Client testimonials offer the kind of social proof that buyers and sellers want. After all, testimonials illustrate why someone should trust you. In this guide, we’ll dive into why testimonials matter, how to ask your clients for them, and the smartest ways to use them to boost your business.

Stats and Facts

Testimonials are among the most effective types of marketing, period. According to the writers at Next Gen Personal Finance, a whopping 98% of people read online reviews before making a purchase. A negative review can drive away over 40% of customers, explains Luisa Zhou.

In real estate, in particular, social proof is critical. Top-performing agents like Jenny Hensley have even built their entire business models around the power of testimonials. Hensley believes in creating meaningful, lasting relationships with clients. As a result, she enjoys a steady stream of referrals and repeat customers. In fact, she explains that 97% of her business comes from past clients and referrals.

Her secret? Hensley doesn't rely only on traditional marketing strategies. Instead, she focuses on what she calls her “sphere of influence.” Essentially, this is the same idea as a network. Over time, she grows this sphere by providing excellent service, acquiring new testimonials, and wowing every new referral. For tips on growing your own sphere, check out Breakthrough Broker’s Sphere Marketing Guidebook.

Hensley also emphasizes personalized service and systematic CRM tools. Her bespoke client gifts, featuring local and even neighborhood-specific items, always leave a lasting impression on her clients. These techniques generate many testimonials that build her credibility and help her attract new clients.

Compelling Facts About the Power of Testimonials

Still not convinced? Here are more reasons you need to prioritize testimonials:

• Testimonials offer real-world insights into the value your services bring. This helps build credibility with prospective clients who may otherwise be skeptical.
• Showcasing positive client experiences reinforces your work as professional, trustworthy, and results-driven.
• Online testimonials, particularly those through Google Business reviews, improve SEO. This gives your website a better chance of ranking higher on search engines and attracting more organic traffic.

How to Ask for a Testimonial

Asking for a testimonial can feel a bit uncomfortable, but clients are usually more than happy to share their positive experiences.

Here are some tips for how to approach the big ask:

• The best time to request a testimonial is immediately after a transaction. The positive emotions are fresh, and the client is more likely to provide a glowing review.
• Approach the customer with a sense of gratitude. For example, you might say: “Thank you so much for trusting me with the sale/purchase of your home! If you’re comfortable, I’d love it if you could share your experience working with me. Your feedback helps me continue to improve my services and assist more people like you.”
• Make it easy for clients to give feedback by offering a basic template or asking specific questions. This can alleviate the pressure of knowing what to say. For example, you could ask: “What did you enjoy most about working with me? How did I help you achieve your real estate goals?”
• Give clients the option to provide testimonials in different formats, from a written assessment to a video testimonial to a review on platforms like Zillow, Google, or social media.

Sample Scripts for Requesting Testimonials

Here are some proven-effective sample scripts you can use to ask customers to give their two cents about your work:

• After Closing: “I’m so glad we were able to close successfully! If you have a moment, would you mind sharing a few words about your experience working with me? It would mean a lot!”
• For Repeat Clients: “It’s always a pleasure working with you! If you’re open to it, could you share why you chose to work with me again? Your feedback is incredibly valuable to me.”
• For Referrals: “Thank you so much for referring [Referral Name]! Your trust means everything to me. If you’re comfortable, could you share a short testimonial about our work together?”

How to Use Testimonials

Once you've collected testimonials, you should put them to work for you! Here are some channels where testimonials can be a huge help:

• Social platforms are a natural place to share client testimonials. You can use Breakthrough Broker's social post templates and create eye-catching posts featuring valuable social proof.
• Create a dedicated "Testimonials" page on your website, but don’t stop there! Incorporate quotes from past clients throughout your website. That way, you’ll get instant credibility with anyone who visits your site.
• Include testimonials in your email newsletters or drip campaigns.
• Incorporate testimonials into your listing presentations.
• Use testimonials to enhance physical marketing materials like brochures, postcards, and flyers.

Putting Testimonials to Work for You

Testimonials are incredibly powerful. If used correctly, they help build trust and can go a long way toward growing your real estate business.

Remember, Breakthrough Broker offers resources to help you ask for testimonials and seamlessly incorporate them into your marketing strategy. Take advantage of these tools to make the most of your client relationships and stand out in the market.