The monetary stakes in real estate are much higher than in most other industries, where consumers don’t usually spend as much. So, it’s understandable that buyers (and sellers) want proof that an agent delivers on promises. And nothing shows that better than real client experiences.
Testimonials give your business a human touch that property listings and marketing slogans can’t really bring. They help people see the value of your work through the words of those you’ve already helped.
Research shows that nine in ten consumers consider reviews before making a purchase. In real estate, testimonials serve that same purpose. However, they only do so if they’re created and shared the right way. Our article shares a few tips to create real estate testimonials that highlight your strengths naturally and inspire trust.
Real estate testimonials show how content and satisfied actual customers are with a particular agent’s services. The main goal of these videos is to pass on positive experiences to others to convince them to contact the same agent or company.
Testimonial videos build trust between you and your customers, persuading them that you are what they need and will deliver what you promise.
Statistics also vouch that real estate testimonial videos actually work. For example, businesses that use videos have an edge over their competitors by about 49% in revenue growth. Videos also increase the chances that people will purchase a specific product by 64%.
Check out these amazing examples of the best testimonial videos that really work by Yum Yum Videos:
A compelling real estate testimonial video should have all the elements needed to make an impact. Let’s break them down:
You can’t select the whole sea of real estate testimonials. To make an impact, be very selective.
Choose only the clients that have the following qualities:
More importantly, pick clients whose stories reflect the kind of results you want future buyers and sellers to expect. Their experiences should show your professionalism and ability to deliver value across different situations.
Video real estate testimonials have shifted the dynamics of the business world. No matter which industry you're in, be it property dealing, real estate sales, or even B2B real estate software houses, if done right, nothing beats the results you get from video marketing.
You get several views, leads, and sealed deals with these videos. So, are you up for some real magic? Let’s begin our top ten tips for creating compelling real estate testimonials.
When you get a good testimonial, you want to share it immediately. So, you'll create a little post or reel, put in the trending hashtags and a sentence or a few words, and post it.
But would people stop to look at it? Probably not!
That's because, after all, it is a video with boring content. The video needs to be exciting enough for people to stop and view it for a few minutes. You can use drama, emotions, and comparisons like before and after. All of these work well to get you the attention of the view.
You can also do comparison video testimonials of clients who have worked with another company and then with you.
Next, choose the right type of clients to feature in your videos. This means you should get clients who look very compelling on camera. Feature dynamic personalities who have the potential to grab the first eye.
Finding the right clients is the key, and then comes the storyline. For a better idea, check out this video for the must-have testimonials on your page to drive sales:
You'll often find clients with nice stuff to say about you who fear the camera. That's a significant deal breaker. You can't feature them. So, instead of spending time and energy trying to convince or coercing them to appear on the screen, look for others you can feature.
Being at ease on screen is very, very important. You can also try to find a good match, like spouses who have been married for a long time or a young couple just beginning their journey.
Feature humor that makes them look adorable, like loving gestures or anything that makes them worth watching.
Like here’s one of the best and cutest real estate testimonial examples:
Make sure to prepare for the shoot beforehand. Everything, including your equipment, must be ready.
Here are some of the things you need to look into before going ahead with the video shoot:
Next, hop on to your social media handles and share the exciting story. With an attractive looker and a compelling storyline, you have the hook.
Add captions for viewers who watch without sound, and include a brief summary that highlights what makes this client’s story special. Short clips or teasers can work well for platforms like Instagram Reels or TikTok, while longer brand video versions fit better on YouTube or your website.
You may be able to just get the viewers to stop, stare, and listen to the person talking to them. If you need help in this step, INDIRAP’s video distribution playbook can be just the guide you need.
The next thing you need to work on is the questions. Which question do you want the client to answer in the testimonial video?
Ask them about their experience or version of how they made the purchase. You may ask something like:
Asking clients for their experience around these lines will bring out the drama or exciting content that will be attention-grabbing.
If you don’t want to ask these questions, you can assign this task to someone else. But remember that people are more comfortable talking to someone they know and are more likely to open up.
Tom Ferry shares some interesting questions to feature in your testimonials that’ll have a major impact on your sales:
You need to let the clients talk their hearts out. Do not interrupt them. Are they talking too much? No worries. You can edit the videos later to make them shorter.
Let them express emotion and tension in their videos. If you let them talk as much as they want, they will get more comfortable, and the content you will get will be far more interesting than if you give them limited screen time.
