1. Objective
This SOP defines how a Virtual Assistant (VA) collects written testimonials from past clients and publishes them across the agent's marketing channels — so that social proof appears consistently in the agent's website, social media, and marketing materials without the agent having to manually request or repurpose client praise every time it arrives.
A review on Google or Zillow is powerful, but it lives on that platform. A testimonial is a versatile asset — it can appear on the agent's website, in a listing presentation, in a buyer consultation folder, in social media posts, and in email campaigns. The VA's job is to capture testimonials systematically, get permission for their use, and make them available in every channel where they can influence a potential client.
The standard: Every past client is given the opportunity to provide a testimonial. Every testimonial received is published with permission — appropriately formatted for each channel — within 5 business days.
Where this SOP starts: A transaction closes and the post-closing follow-up is complete.
Where this SOP ends: This SOP has no end — testimonial collection and publication is ongoing.Success looks like: The agent's website has current, attributed testimonials. Their social media features client quotes regularly. Their listing presentation includes a testimonial section. And none of it required the agent to remember to ask, copy, or paste anything.
2. Your Role & Boundaries
2a. What you handle independently
- Sending the testimonial request to past clients after the closing follow-up (in coordination with the review request per Review Request & Reputation Management)
- Receiving testimonials and logging them in the testimonial library
- Reformatting testimonials for different channels (website, social, print)
- Submitting formatted testimonials to agent for approval before publication on any channel
- Publishing approved testimonials per agent confirmation
- Updating the website testimonials section (if VA has web access)
- Maintaining the testimonial library file
2b. What requires agent approval before acting
- All testimonial request copy — agent approves the request language
- All publication decisions — agent confirms which testimonials to publish and on which channels before any goes live
- Any testimonial used in a listing presentation or printed marketing material — agent approves each use
- Any edits to a testimonial's text for formatting purposes — agent confirms the edit does not change the client's meaning
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never publish a testimonial without written permission from the client — implied permission is not sufficient.
- You never edit a testimonial's content in a way that changes its meaning — minor formatting (paragraph breaks, removing a repeated word) is acceptable with agent confirmation; changing what the client actually said is not.
- You never fabricate or embellish a testimonial under any circumstances.
- You never publish a testimonial attributed to a real person using only a first name if the agent cannot confirm the attribution is accurate.
On permission: The testimonial request process in this SOP incorporates permission language. Do not publish a testimonial received outside this process (e.g., a thank-you text, an email) without first confirming the client's permission to use it in marketing.
3. Schedule & Trigger
Trigger: A transaction closes and the post-closing follow-up is complete — testimonial request is sent in the same window as the review request, per Post-Closing Client Follow-Up.
Trigger: A testimonial is received — log and prepare for publication.
Recurring:
- Monthly: Confirm the website testimonials section is current — new testimonials published, no outdated content
- Quarterly: Prepare a selection of recent testimonials for the agent's next listing presentation update
4. Testimonial vs. Review: The Difference
These are related but distinct:
| Item | Where It Lives | Format | Permission Needed |
|---|---|---|---|
| Review | Google, Zillow, Realtor.com, Facebook | Posted by client on the platform | Platform permission is implicit; no additional permission needed for responding to reviews |
| Testimonial | Agent's website, social media, print materials, presentations | Collected separately — quoted by agent in agent's marketing | Explicit written or electronic permission required to publish |
The review request (Review Request & Reputation Management) and the testimonial request (this SOP) can be sent in the same outreach — or separately, depending on the agent's preference. The key difference is that a testimonial requires a permission grant before the agent uses the client's words in their own marketing.
5. Testimonial Request Process
Timing
Send the testimonial request in the same post-closing window as the review request — within 7–14 days of closing, after the congratulations message and document delivery.
Some agents prefer to combine the review and testimonial requests into a single message. Others prefer to keep them separate to avoid overwhelming the client. Confirm the agent's preference during onboarding.
Testimonial Request Message
Combined with review request:
Subject: Two small asks — [Client First Name]
Hi [Client First Name] —
It was such a pleasure working with you, and I hope the transition has been smooth.
Two small asks if you're willing:
1. A Google review — here's the direct link: [Google Review Link]. It helps other
buyers and sellers find me when they're looking for help.
2. A testimonial for my website — just a few sentences about your experience.
By sharing, you're giving me permission to quote you (first name + city, or
full name if you prefer) on my website and marketing materials.
Either or both means a lot. Thank you so much — it was truly a pleasure.
[Agent Name]
[Phone]
Standalone testimonial request:
Hi [Client First Name] —
Would you be willing to share a few words about your experience working with me?
A short testimonial for my website would mean a great deal.
Just a few sentences — what the experience was like, what stood out, anything you'd
want other buyers or sellers to know. By sharing, you're giving me permission to
quote you (first name + city, or full name if you prefer) on my website and
in my marketing materials.
You can reply right here, or email me at [email].
Thank you so much — it was a privilege working with you.
[Agent Name]
Response and Permission
When a client sends a testimonial:
1. Thank them immediately — brief, warm acknowledgment
2. Confirm the permission grant and attribution preference: "Thank you so much — this means a lot. Just to confirm, may I use this on my website and marketing materials? And would you prefer I credit you as [First Name, City] or [Full Name]?"
