More than 1 million reviews of real estate professionals have been published on Zillow! Congratulations to Premier Agent Amy Ruff from Lake Mary and Longwood, Florida - the lucky recipient of the one millionth review.

Reviews have become an important part of agent marketing. Agents with 10 or more reviews on Zillow see more than a 300 percent increase in contacts versus agents with no reviews. If you're not asking clients for reviews, you might be missing out on the chance to attract contacts who are looking for a trustworthy real estate agent.

We spoke with some of Zillow's top review recipients to see how they get and use reviews, and the positive impact reviews have on their business success.

Making the ask

While many real estate agents ask for reviews at closing, Nathan Volz and Gene Shull of Real Estate Brothers give their clients a heads-up at the get-go.

"From the first meeting, we let clients know how important it is for their voices to be heard," Volz and Shull said. "We let them know that we're going to ask them to chronicle their journey with us for Zillow."

If you wait until after closing to ask for a review, make it as easy as possible for the client to complete it. Andrew Duncan of The Duncan Duo emails a template and then has his agents and transaction managers follow up with clients to get the review.

"We sometimes have contests with our staff to help us get reviews - to keep it top of mind for them when they are handling client's transactions," Duncan said.

For Lisa and Goran Forss of Allison James Estates & Homes, the timing of the "ask" doesn't really matter as long as the client experience has been stellar.

"If you provide a basic structure that exceeds their expectations, you've practically become friends, so it's no biggie when you go to ask them for a review," Lisa said. "They would almost expect to give you a review."

Getting more mileage from reviews

Most real estate agents consider reviews to be a vital part of their marketing efforts. Some all-star agents add reviews to their listing presentations, websites and social media platforms; others use reviews in drip email campaigns. Volz and Shull not only publish their Zillow reviews on their own websites through Zillow Tech Connect: Reviews, they also add a hyperlink in their email signatures that leads to their reviews on Zillow. Duncan adds video testimonials as well.

"After the client has already done a video testimonial, asking them to repeat what they said on video is pretty simple," Duncan said. "They're quickly agreeable to typing up a review of their experience with our team."

Lest you think quantity is more important than quality, Matt Laricy, Americorp Real Estate, cautions contacts to look for authenticity when they read reviews.

"My clients write paragraphs about what I'm like to work with and how I helped them get a great home; and then sometimes people will see reviews for another agent saying, 'I liked so-and-so and hope I hear from him again,'" Laricy said. "Who are you going to go with? You're probably going to go with the one who has more reviews and more details in them."

A helpful review doesn't have to be about a closed transaction or be a glowing recommendation for your services - sometimes it's just the opposite - but you should respond to every review you get, good, bad or indifferent. Thanking a client who didn't finish the sale with you, but enjoyed working with you nonetheless is a great way to show how important customer service is to you. Replying to a negative review with clarity and understanding - including, perhaps, an apology for that person's disappointment in their experience - illustrates your professionalism and credibility.

Numbers don't lie

Each all-star agent agreed that reviews are effective in generating business.

"It's huge," Volz and Shull said. "We must get five calls a day from people across the nation who see us and want us to sell their house - or sell them a house - even though we're not in their market."

For Laricy, reviews give both potential clients and real estate agents what they need in a fast-paced, instant gratification world.

"We're going 200 miles an hour: Everyone's texting, talking, checking their email, and they just want to hear how it is and get what they want to know," he said. "Reviews let you find out who the person is, you get the gist and move on."

Providing clients with outstanding customer service is one component for closing more sales; asking them for reviews is another. Nearly nine out of 10 consumers use reviews to research and make decisions about a local business. It's more important than ever to manage your reputation and make it the foundation for converting sales. Getting reviews doesn't have to be difficult; the key is making the ask a permanent step in your process.

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