9 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.
BRENDAN BUTLER
Anyone reading Brendan Butler’s client reviews would encounter certain adjectives over and over again: personable, knowledgeable, professional. People are so appreciative of these qualities that they tend to overlook another just-as-important trait, one that Brendan uses to describe himself. Driven.
“I was a baseball player in high school,” he explains, “and that experience taught me to push myself pretty hard.” That personal drive and discipline paid off early for Brendan. When he graduated he had the option to play professional ball for the Baltimore Orioles, who had drafted him, or become a college athlete for Towson University. He chose the education.
He started on the investment side of the real estate business, flipping his first house his senior year in college, and found that he enjoyed the process. He got his license after he graduated, and after five years is now one of the fastest growing Realtors in the Greater Baltimore area. Last year Brendan closed fifty transactions with a sales volume of sixteen million, all of that achieved as a solo agent. He attributes that success to a competitive nature sharpened by sports, which he brings to bear on behalf of his clients. “I’m always going to go that extra mile. And if you call me at eleven o’clock at night, I’m going to answer the phone.”
That drive has garnered Brendan a repeat client and referral rate of ninety percent, a number he hopes to push higher. Given the exceptional service he offers to customers—which includes providing a moving truck free of charge to anyone who buys or sells with him—it shouldn’t be hard. “I pride myself on my customer service. If I say I’m going to do something, I do it.”
Another lesson Brendan learned from his days as an athlete is that working smart is just as important as working hard. He markets his listings across all of the social media platforms, but focuses on targeted marketing. “Who’s going to buy this house? If I’m listing a five hundred thousand dollar house, I’m not marketing to a twenty-two year old. I’d aim at the thirty and above demographic.”
He’s been very happy with his career choice. “I really enjoy meeting all kinds of different people and getting to know them. You learn a lot about someone through the process of buying or selling a home. I love building relationships with my clients, doing everything I can to take away the inherent stress of that experience.”
Brendan also loves building relationships away from the business, giving back to his community through his church and the local high schools. He particularly enjoys lending his experience to high-school athletes on a path similar to the one he’s walked. When he takes time for himself, he prefers the simple pleasures of hanging out with friends, or a round of golf.
The steady growth of Brendan’s business has him excited, and conscious of the fact that he’ll need to build a team to keep up with the volume, which he anticipates to grow to thirty million this year. He plans to bring on a transaction coordinator and a buyer’s agent soon.
If you’d like Brendan’s help buying or selling your home, you can call him direct at 443-528-9747, or his Broker at 410-823-0033. Email him at ButlerhomesMD@gmail.com. For listings, check out his website at www.ButlerHomesMD.com
CHRISTOPHER COBB
Christopher Cobb grew up in the real estate business, with both his parents working as Realtors® in Naperville. By the time Christopher was midway through high school, he recalls, “From watching my parents work, I knew that was what I wanted to do.” He got his license midway through college at Illinois State University, where he earned a BS in political science. “Four days after graduation I began selling real estate at RE/MAX of Naperville.” After 28 years of selling thousands of homes and earning dozens of achievement awards, Chris continues servicing his clients at RE/MAX of Naperville.
As a Realtor® with RE/MAX of Naperville, Christopher serves DuPage and Will counties. An amazing 95% of his business comes from repeat and referral clients, a testament to the trust and confidence he inspires. “I realized the importance of service from the very beginning,” Christopher says. “My parents would tell me, we’re in the service industry, and there’s a lot of competition out there. You have to work hard for people and go the extra mile for them, and when you do, you will get excellent results. Then people will realize how hard you work, and they will keep coming back with referrals.”
Christopher emphasizes the importance of providing high-quality personal service to clients. “The only way to keep building repeat business is to create raving fans,” he explains. “People can’t just be happy with your work, they have to be thrilled with it. Then the word spreads.” His enthusiasm for helping people shows in everything he does. “I’m excited about helping my clients. I really enjoy working with people, and I’ve developed a lot of friendships with past clients. When you don’t look at it as a job, people see that you’re working from the heart.”
When it comes to marketing his listings, Christopher believes in being proactive and using his extensive network among other real estate agents to drive traffic early on. “I talk to dozens of agents each day, and I ask them if they have any buyers looking in any price range,” he says. “That way I can tell them about our listings in advance, often before they come on the market. We build up those showings through digital media and word of mouth, which takes a lot of effort but makes a huge difference. A listing can sell from just putting it in the MLS, but sometimes it sells a month later than it should have, because it doesn’t get marketed properly. That’s why we get the word out to agents, talk to them, and focus on proactive marketing. Our listings can sell in days, or even before they’re on the market.”
Community involvement is important to Christopher. He has been a volunteer teacher at local Naperville high schools, presenting an interactive program called “The Magic of Thinking Big”, which teaches kids to think and dream creatively, and set goals to help them grow. He is also the new defensive line coach for Benet Academy’s varsity football team. When he is not working or giving back, Christopher enjoys staying physically active, and is an enthusiast of CrossFit, Rugby and Pilates.
Christopher continues being proactive, keeping up with new technology while also building strong relationships with clients and Realtors®. “As things become more digital, we can sometimes lose that human interaction,” he says. “We need people who are working from the heart. That trait in a Realtor® has become more valuable now, than ever.”
To find out more about Christopher Cobb, you can contact him by phone at 630-452-7007, or by email at info@thecobbteam.com. You can find him online at www.christophercobb.com
