6 Ways to Leverage Real Estate Reviews and Testimonials to Grow Your Business

It's no secret: Customer reviews provide important feedback to help you improve. But did you know that real estate reviews and testimonials also play a key role in helping you attract new customers and grow your business?

Not too long ago, Realtors depended on methods like newspaper and bench ads to drive marketing strategies. Today, the dynamic has shifted: Like most other industries, real estate has gone digital. But word-of-mouth and client referrals are still key — they've just taken on the new (virtual) form of online reviews and testimonials.

Recent studies indicate that 62 percent of homebuyers would contact an agent based on positive online reviews. The key lies in leveraging those reviews to maximize new business opportunities.

Read on to discover six ways to get the most out of reviews and real estate testimonials... and help your business grow.

How to Ask for Real Estate Reviews

First, let's address the elephant in the room: How do you get real estate reviews in the first place? After all, you can't optimize reviews if they don't exist. 

Ensure your clients are ready and willing to provide reviews and testimonials by:

• Setting expectations from the start: Let clients know up front that you'll be asking for a review after the transaction, and that you'll do everything you can to ensure that they have an outstanding experience
• Include links to review links in communications: Make it easy for your customers to access review sites
• Ask for reviews after you solve a problem: Request a review when you've provided solutions, as clients are happy with you and ready to offer the specific details that make for authentic reviews
• Offer incentives: For instance, enter all customers who leave reviews into a raffle
• Follow-up: Customers get busy and forget to leave reviews (even when they want to), so don't be afraid to follow up and ask

1. Create Videos Featuring Great Reviews

Today's real estate customers want videos. According to the National Association of Realtors, more than 86 percent of potential home buyers seek out video content during the house hunting process. A third specifically seek out videos of customer testimonials, while another 25 percent use video content to decide which agency to work with.

These stats mean that you can't ignore the power of video, especially in a crowded market. But how do you make your video testimonials stand out? The key lies in creating authentic content that highlights the great service you provided.

Use actual footage of customers talking about their experiences. You may want to intersperse with shots of you and the customer touring a home, signing papers or handing over keys. 

Consider prompting clients by asking questions such as:

• What made you decide to work with me?
• What problem did you need solved?
• How did I help you solve it?
• What was unexpected about working with me?
• What were the best parts about working with me?

2. Feature Glowing Testimonials on Your Website

When it comes to promoting your business, it doesn't pay to be modest. Brag about your amazing customer service by creating a testimonial and review page on your website. 

Create a landing page that's solely dedicated to positive client feedback. Make the page visually appealing by including photos of clients (with appropriate permission, of course), links to videos and specific information about the services you provided.

You may want to take the page up a level and make it searchable by type of transaction. That way, potential clients can search by buyer or seller transaction and find information that's relevant to their own situation.

3. Include Testimonials in Your Email Signature Line

If you've received a wonderful review, highlight it! Adding reviews or real estate testimonials to your email signature line is a great way to promote your business.

Choose an especially great review and add it (in quotes) to your signature. Just make sure it's not too long, and switch it out regularly. Newer reviews tend to carry more weight.

Alternately, you can simply link to the testimonial page on your website. Use a phrase such as "See my latest client reviews" or "What do my clients think of me?" and link to your review page.

4. Push Reviews Out on Social Media

With about 72 percent of the American public active on social media — and 82 percent of people age 30 to 49 — Realtors ignore social media platforms at their peril. Among the most popular for agents? Facebook, Instagram, Twitter, and LinkedIn. 

Social media offers an ideal opportunity to share your reviews with potential clients. It's also a great way to humanize your business and grow an audience. Simply turn your best quotes and testimonials into posts, then link those back to your review page.

You can also use social media to ask for real estate reviews. Reach out to happy customers and direct them to review sites.  

5. Include Positive Reviews in E-Newsletters

We've already talked about using testimonials in your email signature lines. Don't overlook the content of your e-newsletters and other emails, too. 

Whenever you send a blast to your customer database about available listings, upcoming open houses, or send out your regular e-newsletter, set aside a section for those glowing reviews. You can simply choose one great testimonial and link back to your web page, or list a few outstanding reviews directly in the email itself. 

You may even consider adding a regular feature to your newsletter that highlights a different (happy) customer. Include their home buying or selling story, a photo or video, and their testimonial. This will help personalize your business and build trust.

6. Use Testimonials on National Real Estate Sites

When you're highlighting your positive reviews, don't forget your profile on national real estate sites. Adding exceptional customer quotes and reviews to your profile on Zillow, Realtor.com, Redfin, Trulia, and other large national sites expands your reach. 

When you're growing your business, word-of-mouth is still key. Today's customer reviews and testimonials may be virtual, but they still pack a punch. Take advantage of these digital platforms to push out the good news about the exceptional service you provide. 

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