And so that's kindof why you want to have a
(15:44):
reputation management systemthat does this for you.
Automated, okay, is you don'teven have to ask people to
review you. It just does it.
Okay. It's like when you send aninvoice to someone in the
emails, you know, there's theinvoice and hey, john, thanks
for doing business with us, wereally appreciate you, kid you
(16:06):
know, and blah, blah, blah. Andthen on the bottom of that,
email them a signature is gonnabe like big green, big green
button, thumbs up, positivereview, boom, it's not not
everyone's gonna fill it out.
But if you're invoicing peopleon a regular basis, if you're
emailing people on a regularbasis, they're going to see it.
And it's amazing. And that's whyyou want this kind of stuff.
Because then now you're gettingpositive reviews, put onto your
(16:29):
brand onto Google onto Facebook,onto on to Angie's List and
homeadvisor onto all those, youknow, those sites, and you pick
whatever ones you want to be on,if homeadvisor is more valuable
to you, then you can pick tohave them put on there, if
Google's more valuable to you,and you can pick to have them
put on there. Okay. So where I'mgetting to, though, guys, is
(16:50):
that managing your reputation isgoing to add 1000s and 1000s and
1000s of dollars to yourbusiness, I promise you that is
especially in this space,especially in this space. Okay,
so invest in it. And if you'regonna ask yourself, or if you're
asked me, have you How much doesthis whole reputation management
(17:12):
thing cost? If I use it throughyou guys, it's actually really
cheap, okay? It's, it's reallycheap. Alright, so I won't go
into pricing. Because to bequite honest, I even know what
we charge for it. Because I dothe marketing in our company. I
don't do the sales, but it'scheap, okay, because I know that
it's like, we have like a valueladder. And it's our lowest
(17:34):
priced product that we sell.
Okay. And so that's kind of howwe start a lot of companies, we
start them there. And then asthey gain more trust with us,
that man, you know, anchor youguys doing amazing stuff. I love
what you're doing with thiswhole review leads, what else
can you do for me now, and thenwe take them to the next thing.
(17:55):
And we think the next thing, thenext thing, that's exactly how
you should be selling yourpeople. Anyways, guys, you
should have a base, you know,bottom, that gets everyone in
the door. Yeah, this is fine.
This is great. I'll pay forthis. Like, if you're an HR
company, you should have likemaybe like, you know, two times
a year kind of package where wecome clean out your condenser
(18:16):
coils are something okay? Andit's like 200 bucks a year. I
don't know, I'm just making thenumber up, because it can't take
you that long to clean outcondenser coils. All right, it's
like literally take a hose,spray it out, whatever, right?
And then guess what they'regonna call whenever something
breaks you, okay, promote thatsell that. Like, that's, that's
(18:36):
a subscription package sellthat. Okay. And that's what we
do with our reputationmanagement packages. And so the
value behind that is that peopleare gonna continue to see these
four and five star reviews aboutyour business. your brand's
gonna start growing, you canstart taking, you know,
screenshots of all thesereviews, and people can start
you know, seeing you know whatyou're doing and you can use as
(18:59):
part of your marketing material.
And so, these reviews are goingto be pushing buyers are gonna
be pushing your prospects intobecoming future buyers, they
will buy from you because theybelieve in what you're doing.
And so don't discount that. Soanother pro tip on this is all
reviews that you get, you shouldreply back to them every single
(19:21):
one reply back to every singlereview that you get, whether
it's a poor review, or positivereview doesn't matter. Okay,
we're doing that at anchor wave,we reply back to our reviews.
And we you know, we like youknow, hey jack, thanks
for the great review. We loveworking with you. Simple and if
you're thinking that's a lot ofwork here, it is a lot of work.
(19:42):
Okay, cuz especially if you getif you're getting like a ton of
reviews, I think Aykroyd has gotlike, I don't know how many we
have a ton. But Google says hey,that's awesome. They appreciate
that. You take the time to dothat. And they it shows up in
your search results. The otherpart of review Especially on
Google, that if you have a lotof good reviews, and they're
(20:03):
positive, you start showing uphigher in the search results,
and then you'll eventually startshowing up into the three pack.
If everything else on yourGoogle My Business stuff is set
up correctly, and all thatstuff, right. And the reason
this is imperative nowunderstand, is that Google wants
to have the best company isessentially taken up those top
(20:24):
three spots organically on thatmap section, they want the best
companies up there, they don'twant just seeing, okay, we'll
just put them up, they're notthe best brands, because if
people don't trust Google, togive them the best product or
service that they're looking foron something, they're gonna go
to a different search engine. Sotheir search experience is very
important to them. So that's whyit's really, you got to
(20:47):
understand that these reviewsare huge, it can literally cost
your business several 1000s ofdollars, if not hundreds of
1000s of dollars, or can makeyour business several hundreds
of 1000s of dollars. Okay, andsome people don't, don't believe
it, but the reviews are going tomake your business completely
different. And so when you'redoing that, you're you're taking
(21:12):
action, you're getting people tobasically review you without you
having to have a sign in thefront door or asking them after
the job's done, like, Hey, canyou give us a review, please?
Like it's just done. Alright.
And then if it's a badexperience, you can address it,
mitigate the situation, talk tothe technician to the person
that was you know, that thathandled it wrongly, okay? And be
(21:33):
like, Hey, we can't do this,alright, that sort of stuff. All
right, you can then from there,get the reviews where you want
them. And it's more valuable toyou on certain specific sites
that are review sites. And thenyou can start going from there,
you can start, you know,answering these reviews, if they
let you comment, which is Googlethat lets you do that. But it's
gonna start increasing yourbottom line, plain and simple.
