Past Clients Guide - Referral Marketing.pdf

Table of Contents Introduction Page 4 Part 1: Surveying Recent Clients Chapter 1 Should You Send a Survey? Page 5 Chapter 2 How to Send an Online Survey to Clients Page 7 Chapter 3 Following Up on the Online Survey Page 11 Chapter 4 Visualizing the Testimonial from Survey Answers Page 14

Part 2: Getting Reviews from Past Clients Chapter 5 The Importance of Reviews Page 18 Chapter 6 Video Testimonials and Case Studies Page 20 Chapter 7 Get Back in Touch with Former Clients and Get Reviews Page 25 Part 3: Turning Reviews into Referrals Chapter 8 How to Share Reviews with an Audience Page 33 Chapter 9 Create a Referral Campaign Page 36

Part 4: Damage Control Chapter 10 Keeping Your Clients Happy Page 44 Chapter 11 Combating Negative Reviews Page 48 Appendix: Example Letters Page 50

Introduction Hi everyone, it’s Calvin Curry. After you help a client close a home, it’s easy to get swept up in the fanfare and celebration of a job well done. However, this brief window of time is the best opportunity to go after what will undoubtedly grow your business in the long run: a real estate review from a happy client. While clients are still toasting their new homes and reflecting fondly on their experiences, it’s a good idea to candidly ask them to share their thoughts — and then repurpose their feedback for your marketing strategies. Unsure of how to go about it? That’s why we’ve created this guide.

Reviews are a great way to separate yourself from the local competition and get honest responses from people you’ve worked with about your strengths and weaknesses.

Once you have a collection of top-notch reviews in your arsenal, implementing what past clients have to say about your work is a surefire way to attract new clients and encourage them to trust in your abilities. This guide will tell you everything — from when to ask for a review to how to ask for a review to what to do with the review once you receive it — even if the review isn’t so great. Whether you’ve been in the real estate business a while but could use fresh feedback, or you’re a new agent hoping to cement your reputation, this guide is sure to help you improve your reputation. We suggest reading the entire guide from start to finish before implementing any tips. Envisioning your entire strategy before it happens is always a great idea.

Part 1: Surveying Recent Clients

One way to start the review process, especially with recent clients, is to use a survey. You’ll need to put together a straightforward survey, asking themwhat you want to know, and explain to themwhy you want their input and how it will help you serve others in the future. Chapter 1: Should You Send a Survey? After clients close on a home, they are likely at their happiest. And, if you helped them buy or sell that home, you are part of that happy experience. That’s why we suggest you make the most of your clients’ good feelings and ask them to give you feedback right after their closings. There are a few things you can ask your past clients to gauge their level of satisfaction, in the event you aren’t sure whether they’re over the moon with you as an agent. Some clients aren’t quick to share or display their emotions, so you might need to ask a few simple questions to see whether they are a good candidate to ask for feedback. Here are a few of the questions you might want to ask to determine how clients are feeling about their transactions: ● How are you feeling about selling/buying your home? If you ask this question and they respond with an emotion other than joy — for example, they say they’re feeling sad or nostalgic — that doesn’t necessarily mean they will not have great things to say about you. As a perceptive agent, you need to evaluate whether their reply to this question is based on their personal lives and family, or the transaction itself. ● What has been the best part of this experience? They might just reply “getting it over with” if they had a hard time selling; buyers are more likely to be chipper. Again, evaluate whether a seller will credit you with getting through the process efficiently or blame you for any bumps in the road. ● What are your plans now?

Again, this is another opportunity to get a better read on how the client is feeling. The point is to have dialogue and to assess whether they enjoyed working with you and want to talk about things “not strictly business.” When Should You NOT Send a Survey? Unfortunately, there are times when you should not ask for feedback from a past client. If the experience left a sour taste in their mouth, it’s probably in your best interest not to ask, since the feedback will likely not be constructive and you may even incite them to leave a negative review. If they openly blamed you for difficulties in the process or a glitch in the closing — or they were generally hostile — save yourself the heartache (and potentially damaged reputation) and don’t ask them to give anymore input.

Chapter 2: How to Send an Online Survey to Clients

Here comes the fun part — creating a survey of questions that will encourage your clients to be honest and “spill the beans.” Instead of doing this the old-fashioned way and sending a printed survey in the mail or emailing a list of questions, it’s best if you use a service like SurveyMonkey so your clients can click through the questions and submit their replies in a form. Not only will this boost your credibility as an agent, it will make saving and using their responses easier down the road. You can easily create a survey and send a link in an email so they can submit their answers. How to Create the Survey Note that SurveyMonkey does offer certain templates (such as a Customer Satisfaction Survey — and even one industry-specific for Real Estate), but if you want to make use of our questionnaire below, you can easily do so with these steps: ● Visit SurveyMonkey.com and create a user account. ● At the top of the home page, click on “Create Survey.” ● Click on “Start from Scratch.” ● Input your own questions and answers. Simply input the questions and choose “Comment Box” for the type of answer format, so clients can type their answers. Click “Done” and then “Save” for the survey after you’ve entered all of the questions and comment boxes. There is a separate page where you can input email addresses, under “Collect Responses.” That’s where you would enter the email address/addresses of your client. Survey Monkey will allow you to edit the subject line of the email to make it more personal, as well as the message. ● After you finish modifying the email, you might need to verify your email address. ● Choose to send the survey to the client right away or later on, as a link. The Survey Questions Question #1: What information sources did you use to find your real estate agent? Open houses | Internet | Social networking website| Mortgage brokers | Family or friend recommendation | Association or club recommendations | Real estate advertisements| Yard signs | Other

