For the past several weeks we’ve addressed “The Top Ten Marketing Blunders” homebuilders commonly make. This week let’s roll up our sleeves and talk about one of the easiest marketing mistakes every builder can avoid. When you’ve exceeded homebuyer expectations, and your customers are kind enough to let you know, you simply have to share with your audience. Well…are you…letting everyone else know how happy your homebuyers are?
Believe it or not, the greatest obstacle you have to overcome with your sales approach isn’t financing or qualifying; it’s fear. Your buyer’s most paralyzing fear is that they’ll be disappointed with your home or service, or worse, that they’ll look bad and lose face with their family and friends. Building trust to overcome that fear is a lot easier when your prospects can see and hear your past clients sing your praises.
Social proof, as mentioned earlier, including testimonial letters and videos, gives buyers the assurance that, “if you made them happy, chances are I’ll be happy too.” Current reviews, referrals and testimonials should be used generously on your website, social media and printed materials. In addition, third-party ratings, such as your Yelp! review, or services like Avid Ratings (avidratings.com) build trust and buyer assurance.
What’s The Bottom Line?
Implications: Buyers need to know that you have a strong record of keeping your promises and wowing your customers. Buyers inherently distrust advertising, but will be more inclined to believe what others say about you.
Solution: Have a systematic program to solicit testimonials and reviews from happy customers. Use a service like Avid Ratings for third-party management and leverage that information.
Testimonials—perhaps the most powerful tool you have in your arsenal!
As always, if you want to discuss how to maximize your glowing testimonials and reviews, give me a call at 301.416.7861. I’ll be happy to help you construct a strategy to best showcase your happy clients, leading to even more sales.