How to make the most of real estate testimonials to attract new clients

by Ashley Harwood, Jessica Davis

Imagine if you could bottle the enthusiasm your clients have for working with you and use it to capture new business. That’s where real estate testimonials come into play. We all know that getting testimonials is an important part of building a business, yet it’s often a forgotten step in the process.

More often than not, I see agents asking for a review just once after closing, and the client says they will write a testimonial, but never do. What’s the solution? Keep reading for our guide to why real estate agent testimonials are so vital, how and when to ask for them and how to use them strategically once you have them.

Why real estate testimonials are important

Even for agents who work by referral, testimonials are key. Having a strong collection of solid, 4.9 or 5-star real estate client testimonials will set you up for success in the following ways:

Social proof. When someone recommends a new restaurant to me, the first thing I do is search for it online and look at reviews. I may even read any negative reviews to get a sense of any red flags. Real estate consumers operate the same way. They will look you up online, even if they were given your name by a trusted friend. The more great reviews you have, the better. This will make clients feel confident in working with you. If others had a wonderful experience with you, chances are they will, too.
SEO ranking. For real estate consumers who don’t already have an agent in mind, they will typically search online for a local agent. The more 5-star testimonials you have (specifically on your Google business profile), the higher you will rank on Google when someone searches for a real estate agent in your area.
Future referrals. When your client is actively recalling all the wonderful things you did for them during the transaction, it brings the experience to the top of their mind and increases the chances they’ll send you a referral to another client.
Marketing. Testimonials are fantastic marketing tools. From your website to your social media to your printed marketing pieces, real estate client testimonials are marketing gold. In the next section, we’ll go deeper into all the places you can use them.

Where to list your real estate testimonials

There are a lot of places you can use testimonials, which is one of the reasons they’re so important to have. Here are our top recommendations:

Google. Increase your SEO ranking and show up higher on a Google search by having more reviews on your business profile.
Zillow. Similar to Google, real estate buyers and sellers can search for agents on Zillow. More reviews give the consumer confidence in your experience and skills.
Your website. Every review anyone posts for you should be copied onto your website. I’d suggest sprinkling testimonials throughout your homepage and your other pages, and also having a dedicated page just for real estate testimonials.
Social media. I’m sure you’ve seen agents post their reviews on their Facebook and Instagram pages. Take it to the next level by sharing the client’s story, how the transaction went and then posting the review (with their permission, of course). Was it a difficult deal that you were able to get closed anyway? Was it a multiple offer situation, and you got your seller a much higher price than they expected? Stories are more engaging on social media than simply a testimonial by itself.
Your listing and buyer presentation. Include a page of testimonials in your listing and buyer presentations that you use when meeting with a potential client for the first time. This social proof will help them feel comfortable saying yes to you.
Your marketing. Whether it’s your monthly e-newsletter, a just sold postcard you sent to a neighborhood or a quarterly market update you mail to your sphere, using real estate client testimonials reminds them that not only are you a real estate agent, you’re a great one who people enjoy working with.

Steps to ask for testimonials

You may be thinking: “Ok, so how do I actually get someone to write a review for me?” Here are our six steps to ask for testimonials from your clients and encourage them to take action.

Step 1: Plant the seed at your initial consultation

During your first meeting with a prospect, make it a point to mention that your goal is to do such a great job for them that they leave you a 5-star review. It’s subtle yet effective. Then, when the time comes to ask for that review, they’ve already been prepped for it.

Step 2: Remind them about the review at closing

I don’t recommend asking for the review on the day of closing (unless it’s a quick video testimonial) because clients are distracted finalizing their purchase. But you can remind them to keep an eye out for your testimonial request in a few days once things are settled.

Step 3: Send instructions and prompts a week after closing

I’d send instructions via email, although you could text if that’s how your client prefers to communicate. For example:

Hello (name)! Hope you’re settling into your new place and loving it. I have a small favor to ask that would make a huge impact on my business and help other clients like you find me online: Would you mind taking a quick minute and writing a review for me? You can post it on my Google or Zillow profile (include your specific links).

If you need some help thinking about what to say, consider: What was your favorite part about working together? Would you recommend me to your own friends or family? What would you say in your recommendation?

Thank you so much for taking the time to do this! I really appreciate it. Talk soon!

Step 4: Immediately after sending the email or text, call them

This serves as both a check-in call and a reminder to write a review: “Hi! How’s everything going with the move? Anything you need? Great! I just sent over an email with a request for a review – would you mind taking a moment today and writing a review for us? We always aim for 5 stars. Thank you so much!”

Step 5: If the client hasn’t written a review, send a reminder email

This is just a quick reminder — we’re not begging for reviews, but we know people are busy and simply forgot to write their review. Wait about a month before sending a reminder, so you’re not overly eager.

Step 6: Ask to do a video testimonial at closing

This is a great way to get the review done right away, as long as you receive their consent to use the video and transcribe it for any future marketing purposes.

Testimonial best practices

Now, you have everything you need, go get more real estate testimonials and use them to find and convert more clients. Here are some additional best practices to help you improve your skills even more:

Offer prompts, such as questions or suggestions, in your email with review instructions. Example: “What was the highlight of your real estate experience with me?” You can also include examples of other testimonials you’ve received to help your client write theirs.
Drop in “5-stars” whenever you ask for the review. If you say it to them directly, it (not so subtly) suggests that they should give you five stars.
Keep your ask for testimonials friendly and casual, while also sharing the importance of reviews for your own business and for future clients. For example, you can say: “Reviews help me find other buyers like you who need my help, and they also help clients find me. Thank you in advance for agreeing to write one!”
Screenshot or copy/paste reviews to your website and social media. When a client posts a review on Google or Zillow, you can (with their permission) copy/paste or screenshot it and post it on your website or social media. I’d suggest using their first name and the initial of their last name, rather than their full name, when doing this to preserve their privacy.

Testimonial examples we love

We compiled some shining examples of real estate testimonials from a variety of platforms. Use these as examples for your clients if they’re not sure where to start.

Zillow

This client review from my Zillow page is a great example of a client getting specific in their testimonial. The client talks about their experience trying to sell by owner, and how working with me instead helped them sell their property more seamlessly.

Yelp

This client review for The Odd Couple Team – Keller Williams was so long that the entire thing didn’t fit in one screenshot! This review stands out because the client details the pros and (nonexistent) cons, calling out specific interactions and team members they worked with.

Google Business

This review for Chet of Mark Dietel Realty goes into detail about working with him and his communication style and frequency, which is helpful in setting expectations for prospective clients.

Review of Mark Dietel Realty from Google My Business.

Your website

This review for Kinga Mills gets specific about her work coordinating documentation, photography and marketing for the client. Additionally, it’s hosted on the Testimonials page of her own website, made through Luxury Presence. It’s a great example of the type of testimonials page you can create on your own real estate website.

Instagram/TikTok

This client testimonial for Nancy Hargrove of Coldwell Banker is short and sweet, and the enthusiasm from her clients shines through.

@nancyjhargrove
Client Testimonial #clienttestimonial #airbnbhost #mdhomes #dchomes #dmvrealtor
♬ pushin P (feat. Young Thug) – Gunna & Future

YouTube

This review for Realtor Darius Cincys features the client describing his family’s experience working with Darius and Darius’ expertise in his local market with enthusiasm — and all under three minutes!

The full picture

Real estate testimonials are an incredible marketing tool if used strategically. Use our tips to ask for reviews, place them where they will be seen and have an impact and remember to always provide top-notch customer service to your clients. This will result in rave reviews and future referrals.