Question #2: What information source did you find the most helpful in choosing your Realtor? Open houses | Internet | Social networking website| Mortgage brokers | Family or friend recommendation | Association or club recommendations | Real estate advertisements| Yard signs| Other _______________ Question #3: What was the obstacle in your mind that nearly prevented you from choosing your real estate agent? We ask this question because the seller or buyer always has a perception or an obstacle. No matter how ready the home seller or buyer is to choose a Realtor, there’s always a hitch. The hitch could be money, time, availability, or relevance — or a whole bunch of issues. And when you ask this question, it brings out those issues. It gives you an insight into issues you may not have considered, because the client is now reaching into their memory to see what could have been the deal-breaker. Questions #4: What did you find out about perceived obstacles as a result of choosing your agent? This question is important, because it defuses that obstacle. When a home seller answers this question, they are clear about why choosing their Realtor was worth it, despite the obvious obstacles. Question #5: What specific thing did you like most about your real estate agent? Now you’re digging deeper. If you ask the home seller to focus on the entire service, the answer gets indecisive. It’s important to focus on one feature/benefit. Questions #6: What are three other benefits you would list about your agent? You can now see what else the home seller or buyer found useful. You can change the number if you want to as well. Question #7: Would you recommend your real estate agent? If so, why? When a customer recommends something, their integrity is at stake. So unless the customer feels strongly about the service, they won’t be so keen to recommend it. Question #8: Is there anything you’d like to add? By this point, the seller or buyer has said all they have to say. But there’s never any harm in asking this question. Sometimes, you get amazing parting statements.

What to Say in Your Email to the Client Subject Line: [Name], I want to personally thank you for working with me. Dear [client name], Let me say it one more time — congratulations! I’m so happy we were able to work together and get your home sold/find your new home. I also want to say thank you again for choosing me as your agent. [Insert a brief, personal point about why you’re thankful for the relationship you’ve built. Maybe the seller was particularly courteous or funny. You spent quality time with them — there should be something that honestly stood out to you. It doesn’t have to be detailed or lengthy; just one sentence tailored to the seller can be enough for them to realize that it’s a sincere expression.] Also, I have to say that your ____________________ ( organization, specific home improvements, willingness to negotiate, et. ) had a significant impact on how quickly we were able to sell/find your home. I wish all transactions were this smooth! Now that I've helped you sell/buy your home, I was wondering if you could help me. I'm always looking to improve what I do, and I could really use your help. Would you take a simple survey designed to give me feedback on how you felt I did (the good, the bad & the ugly)? Just hit reply to this email and fill out the survey you'll find at the bottom of this email. Thank you again for feedback and for choosing me as your agent. I hope to have the opportunity to work with you again in the future. Sincerely, P.S. Please know I’m still here to answer questions, offer support, and lend a hand in any way. Let’s keep in touch as you begin your new chapter. You can call or text me anytime at [mobile phone number] or by email [email address]. All you have to do is just click this link to get started [LINK] . OR INSERT SURVEY QUESTIONS HERE

Thank you [Name] for agreeing to do this survey. Your answers will really help me to become even better at what I do. Alternatives to an Emailed Survey In some cases, with certain clients, it might be easier — and preferable — for you to skip the online survey and ask questions over the phone and record the answers (with permission, of course). You can record the conversation between yourself and your clients using a service offered through Rev.com. The Rev Call Recorder is a professional call-recording app that captures your calls and allows you to transcribe important conversations. It’s perfect for recording phone interviews, sharing call recordings, and reviewing conversations. How to Record and Transcribe Phone Calls This helpful how-to is courtesy of Rev.com: 1. Download the Rev Call Recorder app in the iTunes or Google Play App Store. 2. Open the app, enter your mobile phone number and tap “Next” to get an SMS text confirmation to your phone. 3. You will receive a text message with a four-digit code. 4. Enter the code and press continue. 5. Enable push notifications to be alerted when your recordings and/or transcripts are complete. This is optional but recommended. 6. From here, you’re all set up and recording a call is easy. Simply tap on the green call button to start a new call recording. 7. If you’re recording an outgoing call, enter the number you want to call or use your contacts. For incoming calls, the app will automatically detect that you already have a call on the line and skip this step. 8. The Rev Call Recorder number will pop up. It’s +1 (415) 738-2935. Tap call to record. 9. Once you’re dialed into the Rev Call Recorder, simply tap call again to connect to your call. 10. When the person you’re calling answers the phone, don’t forget to select “merge calls” to add them to the recording. 11. At this point, you can also add additional people to the call by simply tapping on the “+ add call” button. 12. End the call to stop recording. Once done, your recording will be automatically & securely stored in the app — simply open the app to find it. Now you can share, transcribe, store, or delete recorded calls in the Rev Call Recorder app.

