Testimonials Build Trust

by Joeann Fossland

Here are some suggestions to leverage your results in this area:

Listen for the testimonial. When someone says something in praise of your efforts, ask immediately if you can use their wording. Say something like,"I'd love to be able to quote you. We like to let others know how committed we are to delivering superior service." Set up a file for these comments.
If you are with them and they say yes, just jot down what they said and ask them to sign it. Marilyn Urso, of Long Island Village Realty in Syosset, NY uses the time at settlement when the copies are being made to ask for a testimonial. She builds her advertising campaign around these endorsements.
Or, use a Flip Camera to capture them speaking in their own words! Upload to YouTube.
If they praise you in a phone conversation, send them off an email confirming what they said asking their permission for you to use it as a testimonial.
In your pre-list package, include some testimonials matched demographically or psychologically or by lifestyle to the prospect you are wooing.
Create a page on your website with the videos or comments that clients have given you. A photo if it is not a video, lends even more credibility! Gary Scott with John Hall and Associates in Phoenix tells me he calls them picturemonials! Put the client in the picture!
Post testimonials on different pages of your website. It is fine to have one on every page relating to the topic of that page.
Use audio! Record what they say. If you are carrying your laptop or tablet computer with you, take advantage of the built in microphone and let them say it themselves. This can be posted in a wav file to your website or sent in an email!

According to the 2009 Home Buyer and Seller Profile from NAR, relationships account for 54 percent of seller choice of an agent and 64 percent of buyer's choice! Either they were referred by a friend or had used the agent previously. Those testimonials give you the instant trust of the friend! You'll find you build trust by using the experiences of real, live people and it will be easier to build relationship with the new prospects, as well. Make it easy for people to know what you do well and why they should work with you! Plus, doesn't it just feel good having people say nice things about you?

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