Million Dollar Team Principle #21 | People don’t believe what you say. They believe what others say about you.
That’s the power of social proof—and the most successful real estate teams use it to their advantage.
There’s a reason referrals feel like gold—because they are.
But what most people miss is this:
You’re not just gaining a client when you’re referred. You’re gaining credibility.
Robert Cialdini, in his groundbreaking book 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 decisions.
In real estate, that means the moment someone is deciding who to hire, they don’t just trust your marketing—they trust what others say about you.
Here’s the truth:
Most people don’t have the time (or expertise) to do deep research.
Sure, economists say consumers act rationally based on data—but in real life?
In real estate, that means the moment someone is deciding who to hire, they don’t just trust your marketing—they trust what others say about you.
People act fast, under stress, with incomplete information.
When buying or selling a home, the stakes are high. The decisions are emotional.
So what do clients actually rely on?
- Reputation
- Referrals
- Reviews
Think about it:
How does a buyer or seller really choose an agent?
They can’t take you for a test drive.
You might talk too much.
You might not follow up.
You might pressure them.
Or worse—you just might not be good.
So what do they do?
- Ask someone they trust
- Search online
- Look for testimonials, reviews, and endorsements
That’s why social proof needs to be a pillar of your real estate business.
Here’s How to Build It:
- Ask for reviews—religiously.
Every satisfied client should leave one. - Build a digital & physical testimonial book.
Use it in every listing and buyer presentation. - Create a reference list.
Just like job applicants, your team should have past clients willing to vouch for you. - Leverage community leaders and influencers.
A principal, mayor, or local business owner endorsement speaks volumes. - Use video testimonials.
A 30-second clip is more powerful than five paragraphs of text.
You don’t have to say you’re the best. Let others say it for you.
Because social proof closes deals.
Nick McLean
The Reside Platform – Where leaders go to build their real estate team.
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