Chapter 3: Following Up on the Online Survey After the survey link is sent, wait a few days. Then, try one of these follow-up approaches. If you go with the phone call method, record the call using Rev or another recording service. The Phone Call Follow-Up "Hi [Name] it's [Your name]. Is this a good time to talk?" If they say yes, say this:

“Terrific. I hope you are doing well and enjoying your new home.”

“I wanted to follow up with you about an email I sent previously that had a short survey on it about our experience working together. I haven’t heard from you, so I wanted to make sure you got it.” One of three things will happen:

a) They say yes and say they are working on it and will send it soon. b) They say yes, they got the email, but have not had the time to get to it. c) They say they did not get the email.

If the client answers with either B or C, ask if they would prefer to answer the questions over the phone, since you’re already chatting. They might say they’re too busy at the moment, and, if that’s the case, offer to resend the survey link. If they agree to answer your questions at that moment, ask the questions and record the answers using Rev. You can say:

“Do you mind if I record your answers? I want to make sure I don’t miss any important information.”

After the questionnaire, thank your clients for their time. Then, ask if you can turn their answers into testimonials. Assure your clients you will send them the testimonials to approve before you use them and will give them the final say on whether or not you do. There are several reasons this method is the most effective form of follow-up: ● You're not allowing your clients’ lives to stop them from giving you a great testimonial. ● You are making it as easy as possible for your clients to give you testimonials by doing all of the work for them. ● You're taking away any excuse they have to not answer your questions.

● If your client is unhappy for any reason, you’ll be able to respond immediately and learn how you can remedy the situation (or at least learn from it). Other Effective Follow-Up Methods Email Follow-Up You can send follow-up emails to nudge your client and resend the link. Here are two options. Follow-Up Email 1 Subject Line: Hi [Name] — Is this still the best email address for you? Hi [Name], I hope you are doing well and enjoying your new home. I wanted to follow up with you about an email I sent previously that had a short survey on it about our experience working together. I haven’t heard from you, so I wanted to make sure you got it. I know life gets very busy, so the survey is a quick online questionnaire that should only take a moment. It will help me improve how I serve clients like you in the future. Here is the link again for your convenience: [Insert Link to SurveyMonkey Survey here] Please do not hesitate to contact me if you have questions. If you would rather share your feedback over the phone or in person, please let me know. Sincerely, AGENT

Follow Up Email 2 Subject Line: Hi [Name], Did you Get My Email? Good afternoon [name], I hope you are doing well and making the most of your new home.

I recently sent you an email, and it contained a link to a short survey. I wanted to ask whether you received it. Completing the survey should only take a moment, and it will help me serve other clients like you more efficiently in the future. Here is the link again for your convenience: [Insert Link to SurveyMonkey Survey here] If you’d rather speak on the phone or in person, let me know. I am looking forward to hearing from you. Sincerely, AGENT Text Follow-Up You might choose to follow up with a text message, especially if your clients are younger. Start friendly and casual. Try something like: Hi [Name], it’s [Your Name]. Hope you’re having a great weekend! I wanted to follow up with you about an email I sent. It had a link to a survey about our experience working together. I haven’t heard from you, so I wanted to make sure you got it. If they say they did not get your email, tell them you’ll resend it right then. If they say they got it but have not had time to do it, offer to ask them the questions on the phone instead and schedule a call.

Chapter 4: Visualizing the Testimonial from Survey Answers The answers to these survey questions have all the elements required to build a powerful testimonial. All you need to do is to compile the answers into a more readable form using your clients’ words. Once you’ve crafted a testimonial, you’ll eventually need to: ● Get the client to approve the compiled version of their own words. ● Ask them to "copy and paste” the completed testimonial into whichever review site you prefer (i.e. Zillow, Google, etc). ● Ask permission to post the testimonial on your website and use it in other marketing material. ● Once the testimonial is completed and approved, you can send the client a gift based on what you know about them, along with a request for referrals — either written or verbal. What’s a Reverse Testimonial and Why is it Useful? As I mentioned earlier, the questions in this survey create a powerful reverse testimonial. Here’s why: 1. When a testimonial starts off with the praise and continues with the praise of a product/service and ends with more praise, it makes the testimonial seem "too sweet" and therefore unbelievable. 2. A reverse testimonial, on the other hand, starts off with skepticism first (survey question #3). It describes the fear or uncertainty racing through the customer’s mind at the point of selecting an agent. Then, it describes how that doubt and skepticism was overcome. 3. A reverse testimonial works because it's how people naturally speak to each other. When we recommend a restaurant, or a movie to a friend, we usually lace our recommendation with doubt. Here’s an example: “You know that hole-in-the-wall restaurant on Fifth Street where you don't ever feel like going inside? Well, I discovered they’ve got the most amazing food.”

