enuine testimonials can Create a testimonial "harvesting"
add credibility to a real system:
estate marketing program.
When the testimonial comes from a The easier your testimonial
known source, like a neighbor, gathering system is, the more
that power increases tenfold. So likely you'll do it on a regular
how do you go about using basis. Put something down on
testimonials? paper. Map it out. Make it a
point to solicit a testimonial
An easy but effective formula: from each client X-number of days
after the transaction.
1. Place a testimonial at the top
of your piece, in headline Follow your timeline
fashion. consistently. And be sure you
make it clear how you will use
2. Followed up with your message, the testimonial (simply by using
giving specifics of the the phrase "in my marketing
transaction -- the number of efforts").
interested buyers that came
through, the time it took to get Use your client's full name and
a contract. (Or other relevant address whenever possible. When
data from a buyer agent you write a testimonial-request
transaction). email or letter (or call them on
the phone), ask if you can
3. Then offer to help the reader include their full name and
in the same way. address. Explain that it makes
the testimonial more believable
4. End with your offer and than something signed by "R. P.
call-to-action. from Houston."
For example, if you lived at 344 "...great..."
Elm Street, Houston, TX, which of
the following testimonials would "...superb..."
capture more of your attention:
"...astounding..."
One signed by J. Riley, Houston,
TX? Besides the fact that these
snippets are worthless, what's
Or one signed by John and Beth the first thing they bring to
Riley, 357 Elm Street, Houston, mind? If you're like me, you
TX? might say they look like they've
been taken out of context by a
Send thank-you cards or a small tricky writer. Use the full
gift to testimonial providers. testimonial, or at least the full
This will boost your referral sections that are most
rate. Besides, it's just plain applicable.
nice (and there's plenty of room
for nice in today's business Summary:
world).
Testimonials carry more power
Use the complete testimonial: than anything you might say about
yourself. Create a simple
Open your newspaper up to the harvesting system and follow it
movies section and you'll see consistently. Be honest about
testimonials that look like this: your intentions. Send a thank-you
card or small gift.
About the Author:
Brandon Cornett has worked as a writer and advertising manager within the direct mail industry. He now dedicates his time to helping agents and brokers improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com.
Source: www.isnare.com
