If one person says good things, okay, they might be your best friend. If three people say good things it’s probably true but if 15, 20, 30 people all tell the same story then that’s a very powerful recommendation.
What’s Social Proof?
Social proof is a cultural phenomenon whereby people look to the actions of others to validate their own choices and behaviour. If you’re not using social proof in the form of testimonials to convince potential vendors to list with you, or you don’t have very many, you’ve bound and gagged your own, best salespeople.
How to Use Testimonials
Smart real estate professionals use social proof in all forms of marketing to convince potential vendors they’re the best person for the job:
Flyers, appraisal letters, newsletters, website, social media, listing presentation material, print ads…
…virtually any piece of marketing can and should contain one or more testimonials.
Imagine being at a listing presentation and handing a booklet with dozens of photos and kind words from past vendors to a potential client. When competition is tough and you overwhelm future clients with social proof it may be the one secret weapon that gets you the job instead of your competitor.
Action Plan: How To Collect Effective Real Estate Testimonials
1. Have a System
Ask both buyer and seller for a testimonial after every sale. Do this in person by giving them a hard copy form to complete or send a request by email.
The ideal time to ask for a testimonial is when your client thanks you for a job well done. Thank them in return and ask:
(Video testimonials can be transcribed later, and edited if necessary, for use in a written format.)
2. Offer an Incentive
If you’re not asking for the testimonial face to face you’ll get a higher return rate if you offer a small gift e.g. coffee vouchers as a token of thanks.
3. Ask Specific Questions
A good testimonial is specific. It says what somebody likes about your service, highlights benefits or problems solved or states how a fear or doubt was eliminated. Use these four questions to get really effective testimonials.
Putting these questions in a Google Form and emailing the link makes it really easy for people to respond.
4. Unleash Your Secret Weapon
Make a point of using your testimonials in every piece of marketing possible. Leave no doubt in anybody’s mind that you are, one hundred percent, the absolute best person for the job.