“You know that movie we talked about that looked kind of lame? Well, I was dragged into watching it last night, and man, it was a whole lot better than I expected!” Starting off with doubt creates a vivid Before/After image in a reader's mind. But the really powerful part is when the reader sees how the same doubt the subject had was resolved. The reader is more likely to be persuaded to go after the same solution (i.e. hire the same agent). Reverse Testimonial Example (not real life): Finding the right real estate agent has been a bit of a struggle for me. During the past few months, I've been looking for a new home, and none of the Realtors I found would or could help me find one that I liked. That's why when I was referred to John Seymour, I doubted he would be any better. But then, I discovered John was the first Realtor to actually listen to me. He really dug down deep to find out what kind of house I was looking for, where it would be located and the price range I could afford. Then, the instant a home came up matching my criteria, John texted the info to me right away and arranged a time for us to look at it. With every other Realtor I dealt with before, I ended up doing all the research on places like Zillow. Then, when I called them up to arrange a time for us to see the property, it was like pulling teeth. But, with John, things were different. He ALWAYS made time for me and somehow managed to be waiting at the houses before I even got there. The other thing I have to say about John is how caring, patient and dedicated he was with me. I was pretty picky about where I wanted to live, and it took us about 9 months before I found a place that I really liked. During those months John never gave up on me and worked even harder, especially at those times I was about ready to give up. I'm happy to say the place John found for me is spectacular and actually exceeds many of the criteria I originally set. When it comes to Realtors, if you want one who takes you seriously, won't waste your time, won't try to "sell" you on a particular home (just to get the commission) and will do whatever it takes to find you your ideal home, I highly recommend John Seymour. How to Write the Testimonial Here are a few tips for turning the survey answers into a testimonial: ● Use the reverse testimonial, and start with the obstacle that the buyer or seller had. ● Use first person point of view. It might feel strange at first to talk about yourself from the buyer or seller’s perspective, but remember, you’re simply piecing together their answers from the survey, which are already in first person. ● Add as little “fluff” as possible; stick to what was actually said in the survey. This is the best way to prevent changing a lot of it later.

● Use a service such as the Hemingway App to check your grammar, spelling and clarity once you’ve put together the testimonial. ● Ask a colleague or loved one to look over it. How to Ask Permission to Use the Testimonial Once you’ve compiled the questions into testimonial form, send the final draft to your clients using the email template below, then follow up with a phone call to make sure your email was received (which guarantees it doesn’t get missed, lost or ignored). This following email does two things: ● Asks for the approval of the testimonial ● Offers an incentive to have that testimonial posted on two review sites

SUBJECT: [Client's First Name] , can I get your approval on this? Dear [Client's Name],

I just wanted to thank you again for taking the time the other day to answer a few survey questions. Your feedback was eye-opening for me and helps me understand how I'm doing as a Realtor — and which areas I can improve on. As I mentioned the last time we spoke, I wanted to take your answers and do the work of turning them into a testimonial for you. Could you take a quick look at the testimonial below and let me know if you approve of how it turned out? All you have to do is hit reply and type: “You have my permission to use this testimonial.” <<<<<<<<<<<<<<<<<< Your testimonial BEGINS here >>>>>>>>>>>>>>>>>>>>

[INSERT TESTIMONIAL HERE]

<<<<<<<<<<<<<<<<<< Your Testimonial ENDS here >>>>>>>>>>>>>>>>>>>> Also, if you’re anything like me, you like to go online and read reviews before buying anything or using any service. It doesn't matter if you’re buying a car, shopping for a 60" flat screen TV, or hiring a plumber — you want to know what others have experienced so you don't make a costly mistake you'll regret later.

As a Realtor, I live and die on reviews. The more reviews I get, the more efficiently I can tailor my service to clients’ needs. If reviews are important to you, would you help me help other people just like you make a great decision on choosing a Realtor by posting your testimonial on the two sites below? ● Zillow: [ Insert your Zillow review link here ] ● Google My Business: [ Insert your Google My Business review link here ] Also, I have a gift I would LOVE to give you to show you my heartfelt appreciation. [>>>>>> Editor’s note: At this point you can mention what the gift would be or leave it as a surprise (you can test both ways to see which works best for you). Either way, make sure whatever the gift is, it’s personal, meaningful and most importantly, "best-in-class" in whatever you give. If it’s a dinner at a restaurant, make it the most expensive one you can afford. If you can add a limo ride — even better. If you know they have kids, consider an all-day pass to a nearby theme park for the whole family. The point is to make it a memorable, meaningful experience.

We’ll talk more about gift options in Chapter 7.

