The Persuasive Power Of A Complete Stranger

    Jun 24, 10:27 PM in Marketing

    Without fail, the #1 most under utilized asset on real estate websites is testimonials. While most sites have them, they are usually buried on a subpage where their impact is less than it could be (If anyone sees them in the first place.). What’s worse is that most of the testimonials I’ve come across aren’t phrased in a way that:

    Connects with your potential clients on an emotional AND a logical level.

    Gives specific results… very specific results.

    Luckily, the problem is easily fixed.

    You’ve already done the hard work by satisfying your client’s wants and needs. There is no reason that you should not be properly compensated in the form of a high impact testimonial that you can leverage to attract more business.

    There are two very important roles that testimonials serve if you use them intelligently. One of the purposes is to add credibility via a third party or a neutral source. The other purpose is to give you a keen insight into what really matters to your clients. A good testimonial can help you uncover those hidden hot buttons, which can really help improve your marketing materials.

    To get the maximum value out of your website testimonials, it’s important to structure your request in such a way that helps your clients express their feelings in a way that adds value to your marketing.

    So let’s take a closer look at a testimonial you might find on an average agent’s site:

    “Many thanks to the Nashville Real Estate Team! Tim, who worked with us as buyers, was very efficient, knowledgeable, professional, friendly, well acquainted with Nashville and found us the perfect home. Thank you again.”
    -Jane and John Doe

    While it sounds like the Nashville Real Estate Team really did a good job, there are two major ways to improve this testimonial. The first is to get specific and the second is to get emotional.

    You get specific by asking the question “How?” How was Tim efficient? How was Tim knowledgeable? How was Tim professional?

    Basically, you need to put proof behind these descriptive words.

    The next step is to get emotional. We know what Tim DID for his clients, but what we are missing is this: How did Tim’s actions make them FEEL?

    So a “re-worked” testimonial might read:

    “Many thanks to the Nashville Real Estate Team! Tim, who worked with us as buyers, was very efficient and professional. He didn’t burden us with 1,000 details that we didn’t really need to know. He made us feel like we were his only clients. He made us feel important. Thank you, Tim for doing such a great job!”
    -Jane and John Doe

    OK, so how exactly are you supposed to go about getting a well structured testimonial from a client, let alone get a testimonial at all?

    Two ideas:

    Give them a good reason to give you a testimonial.

    Do it for them and get their approval.

    Your clients are busy. And frankly, sitting down to write a testimonial for you and your business is probably not too high on their list of priorities. But it sure is high on your list. So you’ve got to sweeten the deal for them and give them something of value. A gift certificate, a book, movie tickets… After working with them through a transaction, you should have a pretty good idea about their interests, so use that knowledge to your advantage.

    Another option is for YOU to craft the perfect testimonial and send it to them for their approval. Just tell them you understand how busy their lives are, and that instead of bothering them about creating a testimonial, which is a very valuable tool for you in your business, you took the time to write one yourself for their approval.

    Ask them to review your work and, if it presents an accurate description of their thoughts and feelings, ask that they approve it for you to use it in your marketing materials.

    Testimonials are some of the most powerful tools you have in your marketing arsenal. And on the web, real testimonials from real people talking about their real feelings will help communicate to potential clients exactly what it FEELS like to work with you.

    And that will connect with your visitors in a way that nothing you could say ever will.