In 2008 I had a job opportunity to move to France for work. It became clear that the most important task I had to do before saying, "Oui, Oui" was to find someone to rent our house. A friend suggested that we look to major rental property websites to help us along the way. To be clear, I didn't want to ask the company for advice and insight - I wanted to ask real people who had direct experience listing a property of their own; and I wasn't alone. Others like me wanted to know, "How do I best present my place for rent?" "How do you screen a prospective tenant?" "What has been your biggest lesson in listing a property?"
In a sense, we want to be TOLD, not SOLD.
One vacation rental site is doing just this using the Zuberance Advocate Platform. The company has turned to their Brand Advocates, letting them answer prospects' questions. Advocates go out of their way to recommend brands/products to their social network, so of course they're willing to answer questions about a company with which they are highly satisfied. And guess how much the vacation rental site has had to pay them? NOTHING.
- 44% of the company's Advocates have opted in to the Answers program
- 51% of the Advocates that opted in are actively answering questions
- For every question asked, about 14 answers are given
- The company has increased conversion rates by 13%
And in the end, everyone is happy. Prospects get their questions answered by real customers who have experience with the vacation rental site. Advocates are able to offer their expertise and help others in making an informed decision. The company increases conversion rates by 13%.
Now that, I can really get behind.