Unlike real estate portals, social media platforms allow people to leave comments and start conversations — a fantastic opportunity for engagement but equally an avenue for receiving unwanted criticism.
Social media provides the perfect playground for real estate professionals to communicate with homeowners or property investors on mass. It’s a valuable channel for sharing property listings, real estate market updates and client success stories.
But while you can receive positive affirmations that you are providing a great service to your community, there’s always that contingent of keyboard warriors that appear from nowhere and feel like your worst nightmare when they unleash their wrath.
No fear; look at these naysayers as an opportunity. Handling them the right way can actually boost your reputation. Look at some of the high-profile celebrity drama caused by what’s become known as the ‘cancel culture’, where an individual is ostracised, boycotted, or shunned because of a barrage of unfavourable voices on social media.
James Blunt, once called “the most hated man in pop”, a phrase coined by fellow musicians and the British Press, is now considered a national treasure. Using his quick-witted humour, he turned negative comments into funny tweets and what was initially a hurtful and unfathomable situation to his advantage.
Similarly, Ellen DeGeneres has used humour to address how she feels about being kicked out of showbusiness twice, first for being ‘gay’ and then for being ‘mean’.
“We have all these unwritten rules based on gender, of acceptable behaviour, of who we’re allowed to be and how we’re allowed to act. If we don’t follow those rules, it makes people uncomfortable. When people get uncomfortable, there are consequences. For those of you keeping score, this is the second time I’ve been kicked out of show business. They kicked me out before ’cause I told them I was gay. No gay people in show business! Eventually, they’re gonna kick me out a third time for being old. ‘Mean, old, and gay.’ The triple crown!”
As you can see, it doesn’t matter how rich or famous you are; it’s impossible not to take comments personally. In most situations, the defamation could be coming from someone having a bad day or simply being miserable and looking for attention. What’s important to remember is that these keyboard warriors thrive on attention—positive or negative. The more you engage, the more fuel you throw on their fire. And nobody has time to fan the flames of internet drama!
If it is a genuinely dissatisfied customer, take the conversation offline and try to address their concerns over the phone on a one-to-one basis. People often want to hear that you are genuinely sorry for the mistake or stuff up and how you will rectify the situation for them or future customers.
Why are negative comments a big deal in real estate?
Let’s not sugarcoat it – ‘reputation’ is key in the real estate industry. As a sales agent, buyer’s agent, or property manager, you win business based on your personal brand, i.e., whether people know, like, and feel that they can trust you, not just due to your previous results. Online reviews and comments can significantly impact how prospective clients perceive you. While glowing reviews make you look like the local hero, nasty comments poorly dealt with can deter potential home sellers, buyers and landlords from using your services.
In an industry where confidence in your ability is vital, a well-managed approach to online comments and reviews shows you’re not just a professional real estate agent but someone who can handle sticky situations with grace.
Shutting down keyboard warriors on social media posts
Encountering negative comments, specifically on Facebook posts, whether on your own page or in local neighbourhood Facebook groups, has become an all-too-common challenge for many real estate professionals.
The million-dollar question: Should you respond to these comments? The truth is, you don’t always have to engage. If you choose to respond, there are ways to do so effectively and wisely.
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When to respond to negative comments
If the comment raises a legitimate concern or question, it’s best to respond professionally. Example: “Why is this home priced at $X million when the average home price in our area is much lower?”
Rather than ignoring this person, use this opportunity to showcase your real estate knowledge and expertise. Something like, “Great question! There’s been a steady rise in property values in recent years, and this property is in a high-demand beach-side street with many special attributes that put it in the premium category. If you’d like me to assess what your home might fetch in the current economic climate, call me!” By responding openly, you demonstrate knowledge, authority, and excellent negotiation skills – which is what every real estate client of yours needs!
The same goes for situations where misinformation is being spread. If a comment is factually incorrect – for example, in relation to local property law, it’s wise to clarify and set the record straight. This isn’t just damage control; it’s brand control. You’re demonstrating your knowledge, showcasing yourself as a source of valuable information and safeguarding your real estate reputation.
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When to ignore a negative comment
When someone’s just looking to pick a fight, “This agent must be out of their mind. All real estate agents are crooks,” that’s your cue to take a deep breath and step away from your keyboard. Engaging could see you spiral into a never-ending argument. Nobody has time for that. Your energy is better spent elsewhere.
Remember: silence can be your strongest weapon. Ignoring blatant and unnecessary aggression demonstrates that you’re above the fray. Stay focused, “mind your business” i.e. stay focused on your clients and their needs. Don’t get dragged into petty internet squabbles.
To hide or not to hide a comment?