(21:57):
So if you get these two, if youget this, if you understand the
importance of reviews, thenlike, start taking advantage of
it. And again, like I've saidthis before, in the past, don't
try to do this all yourself,okay? Because people can do this
on their own. But there's a lotof work, like, it's a system
that we've created thatliterally, it takes a few
(22:18):
minutes on our end, to get itkind of situated, and we got to
make sure it's the right productfor you and not serves up. But
it gets things kind of situatedand then all of a sudden, it's
just set on autopilot for you.
And then you get to experienceeverything else. And the amount
of income you'll be making offthat, like, I promise you, it
(22:40):
will start changing. Okay, sokeep that in mind. If you have
any questions about what we likewhat we have for what we use the
anchor wave, which is calledreview leads, let us know, I
said this before in one of theother podcasts. And I'll do it
again, you'll hear like in themiddle of this podcast, and also
here at the end of this podcast,but you can get what's called a
playbook for free. In thisplaybook. Essentially what it
(23:01):
is, is that it gives you anopportunity to have like a game
plan, like a roadmap of yourentire digital marketing roadmap
for 2021. And moving forward.
And it's not a PDF. It's notlike I'll just download this and
it's just a generic PDF. It'snot it's a custom playbook.
Okay. And in that process, we weevaluate your business on
(23:22):
reviews. So we'll actually findreviews from other websites that
you didn't even know existedthat has reviews about your
business. Okay? And then we'llsay, hey, you have like these
four reviews that are a onestars on this one site, and
you'd be like, what? One stars,and you're mad, and we found
them, and then we'll show youhow to fix it. Okay, but this
(23:45):
playbook does all this, theybasically gives you a just an
unbiased opinion. I'm not gonnasay opinion, but an unbiased
approach on what's going on withyour digital presence for your
marketing, okay. And then we'llgive you recommendations like,
Hey, you know, ABC Company, youshould do this, this and this.
(24:05):
To start off, these are ourrecommendations. And if you're
like, well, I can only budget,you know, this and this. Cool,
that's fine. And if you're like,you know, we don't really have
this all budgeted yet,that's fine, too. It doesn't
matter. And then you could takethat playbook and you can
basically, you know, use itinternally for your business.
And you can start implementingthis stuff yourself. And then
(24:26):
you'll realize that like, youknow what, this takes a lot of
work. I'm just going to hireanchor to do that, then do that.
So that's the beauty about whywe're doing these playbooks is
that we do these complimentary,they're free, like you're not
going to get charged. It's justgoing to cost you time. Okay.
And so when we do this, it givesus a chance to show you guys
what we're capable of doing.
Like these review leads. They'rehuge, like we're doing websites
(24:48):
and other stuff. But the otherpart of it too, is that it's
going to help you say, Okay,this year we're going to focus
on just doing reviews. Nextyear, we're going to focus on
doing Google ads and then thefollowing year we're gonna
invest on doing a website. Likedo you see what I'm saying? So
like what it does it gives youlike a game plan for everything
(25:09):
else. You know, every you youset up the game plan you can
say, okay, for one year we'regonna focus on this and also you
might be killing it six monthslater, like alright, agar, we
need to get this other thinggoing. And because I'm killing
it here, I got I have hired aton of people that solve this
problem, and we're doing a greatjob.
Unknown (25:28):
And so these playbooks
Javier Lozano, Jr. (25:29):
are really
designed to do that. And so no
one in our in your space isdoing this kind of stuff, guys,
where they're giving you custommade playbooks that helps you
plan out the entire roadmap foryour marketing. So if you want
to learn more about our reviewleads, all you got to do is go
to anchor wave.com slashplaybook. That's it anchor wave
(25:49):
comm slash playbook. And we'lldo a live conversation where you
learn more about your business,you can express that hey, I want
to learn more about review lead.
And then from there, we'll puttogether a playbook and then
we'll present it to show it whatit is. That's it. Pretty simple
stuff. Hope you guys enjoyedthis guys. I had a blast talking
about this. But anyways, withthat said, have a powerful day,
and I will talk to you guyslater.
(26:15):
Thanks for joining me on thisepisode of the trust tipping
point marketing podcast. I'myour host Javier Lozano Jr. A
lot of home services companiescome to us at anchor a meeting
help with their overallmarketing strategy in their
digital presence. So what weended up doing is creating a
custom marketing playbook tohelp businesses just like yours
in the Home Services space havea improved digital marketing
(26:37):
roadmap for 2021. One of thehighlights during this Home
Services customer playbook isthe importance of having a
marketing hub, which we call awebsite killer. And I'll be
honest here, today's websitesare dead, outdated and
ineffective. After 17 years in1300 plus websites, we've
discovered the best approach toincrease customer activity and
(26:58):
win more business is by having amarketing and marketing hub will
help set your home servicesbusiness apart from your
competition in place you as aleader in your space. To learn
more about what marketing hub isscheduling free Custom Home
Services playbooks by going toanchor wave comm slash playbook.
You're going to answer sevensimple questions and we'll give
(27:21):
you free access to thisplaybook. Again go to anchor
wave.com slash playbook to getfree access to our Home Services
digital marketing playbook