You’ve probably heard of social proof – especially in a marketing context – and wondered what it is and how it could help you. In this article we briefly explain social proof and how it can be used to build customer confidence and increase sales. We’ll give examples of how HomeViews partners use their content rights to our reviews to supercharge various marketing materials.
Social proof – what is it?
Social proof is essentially an existing customer recommending a product or service. This could be a direct recommendation through word of mouth, or indirectly through online reviews and ratings on a platform like HomeViews.
Why should I use it in my marketing?
The power of online reviews to influence what, and how, consumers buy, is proven. For online purchases, reviews have been shown to influence 80% of online purchases. Very few people buy or rent houses online, you may think, but almost everyone researches them online before viewing in person. And 72% of people said they trusted online reviews as much as an in-person recommendation.
HomeViews partners use their positive reviews to convince prospective residents. This content effectively allow developers and operators to say “Don’t take our word for it – ask our residents!”
Social proof in action
Social media
Social media is the perfect format for social proof marketing. Being inherently ‘social’, resident reviews are the perfect antidote to dry, corporate marketing messages on these very human platforms.
Paid social campaigns are a great way to amplify the positive comments your existing residents are making.
Website badges and snippets
HomeViews partners also use awards badges, star ratings and review snippets on their website homepage, case studies and other pages, adding instant credibility.
Video
Videos are another great way of using social proof to help market your homes, bringing the resident’s voice to your marketing images or existing videos.
Display advertising
Give your happiest residents a megaphone with social proof display advertising. From hoardings, sales suites and banners to print ads and email signatures, our partners use reviews for instant impact ad copy.
Summary pages
HomeViews gives its partners tailored summary sheets. These provide an overview of all the resident ratings for a specific development, and can be handed out or sent to prospective residents.
Trade shows
Being able to say you’re highly-rated by residents, or even a HomeViews Award-winner, really cuts through the noise at busy trade shows. Our partners use their awards, ratings and reviews in a variety of ways.
HomeViews is the only independent review platform for residential developments in the UK. Prospective buyers and tenants use it to make an informed decision on where to live based on insights from carefully verified resident reviews. Part of Rightmove since February 2024, we’re working with developers, house builders, operators, housing associations and the Government to give residents a voice, recognise high performers and to help improve standards across the industry.
