Published by Kartik Subramaniam
In today’s competitive real estate market, merely getting your real estate license and hoping clients come knocking on your door is not enough. Buyers and sellers alike have access to countless online resources, and they often seek social proof before entrusting a professional with one of the most significant financial transactions of their lives. This is where client testimonials come into play. By strategically gathering and showcasing authentic praise from past clients, you can boost your credibility, attract new business, and ultimately grow your real estate practice.
Below, I’ll explore why testimonials are so powerful, how to obtain high-quality endorsements, where to place them for maximum impact, and how to integrate them into your broader marketing strategy. You’ll also see example wording to inspire your testimonial requests and learn strategies for professionally addressing negative feedback.
Social Proof and Trust-Building: Testimonials are not just about showcasing your past successes, they are about building trust. They harness the power of social proof, a psychological phenomenon where individuals look to others to determine appropriate behavior or decisions. When a potential client reads about someone else’s positive experience with you, it signals that you are a trustworthy and capable professional. Testimonials help build a sense of reliability—qualities essential in a field where clients entrust agents with monumental personal and financial decisions.
Humanizing Your Brand: Real estate clients want to know that the person guiding them understands their needs. Testimonials are not just about showcasing your skills, they are about creating a personal connection. You transform yourself from a faceless salesperson into a relatable guide by sharing testimonials highlighting your market knowledge gained in the field and from your real estate license school. This comfort level can give buyers and sellers the confidence to engage with you before a face-to-face meeting.
Timing Is Key: The best time to ask for a testimonial is shortly after closing when your client feels appreciative and excited about their experience. This ensures their feedback is authentic, vivid, and positive, enhancing the credibility of your business.
Method of Request: Consider a variety of methods to gather testimonials:
Online Forms: Create a simple form with questions to guide clients through sharing their experiences. This straightforward process will make your clients feel at ease and comfortable with sharing their thoughts.
Questions to Ask (with Example Answers):
By asking open-ended, targeted questions and showcasing potential answers, you encourage clients to move beyond generic praise. This allows you to feature testimonials that highlight your unique strengths, such as your comprehensive real estate license education, market expertise, and negotiation skills, resonating with future leads and emphasizing your value.
Your Website:
Your website is often the first place potential clients will look. Create a dedicated “Testimonials” or “Client Reviews” page featuring a mix of written quotes and short video clips. To make this page more engaging, consider adding photos of the clients or the properties they purchased. Highlighting names, neighborhood locations, and property types helps potential clients relate more easily. Include featured testimonials throughout the site—on your homepage, services page, and contact page—to reinforce credibility at every stage of the visitor’s journey.
Social Media Platforms:
Utilize the power of social media platforms like Facebook, Instagram, and LinkedIn to showcase short, visually appealing testimonial graphics or brief video clips. The casual nature of these platforms allows testimonials to feel organic and personal, thereby strengthening trust and making a significant impact on your marketing strategy.
Marketing Materials:
Printed brochures, flyers, and listing presentations are powerful tools in your marketing arsenal. Incorporating snippets of testimonials into these materials can provide a sense of reassurance to prospective clients, helping you stand out from competitors and build trust.
Online Review Sites:
Encourage clients to leave reviews on reputable third-party review sites like Google My Business, Yelp, or Zillow. These platforms add an extra layer of credibility to your business. Potential clients who find you through these portals will be exposed to positive feedback before even reaching your website, enhancing your reputation.
Written Testimonials:
Written endorsements are incredibly versatile and easy to display. To spark interest, use concise excerpts—one or two sentences—on social media and marketing collateral. For those who want to delve deeper, reserve longer, more detailed testimonials for your website, where potential clients can invest time reading them in-depth. This flexibility allows you to cater to different audience preferences.
Video Testimonials:
Video Testimonials: Video testimonials bring a dynamic, human element to your marketing. The visual and auditory experience of seeing and hearing a client speak positively about your services can have a profound effect, surpassing the impact of text alone. Include these videos on your website’s testimonial page and share short clips on social media. High-quality video testimonials can also be included in listing presentations, allowing prospective clients to witness genuine satisfaction.
Audio Testimonials:
Though less common, audio testimonials (e.g., short recordings or podcast snippets) can be surprisingly impactful, especially if you already produce audio or video content. They add variety and help you stand out in a crowded marketplace, showing the potential of this form of endorsement.
Ethical Considerations:
When sharing testimonials, always prioritize truth and accuracy. Avoid any form of misrepresentation by refraining from editing client’s words. It's also advisable to seek written permission before using their testimonials publicly, as this demonstrates your commitment to ethical practices.
Handling Negative Feedback:
When faced with negative or lukewarm reviews, view it as an opportunity to showcase your professionalism and dedication to customer service. Instead of ignoring or dismissing the feedback, consider the following approach:
Commit to Improvement: Emphasize the value of continuous learning and improvement in your professional journey. Use the feedback to enhance your skills and later, you can proudly mention how your additional training and courses through real estate license school enable you to serve future clients better.
Lack of Testimonials:
If you’re new to the industry, consider asking past employers or colleagues for character references that speak to your work ethic and integrity. As you build your clientele, you will gain testimonials from buyers and sellers that reflect your unique strengths.
Email Campaigns:
Include brief testimonial snippets in your email newsletters or drip campaigns. These testimonials, when sent as a follow-up message after an open house, add a short quote from a satisfied buyer. This subtly reinforces your credibility and real estate expertise, reassuring your audience of your capabilities.
Social Media Posts:
Regularly share new testimonials on your social media channels. It's crucial that these testimonials are authentic and reflect real experiences. Pair them with a friendly headshot of the client (with their permission) or a picture of the property they purchased or sold. These personal details, when authentic, build trust and remind your audience that others have had great experiences with you.
Advertising:
Consider using testimonials in your paid advertising, both online and in print. A well-placed testimonial in a targeted Facebook ad campaign can make your message more compelling and credible, convincing your audience of your value.
Client testimonials are powerful tools that can significantly enhance your credibility and attract new business. By skillfully asking for feedback, choosing the right platforms for display, and integrating testimonials into your overall marketing plan, you’ll not only leverage the trust and social proof needed to stand out, but also attract new business. Whether you’re just earning your real estate license or have been practicing for years, these methods help ensure that your hard-won expertise—honed through real estate license school and validated by success on the real estate exam—translates into continued growth and a thriving career.
Love,
Kartik
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Founder, Adhi Schools
Kartik Subramaniam is the Founder and CEO of ADHI Real Estate Schools, a leader in real estate education throughout California. Holding a degree from Cal Poly University, Subramaniam brings a wealth of experience in real estate sales, property management, and investment transactions. He is the author of nine books on real estate and countless real estate articles. With a track record of successfully completing hundreds of real estate transactions, he has equipped countless professionals to thrive in the industry.