Remember: The point of strategic gifting is to "WOW with something so unexpected, so remarkable they cannot help but tell their friends about you — which will lead to you getting a flood of referrals. >>>>>>>>>> End of Editors Note ] Thank you so much for the time you spent giving me feedback, and I'm looking forward to hearing " your client

from you soon! [Realtor’s name]

Part 2: Getting Reviews from Past Clients

If you haven’t been collecting testimonials and reviews from your clients and making them available online, you might be closing yourself off from a very large pool of real estate leads. As an agent, you can’t afford not to collect customer reviews and testimonials. With the proper techniques and tools, it's easier than you think to collect excellent testimonials from former customers, even if you haven’t reached out to them in a while. Chapter 5: The Importance of Reviews Numerous studies show that consumers rely on the opinions of friends and family when they make purchase decisions. More and more, people are turning to online reviews to find out what others are saying about businesses before they even engage them. That means positive feedback from your customers can let home buyers and sellers know all about your real estate services and expertise. Here are just a few reasons that reviews are crucial: They have the power to make or break a deal. Let’s say that you are right on the edge of getting a home listed or getting a new buyer to work with you in their home search. A great review can really make a difference and cement the home buyer or seller’s confidence in the idea that you are a great agent. Likewise, a not-so-great review can mean that someone who was considering whether they should work with you will suddenly decide you aren’t such a great bet, after all. It’s imperative to have good reviews so that when sellers and buyers do their final (or initial!) research, they’ll find something to sway them in your favor. If there is social proof something works, people are inclined to buy. People are similar to sheep; there’s no doubt about it. And what do sheep want? They want to follow the flock. That said, if you have great reviews, readers will figure that you must be a great agent and want to work with you like everyone else. It works that way with movies, new television shows, beauty products, and real estate agents, as well.

Reviews on Zillow, Google, Yelp and places other than your own site will give you credibility. Sure, anyone can post awesome reviews about themselves on their own website, but if folks are saying favorable things about you in other venues, such as Google, Yelp, Zillow, or Realtor.com, it adds a level of credibility to you that certainly goes a long way. Reviews on third-party sites assure buyers and sellers that others agree you are good at your profession and you aren’t simply bragging on yourself. Reviews naturally overcome objections. If a buyer or seller has a certain objection, reading a review where someone else explains how you overcame certain obstacles and difficulties in buying and selling homes can reassure them that you are the person for the job. This is a fantastic reason to ask about initial objections or challenges in the survey questions you send recent clients after a transaction. Many times, buyers and sellers share the same concerns, and good reviews where those concerns are touched on can make a difference. When people see you online, you want them to associate you with these glowing reviews. We all know that saying, “Your reputation precedes you.” And we all want that same thing said about us when we have worked hard for a solid, favorable reputation. Glowing reviews online and in print can help buyers, sellers and members of your community associate you with a job well done. Furthermore, since other people who encounter you (and think about your reputation) might become buyers and sellers one day soon, the association is likely to bring in more business. Testimonials can seal the deal during a listing presentation. A great testimonial can be a strong part of a listing presentation. If you have testimonials from sellers that were able to sell their homes efficiently and lucratively with the help of your services, those accolades will definitely help other sellers decide that you are the right agent for the listing.

Chapter 6: Video Testimonials and Case Studies

When you’re scrolling through your social media feed, do you read every status or line of text you see? Or are you more likely to stop and watch a video? Videos are a powerful way to connect with potential leads and also show genuine proof of a past client’s opinion of you and what you offer. A video can provide a great platform for either regular reviews or for longer case studies. Case Study Interviews Sometimes, a special client comes along and the experience is so remarkable for both of you that a regular survey and review seems insufficient. In those instances, it might be preferable to ask them to participate in a case study interview. Here are a few times when you might want to ask for a full-blown case study: ● If the transaction or circumstances were extraordinary in some way ● If the completed transaction entailed overcoming unusual hurdles or obstacles successfully ● If the relationship between you and the client was particularly close I’ll walk you through how to prepare for a case study interview and how to get your past clients to deliver a powerful video testimonial. How to Prepare for a Case Study Interview If you’re not used to interviewing people as part of your job, this whole process might seem daunting or stressful. But if you think of the interview less as a Q&A session and more as a general conversation, you’ll get a better end result, and the actual “interview” will be much more relaxed. You might even want to give this list of questions to the clients beforehand so they have time to prepare what they’ll say and feel more comfortable and less “on the spot.” Talking Points What should your main “topics of conversation” be for a case study interview? Well, it depends on the reason for doing a case study on a particular person in the first place. You’ll want to structure the interview loosely, giving the client plenty of wiggle room to talk. Here’s a general outline of the interview:

● Introduction to the Client - Their Personal Story and Their Challenges ● The Transaction Itself - How the Home was Bought or Sold ● The Conclusion - How the Clients’ Lives Were Improved Questions for Talking Points Of course, feel free to include additional questions that make sense for the client. Here are some starting points. Introduction to Client What prompted you to buy/sell your home? The client should share why they decided to buy or sell in the first place. Encourage them to be personal, but only to their comfort level. Did you have prior experience in buying/selling? Was this the client’s first time either buying or selling, and, if not, how did this time differ from others? Explain your process of searching for an agent. Did they conduct a search online? Were they referred? What particular challenge concerned you before the process even started? Whether financial or practical, encourage the clients to share any struggles your future clients might relate to. The Transaction Itself How did you know you’d found the right agent? What moment let the client know that they wanted to work with you? A combination of personal (“We love the same college football team!”) and professional (“You knew so much about the area.”) will attract future clients. Howwas the overall process of buying/selling? Did it go how you expected it would? Was the process difficult or smooth? For first time sellers or buyers, was it similar to what they’d heard from others? What was the “turning point” of the process, when you saw success around the corner? How did they know, specifically, when the right buyer or the right home had come along?

