The Power of the Testimonial in Real Estate and Mortgage Marketing

testimonial review

Do you want people to know how you excel in your career? How about letting potential home buyers and referral partners know you have their best interests at heart and that you see them as more than just a number? One of the quickest, easiest and cheapest ways to build a mortgage business is through the power of the testimonial.  When you provide people with a great experience and go the extra mile to make them equipped to purchase the home of their dreams, why not let the world know about it?

From heartfelt, meaningful quotes to short videos, testimonials can come in a variety of packages. The biggest key is knowing how to optimize them, and this all starts with making sure they are both relevant and truthful.  Showcase testimonials that come from people with whom you’ve done direct business and who can speak to your reputation in an unbiased manner. That is, as much as your friends and relatives might want to let everyone know how great you are, their testimonial isn’t going to carry a lot of weight or do anything to help you mine for new business, because it will lack all objectivity. Also, don’t waste time seeking a testimonial from someone who barely knows you or whom you’ve only met one time, as these kinds of people simply haven’t had a chance to witness your devotion to those looking to make the most important purchase of their lives.

The other major consideration with optimization is finding the best place for your testimonials to achieve maximum exposure. If you have 2,000 friends on your Facebook business page but only 50 connections on LinkedIn, a testimonial on the former platform is going to have a much broader reach than one on the latter. The goal should be to have as many connections as possible on each platform, so your testimonials will touch a broad audience.  It is also important to keep in mind that positive testimonials from people with a large sphere of influence carry more weight than a testimonial from someone who isn’t as well-known. At the same time, the more testimonials, the better — regardless of the source.

When it comes to securing testimonials for your mortgage website or social media pages, there’s no need to be bashful. As the old idiom goes, “Ask and you shall receive.” And, even if you don’t, you’re no worse off for asking!  While most people are busy with their own lives, many people will take five or 10 minutes to craft a testimonial for you — especially if they believe it’s going to benefit them in some way. So, think of creative ways that you might be able to do a favor for someone who takes time out of their busy schedule to publicly praise you; it might be as simple as writing a testimonial for them in return!  Regardless of who provides a testimonial or where it is shared, always make sure it is packaged in such a way that it’s going to be appealing and convincing to potential home buyers. With written testimonials, a photo of the person who crafted the testimonial is ideal, as it puts a face with a name and humanizes the person. This also allows potential customers to see the kinds of people you’ve helped in the past. Diversity is critical here, as testimonials from a diverse group of people make you more likely to continue attracting a diverse pool of home buyers and agents, which at the end of the day means more business for you.

Lastly, remember that your website and social media pages aren’t the only landing places for testimonials. If you haven’t already, check out Social Survey — a powerful research and marketing tool that is perfectly suited for helping loan originators solicit and gauge valuable feedback from home buyers, referral partners and others with whom you have done important business.