Getting a good review for a real estate agent is essential for turning online searchers into new clients. These testimonials act as powerful social proof, building immediate trust and demonstrating your expertise, which directly leads to more calls, messages, and bookings. In a competitive market, a steady stream of positive, detailed reviews on your Google Business Profile is a deciding factor for both prospective clients and local search rankings.
Key Facts
- Specificity Wins: Reviews with specific details about communication, negotiation, or market knowledge are more persuasive than generic praise.
- Google's Algorithm: Google evaluates businesses based on Proximity (how close you are to the searcher), Relevance (how well your services match the search), and Prominence (your authority, largely determined by review quantity and quality).
- Response Time Matters: Responding to all reviews, positive and negative, within 24 hours shows you are engaged and professional.
- Timing is Everything: The best time to ask for a review is within 24-48 hours of a successful closing, when the client's positive feelings are strongest.
- Fair Housing Compliance: Ensure all review content and responses are neutral and do not express a preference for or discrimination against any protected class.
Step-by-Step: How to Get and Use Great Real Estate Reviews
Follow this process to build a consistent pipeline of high-quality reviews that attract new buyers and sellers.
Step 1: Optimize Your Google Business Profile (GBP)
Your GBP is your digital storefront. Before asking for reviews, ensure it's fully optimized to convert visitors.
- Complete All Sections: Fill out every field, including services, business hours, and photos.
- Use High-Quality Photos: Upload professional photos of yourself, your team, and recent successful closings (with client permission).
- Add Service Areas: List all specific neighborhoods and cities you serve, like "[City]" and "[Neighborhood]".
- Enable Messaging: Turn on the messaging feature to allow potential clients to contact you directly from your profile.
- Create a Review Shortcut Link: Go to your GBP dashboard and get the direct "ask for reviews" link.
Step 2: Ask at the Right Time
Timing your request is critical. Ask for the review immediately after a positive peak moment, such as:
- At the closing table.
- The day you hand over the keys.
- After successfully navigating a difficult negotiation.
Send a request within 24 hours of the closing to capture the client's excitement.
Step 3: Make it Easy for the Client
Remove all friction from the review process. The easier it is, the more likely clients are to follow through.
- Use a Direct Link: Send the short review link from your GBP.
- Use SMS and Email: Send the request via the client’s preferred communication method.
- Provide a Gentle Prompt: Guide them with a simple question like, "Would you be willing to share a few words about your experience working with me, especially regarding the [negotiation/communication]?"
Step 4: Respond to Every Review
Engage with every review you receive, both positive and negative.
- Respond Quickly: Aim for a response time of under 24 hours.
- Be Professional: Thank the reviewer and reinforce a positive point they made.
- Handle Negativity Gracefully: For negative reviews, acknowledge their concern, take the conversation offline, and state your commitment to client satisfaction. See our templates below.
Step 5: Showcase Your Best Reviews
Leverage your positive reviews as marketing assets.
- On Your Website: Create a dedicated testimonials page.
- On Social Media: Share screenshots of great reviews as posts.
- In Listing Presentations: Include a slide with your top 3-5 reviews.
Templates and Scripts for Real Estate Agents
Use these ready-made templates to streamline your review management process.
Review Request Scripts
SMS Template
Hi [Client Name], it was such a pleasure helping you find your new home in [City]! If you have a moment, would you mind sharing your experience on Google? It really helps others find me. Here’s a direct link: [Your GBP Review Link]. Thanks so much, [Agent Name].
Email Template
Subject: Your experience with [Your Name/Brokerage]
Hi [Client Name],
Congratulations again on your new home! I truly enjoyed working with you and helping you navigate the [Neighborhood] market.
One of the best ways for me to grow my business is through feedback from clients like you. If you have a moment, could you please leave a review on my Google profile? It would be especially helpful if you could mention your thoughts on my communication and negotiation during the process.
