Client testimonials are worth their weight in gold. First, they're free, and what real estate agent doesn't love that word? Next, they may just be the number one way to build your credibility with prospective clients. Finally, testimonials allow you to toot your own horn, without appearing pushy.

Testimonials as Reviews

The popularity of sites such as Yelp, Urbanspoon, Angie's List and Glassdoor attest to the American consumer's thirst for knowledge of companies, products and services before they spend money on them.

Consumers just happen to now be clamoring for real estate agent reviews and, sadly, not finding them. Or at least not finding reviews that they can trust. When all the agent reviews on a real estate portal are positive, it can make consumers feel like they're trying to pick the proverbial needle out of a haystack when searching for agent assistance.

Agents who use testimonials in their marketing efforts don't necessarily use the words of clients who had a bad experience, and consumers don't expect them to. Depending on how agents use testimonials, however, they can be a powerful yet subliminal cred builder.

Tip: Although you shouldn't use the word "review" when soliciting feedback, it's a great keyword to use on your website. Check out Seattle agent Maynard Wagner's site for an example.