THE CHAIN OF SOCIAL PROOF
We all know how good it feels to get a referral from someone who knows you or has previously worked with you. When a prospect does not know whom to trust to represent then in the sale or purchase of a luxury home, they rely on the judgment of others as social proof. The fact that the referring party endorses you provides social proof in lieu of direct experience. If you are also be part of a company or a well-known luxury real estate affiliation it can quicken the decision making process because it adds additional social proof as an endorser brand.
Recently, our good friend who orders wine for Trader Joe’s tipped us off about a great wine bargain, but with a limited quantity. He recommended Piper Sonoma Pinot Noir at a ridiculous closeout price and we bought a case.
It happened that we have toured the caves of Piper-Heidsieck Champagne in France and also know about Piper Sonoma, an affiliate winery, because we lived in nearby Napa Valley. When we heard about this opportunity we jumped on it because we already trusted both brands. After all, we actually saw the dedicated area in the wine cave in France where they cellar the Queen of England’s Piper-Heidsieck Champagne on her behalf. Can you see the chain of social proof that was established?
Now, we also trusted our friend who referred us to this wine. He had just tasted it and swore by it. So, his word alone offered social proof. But, like your real estate company can be an endorser brand for your personal brand, Piper-Heidsieck was an endorser brand for their California winery. Because of the lineage or provenance of the Champagne house we were inclined to instantly trust not only our friend’s judgment but also the reputation of the Piper-Heidsieck brand.
THE CHAIN OF SOCIAL PROOF:
TESTIMONIALS + ENDORSEMENTS = REFERRALS
When you receive a referral your prospect relied on social proof, the judgment of the referring party, your mutual contact. But, always keep in mind the importance of the reputation of your endorser brands in the decision making process. Consistently developing a strong chain of social proof, including testimonials and endorser brands, speeds trust and make you impervious to social spoofs.
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