This is perhaps the most persuasive element in the sales of products, services, publications, subscriptions, anything.
In fact, it’s so powerful that companies build their sales models around this and it’s pretty darn easy to apply it to your real estate marketing – your listings and your services.
I was browsing through Amazon the other day (a favorite but torturous pasttime – so many books, so little time) and realized that the one thing I always scroll to are the reviews.
Online you’ll even find entire communities dedicated to customer reviews – epinions, Buzzillions, consumersearch – that get tons of consumer traffic. Product manufacturers recognize the power of these sites and actually encourage their customers to post reviews on them.
Put the persuasive power of reviews into your real estate marketing
So, we know that third-party testimony is more powerful than anything you could say about your own services or a home you have listed. But, let’s think beyond standard testimonials, here.
Here’s some ideas:
Neighborhoods – get reviews from home owners in the area on their impressions of the neighborhood. Use these in your neighborhood descriptions on your website, on your single property sites, and in your listing kits.
Rather than saying something along the lines of
This home is located within walking distance to schools and parks.
folks will be more compelled by…
We love the fact that we’re close to the school. Our daughter likes it too since she’s now participating in more after school activities.
Which description do you think would be more effective?
Listings – neighbors of the sellers or friends could provide review of the home. And while you may have a difficult time getting reviews from open house attendees, you might be able to get usable reviews from other agents about the listing (Daniel offers something to keep in mind should you collect agent reviews).
Services – some agents have a hard time asking for testimonials, and some clients have no clue what to say. What you might try asking for are reviews. Sure, they may be pretty much the same thing but a change in wording can make a huge difference.
Folks are more familiar with reviews and have probably written a few of them. Framing the testimonial as a review may help you get useful feedback for yourself and your marketing.
Now, there’s no doubt that shoppers are in love with reviews so you’ll probably find your site becoming more sticky as reviews grow. Set this up right and you could even have a very strong viral real estate site.
How else can agents implement reviews into marketing? Are there other types of reviews we should be looking for?
Hold up! Have you checked out the secret marketing goodies waiting for you inside HomeStomper PRO? Get hoppin’ grasshopper and grab them while you can.
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This is a great idea.
I would just offer one caveat: if you are an agent, you may want to steer clear of offering your own reviews on listings that aren’t yours or your broker’s.
The issue is that there have been instances where a Realtor reviewed the listing of another broker on their website and ran afoul of the Code of Ethics. The CoE says that one broker cannot advertise the listing of another broker without the listing broker’s permission. Reviews of a listing could be considered advertising.
Just something to keep in mind when you are considering offering reviews.
@Daniel, The Real Estate Zebra – i figured you’d dig this idea, daniel
and thanks for pointing out a possible interpretation of the CoE with peer reviews.
Huh!?
If I put up another Realtor’s review of my listing in my promotional materials, his review is obviously published with my permission.
@John Wake – what daniel’s getting at is that if an agent of another brokerage provided a review then it may be viewed by some as that agent helping to advertise your listing.
I think in Arizona that would be fine. You can promote another licensed agent’s listing if it is done with permission of the listing agent.
Brilliant, and it is coming for sure. The consumer is accustomed to doing this for years on books, digital cameras, why not houses. If we embrace it and start the ball rolling, the consumer can follow our lead. Boy are you smart.
Mark – Great idea. The idea of promoting neighborhoods with neighbors comments – way cool! The idea of local, real-people comments about a neighborhood or street can really help buyers see why others like living there. Thanks! CJ
@CJ Brasiel – there’s Business to Business, Business to Consumer, and this here… it’s Consumer to Consumer. glad you see the power in it – now you have it
@Amy Chorew – amy, i just found your comment in my akismet spam log. anyway, i pulled it out… a couple weeks late
odd, though.
but you’re totally right… this is in line with consumer behavior. the agent that recognizes how consumers WANT and LIKE to shop, and facilitates it, will definitely win themselves some raving fans.
“And while you may have a difficult time getting reviews from open house attendees, you might be able to get usable reviews from other agents about the listing”
Actually, getting comments from open house attendees might be easier than getting comments from other Realtors given the complications with Realtor reviews.
Let’s say, at an open house you offer to those that seem to really like the house some swag (perhaps a 5$ Starbucks card or similar) if they write a blurb about the home.
@John Wake – you’re right, john. heck, you may not have to offer them any swag – just ask. however, it’s my opinion that home shoppers feel a bit odd about offering their opinions of a home to someone representing the house, especially while standing in it. of course, there are those that don’t mind giving you their 2 cents, either
never hurts to go for it and ask