As a real estate professional, you know first-hand the power of referrals in engaging new clients. But, how do you generate leads from your website? You might attract web visitors via your social media posts and blog content, but how do you secure their trust so they can choose you for all their future real estate needs? The answer is testimonials.
Authentic credible testimonials help distinguish you from the competition and position you as a trustworthy real estate agent that can get the job done. In fact, according to a Local Consumer Review Survey, 85 percent of consumers trust online testimonials just as much as a personal suggestion from a friend.
The Importance of Testimonials in Real Estate Marketing
How Testimonials Build Trust
The success of testimonials is rooted in the concept of “social proof,” which states that people are more likely to do something if others who they consider to be more knowledgeable are already doing it. Testimonials tend to resonate most with real estate leads since it provides a window through which they can picture what it’s like to do business with you. Hearing positive feedback from those who have worked with you in the past gives potential clients the reassurance that you’re someone they can trust.
What is an Effective Testimonial?
While most testimonials are intrinsically good, you need to select the most effective ones to feature in your marketing campaign. For a testimonial to offer value, it needs to be genuine. Testimonials that seem contrived or “too good to be true” can be spotted from miles away and can hinder your business as a result. In addition to being sincere, a good testimonial is one that:
- Highlights your strengths and specializations
- Illustrates how you addressed your client’s pain points
- Favorably compares you to competing businesses
How to Get Customer Testimonials
Contrary to popular belief, many real estate agents are hesitant to ask for a review. But, if you’ve just sold your client their first property and they verbally expressed to you how great the experience was, don’t hold back in asking for a testimonial. As long as you’ve maintained a relationship with them post-purchase, most clients will be more than happy to oblige.