Superstar Secret # 16. They use client testimonials to build credibility and break through skepticism.
Superstar Secret # 16
Let’s face it, today’s consumers are skeptical.
With all the marketing hypse and sales pitches people receive on a daily basis, it’s no wonder why we’re all becoming a bit jaded.
Marketing Guru Dan Kennedy reasons that, “This is not a consumer trend, but a societal one, largely supported by the repetitive failures of people we once looked up to: political leaders, ministers and pro athletes.”
Take that default level of skepticism and add to it the plethora of marketing messages from every Tom, Dick and Harry in the real estate industry claiming to have the “best service” and “best results” and now we have skepticism on steroids!
People don’t know who to believe any more. It’s like marketing incest – everyone is saying the same thing with ever-decreasing results!
Let’s face it, people don’t like to be guinea pigs. They know pioneers get arrows in their backs!
That’s why it’s mission critical that we find ways to increase our credibility and thereby build trust with out prospects, so we have a better chance of making the sale.
The question is, HOW?
Well, one of the most powerful marketing strategies for building trust is the use of client testimonials.
You see, it’s one thing to toot your own horn and tell everyone how great you are.
It’s a whole other thing when other people just like them, who have nothing to gain from endorsing you, are singing your praises – your believability and credibility shoots through the roof!
Testimonials provide that much-needed proof and assurance that your claims have credence, that you’re in the “real deal” and can be trusted.
The m ore relevant your testimonials are, and the more they get your prospects saying to themselves, “Hey, that person is just like me!”, the more compelling and believable your testimonials will be.
That’s why Superstar Realtors purposefully sprinkle relevant testimonials throughout their marketing materials, especially after making bold claims about the benefits they offer. They know that their prospects natural reaction is to doubt their claims even if they secretly want the claims to be true. So to build credibility superstar realtors will present their prospect with real life client testimonials and case studies.
Where can you use your client testimonials?
- Print Ads
- Radio Ads
- Tv ads
- Free Reports
- CDs and DVDs
- Business Cards
So there you have it. I”ve just given you a proven strategy for building trust in the mind of your prospects.
As an added-value service, we can provide you with a time-tested, easy-to-use system for capturing client testimonials…on autopilot.
For more information, call us today! 714.352.0808.