Since I blog about my newsletters so often I'm often asked about content, agent lists, etc. I happily provide this information and even offer to read a stager's first newsletter and make suggestions. (Just make sure if you ask you really want the answer - I will give it!) One thing I see less than I would like, both in newsletters and on other marketing materials (websites, brochures, flyers, etc) is really good testimonials.
Testimonials are important because nothing we ever say about ourselves will speak as loudly or truely as what another client - particularly a peer client - will say about you! When we use testimonials in our marketing we get to brag about ourselves and our work without sounding ridiculous. As an added bonus, it carries more weight!
How many of us read things like, "I'm honest and I do a great job! I'll work incredibly hard for you to get the job done."
When it sounds much better from Joe Agent, "Sally did a great job! She worked incredibly hard to get the job done. It was done as promised - on time and under budget!"
Why would you want the first when you could have the latter?
When a job is well done it is important to ASK for the testimonial if they don't offer. We've successfully run every single newsletter for 2 years with at least one great testimonial in every single one! This is one of the reasons our newsletter is so successful! Testimonials are effectively referrals from peers. It shows other agents that you are trustworthy and do what you say you will do. It lets them know that others think you do a great job.
So, what makes up a good testimonial? A good testimonial should include passion and answers about how your work improved the property. Here is a great example - this quote was in this month's newsletter about a home my partner, Bevin, staged in the Isle of Palms (over $3M)
"I have been very successfully selling luxury new homes at the beach for almost 20 years without ever staging a home. However, as the market has slowed recently, one my Seller approached me about staging his home, I told him I felt it was an unnecessary expense and that I didn't think he should spend the added money. However, against my "better" judgement my Seller decided to proceed with staging.
I was amazed at what a difference a properly executed staging could do. Bedrooms that I had thought were smaller became huge, the open living areas that I had envisioned layed out one way suddenly flowed so much better as Bevin used her skills and imagination. Within a few days I held an open house which was attended by some 40 local top producing agents. All of them were impressed by the staging and several thought the house appeared much bigger than it actually is. I am sold. I have asked a few other clients to consider staging their homes."
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Charlie Aikman, Agent, Prudential Carolina Real Estate
Can you see why this is a great testimonial? The first part of the quote outlined a sentiment very familiar with other REAs. He was reluctant to stage - How many other REAs in this market feel this way? TONS! He just connected with all of those. The second part showed passion - "I was amazed" and "I am sold". He also gave facts that would be of interest to other REAs - the home flowed better, it appeared bigger and it helped get 40 top producing agents into the home who were IMPRESSED!
This passion and fact based testimonial helps make other agents aware that while he felt the same way as them, he changed his mind based on the improvements Bevin made. Let's see another example:
"I just want to take a moment and compliment your staging services. As a Realtor with nearly a decade of experience in the business and hundreds of satisfied past clients who refer business to me, I know something about providing exemplary service. Your service definitely lives up to that standard. Your staging flair, responsiveness, and attention to detail has turned a last minute pre-Tour of New Homes distress call into one of the best service experiences I have had in this business. I look forward to developing a long-term working relationship with you."
Dave Sansom, Agent, Prudential Carolina Real Estate
In this testimonial the agent relates to other REAs - "Realtor with nearly a decade of experience and hundreds of satisfied past clients who refer business to me". He is showing that he's not just the new guy on the block. He has experience and expertise. Newer agents will want to hear what he has to say. Other experienced agents will pay attention because he's like them.
Next he relates passion in how our service was 'exemplary" and that there was a 'distress call' that we turned into "one of the best service experiences he has had in this business'.
Testimonials like the ones above show potential clients that you are a person of your word. They show that your work and service are top notch and this creates passion in others as well. Why would someone choose another competitor? They know what they are getting when they choose you.
Oh, one more thing about testimonials - when an agent commits to you publically and it is viewed by their peers, they are even more likely to commit to you privately or provide referrals to you. They want to be a person of their word as well. If they liked you enough to give you the testimonial, they are unlikely to work with a competitor later.... it helps define and create loyalty. (Of course, you probably already had that to begin with!)
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Sorry this was so long - I guess I got a little passionate myself.
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Melissa Marro, a published artist, now turned staging advocate and national speaker speaks her mind about real estate and the home staging industry. In her 'no holds barred' approach, audience members find real answers to the industries pitfalls and learn how to overcome them with tried and true information and guidance. With marketing as her passion, she turned a small home based business into one of the nation's largest home staging and training facilities. She now operates as the CEO of First Impressions Home Staging & Interior ReDesign as well as an instructor for Staging And Resign and regularly speaks at the StagerList Expos and Real Estate Staging Association (RESA)'s trade events.
For more information on having Marro speak at one of your real estate functions, please contact her at 843.822.2622 or email at marro.melissa@gmail.com
If you would like Marro's team to provide information on staging a property in the state of South Carolina, or the Greater Charleston Area, please visit www.WeStageSC.com, email marro.melissa@gmail.com or call 843.822.2622.
Melissa,
I agree 100% about the power of good testimonials, and that's why I include them on my website too. They provide a compelling point of reference to agents, as well as to homeowners, since I include both types. As you said, they speak louder than anything we can say about our own work. They are really worth more than their weight in gold!
I also agree 100%. I know as a consumer, testimonials are important for me before I purchase a service. But yes actual client testimonials speak volumes.
Maureen - I couldn't agree more! It's sort of a seal of approval from other agents.
Cindy - I think that as the industry grows, testimonials will be even more important for sellers and agents to determine which stager to hire!
