CHAPTER 3 Testimonials
You might have heard the phrase, "Don't just tell people — show them!" It's a key to success in many industries and professions, from sales and marketing to filmmaking. Why? Because all of your competitors claim to help their clients. But very few demonstrate it in a concrete, convincing way. The best way to present your value to prospective customers — to prove why they should work with you — is to give them testimonials and case studies of how you helped other customers reach their goals.
WHY DOES THIS MATTER?
Why do you need to give them testimonials and case studies? Let me explain. The average real estate customer does not know anything about real estate. They don't know who's a good agent and who's not. Most people find real estate concepts and terminology confusing. It's almost like talking to a doctor or a mechanic when you are NOT a doctor or mechanic. Frankly, they don't understand real estate any more than you, or I understand engine rebuilding, civil litigation, or heart surgery. If we were to go out and hire a mechanic to rebuild our engine, a lawyer to defend us in a lawsuit, or a doctor to perform our heart surgery, we wouldn't know much about the process. We wouldn't know who's good or who's not. It's the thing with prospective real estate customers. They don't know who's good and who's not. So, you can give them the confidence to work with you by giving them case studies and 13
Powered by FlippingBook