Million Dollar Team Principle #21: People don’t believe what you say, they believe what other people say about you. Tap into the power of endorsements! Client, Community Leaders & Celebrities
Why are teams with half your resources getting twice the business?
Because they understand this:
People don’t believe what you say.
They believe what other people say about you.
Tap into the power of endorsements.
There’s a reason referrals feel like gold because they are.
But here’s what most people miss:
You’re not just gaining a client when you get referred.
What you’re really gaining is social proof.
The Power of Social Proof
Robert Cialdini, in his groundbreaking work Influence, identified “social proof” as one of the six core principles of persuasion.
Put simply:
When people are uncertain, they look to others to guide their decision.
In real estate, that means the moment someone is deciding who to hire, they don’t just trust your marketing;
They trust what other people say about you.
Real Life Isn’t Rational. It’s Emotional
The truth is, most people don’t have the time or access to do deep research.
Sure, economists will say consumers act in their own self-interest based on data.
But in real life?
People act fast, under stress, with incomplete information.
And when they’re buying or selling a home, the stakes are high and the decisions are emotional.
So what do they rely on?
- Reputation
- Referrals
- Reviews
Put Yourself in Their Shoes
Think about it:
How do you really pick a real estate agent if you’re a buyer or seller?
You can’t take them for a test drive.
- They might talk too much.
- They might not follow up.
- They might pressure you.
- Or worse, they might just not be good.
So what do you do?
- You ask someone you trust.
- You search online.
- You look for testimonials, reviews, endorsements, and reputation.
Build Social Proof Like It’s a Pillar of Your Business
Here’s how:
- Ask for reviews religiously. Every satisfied client should leave one.
- Build a physical and digital testimonial book. Use it in every listing presentation and buyer consultation.
- Create a reference list. Just like a job applicant, your team should have a list of past clients who are willing to take a call from prospective clients.
- Leverage community leaders and influencers. If a mayor, principal, or popular business owner trusts your team, highlight that.
- Video testimonials > written ones. A 30-second clip of someone praising your service goes further than five paragraphs of copy.
Let Others Say It for You
You don’t have to say you’re the best.
Let others say it for you.
Social proof closes deals.
