How to Do Client Testimonials the Right Way

How many times have you closed a deal, celebrated for a brief moment, and then immediately rushed off to the next?

We’ve all been there. So many brokers rob themselves by moving too fast. We close the deal and forget one of the most powerful tools for future growth—telling the story behind the deal.

Think about it: every transaction represents a solved problem, a discovered opportunity, and a milestone achieved for your client. Why not use that story to not only integrate the lessons to become a better broker, but to show your future clients exactly how you can help them too?

From working with over 4,100+ commercial real estate brokers and owners, I wanted to share with you some of the top pieces of advice I have to better leverage social proof to land more deals.

1. Don’t call it a “case study.” The term feels clinical and distant. Instead, use “client success story.” That shift in language alone can make a huge difference in how it resonates with your prospects.

2. Remember, a testimonial isn’t for the client you just closed a deal with. It’s a message for your next client. You’re showing them proof that you’ve solved problems just like theirs before—and you can do it again. As one of our clients, Bob Knakal, put it: “One of the biggest benefits of closing a deal is the ability to use that success to land more deals”.

3. Follow a system. At Massimo, we call these write-ups “CARTs,” which stand for Challenges, Actions, Results, and Testimonials. Every time you meet with a new prospect, you pull out a success story that closely matches their situation. Whether it’s a partnership dispute or navigating a tricky market, you can show your potential clients that you’re not just talking the talk—you’re walking the walk.

4. Never ask for a testimonial. Your client is busy, and chances are, they won’t know how to write something that speaks to the future prospects you want to attract. Instead, draft the testimonial yourself based on the deal. Highlight the challenges you overcame, the actions you took, and the results you delivered—then ask for their approval. This way, you’re in control of the narrative, and your client simply signs off.

5. Systematize the process. 70% of people trust a recommendation from someone they don’t even know, so make it a part of your business to seek a testimonial from every new client you do business with. Over time, you will develop a stable of clients that scream from the mountain tops how awesome you are.