The Testimonial Hook: How Social Proof Can Close the Deal Before the Valuation Begins

Imagine this...

A vendor has booked three agents to value their property. You’re one of them. They don’t know any of you personally. They’ve visited your websites, looked at a few reviews, maybe followed you on social media — but they’re undecided.

Then, before you’ve even arrived for the appointment, they receive something unexpected: a short video from a previous client, someone just like them, sharing how you helped sell their home — fast, for a great price, and with brilliant communication.

Now, who do you think they’re leaning towards?

This is the power of the testimonial hook — using social proof in your pre-valuation strategy to build trust, reduce resistance, and increase conversion.

Let’s explore how it works, why it’s so effective, and how you can start using it right now.

Why Testimonials Matter More Than Ever

We’re living in a reviews-first world. Before people choose a restaurant, buy a car, or book a holiday, they read what others had to say. And choosing an estate agent is no different — except it’s a higher-stakes decision involving hundreds of thousands of pounds.

Vendors want confidence.

They want reassurance that they’re choosing someone competent, professional, and reliable. But they’re also wary of sales talk. They’ve heard it all before.

That’s why a testimonial video works so well.

It’s not you saying you’re great. It’s a real person — someone who’s been in their shoes — saying you delivered.

When to Use Testimonial Videos

One of the best times to share a testimonial video is before the valuation appointment.

It works even better when paired with a video confirmation message (as explained in Blog 3). After introducing yourself, you can say:

“Rather than me tell you how we do things, I thought I’d share a quick message from a recent client who had a similar goal to yours…”

This not only feels natural — it feels helpful.

You're not pushing. You’re providing proof.

How to Choose the Right Testimonial for Each Vendor

The secret to this strategy isn’t just using testimonials — it’s using relevant ones.

Here’s how to match the right video to the right vendor:

• If they want a fast sale → Send a client who sold within days of listing.

• If they want best price → Share a vendor who sold above asking.

• If they’re nervous about agents → Use a testimonial from someone who initially had doubts but had a great experience with you.

• If they’re selling a specific type of home → Use a seller from a similar property type or neighbourhood.

This makes the message personal. The vendor can see themselves in your past clients — and that builds trust.

How to Gather Great Testimonials

If you don’t already have a bank of video testimonials, now’s the time to start.

Here’s how:

1. Strike while the iron is hot – Ask shortly after the sale, when the client is still riding the high.

2. Make it easy – Let them record it on their phone. No need for fancy production.

3. Guide them with prompts – For example:

   • “What made you choose us over other agents?”

   • “How did we make the process easier for you?”

   • “What would you tell someone else thinking of using us?”

You don’t need a polished studio edit. In fact, raw and real often feels more trustworthy.

How to Deliver Testimonial Videos to Vendors

Keep it simple. Use whatever channel they’re already using with you:

• Email – Embed the video or link to it on YouTube or Vimeo.

• WhatsApp – Send as an attachment or short link.

• Video platform tools – Apps like Loom, Bonjoro, or BombBomb work brilliantly for combining intro videos + testimonials.

Package it in a way that says:

“I thought you might find this helpful.”

No hard sell. Just smart positioning.

Common Objections and How to Overcome Them

“What if I don’t have any good testimonials yet?”
Start now. Even one strong review from a past client is enough to begin. You can always build a library over time.

“Isn’t this overkill?”
Not if you’re losing instructions to competitors who do less — but connect better. These small touches are what make the difference in a crowded market.

“My clients are camera shy.”
Offer alternatives — a voice note over a still image, or a written review with a photo. But you’d be surprised how many clients are happy to help once asked properly.

Final Thought: Stop Telling. Start Showing.

You could tell a vendor that you’re experienced, professional, and results-driven.

Or…

You could let a real client say it for you.

Testimonials create belief. Belief drives trust. And trust is what wins instructions.

So next time you book a valuation, don’t stop at a confirmation email.

Send a testimonial. Start the belief-building early. And walk into that appointment with a major advantage.

Need help building your testimonial strategy?
At Agency Titans, we help agents create, structure, and leverage powerful client stories to win more instructions and stand out in their market.

Call us now to learn how!