Yelp Jumps Into Home Services - Will You Jump With Them?
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Hey To All Our Local Adepts
You know how Amazon, Google and Facebook have all been experimenting with how they can become the middleman between customers needing home services and companies that provide those services? Well, Yelp is getting into the game now, too.
On the one hand, so many local business owners know the very real impact their Yelp profile can have on their bottom line. I've spoken to local business owners who have told me Yelp drives more phone calls than their own websites do. On the other hand, Yelp has not had an unblemished relationship with business owners or Local SEOs. This interesting tension between Yelp's dominance in the review world and their satisfaction track record in the business community makes me wonder how many people will try out their new leads program and whether business owners will trust Yelp less or more than Amazon, Facebook or Google.
What do you think? Would you be interested in giving Yelp's new program a try? If you're advising clients, which of the four emergent home service programs (Google, Yelp, Facebook or Amazon) would you suggest first, and what would you base your recommendation on? Has anyone tried Yelp's program yet? How's it going?
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I think the Amazon program looks really cool and imagine it would be successful, because people already buy things from Amazon. Yelp seems like it would be the least effective, because it currently has no shopping function and most prospects don't have Yelp accounts. They may use Yelp to do research, but they don't participate.
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It depends on the type of home services. For flat rate work that can be estimated fairly accurately, I think Amazon would seem the best. That is also true of Custom work because they allow their clients to interact with the home service provider and negotiate the price of the project. Also it likes they allow territories by zip code, and even exclusivity. Don't know what the fees are yet.
I wouldn't choose Facebook or Yelp due to a lack of integrated shopping products to go with the home service.
When it comes to Google, I don't see them making a big splash and it would seem to me they would be taking money out the Google Adwords pockets and putting elsewhere, mostly due to Handyman projects.
My thoughts only,
Vernon Wanner
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Hi Julie,
Very happy you responded. I agree with you that there is a familiarity with Amazon's brand that could do a lot in the way of built-in trust. Interesting point about the Yelp accounts. Most local business owners will have one (something like 2+ million of them) but I'm not sure about the total number of registered Yelp members. And, it does indeed look as though you have to sign up for Yelp to make a request for a project bid. So, that may be a little bit of a hurdle, but no different than what Amazon, with the major exception that just about everyone on the face of the Earth already has an Amazon account. Good thoughts, Julie.
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Hi Vernon!
Thank you so much for checking in on this thread. I think you have some good logic about this. Personally, I'm watching Google most closely, because of how dominant they are in everything else local
But, that being said, I do believe they have some genuine competition this time, for reasons you've mentioned and others. Appreciate your contribution! -
I think it's ironic, really. As someone knee-deep in the reputation management segment, I see first-hand how many businesses are left by the wayside in favor of "Yelpers" and one-time/one-star reviewers. Now, Yelp is looking to sell more to the very businesses they've burned.
Yelp's own blog says, "Rest assured that when it comes to protecting consumers, we’ll always have your back."
Always? Even if the consumer is unethical or untruthful? Even when the business has never serviced the customer? Even when there is no proof of purchase? Even when the customer uses their Yelp review as ransom for a discount?
This statement leaves no room to question where Yelp's loyalty lies. I just think Yelp has backed over their business audience one too many times. Their home service program may linger, but it won't thrive as much as it could unless Yelp repairs its relationship with local businesses.
If you ask me, this is an impossible task.
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Hi Brodie,
Very good to have thoughts on this from someone who is deep in the weeds of rep management, like yourself. It sounds like you've had some really challenging experiences with Yelp, and I definitely hear that from local business owners, too. It can be tough when a platform becomes dominant (whether that's Yelp, or Google, or Amazon) and its users feel they don't have a voice in a process that has a deep impact on their business or their life.
Given your experience, if you could act as an adviser to Yelp, what actionable suggestions would you make for them to start repairing a relationship with the business community which you feel is broken or troubled? I'd love to know!
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Great question Miriam. I just wish Yelp was asking me.
First thing Yelp should change is their perception of businesses. Their attitude sucks, and businesses feel it. Is it any wonder they're known as the online mafia? This would require something as basic as Yelp changing how they word things when talking about consumers and businesses.
Second thing would be for Yelp to understand that not everyone is a Yelper. As such, it's okay for businesses to legitimately ask for reviews. "Check us out on Yelp" just doesn't cut it. If Yelp was in more favor with businesses, and businesses were permitted to ask for feedback on their profile, Yelp could turn businesses into an audience of promoters. In turn, this would increase Yelp's traffic and volume of reviews. Even the number of Yelpers would increase.
