Testimonials are golden, right?
Especially in today’s economy where people buy based on positive reviews from other satisfied customers (think Angie’s List, Yelp and Amazon).
Reviews can drive your sales, too.
In fact, a good video testimonial can do the selling for you!
Expert in the House
I invited my friend and marketing expert Ken Kerry to share with us the secret to getting great reviews and sharing them online.
Ken has spent the last 30 years creating infomercials.
If you’ve ever watched one, you know it’s all about getting insanely great testimonials.
But testimonials alone aren’t enough in today’s market.
You need to distribute them where people can see them.
And that means you need to publish them online.
Videos are taking over the internet.
Google predicts that in just two years over 85% of the content we consume will be videos.
And the smart agents are the ones who are paying attention.
They’re creating videos they can use on Facebook, Google and in social media.
They know that if the eyeballs are there, they should be there too.
All you need are some happy clients and your smartphone.
Generating Powerful Testimonials
So, how do you generate powerful testimonials?
You ask the right questions.
Ken recommends asking past clients these five questions:
1. What fears did you have about buying or selling your home today?
This is a really important question for clients to answer.
You want clients talking about the pain points that bother them because those same issues will bother prospects just like them.
In effect, you’re getting past clients to talk to future clients about how you solved their problem.
2. What process did you use to select me to represent you?
You want to understand the process your past clients used when they decided to hire you.
If a lot of people are using the same process… hello!
That’s where you need to be.
3. What did I do differently from other agents you’ve worked with?
If you hear the same answer over and over again, that is your unique selling proposition or USP.
This is where you find your measurable degree of separation from the rest of your competition.
4. How did I handle the process for you?
Prospects are looking for an agent they can trust.
This is one of the biggest investments they’ll make in their lifetime and they need to trust the person handling the transaction.
5. What would you say in recommending me to a friend?
Ask the client to describe how they would talk about you to a friend.
Make the question open-ended. We want them to answer in their own words and not in realtor-speak.
“Ask these five questions,” says Ken, “and just listen intently because good sales is listening.
They will tell you – over and over again – why they would recommend you.”