Ginger - Actually I do a lot of mine via email. I think picking up the phone is always a great idea, but know your agents. Many of mine actually communicate a lot via emails - they are busy so they can get to it when it is convenient. Let them know that you have a purpose for asking - you are putting it in a newsletter and you want to feature that property - you are adding it to your website, etc. Don't be afraid to ask!
Michelle - You know how I love my marketing stuff! I think it is probably one of my biggest strengths actually. I come from the less is more philosophy, but what I use I try to make as powerful as possible. Testimonials are a big part of that formula!
Great post, Melissa. Those are amazing testimonials. I'm curious to know the 'secrets' to successfully gathering them---is it OK to flat out call and say 'hey, what do you think?'.
Abby - Thanks! I absolutely think it is acceptable to ask for them. I don't try to lead them in any direction for the quotes. If they are for a specific purpose - recommendations for a given marketing campaign then I'll let them know what they are for and that I will be using photos of the property we staged for them. One of the keys, of course, is to go beyond their expectations. If you do, then the quotes tend to be more highly raving of your work or service. Of course, just as with anything, some agents are better at providing great quotes than others..... different levels of emotion. This means that sometimes you simply need to get the numbers behind you. (more quotes means quotes to choose from!)
Ginger - I have the Kodak z740. I do love it, but I'm impressed with some of the abilities of that camera (particularly the ability to color isolate as in Kimberly's photos). I have a wide angle and 10x zoom... I have to check the zoom of that camera. It might help me make the decision.
Ginger - whoops! I just read your other response to my other blog and my mind went there..... let me answer this comment here - sheesh (where is my brain today?)
I like to email agents for that exact same reason - on my end as well... I can email them at midnight if that's when I'm thinking of it. Clearly I can't call them then. They have time to think and write what they want & it usually is better. I do find if you give them a deadline you are more apt to actually get something back.
Testimonials are definitely the way to go. When you are emailing after a job to thank them for the opportunity of staging their listing make sure to attach a survey that asks them to answer a few questions regarding their level of satisfaction with your work or give them key questions that you want to know answers to. This way you get testimonials that are useful to your marketing as outlined by Melissa. Hope this helps.
Michelle Finnamore CSP michelle@advantagestaging.ca
Melissa,
I emailed two agents and a builder I have worked with early this morning (after reading your blog) asking for testimonials to use and I have already gotten back glowing ones! Thanks for reminding me how important this is. I am also going to use them when I have my web site re-done. You are the best!
Pam Ives, Home Staging of Wilmington
Hi Melissa-
Testimonials are wonderful, but it's so hard to get clients to take the time. I have given up on the client feedback form (too lengthly I guess), and I find an email specifically requesting a testimonial to work the best. Even then, they are often so brief in their response. Any other suggestions, Melissa?
Kathy
Michelle - We send out client questionaires also. Unfortunately they don't always come back and when they do, they usually don't have any specific comments, just the ratings (which are great, but not what we are looking for). We find direct contact and ASKING for the testimonial a more effective technique.
Pam - I'm very happy to hear it! Good for you....
Kathy - Do you offer any kind of incentive for them to give you a longer testimonial? Do they know what the testimonial will be used for? (newsletter, email blast, website, etc) Maybe if they feel there is something in it for them they will be more forthcoming? Also I find that just like anything else it is a numbers game. The more you get the more likely you are to have a great one. Of course it is also important to always exceed their expectations - which I'm sure you already do.
also on board 100%.
Sometimes the testimony is worth more then the job was bid for depending on what company wrote it!
Gary - I've not even heard of Angie's List... jimminy crickets! We are always changing our website. We just submitted new pages today that will showcase our inventory and classroom setting. Testimonials are of course included on that page as well....
Brian - I absolutely agree with you. The best part is that certain agents or companies garner more attention. Needless to say we do like to highlight those when possible.
Great blog Melissa! Thanks for posting, and of course, I believe in the power of the testimonial 100% also.
You have already answered this, but just to stress it - I do think the added incentive of the home being featured in our newsletter helps alot. And, when the testimonial gets put on our website, with the agent's name & company, it sort of becomes advertising for the agents too.
You are so smart Melissa- thanks for sharing. i usually send a form, but honestly don't have the best luck...I think the email would work better. It seems like on a form people directly answer the questions without giving that extra "fluff." If that makes sense. I think getting them to commit to a more open-ended question is better...your likely to get more stuff back.
Bevin - You are absolutely correct! Agents pay big money to show their properties off and gain name recognition - when they can get free advertising they find value in that as well!
Amber - Definately & if you can give them a purpose for the testimonial and a deadline you are still more likely to get one back!
Melissa - I really love reading all your blogs on newsletters! I have receintly started sending out one of my own...unfortunately I am so new to the business I dont have any testimonials to include! Any ideas on what to use in place of testimonials to get the ball rolling?? It's a toughie!
Anon - Have you done any staging jobs? If so, contact the homeowner and/or agent to ask if they would be willing to provide one. If they were happy with the work, they should be willing to give you one. Let them know what you are using it for (who the audience will be).
If you haven't done any staging work, then contact agents you know, or someone who has their home on the market and offer to provide a complimentary staging. If they are pleased with the work, ask for the testimonial.
If you still don't have a testimonial after that, then use the before & after photos to at least show what your work consists of.
Good post, Melissa! Having a testimonial really does help with your creditability!
Great advice Melissa, I have tried to get several testimonials, both by asking face to face and also through email, unfortunately Ive only managed to get a few, even though both Realtors and homeowners say they were happy with the job. It's really frustrating. One Realtor went as far as to say Ill give you a testimonial but I'm to lazy to write it, so if you write it i will put my name to it...Funny story, is that not defeating the purpose?
I'm totally with you on this; I have several testimonials in my powerpoint and always use a couple short ones on my flyers.