Finally, Yelp should invest in a dispute process. It would likely produce a higher ROI compared to the home services function, for the same reasons I mentioned above. I can't tell you how many businesses I've worked with who obtain reviews from people who were never their customers or patients. For example, a plumber knows who his/her customers are. If the plumber sees a name attached to a Yelp review that isn't a customer, then the plumber should be able to dispute that review, even for a small fee. The customer could then upload a receipt from the plumber if they had one to counteract the dispute. It's a scaled back version of the "No Receipt No Review" point of view (thanks TomEats), requiring a receipt only in the case of a dispute.
I believe the outcome of all of the above would produce more Yelpers, happier businesses that would be more willing to advertise, and more authentic reviews. Until then, Yelp is leaving a host of revenue on the sidelines.
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Hey Brodie,
Some very salient suggestions there. I appreciate you taking the time to write those out. You've mentioned something I'd never actually considered: that Yelp's policy against requesting reviews is actually costing them users who will otherwise never leave a review on Yelp. It seems so simple now that you've mentioned it, but that viewpoint had honestly never occurred to me before. Of course, Yelp would likely filter out first time reviews, but there's a chance a new reviewer could become an intrigued one and eventually move beyond the filter. Very, very interesting. Thanks again for the good thoughts!
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One thing Yelp could easily do that would immediately change the anti-business perception would be to lift the cloak of anonymity from their members. Require a sign in via Facebook, LinkedIn or Google+ and the reviewer would need to stand behind their words in the same way that business owners need to stand behind their service.
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Just like any other marketing or advertising option, you really have to test it first. There are going to be certain home services businesses that may do well with Yelp, and then there are going to be others that don't do well with it. So generally speaking, we do recommend that businesses test it and see if they get leads from it and if it's profitable for them.
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Hi Eric,
Good point: one size doesn't fit all, and testing is certainly important! If your clients experience success with this product, I'm sure our community would appreciate knowing.
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Hi Kristen,
Yes, definitely interesting, and I hear ya on the concerns. In just this one little thread, it's clear that many have these reservations. Would you say that Yelp favors big business over the little guy? Have you had an experience with that which you can share?
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I think as far as it goes, Yelp favors small business over big business, but they really have a long history of being anti-business.
Why do I think they're anti-business
- Reviewers are semi-anonymous - even if someone wanted to use their full name, they're not allowed in the Yelp profile
- Snarky reviews have an advantage because the only review compliments/feedback are Useful, Funny and/or Cool. How many times do comedians WIN by being nice? Cool people are rarely sweet.
- In the past, if a user flagged a review for being spam - there was an option that reviews could be flagged because they were deemed phony for being excessively positive as if a competitor couldn't know you by being excessively negative. I don't know if this is still the case.
I still use Yelp and coach my clients on how to make Yelp work for them, but it's because you can't afford to ignore something that has such a big market share, not because they are pro-business.
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Hi Julie,
I agree with this, and believe many consultants would, too:
I still use Yelp and coach my clients on how to make Yelp work for them, but it's because you can't afford to ignore something that has such a big market share, not because they are pro-business.
It will be interesting if Kristen can let us know why she feels Yelp is kinder to big businesses than small ones. To me, the playing field in that regard has always seemed relatively level, but I'd be interested to hear other perspectives on that.
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I see! Thanks for clarifying. Appreciate it.
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Great discussion, Miriam! I am curious, why would Yelp likely filter out first-time reviews? Do they currently do this? I would imagine that would be very discouraging to someone who took the time to leave a review, but maybe I'm missing something...
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Hi Christy!
So, happy to see you here!
Yelp has, perhaps, the most stringent filter of any platform when it comes to trusting reviewer profiles. It's estimated that you have to leave something like 10-15 reviews before Yelp's filters start to lift, making it impractical for business owners to earn Yelp reviews if a customer isn't already an active Yelper. Filtering represent Yelp's effort to uphold the quality and trustworthiness of their content, but some of the consequences of this effort aren't widely appreciated!
Phil Rozek wrote an epic post last year on both oft-bemoaned and little-known facets of Yelp issues:
http://www.localvisibilitysystem.com/2015/04/23/20-plus-depressing-observations-about-yelp-reviews/
Totally worth a read!
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