The Conclusion How did you feel at the end of the process? What are the clients’ emotions? Relief? Nostalgia? Joy? What would you tell other people about this experience? Encourage the clients to talk the part you played as their agent. Any additional thoughts? Let them wrap up however they choose. How to Record Your Case Study Interview Here are a few tips from our Smart Agents videographer on capturing a great video. Set up your smartphone as a camera. Don’t fret if you don’t have fancy equipment for capturing video; you won’t need it. You can easily use your iPhone or Android phone to record the video, and even edit it with free applications afterward. Simply use your camera application built into your phone and switch it to “video” mode. Practice recording and stopping a few times before the interview. Frame the shot. Hold the phone to the right side of your face. This ensures that the client(s) can look at you while they are talking and not at the camera. Make sure their head is near the edge of the frame on one side. For the remainder of the frame, consider staging the area or putting their home in the background, if possible. Consider the lighting. Avoid having windows behind the clients for best lighting results. Windows behind you, the interviewer, on the other hand, will cast a flattering light on faces. Using a wireless mic? If you decide to purchase a wireless microphone for better sound (you can buy these on Amazon), tell the client to run it under their shirt and clip it to the top for best results. What if the clients prefer to record themselves? Sometimes, clients would rather record themselves in “selfie style” with their own phones. This is

generally a better option for regular testimonials (not case studies), but if they insist on this method, here are a few tips to give them to ensure that you are able to use what they record. ● Don’t stand by a noisy road or anything that will jeopardize the sound of the video. ● Avoid windows or light sources behind their heads. ● Use a selfie stick or prop the camera for best results, rather than simply extending the arm. Edit the case study after the interview. Once the video is recorded, you can edit it with the help of one of these free applications. ● Splice — This free application, available for iPhone, offers the option to trim videos, add music and a whole slew of other features. ● InShot — Not an iPhone user? InShot is available on Android platforms and is simple to use, with plenty of features. Regular Video Testimonials (Not Case Studies) Many times, clients would rather talk than write when sharing information about your real estate services. Fortunately, it’s fairly easy to collect video testimonials they can record themselves and submit to you online. Tools to Help You Collect Regular Video Testimonials To motivate your customers to leave feedback, make their job as easy as possible using video collection tools. This way, once they submit the videos, you can download and share them on your website, social media platforms or in an email. Clients who don't mind appearing on camera will love this option. Here are two tools for doing this that we recommend: Boast Boast is a video testimonial collection tool that you can embed as a feedback form on your website. The basic plan costs about $16/month. It’s probably the most well-known tool for collecting testimonials. GetBravo Similar to Boast, GetBravo is only $5/month and offers many of the same features as Boast — with more videos per month for your buck. Important Things to Note About Video Testimonials

ALWAYS explain on your website, in an email or wherever you ask for a video testimonial how you plan to use it. Let clients know where it will appear (social media, your website, etc.). Let the clients know that you are happy to remove the video testimonial any time, for any reason or for no reason. They just have to ask you.

Chapter 7: Get Back in Touch with Former Clients and Get Reviews Don’t sweat it if you haven't been surveying and collecting testimonials after each closing. Here are some effective ways you can reach out to past clients to collect their feedback on your services, even if you have not spoken to them recently. Starting the Conversation with a Friendly Message Ask About Their House or Neighborhood Send a friendly message and ask clients how they are enjoying their new homes. You could say something like: ● How’s it going at your new home? I bet you’re enjoying that gorgeous swimming pool and deck. ● How are you settling in? Have you hosted a dinner party in that fabulous kitchen yet? ● I was just thinking about you guys, and I wondered if you ever got that garden planted that you were talking about! ● How are you enjoying your new neighborhood? There are so many cool restaurants nearby! Ask About Their Life Particularly if you and your former customers are connected on social media, you shouldn't have any problem bringing up conversations with them about their lives. This will show them that you have a genuine interest in them and how their lives are going. It also tells them you remember them as much more than a transaction. Try saying something like: ● I saw the photos of your daughter’s wedding. Congratulations! It looked like a beautiful day. ● Are you enjoying life in your community? Have you met any neighbors? ● I absolutely love the photos of your new puppy. What’s his/her name? ● A friend told me about a great new restaurant on your side of town, and I wanted to share with you. Offer Home-Related Tips or Contacts Home improvement tips or reminders are something that past clients will appreciate, as well. For the best results, if you are sending a personalized email (not a newsletter — though home

