Why testimonials are gold for property agents

Kyero team member

When looking for the services of a property agent, it’s natural that people want to make sure they choose one that is trustworthy and good at what they do.

It’s easy to say you are both of these things. After all, you can write anything on your website or promise anything on the telephone. But how can you prove to a potential client that you are one of the good guys?

This week we’re looking at the power of testimonials.

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Why are testimonials so powerful?

Statistics show that 60% of consumers look at online reviews every week, with 93% confirming that they do impact the ultimate decision they make. What’s more, 60% of people will actually pay more for something just because they’ve read great reviews about the service they’ll get from a particular company.

Testimonials are powerful because they’re based on genuine experience. They are an objective review of your business from someone who has used your services; so potential clients are more likely to believe them. Testimonials offer social proof – that means they help people to see that others like them have used your services and would recommend you. And if these people had a good experience, why shouldn’t the testimonial-reader expect one too?

Put simply, testimonials are someone else selling your services for you. For free.

It doesn’t get better than that.

What makes a good testimonial?

The best testimonials are the ones that tell a story, or focus on a problem you helped your client to resolve. For example:

  • Client A was worried about the difficulties of buying in a new country. They were worried about the language barrier and confused about the property buying process, in particular the legal requirements. You worked closely with them, giving all the support needed to make a stress-free purchase and they are now living a happy new life in Spain.
  • Client B needed to buy a property in a hurry but didn’t want to compromise on finding the right place. You worked with them to help narrow down exactly what they were after and then scheduled quick viewings to help find the perfect house.

By encouraging your client to talk about the problem and then positioning yourself as the hero who stepped in to help make everything better you’ll create testimonials that speak directly to people who find themselves in a similar situation. These stories will also paint you as a caring agent that likes to do the right thing by its customers.

How can you ask?

Obviously not all sales or purchases can be story-worthy, but that doesn’t mean you shouldn’t ask clients or customers for their opinions.

Asking for testimonials shouldn’t be difficult provided you’ve built up a good relationship with your clients (and if you haven’t, you probably wouldn’t ask them for a testimonial!)

The best way is to make contact a couple of weeks after you’ve finished the buying or selling process. You could do this by phone or email. Ask your client how they’re getting on or whether they’re settling in to their new home, then follow up by asking them if they could provide a short testimonial about your services that might help others to decide on an agent.

If your client struggles to work out exactly what to say you could offer some short questions for them to answer, concentrating on particular areas of your process or the story you would like to tell. Once you receive the answers you will be able to merge them into a paragraph to create your testimonial.

More often than not, your client will be happy to oblige, although you should never pressure anyone to do so.  Make sure you check that they’re happy for you to share their words with others.

What to do with those testimonials

There are a number of ways you can use your carefully curated testimonials to support your marketing:

  • Feature them on your website
  • Share them on social media
  • Use them on marketing literature including leaflets
  • Print key testimonials onto posters and display them in your agency window

Finally, why not submit your best buyer testimonials to us at Kyero? We’ll feature them on the website and may even invite your clients to take part in an interview on our popular Spanish property podcast giving you even more valuable exposure.


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