Most social media platforms now give you the power to hide or delete comments on your page, but is that the right approach? Here’s a quick guide:
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Leave the comment visible
If a comment is fair but critical, consider leaving it visible and responding professionally. Your reply speaks volumes about your professionalism. Addressing feedback publicly demonstrates transparency and reliability.
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Hide the comment
If a comment is inflammatory or irrelevant, hiding it is an option. The commenter won’t know it’s been removed (they and their friends still see it), and you avoid unnecessary drama while keeping your page free of unnecessary negativity.
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Delete and report the comment
Discriminatory, offensive, or abusive comments have no place on your page. Deleting comments should always be a last resort, but removing hate speech or spam is fine. You should also report the account that left the unfavourable message. By quickly removing harmful content, you maintain a safe, respectful space for your followers.
Handling comments within local Facebook groups
Local community groups, especially those on social media platforms like Facebook, are great forums for real estate professionals to spot people seeking property services and a litmus test for knowing if you are receiving word-of-mouth referrals. However, neighbourhood social groups often serve as a hub for locals to discuss what they don’t like about their local real estate market or local agents.
Unlike your business page, you’re not in control of the narrative and may not even be part of the discussion when your name crops up. Someone might publicly air a grievance about their experience with you. Such group discussions require extra care, tact, and professionalism on your part if you want to respond. The key is to avoid being defensive. Instead, focus on maintaining a calm and professional mindset and tone.
For example, if someone comments, “I wasn’t happy with this agent’s service,” the wrong move would be to dismiss the criticism or argue publicly. Instead, you could respond with something short and simple like:
“Hi [name], I’m sorry to hear that your experience didn’t match your expectations. I’d love the opportunity to discuss this further and see how we can address your concerns. Please feel free to contact me directly at [your contact info].”
If the comments go too far, you can report them to the group’s admin manager. Most community pages have a comprehensive set of rules prohibiting members from making defamatory comments about local businesses and offering provisions for removing inappropriate posts or comments.
Managing Google reviews: the good, the bad, and the ugly
Dealing with Google reviews from keyboard warriors can be daunting, especially when they leave negative or misleading feedback. The first step in addressing a negative review is empathetically assessing the situation. Take a moment to evaluate the facts alongside how the person might be feeling before you respond. Is the feedback valid, or does it seem exaggerated? If the review is from a genuine customer, it is essential to acknowledge their comment and empathise with their experience or point of view. Responding promptly shows that you value client feedback and are committed to improving your services. In all instances, it’s best to have conversations about a negative experience offline so that you can try to find a resolution privately. In some situations, should you come to an agreed viewpoint or compensation, it’s worth asking the customer if they could kindly remove their negative comment.
If you encounter fake reviews that violate Google policies, including being inflammatory or containing false information – you can flag the message for removal. You can report reviews, but you will need solid evidence that supports your reason for having the message taken down. If Google doesn’t take the fake review down, you might say, “We have been unable to find any record of you having engaged with our team, visited or taken interest in a property we have sold or leased. Our concern is that this is a fake internet profile. If you are genuine, please contact our office, as we would welcome an opportunity to amend this situation.”
Don’t forget: positive comments matter too
If you focus too much on the negative, you risk overlooking the positive. Be sure to reward those supporters with a kind word or, at a minimum, a “thumbs-up.” Not only does this keep your engagement high, but it also nurtures your relationships within your neighbourhood.
Remember, for every keyboard warrior, likely ten people are singing your praises. A quick “Thank you so much.” or “We’re glad you had a positive experience” shows your gratitude and encourages other past clients to chime in with their positive reviews or comments.
Building a strategy for handling criticism
The most effective way to tackle negative views or social media comments is by having standard responses pre-planned. This can save you and your team from reacting in the heat of the moment. Create a shared document with some pre-written responses (make sure to mix them up) that anyone in your real estate business can use.
At the end of the day, not all comments require a long explanation. Sometimes, a short but polite response is enough. Simply acknowledge the person’s concerns and say that you will take their points onboard.
The importance of having thick skin
The reality of building an online presence, whether as a business or real estate professional, is that “it’s impossible to please all of the people, all of the time.” Some people have a negative disposition and will criticise everything and everyone, no matter what. Remember: negative comments are more often than not a reflection of them, not you. The most successful real estate professionals on social media rise above the noise and negativity; they focus on their goals and use every comment – good or bad – as an opportunity to showcase their personality and professionalism.
Ready to get professional real estate marketing help?
When you are ready to take your real estate brand marketing to the next level, book a free 1-hour consultation with me, Melanie Hoole. I’ll give you on-the-spot recommendations specific to you and your situation and show you how digital marketing can elevate your brand reputation.
Written by Melanie Hoole
My team and I specialise in helping real estate and property professionals perfect their personal brand, build a first-class digital profile and implement inbound marketing activities to attract leads. If you are unsure which direction to take with your digital marketing contact me for help.
