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Building Social Proof for Your Business

Updated: Dec 12, 2019

In the new age of social media, it’s becoming harder and harder to stand out and be heard amongst all the noise. With many small businesses vying for a brief place in the hearts and minds of their ideal customers, you now have to be a lot smarter when it comes to getting them into your practice. One of the best ways to do this is by building social proof.


In the new age of social media, it’s becoming harder and harder to stand out and be heard amongst all the noise. With many small businesses vying for a brief place in the hearts and minds of their ideal customers, you now have to be a lot smarter when it comes to getting them into your practice. One of the best ways to do this is by building social proof.


So, what is social proof? Social proof is a social and psychological phenomenon where there is an assumption that a group of people possess more knowledge about the current situation than an individual. It is a form of conformity whereby if a person is unsure of the best way to behave in certain situations, they will usually look to others to see what to do. Therefore, if a big group of people are all doing something, then they must know something you don’t.


You will probably have been influenced by social proof yourself at some point or another without even noticing. How many products have you bought purely based on a 5-star ratings and good reviews? Would you go into the empty restaurant or the one that is full of people laughing and having a good time?


We’ve all been to a wedding or birthday party where the dance floor is completely empty, until a few people get up and dance, and then a few more, and before you know it, if you are not up dancing you are the odd one out! Social media is the ultimate social proof platform and you can see it working it's magic on social media every day.

So, how do you build social proof for your own business?


Here are a few strategies to help you build social proof and grow the reputation and credibility of your Real Estate business:


1. Reviews & Testimonials.

So firstly, if you’re already sending regular content like a monthly e-newsletter to your patients, all you need to do, in place of the usual email, is write a piece of content encouraging your customers to visit your Facebook page or website and leave a review of your service. 


You just need to add a button to your email which takes them directly to the place you want them to leave the review. This is such a simple and effective way to build up your social proof. Try to run these review drives at least 2 times a year (I would recommend every quarter) so the reviews you have are up to date.


Testimonials work in a similar way but you will need to take a bit more time and care when getting these. Ask some of your best clients (the ones who you have helped more than once, or someone you have particularly good rapport with) if they would be willing to sit down for 15-20 minutes and answer a few questions about how they have benefited from your services and why they would recommend you.


If you record it on your smart phone with a decent microphone you can then upload it to your Facebook page/website or even send it out to your existing email list. You can either have them do this in your office or send them a few questions to answer and ask if they wouldn’t mind recording themselves and sending it in to you. I find it works best to offer them a voucher or gift hamper to thank them for their testimonial.


2. Referral Strategy.

Referrals are the bread and butter for most local businesses and there is no better customer than one who comes to you off the back of a referral from a friend. They have already been pre-framed by their friend that your services are amazing, and you have been highly recommended. 


Not only will they come to you already believing you to be the best around, but they are much more likely to become another repeat patient and life long client, which is what it’s all about! Build in a referral program where you incentivize your existing or previous clients to refer their friends in exchange for a free service or gift card.


3. On Location.

You can use one of the features on Facebook or Instagram to build social proof by incentivizing your clients or potential clients to ‘Check In’ whilst they are at your brokerage. When a customer checks in on Facebook, their post will show up to all of their friends, helping increase the visibility of your business.


When a client visits your office, encourage them to use the check-in feature by offering a small incentive, such as a coupon. Another good way is to allow them free access to your WiFi whilst they are in the waiting room, but in order to access and sign in to the free WiFi they have to check in. It works really well!


4. Likes Campaign

As with the previous example of the empty or busy restaurant, your practice will have more credibility the more Like’s your Facebook page has. People will follow the crowd and the more Like’s your page has, the more authority your page will demand. This is particularly important when it comes to running Ad campaigns for your business.


When someone sees an Ad from your page, they will also be able to see how many Like’s your page has, and the more it has, the more likely they will be to click through to your offer. If you don’t have many Likes then it looks to your target audience that you may have a credibility issue and this will affect your Ads.


Facebook's algorithm also takes into account how many likes you have. If you don't have many likes, then it's unlikely to serve traffic to your Ad, so that's a a real issue that needs resolving.


To increase the amount of Like’s your page has, I suggest running a Like’s campaign which is a campaign set up purely to increase the amount of Like’s your page has. You can target the people you want to like your page (your ideal customer) so that when you put content out on your page, your ideal clients will be viewing that content. This is a simple campaign to set up, and for a small investment you will see a huge return for your business.


These are just a few quick strategies that you can use to build social proof for your business. The best thing about them is that they are relatively cheap (if not free) and very easy to implement. If you have any questions about social proof or need help implementing these strategies, please get in touch and book in your free strategy call.



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