improvement items also make great newsletter material), it helps to tailor it specifically to their home and region. You could share links to articles about design trends or any home-related tidbits you remember them being interested in. You can also offer them recommendations for certain home-related needs. Try saying something like: ● I saw this article about bathroom remodeling, and I remember you said you wanted to update your hall bath. ● This article about summer parties has some really good tips, so I wanted to pass it along! ● Do you need anyone to clean and maintain your new swimming pool? I can recommend someone. Finally, ask them for feedback after a few emails. After you’ve been providing a newsletter or speaking for a while, ask if they would be willing to offer feedback about your services. You can use a survey on SurveyMonkey, just as we talked about earlier in this guide. Whether you want to ask the same questions from the questionnaire we suggested or write new ones is up to you. If it’s been a long time since you worked with the client, they might not offer as many details. Later in this chapter, I’ll provide some general question ideas you can use as a jumping off point. Starting the Conversation on Social Media When a consumer patronizes a business and wants to share her experience with friends and family, she is likely to use her social media accounts to do so. Social media is not only a great way to keep in touch with clients, it is also very useful for collecting reviews. Try posting a request for a review occasionally on Facebook, Twitter, Instagram, LinkedIn, or any other site. You can redirect your clients to your web page to offer their input. This will generate more traffic and boost your visibility with search engines. However, we recommend that you direct your clients to your Zillow profile, Google page, or other platform, then have those reviews linked to your business website (or share them on social media later). That way, that same review is visible across more channels. On social media, the name of the game is engagement, so try offering an incentive to those who leave a review so future clients can check out how your previous clients enjoy being in communication with you. Try a contest or giveaway to generate activity.

Yes, you’re going to have to shell out some cash for whatever prize you choose, but it will be money well-spent. A well-executed contest could earn you that money back many times over. Try to think of prizes that are universal, things pretty much anyone would want. This could include electronics (laptops, tablets, etc.), getaways (travel fare, concert tickets, etc.), or gift cards (fuel, groceries, clothes, etc.). Here are a few ideas for getting clients to engage with you on social media by offering a fun contest or prize. A great thing about getting reviews using these methods is that you can triple-dip: share the call entries first, the winner later, and the review much later. Best-Written Review Contest Ask anyone who’s previously worked with you to write a paragraph about how much they enjoyed the experience and why they would recommend you to others. Run the contest for a month, then pick the best one out of the pack and give them the prize. Don’t forget to promote the winner on your social media pages! The beauty of this contest is that pretty much every submission you get will be valuable — after all, everyone’s writing to win. Even if you only get 10 reviews this way, you can probably use every single one to help solidify your reputation as a valuable agent. Dual Reviews Think about this: what’s the easiest way to get someone to compliment you? Simple: You compliment them first! You can use this same method to help earn yourself more testimonials. All you need to do is give one of your own regarding past clients. As an example, you could publish a blog entry or social media post about the young couple you helped move into their first home. You could talk about how easy they were to work with, how quick they were to get the necessary things done, and how wonderful they are as people in general. Chances are, the couple will then turn around and say a bunch of nice things about you. Once they do, all you need to do is ask them if you can use what they said as a testimonial. They’ve already taken the time to write nice things, so they‘ll most likely agree. Don’t forget to give them a gift for their participation.

Share-a-Selfie Giveaway Who doesn’t love taking a good selfie? Visit pretty much any social media platform, and you’re going to see a selfie picture — or a dozen. Since people take selfies all the time, how hard can it be to get them to take a selfie promoting your brand, especially if there’s some incentive for them? For this giveaway, you should have a fun prize that people will want but that isn’t so expensive you can’t afford to buy a bunch of them. Gift cards are probably the best choice, as you can get one for $20-$50 a pop and won’t break the bank. There are also websites where you can buy discounted gift cards. With your prize selected, log into your social media profiles and tell all of your past clients that if they take a selfie of themselves and complete the survey or write a review, you’ll send them a prize. The beauty of this method is that there’s no contest: A person posts a selfie, and they get a prize. That makes it an easy sell. The fact that it’s a selfie giveaway is also great because you not only get a text testimonial but a photograph that helps viewers feel confident the person who wrote the testimonial is a real client, and not someone you just made up to make yourself look good. Of course, you don’t want to give away prizes to people who write really brief and/or useless testimonials. Make sure you dictate in the giveaway rules what sort of length/quality of testimonial will qualify for the prize. Or, you can use a survey. “Welcome Home” Photo Giveaway For this giveaway, ask clients to share a photograph of their new home and post it on your social media channels, along with a review for your services or a completed survey. Even if the home was sold a while ago, you can drum up excitement for their new living arrangement by inviting them to post a picture and review in exchange for a prize. In this case, as well as other instances, don’t forget to share on your social media channels everyone who is participating. Third-Party Review Giveaway To encourage reviews on sites such as Zillow, Google or Yelp, you could promote a giveaway on your social media pages in which you will randomly select a reviewer once a month and give them a small prize of some kind. Do this every month, so you have a never-ending stream of current reviews coming in. And share the winners, so new participants will feel encouraged to participate.

