Case Study: Online Reputation Crisis Management for a Home Builder in Long Grove, IL

Case Study: Online Reputation Crisis Management for a Home Builder in Long Grove, IL


In July 2016, a home builder located in Long Grove, IL, encountered a significant online reputation crisis. A defamatory post about their business appeared on Ripoff Report, a popular complaint website. The post quickly gained visibility, showing up prominently in search engine results for the home builder’s brand-related keywords. This negative exposure resulted in a decline in customer inquiries and lost contracts, threatening the company’s financial stability and reputation.

The Challenge

The major challenge was that the Ripoff Report post ranked highly in search engine results, overshadowing the home builder’s official online presence. Potential customers, upon searching for the business, were met with this damaging information, leading to a loss of trust and a reduction in new business opportunities.

The Solution

When the home builder reached out to Brandy Inc., I, Rohan Rajan, personally took charge of the situation. With my extensive experience in digital marketing and crisis management since 2010, I knew a comprehensive and strategic approach was essential. Upon a thorough assessment, I identified several deficiencies in their online reputation management strategy.

  1. Enhanced SEO Techniques: I implemented advanced SEO strategies to optimize the home builder’s website and other online properties. This included the creation of high-quality, keyword-rich content to improve their search engine ranking and push the Ripoff Report post down in search results.
  2. Content Marketing and PR: We generated positive content and press releases to create a wave of favorable information about the home builder. This involved publishing client testimonials, success stories, and industry-related articles on reputable websites and blogs.
  3. Social Media Engagement: By leveraging social media platforms, we engaged with the community and potential customers, showcasing the home builder’s expertise and commitment to quality. Regular updates and interactions helped rebuild trust and enhance their online presence.
  4. Online Reviews Management: We encouraged satisfied clients to leave positive reviews on various platforms. This influx of favorable reviews not only diluted the impact of the negative post but also improved the overall perception of the business.
  5. Technical SEO Audits: Regular technical audits were conducted to ensure the website was optimized for speed, mobile friendliness, and user experience, which are critical factors for search engine rankings.


Within the first 90 days of implementing these strategies, the Ripoff Report post was effectively pushed off the first page of Google search results for all brand-related keywords, significantly reducing its impact. The home builder saw a marked increase in customer inquiries and regained lost contracts, stabilizing their financial situation.


At Brandy Inc., we successfully restored and enhanced the home builder’s digital presence by addressing the critical gaps in their online reputation management strategy. The strategic measures we implemented not only mitigated the immediate negative impact of the defamatory post but also established a solid foundation for ongoing reputation management.

Note on Client Confidentiality

Due to the sensitive nature of the work and the confidentiality agreement (NDA) in place, specific client details, including the name and exact location, have been kept private. The case study discusses a real scenario involving a home builder from Long Grove, IL, who faced significant online reputation challenges. My team and I at Brandy Inc. were engaged to address these issues and successfully implemented strategies to restore the client’s online reputation. All information shared in this case study has been anonymized to respect the client’s privacy while providing insights into the effective methods used by Brandy Inc.


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