Real estate is one of the most competitive industries to work in and differentiating yourself in a crowded market can be difficult – this is where social proof can help.
Essentially, social proof is borrowing third-party influence to sway potential clients and according to a Nielson survey, 68% of respondents trust consumer opinions posted online.
At its core, real estate is a relationship business, so leveraging social proof is a great way to paint a more complete picture of what a potential client can expect if they decide to work with you.
So what does social proof look like? When you’re browsing a landing page and see a testimonial from an industry expert you respect, that’s social proof. When you see that an industry giant is already using a specific tool, that’s social proof. When you sign up for a demo because you see the tool solved the exact problem you have for a similar company, that’s social proof too.
Below, we outline 6 practical ways you can use social proof to stand out from the crowd.
1. Case studies
Put together and publish a data-driven, in-depth analysis of the services you provided to a happy client. Focus on the problems you solved for them, any hurdles you overcame and the results you achieved for them.
These simple, short-form recommendations can improve your conversion rates on both your website and social channels. Ensure the testimonials you use are perceived as legitimate by including the picture and name of the person providing the testimonial.
Think of reviews as more objective and fact-based than a testimonial. These are perfect in the competitive real estate market as clients can go into more detail about their experience with you.
4. Social Media
Praise from colleagues, past clients or partners on social media is a real winner in terms of building your credibility. You can request these or even better, be the first to share some social praise and you may well find it is reciprocated.
5. Trust icons
Showcasing your awards, memberships or qualifications is another form of social proof that doesn’t just highlight your experience but also your expertise.
6. Data / numbers
Cold hard numbers are difficult to discredit. Share the number of sales this year, hours spent with clients or how many years of experience you have in the business. Consider demonstrating these numbers in eye-catching infographics you can use on your website and your social channels.
It’s important to remember that social proof is not a ‘set and forget’ tactic. Even if you have ticked off all social proof ideas above, keeping your social proof fresh and recent is just as important as securing it in the first place.
Be proactive and plan to publish new case studies or testimonials on a regular basis and follow up with clients – both current and past – and ask them to leave you a review.
By including social proof in your email marketing, on your website and on your social pages, you can really start to tap into its persuasive power and differentiate yourself from the competition.
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