One of the best ways for you to communicate your value to your prospects is by using testimonials. A third party endorsement will carry more weight than anything you say about yourself. You should be alert to opportunities to capture testimonials. This isn’t a matter of waiting for a client to send you a letter with great comments about your service. That happens rarely. Rather you need to be aware of the testimonials “waiting to happen!”

Here are nine tips for collecting testimonials:

• When someone says something in praise of your efforts, ask immediately if you can use their wording. Just say, "I'd love to be able to quote you. We like to let others know how committed we are to delivering superior service." When they say, “Sure,” just jot down what they said and ask them to sign it.
• Set up a file on your computer for these comments.
• Marilyn Urso, of Long Island Village Realty in Syosset, NY, uses the time at settlement when the copies are being made to ask for a testimonial. She builds her advertising campaign around these endorsements.
• If the praise is in a phone conversation, send off an email confirming what they said, asking their permission for you to use it as a testimonial.
• Create a book with all your testimonials in it. Take this on your listing appointments.
• Always include some testimonials your pre-list package matched demographically or psychographically to the prospect you are pursuing.
• Post testimonials all over your website. It would be fine to have one on every page relating to the topic of that page.
• Use pictures. Gary Scott with John Hall and Associates in Phoenix calls them picturemonials! Put the client in the picture with their glowing phrases!
• Even better, use audio! Record what their comments. With your laptop or tablet computer, you can take advantage of the built in microphone, letting them speak for themselves. Post it in a wav file to your website or send in an email!

According to the National Assn. of REALTORS Home Buyer and Seller Profile, relationships account for 71% of seller choice of an agent and 55% of buyer's choice! You'll build trust by using the experiences of real, live people and it will be easier to build relationship with the new prospect. Make it easy for people to know what you do well and why they should work with you! Plus, doesn't it just feel good having people say nice things about you?

(Joeann Fossland, Certified e-PRO Trainer, GRI, PMN, is a Master Certified Coach.)