Testimonials are wonderful tools, especially when they include a link to the writer’s website or email. BUT… They aren’t worth much if nobody reads them.
Use these tactics to ensure that those wonderful real estate testimonials actually get read:
- Scatter them around. Instead of just one page filled with a dozen or two (or three) testimonials, place a few on other pages on your site.
- Give them a headline. Pull a key statement from your client’s words and build a headline around it. Then, even if prospects don’t read the entire testimonial, they’ll get the key message.
- Bold key sections. Bold type draws eyes, so try bolding just one key sentence or statement in each of your testimonials.
Here’s an example: “Just wanted to drop you a message and tell you how much I appreciated the way you handled the sale of my house! We had a contract within 48 hours for the exact amount I wanted, and we closed in less than 30 days.”
Choose carefully. Think: “If my visitor reads just one line, which line should it be?” - Break up the text. Your clients aren’t necessarily writers or marketers, so some of them will write 20 or 30 lines praising you without making a paragraph break. You won’t be changing their words when you add the breaks necessary to make it easier for your site visitors to read their praise, so choose logical spots and just do it yourself.
- Write success stories/case histories. Take a detailed real estate testimonial and turn it into a success story by adding some of your own commentary. Tell about the obstacles you overcame or something funny or unusual that happened along the way. Of course, stories need titles, so write one that will draw your readers in to see what it’s all about. If you want to take that a step farther … you can create page-long case histories. Get someone to interview both you and your client and write the story of how you led them through the minefields all the way to success. For extra punch, include a photo of you with those clients.
- Be sure that a few testimonials and/or a link to your testimonials page can be found with your bio. Remember that the “about me” or “about us” page is the 3rd most read page on a service provider’s website.
Fill a sidebar on your blog with testimonials.
If you’ve collected dozens and dozens, showcase them on that sidebar.
Include a few testimonials in your listing package.
There’s no reason why you shouldn’t include some testimonials and even a short version of your bio in your listing package – especially as part of the documents you plan to leave behind after the appointment.
Add a link to your testimonials page to your email signature.
And/or include a short testimonial in your signature block.
Do you need more real estate testimonials?
I know – it’s hard to ask. So ask in a different way. Ask for feedback after the closing. If you have access to ask for feedback on line, do it. Otherwise, send a request by postal mail, along with a self-addressed, stamped envelope.
Here’s an example of an effective feedback letter:
Dear (Client name),
Thank you for allowing me to represent you in the recent (purchase or sale) of your home at (address). I enjoyed working with you and appreciate the trust you put in me.
Now I’m writing to ask a favor. As part of my ongoing effort to provide the best possible service, I’d like to have your opinion about the transaction. What you think is important to me, so would you please take a minute to answer these brief questions?
- What did you especially like about my service?
- Was there something you especially disliked? If so, what?
- Do you have suggestions for how I might improve my service?
- Would you recommend me to friends and family?
- Why, or why not?
Thank you again for allowing me to assist you. Please do feel free to call on me any time I can be of service.
Be sure to leave room between questions for them to write an answer.
Hopefully, your clients love you and will say nice things you’ll want to use as real estate testimonials.
If so, do write back and ask permission to use their names. If you have their email addresses, you can do this by email, but do keep a copy of their permission.
What if they have complaints?
Write back or call and thank them for being honest with you. You can use their criticism to improve your service, so let them know that you appreciate it.
