Ways to Use Testimonials to Build Your Real Estate Business

30 January 2026

Introduction

Let's be honest—buying or selling a home is one of the biggest financial decisions people make. And with big decisions come big doubts! That’s where testimonials swoop in like superheroes, easing concerns, building trust, and convincing potential clients that you’re the real deal.

In real estate, word-of-mouth is everything, and testimonials are the digital-age version of personal recommendations. If you're not using them to your advantage, you're missing out on a golden marketing tool. Wondering how to make the most out of client feedback? Grab a cup of coffee, and let’s dive in!

Why Testimonials Matter in Real Estate

Think about the last time you bought something online. You probably checked the reviews before hitting that “Buy Now” button, right? The same psychology applies to real estate!

People want proof that you can deliver on your promises. Testimonials showcase real-life success stories, reassuring potential clients that working with you is a smart decision.

A great testimonial does three things:

1. Builds trust – Prospects feel more comfortable when they hear from past happy clients.
2. Provides social proof – People are more likely to do business with those who have positive reviews.
3. Differentiates you from competitors – A strong testimonial can seal the deal when a client is choosing between agents.

1. Feature Testimonials on Your Website

Your website is your online hub—it’s where potential clients go to learn about you. Make sure you dedicate a section specifically for testimonials!

Where to Place Testimonials on Your Website

- Homepage: A well-placed testimonial at the top catches attention immediately. Think of it as love at first sight!
- Dedicated Testimonials Page: Consider creating a separate page where you showcase multiple reviews. Think of it as your digital trophy shelf.
- Service Pages: Sprinkle relevant testimonials on different pages to reinforce credibility.
- About Page: A glowing review here can make your introduction more compelling.

Adding real photos of past clients alongside their testimonials makes them even more believable. And if you can get video testimonials? Even better!

2. Leverage Social Media for Testimonial Marketing

Social media is where people hang out—so why not meet them there? Client testimonials make for fantastic, trust-building content.

How to Use Testimonials on Social Media

- Facebook & Instagram Posts: Share a client’s story in a post, paired with a nice photo of them in their new home.
- Instagram Stories & Highlights: Pin your best testimonials under a "Happy Clients" highlight.
- LinkedIn Recommendations: Ask satisfied clients to leave you a glowing recommendation on LinkedIn.
- Twitter Snippets: Share short, powerful one-liners from testimonials.

Social proof on social media makes your brand feel more reliable. Plus, it encourages engagement—clients love seeing their words featured!

3. Turn Testimonials into Video Content

Text-based reviews are great, but video testimonials? They’re gold! A client passionately talking about their amazing experience with you creates a powerful emotional connection.

How to Create Impactful Video Testimonials

- Keep it Short & Sweet: Ideally, a minute or two max.
- Ask the Right Questions: Guide clients by asking:
- “What was your biggest concern before working with me?”
- “What did you love most about the experience?”
- “Would you recommend me to others? Why?”
- Choose a Great Background & Lighting: A well-lit space keeps it professional.
- Make it Authentic: Encourage clients to speak naturally—no scripts!

Share these clips on your website, social media, and even in email campaigns to boost credibility.

4. Add Testimonials to Your Email Campaigns

Email marketing is still one of the best ways to nurture leads. And including testimonials in your emails? That’s like adding a cherry on top!

Where to Use Testimonials in Emails

- Welcome Emails: When someone signs up for your newsletter, introduce them to success stories from past clients.
- Follow-up Emails: If prospects are on the fence, a powerful testimonial can nudge them in the right direction.
- Promotional Emails: Launching a new service or offering? Testimonials reinforce why people should trust you.

Including success stories in emails makes them more persuasive. After all, people trust other buyers more than advertisements!

5. Use Google & Zillow Reviews to Your Advantage

Most real estate clients check Google and Zillow reviews before reaching out. Positive ratings on these platforms can make or break a deal.

How to Get More Reviews

- Simply Ask! After closing a deal, send a friendly email asking clients to leave a review.
- Make It Easy: Provide direct links to your Google and Zillow profiles.
- Incentivize (Ethically!): Offer a small, thoughtful gift, like a home decor guide, as a thank-you for leaving a review.

Once you gather those stellar reviews, don’t let them sit unseen! Share them on your website and social media.

6. Showcase Testimonials in Print Marketing

Yes, digital marketing is a powerhouse, but print is far from dead! Incorporating testimonials into offline marketing makes your brand more trustworthy.

Best Ways to Use Testimonials in Print

- Flyers & Brochures: Include a standout review to catch attention.
- Business Cards: A short, powerful one-liner can leave a lasting impression.
- Direct Mail: If you send postcards or letters, sprinkle in a glowing testimonial for credibility.

A printed testimonial in someone’s hands feels just as powerful as reading one online.

7. Incorporate Testimonials into Open Houses & Presentations

When you’re meeting leads in person, don’t just tell them about your success—show them!

How to Use Testimonials in Open Houses

- Display Printed Testimonials: Set up a board or binder featuring happy clients' experiences.
- Include in Listing Presentations: Show new sellers past success stories to build confidence.
- Use in Buyer Packets: A testimonial sheet reassures buyers they’re in good hands.

Nothing convinces clients faster than seeing real proof of past happy customers!

8. Respond to Every Testimonial (Good & Bad!)

Engagement doesn’t stop once you get a review—you need to acknowledge it!

Best Practices for Responding to Testimonials

- For Positive Reviews: Always thank the client and express your appreciation.
- For Neutral Reviews: Acknowledge their concerns and mention how you’re improving.
- For Negative Reviews: Stay professional, apologize if needed, and offer to resolve the issue.

By responding properly, you show prospects that you genuinely care about client experiences.

Conclusion

If you aren’t actively using testimonials, you’re leaving a goldmine of marketing potential untapped!

From social media to video testimonials, email marketing to open house displays, and even Google reviews—there are endless ways to showcase happy client experiences. And the more you leverage testimonials, the more you establish trust and credibility, making it easier to attract and convert potential clients.

So, start asking for feedback, share those amazing testimonials, and watch your real estate business thrive!