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5 Effective Client Testimonials to Use in Real Estate Marketing

By
Services for Real Estate Pros with RentJuice

Client testimonials are powerful. They're sincere, written by someone with first-hand experience with your service, and when positive, help you build a good image of your business. The key to using customer reviews to help you build credibility is to use the right ones. You've probably gotten all kinds of customer feedback, but featuring one or two is more effective than highlighting every single good review that's ever been written about your business. Here are 5 types of client testimonials you can feature for more effective marketing materials. 

1. Use reviews that are specific. Testimonials that are vague don’t give any insight to your service. If you had to pick between “Renter Realty is excellent and has a very professional team” and “Renter Realty is awesome! They worked with me at every stage of my apartment search, accommodated my busy schedule, and really understood what I was looking for. With their help, I was able to find my bright and modern apartment in the Financial District. Would definitely work with them again!” Which would you choose? 

Select a review that shows your business is excellent as opposed to outright saying it. A valuable comment will reveal more about your service with specific details.

2. Answer questions. Use client testimonials to help answer prospective renters’ questions. Instead of addressing concerns yourself, hearing the answer from a previous customer will build trust in your business and move renters closer to using your service. A testimonial that explains why a customer used your service, how your fees are competitive, and how responsive your customer service is will answer a client’s questions while helping you build credibility in their eyes. 

3. Use a review from a former skeptic. These types of reviews are very powerful because they show how you won over the trust of the customer. For example, “I’ve been a renter for 10 years and never thought I’d need to work with a broker. When I moved to New York, the rental market was so competitive that I decided to try it out. I was skeptical about whether or not the fee would be worth it, but I was surprised at how much simpler it made my housing search…” 

Once again, as opposed to telling potential clients that you're worth their time, a testimonial will come across as more genuine and reliable.

4. Don't overlook reviews with personality. Reviews should be real, so don’t ignore reviews that use puns, involve a funny joke, or are more colloquial. Testimonials using informal language can be more effective than multiple formal reviews because they’re seen as original and genuine. 

5. Don't be selfish. If a former renter was considering another service before deciding to go with yours, don’t be afraid to post the review. After all, they’re explaining how you won out above the rest! Use your judgement – if the customer is completely satisfied with your business, there’s no harm in showing why you’re better than the competition. 


For more insights to help you improve your rental business, check out RentJuice’s marketing resources, or sign up to get updates from our blog, where you can get daily updates on best rental marketing practices.


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Comments (3)

David Shamansky
US Mortgages - David Shamansky - Highlands Ranch, CO
Creative, Aggressive & 560 FICO - OK, Colorado Mtg

welcome to the rain! This is a great post and one I am bookmarking for future easy reference.

Hope you enjoy it here and share, comment, write and learn its a great place to connect!

Aug 24, 2012 04:55 PM
Lucas Taylor
Keller Williams Miami Beach - Miami Beach, FL
Thank you for the great education. I learned so much from your post.
Aug 25, 2012 11:12 PM
Beth Paterson
Reverse Mortgages SIDAC, LLC, NMLS #1790592 - Saint Paul, MN
CRMP, NMLS #342859

Jennifer, great post and points about using testimonials.  I think using testimonials can often be overlooked.  And we shouldn't be afriad to ask for them.  Thanks for sharing.

Aug 26, 2012 05:20 AM