Testimonials help to build trust, credibility and authenticity. As consumers, we feel more comfortable about making a purchasing decision if we know that others have made that same decision and had a positive result.
What this means to you, is that if you can show prospective buyers and sellers that other customers have had great experiences with you, it will help them across the line in making the decision to choose you!
Having said that, there’s nothing worse than reading testimonials that sound like they’re made up, or are too cliché or too vague. So here are my top 5 key factors for successful testimonials.
1. Use Real People and Real Names
If you have happy past clients (which we hope you do!), then use their real names and real details when you attribute the testimonial.
Anonymous testimonials just scream out “fake” – and it’s hard enough as it is to build trust over the internet. Real people with real names will help with credibility.
2. Be Specific
“Mike of Acme Real Estate was great in helping me sell my house” doesn’t really say much. It’s too vague. Testimonials need to be specific so that they can promote a specific benefit, or answer a specific question that potential customers might have.
“Mike of Acme Real Estate always returned my call within 2 hours. I really felt that my business was important to Mike.” is much more specific and highlights Mike’s prompt returning of customer calls and how the customer felt about that.
And don’t waffle on. It’s better to have more short testimonials that each address specific qualities or traits, rather than long, rambling testimonials that try to say too much. People may end up simply skimming testimonials that are too long and you won’t get your message across.
3. Address Common Concerns
What are the common questions that customers ask when choosing a real estate agent or property professional? What concerns do prospective customers have?
It’s exactly these type of questions that your testimonials should address. They’re asking these questions in their head when they’re looking at your website, so if they can read a testimonial that addresses those concerns, it will be powerful in persuading potential customers to choose you.
For example, “Communication was most important to me when choosing an agent – I hate not knowing what’s going on. Mike from Acme Real Estate kept me up-to-date at every stage, even when there was very little to report. I loved receiving the weekly stats of website visitors and enquiries.”
4. Target the Right Demographics
Potential customers are more likely to relate to their peers and read what they have to say.
Are you trying to attract first home buyers? Then make sure you have testimonials from happy first home buyers. Is your target demographic successful business people in the top end of town? Then quote your past clients in that same demographic.
5. Location, Location, Location
Don’t bury your testimonials in a hard-to-find spot on your website. They need to be easily visible if you want them to be read.
Showcase at least one on every page if you can. Transition between testimonials every 15 seconds (for example), or as a minimum have a new testimonial load on each page refresh.
Remember though, when you ask for a testimonial, you need to ask the right questions if you want to get an answer that helps address the factors above (particularly #2 and #3).
Simply asking “Hey Joe, can you write me a testimonial?” isn’t the best way to go about it. You might get lucky and get a testimonial you can use, but you might also get something vague and generic which is no use to you. Ask specific questions to help build up your testimonial.
Now you know what’s important for a good testimonial, talk to your past clients and start collecting them! Did you know rp.connect websites now have a Testimonials widget for you to showcase your testimonials?
We’d love you to share your experiences. How do you collect great testimonials? What strategies have worked for you?