-by Reputation Maxx
In the vacation ownership industry, a truly astounding amount of money is spent on advertisements and marketing for resorts, timeshares, and travel clubs each year. This money is spent in order to drive people to attend presentations in sales rooms, at road shows, and a whole host of other expenses aimed at selling the prospect a condo or service. This, as many in the industry can attest to, is spent on a variety of, but not limited to; gifts and certs, mailers, and so much more.
With the rise of people taking the time to look up every single person and company that they do business with, it is more important than ever before to look good online. A lack of attention to this one detail can make or break the sales individual or resort, etc., that has not taken the time to secure their online image.
“The bottom line is this: If you’re going to be spending hundreds of thousands or even millions of dollars on marketing to bring people into the sales room just to lose them when they search for your name online while giving your pitch, then you’re really just throwing your money away,” said reputation expert and President of Reputation Maxx, Walter Halicki, Jr.
Mr. Halicki and his father have years of experience in timeshare and know exactly how damaging a negative online presence can be to rescission rates.
“People are even going as far as to search for the names of the people who are pitching them,” he said. “Everyone in the vacation ownership industry needs to have an idea of how they look online and take proactive steps towards securing a positive web presence.”
Reputation experts across the industry agree that in many cases, travel clubs and timeshares are spending too much on marketing and not enough on their own image or the way that they are perceived online. It is an anomaly as to why so many spend so much time, effort, and money on aggressively marketing their products, but oftentimes do nothing to stop the leading reason of rescission rates at its source.
Many of these issues can be solved, however, by enlisting the help of an online reputation management expert. While many resorts and travel clubs have tried to tackle the complicated world of online reputation management in-house, few have made any impact on the way that they look online, and even fewer have managed to suppress negative threats effectively for an extended period.
“The amount of time, content, knowledge, and effort it takes to run an online reputation management campaign that produces results is simply astounding,” said Reputation Maxx’s President, Walter Halicki, Jr. “What many people don’t realize is that it’s not a one-person job. It takes an entire team of writers, webmasters, website developers, social media experts, and more to make sure that the negative threats are suppressed and stay off of the first page of search engine results. In fact, it takes literally hundreds of hours every year to run a campaign that will produce real results.”
Contrary to what many people believe, online reputation management for timeshare resorts and travel clubs is not limited to social media and blog posts. It involves everything from press releases to brand monitoring and a whole gamut of other tasks that must be performed and completed every week in order to ensure that the negative is suppressed, and the positive is promoted.
The reputation experts at Reputation Maxx urge those in the vacation ownership industry to act as quickly as possible as soon as a negative post shows up on their search engine results. The longer that they wait, the harder it becomes to force that post off of the page.
“We are constantly telling people to stop waiting and hoping that their problems will go away,” said Mr. Halicki. “The reality of the situation is that it isn’t going to go away. If someone posted on a site claiming that you’re a scammer, and you just leave it there, more people will see it. The more that people see it, the more that people will click on it, and the more that post cements its position at the top of your search engine results.”
Attacking words like “complaints,” “scams,” and others with negative connotations with a flood of positive content is the only way to ensure a positive presence when people search for these words in conjunction with the travel club or resort in question. Letting it sit there and ignoring the problem at hand only makes the situation worse in the end.
Reputation Maxx urges those the in vacation ownership industry to not be fooled by overpriced and glorified brand monitoring systems that can realistically be purchased for as low as $29.99/month from sites like http://mention.com. Mention allows marketers to follow each and every time that their resort or travel club is spoken about online. This is simply a must-have for everyone in the industry.
For more information about the topics mentioned in this article, contact the timeshare reputation management experts at Reputation Maxx today at http://reputationmaxx.com.