Marketing 101: Why appraisers need testimonials

We talk a lot about making sure you're marketing yourself to high-fee, non-lender clients by having an online presence and interacting with social media. Sometimes though, the best marketing comes from your past clients in the form of glowing testimonials. A testimonial is basically positive feedback you get from your clients that you can use to attract new clients. Think about it: aren't you more likely to be swayed by the reviews of a new restaurant rather than the actual flyer the restaurant mails to you?

Word of mouth can be very influential for potential non-lender clients, especially homeowners since they're probably searching for an appraiser for the first time. Seeing what previous clients have said not only makes you look good, but also sets expectations for new clients who don't necessarily know about various valuation services.

Below are some tips on getting testimonials from your clients. Once you have them, start sharing them: post them in a blog, use them on your website or Facebook page, include them on marketing material you send out (flyers or even your business card), etc. You can always add more as they come in and they might encourage people to proactively reach out to you with their own feedback.

How to get more testimonials:

• Say thanks! Let your clients know you appreciate them trusting you with their business with a quick thank you card (preferably handwritten) or e-mail. This can make a great impression and ensure they're likely to remember and refer you.

  You can ask for feedback in your thank you message or follow up with them later to ask. Just let them know that you're updating your marketing material and would appreciate any feedback they'd like to share. Also consider encouraging them to leave their feedback on your Facebook page if you'd rather have a more hands-off approach.

• Always ask for permission before using their comments. Make sure they know and are okay with their feedback being made public. This is especially important since some people may be uncomfortable having their name listed on your site or a flyer. Posting anonymous feedback is okay (with permission), but having names adds authenticity to your testimonials.

  For professional clients like attorneys or REALTORs, try to also get permission to include their job title, company, or business logo to make your client list look even more impressive and professional.

• Keep the quotes you use short and easy to read. It's flattering when a client sends you a gushing paragraph (or three) about how great their experience was and you should appreciate the time they took to write it. But you also need to be mindful of how much of that praise will actually be read by your audience. Consider using just a few lines to highlight your quick turnaround times or friendly service. You can always devote a page on your website or blog to just testimonials and post the whole piece there.
• Don’t ignore negative comments. While never fun to deal with, especially publicly, negative feedback also gives you insight into what you may need to improve. Here's a really great article that can help you identify what kind of negative feedback you're dealing with and how to respond.

  If you end up making positive changes from constructive feedback, consider reaching out to these past customers with new testimonials that show you've made an effort to improve. If they give you a second chance, they could end up being a great testimonial!

• Don’t rely on testimonials from a decade ago. Keep your testimonials updated. Potential clients always want to see that you’re an active appraiser, and still giving great service.