2021十大正规彩票app经纪人如何利用推荐信

“它们很有效，而且免费. 你还想从营销部门得到什么?朱迪·凯谈到推荐书时说.

作为加尔维斯顿RockCenter2021十大正规彩票app公司的经纪人兼业主, 凯在她的网站和客户资料中都放了一些推荐信. “买家客户的推荐信放在我的买家包里, 我把卖家的推荐信放在我的清单包里.”

金正日欧文, 科珀斯克里斯蒂Keller Williams Island Properties的经纪人兼助理, 也用了证言.

“人们想和做生意的人做生意,她说。, “and testimonials are one of the best ways to show potential clients that other people were satisfied with your services.”

欧文说，大约有一半的客户愿意提供推荐信, 她在交易结束后再问另一半. “Some clients send me an email, but others will put a card or letter in the mail.”

She has looked into services that you can use to solicit testimonials from clients, 但欧文更喜欢直接反馈. 她说，这些服务提出的问题没有那么有用. “一张表格可能会问，‘你的经纪人是否按时完成了交易?嗯，对这个问题的回答是/否并不能说明全部情况.”

凯也直接从客户那里得到反馈. “I ask them in person—usually while we’re waiting to get the keys or waiting for a check to get funded at closing. I’ll say, ‘Do you mind texting me a couple of sentences about how you think the process went? 或者任何我将来可以做得更好的事情?“每个人都带着手机，所以这是非常直接的.”

Kay and Erwin both ask if they can use the testimonials on their websites and other materials. 获得许可是必不可少的一步, and neither have encountered much resistance from clients providing feedback.

“Good testimonials reinforce that you’re doing the right thing for clients—they’re like referrals,欧文说。. “I’ve had people tell me they found my site and decided to contact me because of the testimonials.”

Kay has another, more personal way that she benefits from testimonials: “They act as a pick-me-up. 当我和客户有不愉快的经历时, I sometimes look at the testimonials to remind myself that I’m very good at my job.”

什么时候以及为什么推荐有效

Marlone D. 亨德森, associate professor at the University of Texas at Austin Department of Psychology, answers questions about the science behind decision-making and when testimonials work best.

德州2021十大正规彩票app经纪人®推荐书是如何影响决策的?

亨德森: 当人们寻找外部信息来做决定时, 它们依赖于两种一般类型的信息. 第一种是基于案例的信息, such as a testimony from someone with experience with a product or service. The second is aggregate information, which is the experiences of many people or general trends. 它通常是一个很大的样本量，告诉我们大多数人发生了什么.

人们如何使用这些类型的信息?

人们往往被证言或基于案例的信息所吸引. It’s easy for them to wrap their heads around it, because they can visualize it. 这是具体的. They understand what it means to have bad service at a restaurant or to have a real estate agent who doesn’t return their calls.

聚合信息可能很难处理, whether it’s because there are complicated statistics or because it’s abstract information. 例如，四星级餐厅和四星级餐厅看起来有什么不同.五星级一?

The drawback to relying on case-based information is that you could have a testimony that doesn’t represent how things work for most people most of the time. 即使是最好的餐馆也有差评.

这是否意味着推荐比汇总信息更有效?

It depends if the customers are thinking about a transaction in the near or distant future. 人们的大脑会根据时间以抽象或具体的方式思考.

If you ask someone what his life will be like in 10 years—the distant future—he’ll say general, 更抽象的东西:“我希望我很健康. 我希望我的孩子们做得好.”

If, 然而, 你问他明天的事——不久的将来——他会说得更详细, 更具体一点:“我早上有一个结案，然后我要去吃午饭. 之后，我要去健身房.”

When people are in that detailed, concrete mindset, they’ll be swayed more by the testimony. If they’re thinking generally, they’ll be swayed more by the aggregate information.

So, testimonials work better on potential clients thinking about near future actions, 比如在两个月内买房子. Aggregate information tends to work better with potential clients planning for the distant future, 比如一个多年的裁员计划.

你可以根据受众量身定制营销策略. 准备购买或出售的潜在客户会得到推荐信, while people without a clear plan or timeline might be more receptive to hearing about your high sales numbers or other ways you rank highly versus area agents.

有效推荐的4个步骤

1. 马上问

If you’ve done a testimonial-worthy job, clients are usually willing to give you a good testimonial. 在交易结束后立即询问, when they’re happy with the outcome and the satisfaction is fresh in their minds.

2. 寻找问题

你想让客户随心所欲地说你有多棒. 然而，有些交易比其他交易更复杂. 如果你帮助完成了一个特别有挑战性的案子, 向客户2021十大正规彩票app他或她提及你是如何解决问题的.

3. 格式要灵活

Text, email, hand-written note—it doesn’t matter how they deliver the information as long as they do. 有些客户可能更愿意给你发一段视频, 你可以使用或转录成印刷品吗.

4. 获得许可

列出你可能使用推荐信的所有方式.g.、网站、社交媒体、电子邮件通讯、上市包. When your clients send the testimonial, reply with a question that includes are your intended uses:

“我可以在我的网站和社交媒体上使用你的名字吗??” Using the client’s name enhances your testimonial’s authenticity, which makes it more credible.