The Importance Of Reviews And Recommendations For Your Estate Agency
While the same could be argued for all businesses, there is no denying the importance of reviews and recommendations for your estate agency. You want to deliver a great service for your current client because this is what you offer, but equally, you want to please your current client so they leave a testimonial or offer a recommendation which helps you connect with new clients.
There is considerable competition amongst estate agents, and it is no surprise people feel overwhelmed when selecting an agent. Moving home, be it buying, selling, renting or letting, is a massive move in a person’s life. There is a need for people to make informed decisions, which is why people want help from trusted professionals.
Of course, people don’t want to review and speak with every potential agent before coming to a decision, and this is why great reviews or recommendations are vital. A prospective client places faith in the thoughts and opinions of people like them, and as an estate agent, you need to make sure that prospective clients see these testimonials.
Do a good job
You don’t need us to tell you this, but it doesn’t hurt to be reminded. The easiest way to encourage great reviews is to do a good job. There is a lot you can do to persuade or remind clients to leave a review, which we will discuss, but the bottom line is, you need to offer a great service that people want to share and recommend.
If you do this, you’ll find the following tips will help you to maximise the return on the work you do, and help you connect with new clients. If you don’t do this, you’ll find that adopting a policy based on reviews isn’t of value to your business.
How to get reviews
Please consider the following steps when looking to get reviews:
After you have completed work for a client and everything has been completed to their satisfaction, ask them for a review.
With so much going on at this time, clients might not think about leaving a review, or realise how important it is for them. At this time, when your good work is fresh in the client’s mind, it is the perfect opportunity to raise the subject of the client leaving a review.
Broach the subject in the right manner.
A lot of people don’t like asking for reviews, but it can be broached in a way. Complimenting the client, perhaps saying you really enjoyed working with them, and asking for feedback is a pleasant way to bring the topic up, and it doesn’t seem too pushy.
You can always follow up, perhaps by email or on social media, and ask for a review. Some places suggest offering an incentive for clients to leave an email, but you must be careful this approach doesn’t breach the terms and conditions of the platform you are looking to have the review(s) on.
Where you need reviews?
There are many places where people can leave reviews for estate agents, and where people look for estate agents’ reviews. Ideally,
When it comes to the places where people leave and read reviews, there are two types of places to consider:
- The mainstream locations such as Google, Yelp, TrustPilot and Facebook
- The industry and niche locations based specifically on estate agents, such as allagents
You should have a presence on all these sites, and right now, Google, and Google My Business, is vital. You want your business to be present when people search for estate agents in your local area, and you want to make the best possible impression here.
All review sites are worth considering, but if you have limited time, or you want to feel confident about doing something which is worthwhile, ask people to connect with you on Google My Business, and to leave a review there.
Of course, this means you need to be active on GMB, and you need to provide people with reasons to look at what you are doing here. You don’t need to post a huge amount of content on GMB, but update your site regularly, offer important information, and don’t be overly promotional. Provide useful information and look to provide people with value.
With Facebook moving from reviews to recommendations, and making it harder for people to leave reviews on business sites, it makes sense to place more time and energy into building your GMB profile, and focusing on reviews.
Some quick tips to consider to boost engagement on your Google Business profile include:
- Adding a link to your GMB page from your website
- Adding a link to your GMB page in your email signature line
- If you use business cards or physical print, add a link to your GMB page; with a QR code being a good way to drive traffic to this page
Is it worth asking clients for video testimonials?
Yes, it is always worth asking.
Not every client will be happy to do so, but if you have video reviews from happy customers, these will go a long way to persuading prospective clients of your merits. When you complete work for a client, it will be helpful to have the recording equipment you need to create a quick video review with you.
With smartphone technology, you don’t need a lot of equipment, or even expensive equipment to record reviews. A smartphone and an external mic will often be more than enough to capture a quick video review that will go a long way to boosting your presence.
This sort of content can be shared on your website, on social platforms, and it can be transcribed and used as a review in more conventional places. It is helpful to create as much interesting content from as little work, and this sort of clip is a perfect example of how an estate agent can reach new clients with less work.
If you are an estate agent looking to win instructions and gain new clients, you need to have reviews that convince new clients you can be relied on and which shows your clients you have their best interests at heart. At Agent Media, we are social media and content specialists, and we are pleased to say we have assisted estate agents and agencies connect with their audience, develop their reputation and gain instructions.