3. Log the response in the testimonial library with the permission confirmation
6. Testimonial Library
Maintain a testimonial library file at: Ops / Testimonials / Testimonial-Library-[Year].gdoc (or equivalent).
Entry format:
---
CLIENT: [Full name — for internal reference only]
ATTRIBUTION: [How to credit publicly — e.g., "Sarah M., Phoenix AZ" or "John & Lisa Chen, Scottsdale"]
TRANSACTION: [Buyer/Seller | Address (internal only) | Close date]
PERMISSION: Confirmed [date] via [channel]
PUBLISHED: [Website / Social / Presentation / Print — with dates]
TESTIMONIAL TEXT:
"[Full testimonial text as received]"
FORMATTED (short — for social/print):
"[Shortened version — if needed — confirmed with agent]"
---
Every testimonial received goes into this library immediately, whether or not it will be published.
7. Publication Channels & Formats
Website
If the VA has web editing access:
1. Format the testimonial per the website's testimonial section design
2. Use the approved attribution
3. Submit to agent for approval
4. Publish after agent confirmation
If the VA does not have web editing access: prepare the formatted testimonial content and submit to the agent or web administrator for posting.
Target: Website should have at least 6–8 current testimonials (past 18–24 months). Review the website testimonials section monthly — remove testimonials that are more than 3 years old unless they are particularly exceptional and the agent wants to keep them.
Social Media
Format testimonials as social media graphics using the agent's Canva template. Two formats:
- Quote card: Client's quote prominently displayed, attribution below, agent's branding in the corner. Use for Instagram and Facebook.
- Text post: Quote in the caption, attribution included, no graphic required. Appropriate for LinkedIn.
Caption for social testimonial post:
There's nothing better than hearing this from a client.
"[Testimonial text — full or edited short version with agent approval]"
— [Attribution]
If you're thinking about buying or selling in [City/Area], let's talk.
[Agent Phone or Link]
Submit to agent for approval before scheduling. Post as part of the regular social media content calendar (Social Media Content Calendar Management).
Listing Presentation
Prepare a testimonials page for the agent's listing presentation quarterly — selecting 3–5 recent testimonials that best speak to the agent's listing-side strengths. Format per the presentation template.
Print Marketing
When a buyer's guide, seller's guide, or other printed piece is being updated, flag relevant testimonials to the agent for potential inclusion.
8. Testimonial Quality Guidance
Not all testimonials are equally useful. When preparing testimonials for publication, note the following for agent consideration:
Strongest testimonials mention:
- A specific challenge that was solved
- A specific quality of the agent (communication, expertise, negotiation, patience)
- An outcome (found the right home / sold above asking / smooth close)
- A recommendation ("I would — and have — recommended [Agent Name] to everyone I know")
Weaker testimonials (still worth publishing, but lower priority):
- Generic praise: "Great experience! Very professional!"
- Very short: "10/10 would recommend"
Do not suppress any legitimate testimonial — flag quality observations to the agent and let them decide what to publish and where.
9. Checklist
Per Closing
- ☐ Testimonial request sent within 14 days of closing
- ☐ Permission confirmation received before publication
- ☐ Testimonial entered in library with full attribution and permission record
Per Testimonial Received
- ☐ Logged in testimonial library
- ☐ Permission confirmed (if not already included in request response)
- ☐ Formatted for applicable channels
- ☐ Submitted to agent for publication approval
Monthly
- ☐ Website testimonials section reviewed — new testimonials published, outdated removed per agent preference
Quarterly
- ☐ Listing presentation testimonials page updated with recent selections
10. Escalation Protocol
Escalate to the agent immediately in any of these situations:
- A client declines to provide a review after the testimonial request and mentions a specific concern or complaint — route to agent immediately; this is a service recovery situation
- A testimonial request generates a response that is negative or mixed — do not publish; route to agent
- A review platform flags or removes a testimonial that was previously live — notify agent; the agent may want to respond or attempt reinstatement
- A testimonial from a major referral source is submitted that contains specific language the agent should be aware of before it goes public (unusual claims, mentions of a third party, real estate outcome statements)
- A request to use a past client's testimonial in a new context (ads, printed materials, video) when the original consent was for website use only
Hi [Agent Name] — testimonial issue needs your input.
Issue: [Declined with complaint / negative response / review removed / unusual testimonial content / consent scope question]
Client: [Name]
Platform / context: [Where the testimonial was or will be used]
Needed: [Handle service recovery / decide on publication / attempt reinstatement / confirm consent]
[VA Name]
If the agent is unreachable: Do not publish any testimonial that contains unusual claims or requires consent confirmation. Hold all publishing actions and document the testimonial content and the timestamp. Route any negative client feedback to the agent's primary channel immediately — do not reply to the client.
11. Tools & Access
| Item | Details |
|---|---|
| Testimonial library | Google Doc — Ops / Testimonials |
| Website editing access | [Confirm CMS and access level during onboarding] |
| Social media scheduling | [Confirm platform — Buffer, Hootsuite, Meta Business Suite — during onboarding] |
| Canva | For testimonial quote card graphics — use the testimonial social template |