Testimonials are one of the best ways for you to communicate your value to your prospects. A third party endorsement always carries more weight than you tooting your own horn. I find many agents pass up opportunities to build their testimonial pool.

Here are some suggestions to leverage your results in this area:

• Listen for the testimonial. When someone says something in praise of your efforts, ask immediately if you can use their wording. Say something like,"I'd love to be able to quote you. We like to let others know how committed we are to delivering superior service." Set up a file for these comments.

• If you are with them and they say yes, just jot down what they said and ask them to sign it. Marilyn Urso, of Long Island Village Realty in Syosset, NY uses the time at settlement when the copies are being made to ask for a testimonial. She builds her advertising campaign around these endorsements.

• If they praise you in a phone conversation, send them off an email confirming what they said asking their permission for you to use it as a testimonial.

• In your pre-list package, include some testimonials matched demographically or psychologically to the prospect you are wooing.

• Create a book with all your testimonials in it. Take this on your listing appointments.

• Post testimonials all over your website. It would be fine to have one on every page relating to the topic of that page.

• Use pictures. Gary Scott with John Hall and Associates in Phoenix tells me he calls them picturemonials! Put the client in the picture!

• Even better, use audio! Record what they say. If you are carrying your laptop or tablet computer with you, take advantage of the built in microphone and let them say it themselves. This can be posted in a wav file to your website or sent in an email!

According to the 2005 Home Buyer and Seller Profile from NAR, relationships account for 71 percent of seller choice of an agent and 55 percent of buyer's choice! You'll find you build trust by using the experiences of real, live people and it will be easier to build relationship with the new prospect. Make it easy for people to know what you do well and why they should work with you! Plus, doesn't it just feel good having people say nice things about you?

Published: April 18, 2006

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Joeann Fossland GRI, LTG, MCC is a dynamic speaker and business coach. Creator of THE REAL ESTATE GAMETM, she provides coaching solutions enhance your effectiveness and life balance. You can subscribe to her free monthly newsletter, attend free monthly telephone seminars, and find out about classes delivered by email and personal coaching by visiting JoeAnn.com or e-mail her at .