Have you ever wanted to know why testimonials are essential to your business? It goes far beyond marketing materials, too. Testimonials are a key driver in consumers’ real estate decisions, but what makes them more impactful than your own communications?
We’ve covered real estate reviews and testimonials as a topic plenty in articles like “Do real estate reviews actually matter?” (spoiler alert: they do) and our guest blog from the #1 real estate coach himself, Tom Ferry: “Real estate reviews: Your online reputation’s best friend.”
But what are the real reasons testimonials are such an effective, powerful tool for decision-making in real estate? We’re getting into the science behind why testimonials and consumer reviews are so impactful so you can feel confident about investing your time and effort into sourcing them. Let’s dive in.
Why do testimonials work so well? The science behind it
Did you know there’s a more nuanced reason why testimonials work so well to drive decision-making? It’s not just another marketing campaign format. Testimonials are made up of something called “social proof” — and no, we don’t mean proof solely by word of mouth. Reviews, testimonials, and even referrals are part of what’s actually the psychological phenomenon called social proof.
Social proof happens when we take on what others around us are doing because we perceive it to be the correct way to do that thing. Think of social proof as the very definition of seeing is believing. Over time, marketers have used this phenomenon as a means to promote their business, product, or service. When other consumers who haven’t bought or used a service see that everyone else is doing it and get real-life proof through a testimonial, they can feel more confident that they’re making the right decision.
What else makes testimonials work so well?
Now that you’ve gotten a grasp on social proof, you can see it’s what helps fuel people to read, trust, and use testimonials or reviews. But why else are testimonials so effective, beyond the psychological impacts, especially to drive real estate decisions? Here’s a deeper dive into key reasons why.
Testimonials create a credible source of information
You know why your real estate business is the best, and your marketing says so. But why should the average consumer take your word for it, especially when they’re inundated with marketing from all the other agents, too? This is where testimonials cut through the noise and provide an unbiased, third-party opinion on working with you. Because these testimonials come from a real, paying customer who has an in-depth experience with you as their agent, other consumers can feel more trust in your brand when they hear your clients’ true experiences. This helps build credibility, reinforces your brand and messaging, and also helps consumers feel more confident in choosing to work with you.
The proof is in the pudding: surveys have found more than 70% of consumers say positive reviews and testimonials make them trust a business more, and almost 90% of consumers trust online reviews as much as personal recommendations.
They build trust in consumers early on
Trust goes hand in hand with credibility. Trust is built when people have reason to believe your skills, expertise, and reliability are as good as you (or others) say they are. Consumers can feel more at ease and educated in choosing to work with you when they see your clients’ honest testimonials. You earn credibility when clients speak or write about exactly how you managed their transaction, the way they felt throughout, and what it was like to work with you, every step of the way.
This directly impacts trust and instills it in consumers who see these testimonials. By the time they’re ready to reach out to you or meet with you, they can feel more trusting, helping build rapport and connection from the very start. This makes for a much smoother, more productive transaction and a more satisfied client overall.
Testimonials can help make your brand more human
No matter how relatable your brand and messaging is, nothing compares to hearing about your business straight from your past clients. Testimonials from real people are objective: these clients weren’t compensated, bribed, or coerced into sharing their perspective. Rather, your service was so great that your clients couldn’t help but agree to tell others about their experience!
In turn, testimonials humanize your brand. Testimonials take the agent’s perspective and positioning out of the equation, remove all the bells and whistles of real estate, and are a no-nonsense, factual perspective shared by a real person the consumer can likely relate to.
This level of relatability and making your brand more human can’t be accomplished with even the most clever of marketing campaigns. This also goes back to social proof: when consumers see your clients’ real-life feedback, they can feel more confident they’re making the right choice choosing to work with you. Real-life testimonials also help create an emotional connection to your brand. When a consumer sees the problems you solved for your clients, how it impacted their lives, and identifies ways they can relate to your clients currently, it’s extremely impactful and motivating.
They provide concrete examples of your problem-solving skills
Although you likely have plenty of proof in your campaigns and marketing materials that you can problem-solve like no other agent, having your clients share their perspectives on how you problem-solve for them is extremely helpful. This is where testimonials are most impactful. Clients aren’t just singing your praises; instead, they’re identifying the problem they faced or need they had, how you solved it, and their results from your skills and guidance.
For most consumers, a real estate transaction can be a little vague or abstract, especially when confusing jargon or news headlines add to ambiguity. Hearing a straightforward, real-life recount of how your clients’ transactions went, what got them there, and how you guided them can make consumers’ view of the process much simpler. And this goes a long way in helping them feel like they have a grasp on this whole “hiring an agent thing,” don’t you think?
What are you doing to source your real estate testimonials?
Testimonials are clearly a crucial component of your real estate business, and not just your marketing strategy. They represent your brand from an honest, unbiased perspective and allow your clients to share invaluable feedback with you and potential clients. Testimonials help reinforce your credibility, build trust, and showcase the real-life application of your skills and expertise as an agent. If you need a hand getting started, make sure to read our blog “How to ask for a real estate review” for an overview of getting your testimonials off the ground.
Afterward, get our free eBook “Everything agents need to capture stellar real estate reviews” to get scripts you can use to make your request and set yourself up for testimonial-sourcing success.
Once you’ve got your setup in place, it’s time to start bringing in new clientele. After all, what better way to beef up your real estate testimonials? Reach buyers actively searching in your market with Connections Plus. Not only does the solution connect you with serious, local buyer leads, but you’ll also get powerful tools to help you close.
