Review and testimonials. They’re what many agents are chasing, unless the reviews are the kind that will send customers running in the other direction! Some companies (including agents) even use fake testimonials and reviews in order to lure people into working with them. It might be tempting to throw in a couple of fake good reviews and testimonials on your Facebook page or website in order to increase your traffic and grow your business, but is it worth it?
The Impact Of Reviews
Approximately 93% of customers read online reviews before deciding to work with a business or buy a product. 31% of customers say they will even spend more on a product or service with good reviews! In addition, the better your customer reviews, the higher your website will rank in search engine rankings.
People Can Spot Fake Reviews
Have you ever put the term “fake reviews” into a search engine? Thousands of answers to the question “how do you spot a fake review?” come up on Google, indicating that people are catching on to fake reviews. About 82% of consumers have read a fake review in the last year, and for 18-34-year-old consumers, the proportion is even higher, with 92% saying they’ve seen fake reviews; and studies show that 90% of people can spot a fake review when they see it. Not only that, but 54% of people say they would not buy a product or service if they suspect it to have fake reviews.
Businesses who post fake reviews will not only lose possible customers, but they will then suffer from a bad reputation. We all know that with a bad brand and reputation, you might as well kiss your business’ success goodbye.
Fake Testimonials Are Actually Illegal
Fake testimonials are not only very deceptive, but posting them is actually against the law. Under 15 U.S. Code § 45, the Federal Trade Commission (FTC) has the power to stop and penalize parties “using unfair or deceptive acts or practices in or affecting commerce.” False advertising falls under this law, including false reviews and testimonials. Fake reviews are not based on real customer experience and so are meant to mislead customers.
The bottom line is that posting fake reviews is just not worth it. Everyone spends so much of their lives on their phones these days, which makes it easier for them to distinguish fake reviews from genuine ones. You might get busted sooner or later – and, honestly, there should be no need to fake anything. As an agent, customer service is your best asset, aside from knowledge of the insurance industry. Your job should revolve around helping people find a great plan, keeping in touch with them, and making sure they are happy. When a customer is not happy and leaves a bad review, which will happen once in a while, that’s okay, you just need to deal with it in the right way.
In order to stay ahead of bad reviews, address any you get with a comment saying you would love to speak to the customer to see how you can make things right, followed by a phone call. Show that you are willing to fix the issue and keep your customers happy- this will build your reputation and result in great reviews!
If you would like more positive reviews on your website or Facebook page, don’t be afraid to ask your customers! One study found that 68% of customers will write a review if they are asked. So remember, it just isn’t worth it to post fake reviews, they are more damaging than helpful. Instead, keep your customers happy and they’ll be more than willing to help you out with a positive review!