Using Testimonials to Increase Real Estate Sales

5 November 2025

When it comes to real estate, trust is everything. Buyers and sellers aren’t just making small purchases; they’re making some of the biggest financial decisions of their lives. So, how do you convince them to choose you over your competition? The answer is simple: testimonials.

In today’s digital world, people rely on social proof before making a decision. Think about it—how often do you check reviews before dining at a restaurant or buying a product online? The same principle applies to real estate. Testimonials build credibility, establish trust, and ultimately help you close more deals.

So, let’s dive into why testimonials matter and how you can use them to boost your real estate sales like never before.

Why Testimonials Matter in Real Estate

1. They Build Credibility
Real estate is a high-stakes industry. Buyers and sellers want to feel confident in their agent’s ability to get the job done. When past clients share their positive experiences, it reassures potential clients that they’re in capable hands.

2. They Establish Trust
People are naturally skeptical—especially when making large financial transactions. Testimonials act as a third-party endorsement that proves you’re not just talking the talk, but actually delivering results.

3. They Influence Decision-Making
Most home buyers and sellers research multiple agents before making a choice. When they see glowing testimonials about your service, they’re more likely to choose you over someone without any client feedback.

4. They Improve Local SEO
If you incorporate testimonials on your website, especially with keywords related to your city or neighborhood, it can boost your local search rankings. Better rankings mean more traffic, and more traffic means more potential clients.

How to Collect Powerful Testimonials

1. Ask at the Right Time

Timing is everything. The best time to ask for a testimonial is right after a successful closing—when your client is still riding the wave of excitement. Shoot them a quick email, text, or even ask in person.

2. Make It Easy

Some clients might not know what to say in a testimonial, so simplify the process. Provide a few simple prompts, such as:
- What was your biggest concern before working with me?
- How did I help solve that problem?
- Would you recommend my services to others?

Even better—ask them if they’d be comfortable recording a short video testimonial. Videos are incredibly effective because they feel more genuine and personal.

3. Use Social Media

Happy clients naturally love to share their success. Encourage them to leave a review on platforms like Google, Facebook, or Zillow. You can also ask them to tag you in a post celebrating their new home.

4. Incentivize (Without Being Pushy)

Sometimes, clients need an extra nudge. Offer a small thank-you gift, like a $10 coffee gift card, in exchange for a testimonial. This little incentive can go a long way!

Where to Showcase Testimonials for Maximum Impact

1. Your Website’s Homepage

Your homepage is often the first impression people get of your brand. Feature a few persuasive testimonials front and center to immediately establish credibility.

2. A Dedicated Testimonials Page

Go all in and create a dedicated page just for client testimonials. This acts as a library of success stories that potential clients can browse through.

3. Landing Pages

If you run ads or promote specific neighborhoods, include relevant testimonials on those landing pages. A well-placed success story can convert website visitors into clients.

4. Social Media Highlights

Turn testimonials into eye-catching social media posts or even Instagram story highlights. A simple before-and-after home picture with a testimonial caption can work wonders.

5. Email Campaigns

Nothing builds trust like real experiences. Incorporate client testimonials into your email newsletters to reinforce your reputation and encourage engagement.

6. Listing Presentations and Brochures

When meeting potential clients, include testimonials in your marketing materials. Hearing from satisfied clients can be the final push they need to sign with you.

Making Testimonials More Persuasive

Not all testimonials are created equal. A generic “John is great” won’t do much for you. Here’s how to make your testimonials pack a punch:

1. Be Specific

Encourage clients to mention details about how you helped them. Instead of:
✅ “Sarah was a fantastic agent!”
Aim for:
✅ “Sarah helped us sell our home in just 10 days at above asking price, despite a slow market. Her negotiation skills are top-notch!”

2. Use Numbers When Possible

Testimonials with quantifiable results add extra credibility.
- “With Mark’s help, we bought our dream home $15,000 under asking price.”
- “Jessica sold our home in 7 days while another agent struggled for 3 months.”

3. Add Client Photos

A testimonial with a happy client’s photo (or even better, a video) is far more powerful than plain text. It makes the testimonial feel real and relatable.

4. Highlight Overcoming Challenges

Potential clients love to hear about challenges that were solved because they might have similar concerns. Testimonials that tell a before-and-after success story build confidence.

5. Use Video Testimonials

There’s no denying it—videos are king. A 30-second clip of a satisfied client sharing their experience can be more persuasive than a paragraph of text.

Real-Life Example of a Winning Testimonial

Let’s compare an average testimonial vs. an outstanding one:

Weak Testimonial:
"Mary was great to work with. Highly recommend!"

Powerful Testimonial:
"We were first-time buyers and had no clue where to start. Mary guided us through every step, explained all our options, and made the process smooth. Thanks to her expert negotiation skills, we got our dream home $10,000 under asking price! We couldn't have done it without her."

See the difference? The second testimonial feels genuine, detailed, and persuasive.

Final Thoughts

If you’re not using testimonials in your real estate business, you’re leaving money on the table. Potential buyers and sellers want proof that you can deliver results, and nothing proves that better than happy past clients.

Start asking for testimonials today, showcase them everywhere, and watch your real estate sales skyrocket. It’s time to let your satisfied clients do the selling for you!