An excerpt from a YouTube interview (Mark Simpson interviewing Chris Maughan) about building trust for booking-rentals businesses. Chris emphasizes that third-party accreditation — an external verifier certifying a business — is highly valuable because consumers trust independent validation more than self-promotion.
How do you build that trust with what IPRAC is doing? Go over sort of the process, the roadmap and how it and why it's working?
The key factor there is, from a consumer point of view, everybody knows the value and what accreditation is. It's third party, you know, so that means that somebody else from a third party value has come in and said, listen, your business is certified. And that shows and holds so much value because of the fact that we can all talk very well about our business. Easy for us to talk well about our own businesses. The most powerful tool is when a third party verifies you as a quality business.
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