When you’re buying a product on Amazon, do you look at the reviews? Do they affect your decision to purchase? How about when you’re deciding on a restaurant or hotel, do you read the reviews on sites like TripAdvisor and Yelp? Most people rely on the opinions of others to help guide their own decisions – a theory referred to as social influence or social proof. In real estate, the social influence of great client testimonials can be a powerful marketing tool for your business.
Acquiring Quality Client Testimonials
Don’t shy away from reaching out to past clients to solicit testimonials. Most clients are willing to provide a testimonial, but many times are unsure of what to say or how to articulate their experience. A great way to get a well-written testimonial is by providing your client with specific questions to answer. You can use a survey or form tool such as SurveyMonkey, or simply send an email. Here are some questions you may want to ask:
- What made you chose me as your real estate agent?
- What were your goals and concerns while selling/buying your home?
- How did I help you achieve your goals or overcome your concerns?
- What could I have done differently to better serve your needs?
- Would you recommend my real estate services to friends, family, neighbors, or coworkers? What would you tell them?
It’s also a good idea to include a statement that says you reserve the right to edit the client’s comments for brevity, and that by signing/completing the form, the client is giving you permission to use his or her name and comments in your marketing. Don’t forget to collect the client’s first and last name, as well as the address of the property sold!
Presenting and Sharing Testimonials
It’s a good idea to collect testimonials on a dedicated testimonial page, such as on your agent website, so you have a place to link back to when sharing on your social media accounts.
Each time you receive a new testimonial, share them on your Facebook, Twitter, LinkedIn, or other social media accounts. Get creative and make appealing headlines, such as “Just finished helping the Dean family purchase their dream home on the Seacoast! It was a pleasure to work with them!” and then provide a link to your testimonial page. You may also want to consider including testimonials in your listing presentations, or even in your direct mail marketing.
Most real estate agents know first-hand the power of past client referrals in generating new clients. By including testimonials in your marketing efforts, you can expand referrals beyond word-of-mouth and give potential clients the proof they need to trust you and your capabilities as a real estate professional.