6 minute read
TAKE MY WORD
Take My Word for It: The Power of Testimonials & Making Word-of-Mouth Count
Ratings, reviews, and testimonials are among the most powerful tools an agent or real estate professional has at his or her disposal. Think of it this way: almost all of us go online to get a sense of dining options, film scores, and product reviews. When it comes to real estate pros, people what the same measure of comfort and advice from those who have already experienced your services. The bottom line is this: testimonials create a relatable emotional appeal to others, while giving potential clients some first-hand insight into your ability to deliver.
With all that in mind, consider the valuable rationale behind testimonials and word-ofmouth attention: how to harness it, and what it can do for you and your business.
If you aren’t displaying positive testimonials and reviews on your social media outlets and website, then you’re missing out on a key opportunity. Those exploring your pages are likely seeking real estate representation, and reviews and testimonials serve as a first-hand glimpse into who you are and what you can do. If you can, try to tie reviews and testimonials to specific names or social media handles, as you’ll be highlighting the interpersonal component at play. Think of it this way: potential clients are more likely to trust the experiences of past clients than to place blind faith in your pitch, which is crafted to create a sale. Most customers would rather look to the experience of fellow consumers before taking your word for it, sight unseen. Well-place testimonials and personal reviews can bridge the gap when it comes to your brand and the prospective client.
Testimonials and word-ofmouth buzz demonstrate your value compared to others
Good agents are a dime a dozen, but top agents stand apart from the pack for a variety of reasons. Chief among those reasons is the ability to differentiate themselves from the norm by highlighting their personalities, their track records, their values. Testimonials and wordof-mouth buzz don’t just focus on whether an experience was good or bad. It dives into the details of personality and consumer relationships. While the qualifications of many agents might be similar, you can stand out by showcasing stellar reviews and testimonials that shine upon your character and delivery. When pitched by two agents with similar experience and credentials, but only one has the testimonials featuring positive experiences and lasting relationships—wouldn’t you be more inclined to work with the agent who has a proven track record of success?
Do your homework and compile the testimonials that will drive your business
At the close of a transaction, consider providing a comment card with room for clients to write a few reflections, or create an e-mail ready online form that makes submitting feedback a breeze. You can also touch base via e-mail and ask politely for a review of their experience with you. Referred or repeat clients are excellent candidates for testimonials, as they will already know your business well, or will likely be happy to contribute their perspective. If asking for testimonials makes you cringe, you can always incentivize this process in minor ways. For example, you could offer a fun, cost-effective gift certificate in exchange for a testimonial.
Whichever way you gather testimonials that speak to your positive performance, there is no question that these documented first-hand experiences are priceless when it comes to drawing and retaining clients. If you want to inspire interest and build a living brand, there is no better method than by having clients vouch for your working style.
GEORGE CAUDILL
GEORGE CAUDILL
After only a minute or two of conversation with George Caudill, his personality and passion for people come through—qualities that have made him a success in his second career as a Realtor® , and in his first one, in the grocery industry. Though George retired several years ago from Albertsons, the experiences he had there over forty years have had a tremendous influence.
As George tells it, his 2004 entry into real estate is due to an Albertsons’ connection. While George was recovering from a car accident, one of his customers, a ReMAX broker, missed seeing him at the store. The broker got George’s number and called to say, “you’d be a great real estate agent and I’d love to see you working for me,” even offering to pay for George’s classes. George accepted the challenge— he took classes during his recovery, “passed the exam straight out,” and began working part-time as an agent while still working full-time at the store.
It was also at Albertsons where George acquired his “aka Grandpa George.” Following the birth of his granddaughter in 2013, an employee at Albertsons changed the name on George’s badge to “Grandpa George.” It was such a hit with customers that not only did management overturn company policy to let him keep it on his badge, George also caught the attention of Everett Herald reporter, Andrea Brown, who remarked, “you don’t look like a grandpa.” Her What’s Up with That story about Grandpa George took on a life of its own—and the nickname stuck.
On average, George closes 35-40 deals a year and he reports a repeat customer/referral rate of 100%— all of his business comes from “word of mouth.” Customers become friends and they come back or refer others, not surprising considering he’s appeared in Seattle Magazine as a “Best in Client Satisfaction” winner nine years running.
If you ask George why he’s done so well, he credits his honesty, his passion for “doing what’s right for his clients,” and his secret weapon—his wife of thirty-five years. With a degree in interior design, a minor in business and architecture, and 20 years in graphic design, she handles all of his staging and marketing. As George says, “she is a big part of my success, and we are a great team.”
From his office in Lynnwood, George represents all of Washington. He once traveled five and half hours to show a client properties in Walla Walla. As George puts it, “I’ll go where I need to go.” Looking to the future, he’s mentoring a young agent and working to become a managing broker, so he can grow his business without losing his work/life balance.
Outside of work, George enjoys spending time with his family—and giving back. Nearly twenty years ago he met a family whose one-year-old son, Justin, was dying from a metabolic disorder. When the family set up the Justin Van Hollebeke Annual Golf Tournament to raise funds for the Wonderland Foundation, George “jumped right in,” and he’s been working with them ever since. The foundation supports Wonderland Child and Family Services, an organization serving children with disabilities and their families.
As Grandpa George puts it, “I love people. I love what I do. That’s my passion.” For more information,
please visit www.NWGeorge.com
, email george@nwgeorge.com; or call 425-381-0877
