In his famous book, Influence – The Power of Persuasion, Dr. Robert Cialdini explains that social proof is one of the most powerful tools that we can use to influence behavior.
Social proof, also known as herd behavior, occurs when groups of people conform to the behavior that they see in others. They do this because, given a limited amount if information, it’s viewed as the safest option to do what others are doing.
Think about it; how many times have you been on Tripadvisor to look for a hotel, resort or restaurant.
How did you make your final decision?
If you’re like most of us, and I’m betting you are, you read the reviews and looked for those options with the most positive comments.
Did you know anything about the people who provided those reviews?
About their taste in restaurants or lodging?
No, you didn’t.
But you still “followed the herd”, doing what others did because they said it was the safest choice.
You can use the power of social proof to a great advantage in your business.
In the video below, I explain how to get well-written testimonials and how to use them to convince prospects that you are the safest choice to solve their real estate needs.