With many home buyers and sellers researching real estate agents online, the power of reviews and ratings cannot be overstated. Here are some practical tips on how to use good reviews effectively.
In today’s digital age, online comments on various platforms have become a cornerstone of consumer decision-making and the real estate market is no exception. Reviews and ratings profoundly impact how potential clients perceive real estate professionals, influencing reputation and, ultimately, success.
The Impact of Consumer Opinions
Almost all buyers (97%) use the Internet in their home search process, according to the National Association of Realtors (NAR), and since almost all buyers turn to the Internet when searching for a home, their first impressions of agents are often shaped by what they find online. Moreover, a study by BrightLocal found that 75% of consumers always or regularly read digital reviews for local businesses, which include real estate agents, before deciding. In fact, just 3% of consumers never check online reviews.
Stats like these show that online reviews can significantly impact an agent’s credibility. Social proof – the psychological phenomenon where people follow the actions of others – is a powerful tool for establishing this credibility, especially in real estate, where trust is paramount. Positive reviews build trust and instill confidence in consumers searching for an agent.
Platforms like Zillow, Realtor.com, Yelp, Google and even Facebook are popular for finding and reviewing real estate professionals. High ratings on these platforms often correlate with increased client trust and higher lead conversion rates. As an example, a study by Harvard Business School found that a one-star increase in Yelp ratings can lead to a 5-9% increase in revenue for a business.
Encouraging More Reviews
So how do you encourage satisfied clients to leave reviews? Here are some tips:
- Follow-Up Emails: After a successful transaction, send follow-up emails to kindly ask for a review. It’s best to do this quite soon after the transaction has been completed so that the experience is still fresh in your client’s mind.
- Easy Access: Remember to send your clients direct links to the platforms where they can review your services. You can also provide links to your online review page or pages on your website and in your email signature.
- Be Flexible: You can also send a prompt for an online review via text message if your client prefers that method of communication, or even include a QR code to your review page on a Thank You card you present to them on closing.
- Don’t Be Shy: If your client remarked that they had a five-star experience, there’s nothing stopping you from asking them to include that feedback in your review.
Leveraging Reviews for Marketing
Reviews can also be powerful tools in a real estate professional’s marketing strategy. Here are a few ways to use them well:
Showcasing Reviews: Positive reviews should be prominently displayed on a realtor’s website, social media profiles, and email campaigns.
Content Marketing: Incorporating positive reviews into content marketing efforts, such as blog posts or newsletters, can help reinforce an agent’s reputation. Sharing reviews on social media platforms can also increase visibility and attract new clients.
Paid Campaigns: Good reviews can be used in paid advertising campaigns. For instance, a Facebook or Google ad featuring a glowing review can help capture the attention of potential clients in the research phase of their home-buying or -selling journey.
SEO: Reviews also contribute to search engine optimization (SEO) and local search rankings. Search engines are likely to rank agents higher when they have more positive reviews, making it easier for potential clients to find them.
Client Testimonials: You can take positive reviews a step further by turning feedback into detailed testimonials that can add depth to an agent’s portfolio. Highlighting specific strengths or successful outcomes can make testimonials more compelling and relatable.
Video testimonials: Filmed content is becoming more popular, and video testimonials can provide an even more personal touch. These videos allow clients to share their stories in their own words, which can be more persuasive than written reviews. You can either use a video review platform that takes your clients through it step by step, or ask them to film a review on their phones and send it through to you directly.
Managing Reviews
Whether their feedback is positive or negative, engaging with reviewers shows a commitment to client satisfaction. BrightLocal found that 88% of consumers would use a business that replies to all of its reviews, reinforcing the importance of engagement. Moreover, the survey also found that it’s important to respond to reviews quickly, with 34% of consumers expecting to see a response in 2 – 3 days.
Responding to positive reviews with gratitude and addressing concerns in negative reviews demonstrates professionalism and a willingness to improve – and could perhaps turn a negative experience into a positive one.
