Do you clearly establish your unique position in your marketing materials? Can a real estate agent look at your materials and distinguish you from every other loan officer? To agents, it's difficult to distinguish one loan officer from another.
Testimonials establish your unique position. They clearly state how you are different and offer proof. Without testimonials, your marketing efforts are just vague claims. Testimonials add weight. A real estate agent reads it with the name of a fellow agent attached, and believes the claim, establishing validity.
When Testimonials Don't Work
This may seem contradictory - is it really possible for a testimonial to lack effectiveness? A testimonial is ineffective when it is a vague claim, with no specifics or personal detail.
Many loan officers ask clients for testimonials and get statements like "he was great." What does this kind of statement tell real estate agents? These vague statements offer no greater proof and are viewed with a certain amount of skepticism. They are so generic they could be easily manufactured.
Capturing Great Testimonials
Testimonials are effective - when they are specific, measurable and action oriented. You can get testimonials that make agents pay attention, and even more importantly, ask "tell me more." But you have to know how to capture those testimonials by guiding with questions.
Much like a job interview, you start with easy questions and then delve for more detail. Here are some sample questions to guide the process:
- How would you rate your experience working with me?
- What kind of feedback did you receive from the clients about my service? Always ask for specifics.
- If you closed early, what did this mean for the buyer or seller? What did it mean for you (the agent)?
- How was our communication? Was the experience different from what you typically encounter with other loan officers? How so?
- Did you receive any referrals from this client?
- Will you work with me in the future? Again, get specifics.
- How would you like me to stay in touch?
Sometimes, it's better for a third person, like another member of your team, to conduct the interview. The real estate agent may feel more forthcoming, and the interviewer can ask questions about the situation to get more details because they don't already know the specifics of the situation.
Testimonials may be one of the most important components of your marketing materials. You can include them in your letters, newsletters, networking opportunities, brochures, and information to prospects.
When carefully crafted and specific, a testimonial can open doors to future business and give you an opportunity to expand your RealtorŪ relationships.
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