Make Money Online
Online reviews have become one of the most powerful forms of social proof in real estate. In fact, 93% of consumers say they read online reviews to influence their purchase decisions, and 88% trust them as much as personal recommendations. For real estate teams, testimonials shape a client’s first impression before they ever pick up the phone or fill out a lead form.
The challenge? Collecting, organizing, and maximizing testimonials can be time-consuming and inconsistent. That’s where artificial intelligence (AI) is stepping in. From automating testimonial requests to turning raw feedback into polished quotes, emerging AI tools are making it easier than ever to build a steady stream of trust-building content, without piling more work onto already stretched teams.
Automating real estate testimonial requests
One of the biggest reasons teams miss out on testimonials is timing. Agents get busy closing deals, moving on to the next client, so follow-up often slips through the cracks. AI can help remove that friction by automating the request process, ensuring every happy client gets a prompt, personalized ask.
Many CRM platforms now offer AI-driven follow-up sequences that trigger automatically after closings, open houses, or other milestones. These tools can generate natural-sounding outreach messages tailored to each client, optimizing both tone and timing. For example, an AI assistant might detect the moment a transaction officially closes and send a warm, on-brand email or text within 24 hours, when client enthusiasm is at its peak.
Teams can also use generative AI platforms like ChatGPT or Jasper to craft customized review request templates in different styles (formal, friendly, playful) that agents can plug into their workflows. The result is a more consistent testimonial collection without adding manual tasks to agents’ already full plates.
Turning raw feedback into polished testimonials
Even when clients are eager to share their experiences, their feedback often arrives as scattered bullet points, lengthy emails, or casual text messages. That’s where AI can step in to transform raw input into clear, compelling testimonials, all while keeping the client’s voice intact.
Tools like Copy.ai or conversational platforms (e.g., ChatGPT) can quickly rewrite unstructured feedback into a cohesive testimonial tailored for different platforms. For example, AI can transform a few kind words in a post-closing email into a two-sentence Google review or a more detailed testimonial for a website.
Teams can also use AI to adjust tone and length for different contexts, making them short and punchy for social media or more descriptive for a brochure or agent bio. Just be sure to get the client’s approval on the final wording before publishing. With this workflow, marketing teams get polished, authentic testimonials without adding extra writing to already growing to-do lists.
Managing testimonials at scale
As teams grow, so does the volume and complexity of managing testimonials. Reviews often live across multiple platforms, from Google and realtor.com to Facebook and team websites. Without a system, valuable feedback can get buried or overlooked. AI-powered review management platforms can solve this by aggregating, categorizing, and analyzing testimonials at scale.
Tools like Birdeye, Podium, or Yext use machine learning to pull in reviews from multiple sources and surface key insights. They can automatically tag testimonials by agent, neighborhood, or service type, making it easier for marketing teams to find the perfect quote for a listing presentation or social post. Many platforms also include sentiment analysis, flagging both positive highlights and potential issues that need a quick response.
With real-time alerts and dashboards, team leaders can keep a pulse on their online reputation without manually checking each site. This centralized, AI-enhanced approach allows teams to turn scattered reviews into a strategic marketing asset.
Repurposing testimonials for marketing
Once testimonials are collected and organized, AI can help teams turn them into versatile marketing assets that extend far beyond a single review page. With the right tools, a glowing client comment can become a powerful piece of content for multiple channels.
Generative AI can summarize long-form reviews into concise, shareable snippets for social media, listing presentations, or email campaigns. Teams can also use AI to rewrite a single testimonial in different tones, such as professional for a brochure, conversational for Instagram, or punchy for an agent bio.
Design tools like Canva’s Magic Write or Adobe Firefly can generate on-brand testimonial graphics in just a few clicks. Meanwhile, AI-powered video tools can transform text reviews into short animated videos or overlays for listing reels.
By repurposing content in this way, teams maximize the impact of every testimonial, reinforcing trust at multiple touchpoints without starting from scratch each time.
Future trends: Voice and video testimonials enhanced by AI
While written testimonials remain essential, video and voice feedback are quickly becoming the next frontier, and AI is making them easier to collect and polish. Video testimonials feel more personal and authentic, and viewers are 72% more likely to trust a brand after watching a testimonial video, according to research.
Tools like VocalVideo, VideoAsk, and Trustmary allow teams to collect short video testimonials with built-in prompts, then automatically generate captions, transcripts, and highlight clips. Platforms such as Descript or Otter.ai can clean up audio, remove filler words, and create polished voice-to-text transcripts, perfect for turning casual voice notes into professional marketing assets.
Putting AI to work for your real estate team
AI is transforming how real estate teams collect, manage, and showcase testimonials, turning client feedback into a steady stream of trust-building content.
For more strategies and insights to help your team stay ahead, visit the Resource Center.
