If client testimonials aren’t an essential ingredient in your marketing mix, it may be time to change your recipe.

Reviews weigh heavily on the decision-making processes of buyers and sellers. A series of positive endorsements can be just what you need to earn the trust of potential clients and generate promising new leads.

So how can you get the most out of your client testimonials?

Look for good stories.

Not every client has a compelling story to tell, but those who do can be marketing gold. What you want is an emotional narrative that will resonate with future prospects.

For example, let’s say your clients were first-time buyers with a baby on the way. You tracked down the ideal property in their preferred school district. But it was just out of their price range — until you negotiated a deal they could afford. One year later, the family is living happily in their dream home.

Focus on pain points.

Prospects want to work with a problem-solver. If you helped a client resolve an unexpected hurdle — like landscaping suggestions that increased curb appeal and buyer interest — that’s a story that can strengthen your brand perception.

Make it easy.

Video testimonials may be second nature to young clients who’ve grown up sharing their lives on social media. But not every client will feel comfortable filming themselves, so provide the option of a standard written review as well.

Get permission to share.

Testimonials can help strengthen your image as the go-to neighborhood expert. Just make sure you have permission to use the name of each client before you share their testimonials.

For more ideas on making your marketing the talk of the neighborhood, reach out today.