Starting the Conversation by Sending Regular Newsletters Another idea is to send a monthly or biweekly newsletter to all of your past clients. Send different newsletters to home sellers and home buyers for maximum effectiveness. Here are some tips for crafting the best newsletters. Consistency is important. You don’t send out one or two newsletters and earn respect. It's a process that takes some time. Commit to sending a newsletter once or twice a month. Once a week is probably too frequent. Use your branding. You must also maintain consistent branding throughout your email. The colors, layout and overall feeling of your newsletter should be consistent with your brand. The readers need to able to quickly connect the newsletter to you or your company’s website. Find the best day and time. This has a giant impact on whether your newsletter will be opened and read or not. For example, on weekdays, the best times to send are between 8-10 AM and 3-4 PM. A lot of emails are opened in the mornings and reread in the afternoons. You can mess with a few different times and dates when you start and see what works best for your specific audience. Take steps to make it somewhat personal. Since these are past clients you’re mailing to, there are a couple of steps to make your newsletter more personal. First, use an email with your name on it. Also, use your first and last name in the from section — not your company name. Personalize your email signature, as well. This will stop it from being marked as spam. Finally, check the “personalized” box when you send it. Most email services will take your email list and automatically write the first name of the person you're contacting at the start of the email when you check this box. When emails mention the receiver's name, they get six times the response. Fill it with relevant and strong content.

This is the most important part of your newsletter. Remember that the best content is simply meant to help the reader — not to ask them for something. You don’t need to write the content yourself. You can curate content and put it together in one place. For example, place an article on Christmas decorating tips in the newsletter with an excerpt of a few tips, then link to the actual article. It doesn’t matter if you wrote it — if it's useful, the reader will know you recommended it to them. Here are some different things that can be included: ● Current marketing statistics — Clients who are freshly settled into a new place might not be as interested, but you can mention the average price of sales in the area and a few other general stats. ● Holiday or seasonal guides — Include tips for work around the house in specific weather conditions, advice on throwing holiday parties or decorating, or information about tax season savings. ● Event calendars — Feature events around the area for the upcoming month. ● Local spotlights — Highlight something you find interesting in your area by linking to content about it. ● Recipe ideas Use a great-looking template. Your email marketing service should make it somewhat easy to pick out a template that looks good and is convenient for the viewer. A grid is a good idea if you want to link more than one or two pieces of content. Be sure that it’s mobile compatible and looks good on a phone, as well. A lot of the viewers will be on iPhones or Androids. You want a layout that can add three or four photos of the content you link, then leave some space at the end for your call to action. Making Reviews Easy In general, people are more willing to give you a review if you make the process simple for them. If your past clients think they will have to jump through hoops to give you a review, they’re likely to give up, procrastinate, or never bother trying in the first place. If you’re asking past clients for a review, especially if it’s been a while, make it easy and provide them detailed instructions and links to all of the places you want them to post their review. You can create a page on your website with instructions or email instructions to clients individually.

A site that really does this well is ReviewTyler.com. Check it out, and you’ll see why it’s so effective. ● He offers a desirable prize to anyone who leaves a review: a miniature iPad, offered monthly. ● The website offers clear instructions for ALL of the different review sites, from Zillow to Angie’s List to Yelp. That means clients can choose which one they want to leave the review on, and Tyler makes it easy with step-by-step directions. ● Not only does the site make it easy and worthwhile to review Tyler, it also captures contact information in the form at the bottom of the page. Reviewers are happy to leave their info (how else would they find out if they won the iPad?!) and Tyler can add them to his database. ● The page also assures reviewers that everyone will win SOME sort of prize, and the “grand prize” for the iPad will keep them coming back to see the live drawing video. As a bonus for Tyler, they’ll probably tell friends and family about it, resulting in more leads for Tyler! If you want to direct people to your website review page for instructions, make it as easy as following a link on one of the emails you send or on one of your social media pages. If you want them to follow the link and leave feedback, try saying something like the following: Thanks so much for being a client of mine. In an effort to improve my business and work toward helping people like you in the future, I have decided to ask a few of my clients that I particularly enjoyed working with to share a review of my real estate services. After that, simply include either a link to your review page, a link to the survey from Part One of this guide, or a typed-out list of questions. Be aware that older past clients probably aren’t going to write as much. That said, if it has been a substantial amount of time since the transaction, you will

probably want to try a shorter, simpler survey. Here are some ideas for very basic questions: ● What made you choose me as your agent? ● What was the best thing I did to help you buy/sell your home? ● What could I have done differently to serve your needs? ● Did I meet your real estate needs?

● Would you recommend my real estate services to your family, friends, or colleagues? Why? An Email Thank You for Anyone Who Gives You a Review Here’s an example of an email thanking someone for a review. It’s similar to the thank you that you would send after someone completes a survey. However, if they write a review that can be used

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