Estate agents have a reputation problem. Surveys consistently rank them among the least trusted professions. Fair or not, that is the perception you are fighting against every time a vendor invites you to value their home.
Google reviews are the antidote. A strong review profile does not just improve your search rankings - it dismantles the trust barrier before you even walk through the door.
Why Reviews Matter More for Estate Agents
Selling a home is one of the biggest financial decisions most people make. The stakes are enormous, and the fear of choosing the wrong agent is real. Reviews address this directly:
- 96% of vendors research agents online before inviting them to value
- Reviews are the first thing they see on your Google listing
- An agent with 200+ positive reviews instantly stands apart from one with 15
- Specific, detailed reviews ("they achieved 5% over asking price") are incredibly persuasive
When to Ask for Reviews
Estate agency transactions have multiple moments of peak satisfaction. Use all of them:
- Offer accepted: the vendor is thrilled. Ask now.
- Exchange of contracts: relief and excitement. Another great moment.
- Completion day: the final milestone. The most natural time to ask.
- After moving in (buyers): happy buyers in their new home are generous reviewers.
Do not wait until completion to ask. By then, the emotional high may have passed. Ask at offer accepted, then again at completion.
Automating Your Review System
- Create a review link from your Google Business Profile dashboard
- Set up automated triggers in your CRM at key milestones (offer accepted, exchange, completion)
- Send personalised messages: "Hi [Name], congratulations on your sale! We really enjoyed working with you. If you have a moment, a Google review would mean the world to us: [link]"
- Follow up once if they have not reviewed within a week
Responding to Reviews
Positive Reviews
Personalise every response. Reference specific details from their transaction:
"Thank you so much, Mr and Mrs Johnson! It was a pleasure helping you sell Oak Cottage - and achieving those multiple offers was a real highlight. Wishing you all the best in your new home!"
Negative Reviews
In estate agency, negative reviews are inevitable. The key is professionalism:
- Never argue or get defensive
- Acknowledge their experience
- Invite them to contact you directly to resolve the issue
- Keep it brief and professional
A professional response to a negative review can actually increase trust. It shows you take feedback seriously.
Using Reviews in Your Marketing
- Market appraisal presentations: include your review count and rating
- Social media: share screenshot highlights of great reviews
- Your website: feature reviews on your homepage and vendor pages
- Leaflets and letters: "Rated 4.9 stars on Google from 200+ reviews"
Reviews are a critical piece of your marketing strategy. See how they fit into the bigger picture in our complete marketing guide for estate agents.
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