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Simon D. Hunt
RE/MAX House Of Real Estate
4034-16 ST SW, Calgary, Alberta
P: 403-293-0363
F: 403-287-3876

How To Create Powerful Testimonials & Reviews


Here are some tips on creating testimonials that hit home with readers:

Testimonials do not have to be long or involved and can be created easily and quickly. Short, concise testimonials, which include specifics, benefits and results trump drawn out, non-specific reviews every time.


1. Tell a Story with Specific Results.

Think of some “Client Success Stories” that you remember from other websites. Often, the most vivid memories you’ll have are of testimonials that tell a story, beginning with a problem and finishing with successful results.

Here’s an example:

“As first-time home buyers, we were full of questions and had many concerns about making a good investment. John took the time to educate us about the market, explained the entire process step by step, and found us a wonderful home in less than 3 weeks.”

Anytime we hear something like this, we automatically compare ourselves to the people telling the story. WE ARE NOW INVOLVED!

The mention of specific, desirable results, especially when there is anxiety involved in a process, triggers a natural “light at the end of the tunnel” response in the reader or listener that makes them think, “I want that”.


2. Use Numbers to Back Up Your Statements.

We are conditioned from a very early age to have confidence in numbers. From school textbooks to the nightly news, facts are presented to us with figures to back them up, and we automatically associate them with a sense of legitimacy.

You can use this principle to create powerful testimonials. Here’s an example:

Version 1:

Jessica has helped us with multiple transactions, and did a wonderful job helping several of our friends during that time also. We have always been delighted with her service.”

Not bad, but consider the next one:

Version 2:

Bryan has helped us buy and sell 3 homes in 5 years, and did a wonderful job helping 4 of our friends during that time also. We have always been 100% delighted in his service.”

“Our home had sat on the market for 124 days with very few showings. After re-listing and following Simon's advice, our home quickly sold for 99.8% of list price in only 8 days. That was in a market where the average days to sell were 46.”

While both testimonials are good, the examples in Version 2 allow people to actually “see” what is being said. It carries much greater authority on a subconscious level.


3. Include Photos or Video Whenever Possible.

We all experience doubt and suspicion about what’s written and spoken both on and offline. What others say about you is 100 times more trusted than what you say about yourself.

Photos, especially video help to add massive credibility to every testimonial and review. People are far more apt to believe a written testimonial when it’s accompanied by a photo or video.

Video creates the most powerful of all testimonials. Videos add even more believability and can quickly and easily be created and delivered using mobile phones, laptops, desktop computers or cameras.

It doesn’t have to be glamorous or professional. In fact with the increased popularity of social media sites such as Facebook, photos and videos of people in real situations are more readily accepted than staged or studio versions.

If you can have a photo taken together with your customer, client or service provider, by all means do it


4. Include Names, Locations, Occupation or Designations.

These days, too many sites just add manufactured testimonials to increase their trustworthiness with visitors. Abbreviated names, locations or professional designations are proven to often decrease visitor’s trust. Think of how many sites you’ve visited that actually create suspicion when reading reviews.

Compare the impact and credibility of ‘ Dr.J.S. Calgary, AB’ with ‘Janine Stafford, PhD, Deloitte Medical Services, Calgary, Alberta.

The difference is evident.


5. Write It Yourself.

Here’s the thing. Most people, even your biggest fans, don’t really want to write a testimonial – even if they think, or say, they want to. The reason is simply that it puts them under pressure.

Most of them will try to write something that sounds absolutely perfect, and will put so much thought into it that their half-finished testimonial dies a quiet death on their computer hard drive.

Rather than put yourself in the uncomfortable position of having to ask them about it, it’s much easier on everyone if you just have a conversation, so that they can tell you what they liked about working with you. Afterwards it’s the easiest thing in the world to say:

Would it be alright with you if I wrote up some of your comments to use in a testimonial? I’ll email it to you first so you can make sure you’re OK with everything.”

You can almost hear the sighs of relief. You’ve put them in a position to do something nice, without having to put forth any effort! And now you can incorporate their remarks into a results-based, number-referencing testimonial.


6. Post Your Testimonials and Reviews Online.

Assuming your feedback is positive, and it should be if you've performed well and met or exceeded your customer's expectations, ask them to post their reviews online. Online reviews are extremely impactful and highly beneficial to people in search of good products, companies and service providers.

If anyone has a Google+ account, they can simply visit your Google+ business page website and leave their feedback on your page. Yelp is another popular public review site. Positive reviews on these pages not only help your business gain trust from readers unfamiliar with your business or service but help you secure business you may not otherwise realized.

Whatever you choose to do, have some fun with it. Rewarding customers who respond with something useful is a great way to thank them for their time. Satisfied clients are usually more than happy to help you out by supplying a testimonial or review. Your customers will enjoy it and your visitors will benefit greatly from viewing their honest-and often enlightening feedback.


-Partial Credit to Richard Smith- Real Estate Agent Support.

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