Quieting an image scandal in the development industry
After a construction error, a backlash started in social media. We implemented a communication plan that calmed the mood in 12 days.
In June 2024, a developer from the region faced a threat of paralysis of a new investment. A wave of aggressive comments and threats of class action lawsuits from 18 families blocked the sale of the last 7 available apartments in the building.
The challenge
The problem started with a crack in a retaining wall at one of the key investments in Częstochowa. Information quickly reached a local discussion group on Facebook, where 147 aggressive posts and photos appeared within 48 hours. The company's average rating on Google Maps dropped from 4.2 to 2.8, and local journalists began asking about alleged structural errors of the entire estate.
The board of Bud-Invest Silesia tried to react independently, but their official statements only fueled the residents' anger. Simply put: legal language in a clash with the emotions of people who invested their life savings turned out to be the worst choice. The developer was threatened with the withdrawal of 4 more clients from reservation agreements, which would mean a loss of nearly 1.2 million PLN in cash.
Our approach
Our team, led by Marcin Giedroyć, entered the action within 4 hours of receiving the notification. We started with a fact audit – we had to separate the real fault from growing rumors about the building's collapse. Our first move was to completely stop the existing communication on Facebook and take over moderation.
Instead of writing posts, we focused on direct meetings. We established a realistic repair schedule with the construction manager (with a deadline of July 12) and prepared a list of specific answers to the 12 most frequently repeated accusations. We acted in silence, avoiding media publicity, focusing exclusively on conversations with the most active critics within the resident community.
The solution
We organized an information point directly at the construction site, where residents could see the technical expert opinion and talk to an engineer. Marcin Giedroyć personally moderated the meeting for the 18 families who felt most affected. Instead of promising the moon, we showed the actual plan for reinforcing the wall.
We sent personalized responses to each of the 147 commenters on Facebook, directing them to a private communication channel. We also took over contact with a local information portal, providing them every 3 days with photos of the repair work progress. This allowed the narrative to be turned from a 'disaster' into a report on 'professional fault removal'.
Results
Within 12 days, the situation completely calmed down. Negative threads on local groups died down, and residents themselves began to tone down the emotions of new people. The company not only saved all threatened reservations but also sold 2 of the 7 last apartments even before the repair work was completed.
Timeline
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June 12, 2024Audit of comments and suspension of existing communication.
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June 14, 2024Establishment of repair schedule with engineers on site.
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June 17, 2024Open meeting with 18 families by the cracked wall.
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June 24, 2024Quieting the crisis and stabilizing opinions on Google.
"To be honest, I was afraid that this wall would destroy 8 years of brand building. Agora Giedroyć took over the conversations with angry people. They didn't promise miracles; they just started straightening out lies with facts."