Here is the direct link: [Your GBP Review Link]
Thank you for your trust in me.
Best,
[Agent Name]
Review Response Templates
Positive Review Response Template
Hi [Client Name], thank you so much for your kind words! I'm thrilled that my market insights and communication helped make your home-buying experience in [City] a smooth one. It was an absolute pleasure working with you, and I wish you all the best in your beautiful new home!
Negative Review Response Template
Hi [Client Name], thank you for taking the time to share your feedback. I'm sorry to hear that your experience did not meet your expectations. My goal is always 100% client satisfaction, and I would appreciate the opportunity to discuss this with you directly. Please call me at [Phone Number] at your convenience.
7-Day Review Program Launch Checklist
- Day 1: Fully optimize your Google Business Profile using the checklist above.
- Day 2: Create your review shortcut link and draft SMS/email request templates.
- Day 3: Identify your last 5-10 successfully closed clients from the past 90 days.
- Day 4: Send personalized review requests to that group.
- Day 5: Monitor for incoming reviews and respond to each one within 24 hours.
- Day 6: Share your first new positive review on your social media channels.
- Day 7: Integrate the review request process into your official closing workflow for all future clients.
How to Measure Your Review Program's Success
Track these key performance indicators (KPIs) to measure the impact of your efforts on business growth.
- Review Volume & Recency: Aim for 5-10 new reviews per quarter to stay fresh.
- Average Star Rating: Maintain an average rating of 4.5 stars or higher.
- Response Time: Keep your average response time under 24 hours.
- Google Business Profile Views/Calls: Use GBP Insights to track if profile views, website clicks, and calls increase after you start getting more reviews.
- Lead-to-Sale Conversion Rate: Monitor if leads coming from your GBP are converting into clients at a higher rate.
To track conversions accurately, use UTM (Urchin Tracking Module) parameters. Add a UTM tag to the website link in your GBP (e.g., ?utm_source=gbp&utm_medium=organic&utm_campaign=profile) to see exactly how many website visitors and leads originate from your profile in Google Analytics. This helps you connect your reputation management efforts to actual business results.
Frequently Asked Questions (FAQ)
1. What makes a good review for a real estate agent?
A good review is specific, authentic, and tells a story. It highlights key skills like communication, market knowledge, or negotiation and mentions the location (e.g., "helped us in [Neighborhood]") to add context and improve local SEO.
2. How do I ask for a review without being pushy?
Ask once, make it easy with a direct link, and frame it as a request for feedback to help future clients. Automating the request as part of your closing workflow makes it a standard, professional step.
3. Should I respond to negative reviews?
Yes, always. A prompt, professional response to a negative review shows you are accountable and care about client satisfaction. Acknowledge the issue, apologize that their experience wasn't positive, and offer to resolve it offline.
4. How many reviews do I need?
There's no magic number, but aim for a steady stream of new reviews (at least 5-10 per quarter) and a total volume that is competitive with top agents in your market. Recency and quality matter more than just quantity.
5. What is Google's Proximity-Relevance-Prominence model?
It's how Google ranks local businesses. Proximity is your distance from the searcher. Relevance is how well your business profile matches the search query (e.g., "real estate agent near me"). Prominence is your authority, which is heavily influenced by the quantity and quality of your online reviews.
6. Can I offer incentives for reviews?
No. Offering incentives like gift cards for reviews violates Google's policies and can result in the removal of your reviews. It also undermines the authenticity of the feedback.
7. Where else should I get reviews besides Google?
While Google is the priority for local SEO, it's also valuable to have reviews on industry-specific sites like Zillow and Realtor.com. A comprehensive reputation management strategy covers all relevant platforms.
Ready to turn client feedback into your most powerful marketing engine? Our platform provides the tools and month-to-month support to automate your review requests, manage your online reputation, and win more clients. If you want to optimize your Google Business Profile and grow your business, book a strategy call with us.
