How the Stars Shine

The star-review system offered by so many review sites provides an eye-catching hook for an agent looking to attract more online attention. Comments may provide the nuanced details for how a transaction played out, but the stars serve as a visual shorthand for clients who are looking for the best agent in their market.

Agents use their star reviews in their print materials, on their business websites and in their e-mail signatures. The fact that an agent has a solid five-star rating on Zillow or Yelp gives potential clients a compelling reason to check him or her out. But convincing past clients to provide a review can be an uphill task. Clients have just closed on what is likely the biggest purchase of their lives, and have to deal with the logistics of packing up and moving. With all of the other pressures on them, writing a review for an agent may fall by the wayside. Agents can trust that they will earn a positive review by providing good, attentive service throughout the process, but gently reminding clients that a review would be appreciated is not out of line. An e-mail reminder after closing can also help convince clients to complete a review.

“We approach every transaction with the question of what will it take to get a five-star review once everything is final,” said Jeff Payne, owner and managing broker of Best Atlanta Properties. “We’ll remind them, but if they come through the deal happy, they’re going to be more likely to write that review.”

Viola has handouts that she gives to clients that feature quotes from recent reviews. She customizes them according to the type of client she is seeing, whether a relocation or someone looking in a particular neighborhood.

“If someone wants to know how I am different than other Realtors or what sets me apart, I will pull quotes from clients that listed with me talking about my going above and beyond with my staging and marketing efforts,” she said.

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