People are more likely to make purchases if the products come highly recommended from a peer – and that’s also true for serviced-based businesses like real estate.
While not every potential customer knows someone you know, agents can use social proof – a psychological phenomenon where people will do what other people are doing because they assume that those actions reflect correct behavior – to gain more prospective buyers. Used effectively, social proof can significantly boost conversion rates.
Case studies are an example of social proof, and agents can use them in several ways to generate new business.
For example, agents can ask their new buyers to give prospective buyers a virtual tour of their homes. While shooting a personal home movie that showcases the features of their new property, those recent buyers can ultimately tell potential buyers how much they enjoyed working with their agent and why they would recommend them to their peers.
Agents can also use photo galleries taken and annotated by satisfied buyers, which will appear to be a unique and unbiased insight into their property.
In addition, agents should remember that testimonials are the quickest and easiest way to condense and summarize a case study to display across their website – the original “social proof.”
To get testimonials, agents should ask all their recent buyers to submit a few sentences and use that to write up a paragraph based on their recommendation. As a final touch, they could add a persuasive call to action or pop up saying something like “Join over 1,500 happy clients who have bought their home with our business, sign up today!”
Source: RealtyBizNews (06/26/18) Obiri, Letitiah
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