Keep in mind that this is the difference between a testimonial and a case study. In the former, you let the client speak. The latter gives you more control over the narrative since you’re speaking for yourself.
Let them narrate their story, feelings, and how you ultimately came into the story. This is the perfect way to highlight your service and stand out as the hero during their distress.
Remember, people want an end to their stories. So when the client cites how working with you was the best decision and how it was an experience that led to a visualized result, people will get their closure right there.
The last thing the client should talk about is you. You can direct them there by asking them a good last question. You can ask them something like, “What would you say about our real estate agency to others watching this?” or “What advice would you give to your friends watching this video?”
For example, in this real estate testimonial video, the client mentions that she has recommended the realtor to her friends and family.
Of course, not all answers would be to your liking. You cannot get them to say only good stuff about you, as that would take away the purpose of the testimonial itself. But you can always edit and delete parts that seem inappropriate.
Next, you need to consider the quality of the video and the production.
Unlike other videos, which are all about shooting and putting up content as soon as possible, with real estate testimonials, you need to look into the quality.
These testimonials will stay live on your website or YouTube channel, so they're part of your website's appearance. That plays a significant role in attracting buyers, sellers, and others to your business.
Be mindful of everything: the lighting, the audio, and the editing. Go through them twice or thrice if needed to create an excellent and impactful video. Even spend money on editing if you have to!
If doing all of this in-house seems like too much trouble, work with a real estate video marketing agency such as INDIRAP. Our tried-and-tested process helps you get the best results every single time.
Of course, you should never tell your clients what to say or give them a pre-written script. However, you should be ready to coach them as needed. Also, provide them with a heads-up about the questions you'll probably ask. That way, they can form a structure in their heads and respond appropriately and timely.
Give them an open view of your expectations so they can be more at ease.
Make sure the video sounds genuine and authentic. It doesn't have to be perfect—it just has to be true!
Most platforms only allow a few minutes of airtime, but a good testimonial for a real estate agent can be longer if it has a compelling storyline, an attention-grabbing face, and all the elements needed to make the perfect video.
You can go for a 20 to 30-minute video testimonial. However, the ideal timeline would be 5 to 6 minutes. If you’re creating testimonial videos for social media, keep them under 2 minutes to retain attention.
Remember that we have shorter attention spans today, so keep your testimonials limited to a few minutes to ensure that the viewers watch the whole video to the end of your CTA.
Here are some more tips and ways to generate real estate testimonials for your business by Jimmy Burgess:
Now that you have the video, where would you post it? Client testimonial videos are timeless and should be placed on your website and YouTube channel, at the very least.
Give them a separate page on your website and add links to your main front page, making them viewable and easy to find. Next, share them on social media channels.
Social media channels give you the choice of uploading the whole video or parts of it in the form of reels, stories, etc. You also don't have to use them only once. You can introduce or promote them in pulses to keep the impact fresh in the customer's mind.
YouTube and Facebook fare much better than other social media handles. You can upload the full versions or shorter clips with links to the complete video.
You can also use these testimonial videos as promotional material and make them part of your listing presentations. Whether you show your portfolio to buyers or sellers, you can use these videos to prove your work ethic.
But whatever you do, your client has the right to know how and where their face will be displayed. So, make sure to get their consent to share the video.
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One of the best things about the real estate market is that video marketing is still not deeply entrenched in the segment.
That's why authentic, relatable, and specific videos about problems other potential customers might face will help you stand out from your competitors.
Use this to your advantage. Get all the right video real estate broker testimonials and put them up on your website and social media handles, i.e., anywhere and everywhere you can.
Need some help from the experts in the field? Book a free, no-obligation Discovery Call today to leverage your customer testimonials in the best way possible.
Keep it short enough to hold attention but long enough to tell a complete story. Around 2 minutes works best for social media, while 5 to 6 minutes is ideal for your website or YouTube channel.
Written testimonials still work well, especially when paired with strong visuals like photos or property images. However, videos tend to create a stronger emotional connection. They also retain attention longer since people are more likely to watch something than read it.
If the budget allows, yes. Professional lighting and editing can make your videos look more polished. They can also guide your clients on how to appear more genuine and comfortable. However, if that’s not possible, you can shoot with a phone camera instead.
Avoid forced scripts and unclear audio. Don’t make the video too long or overly edited. Plus, always keep the message focused on client experience rather than making it overly promotional.
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