How to Ask Clients for Reviews in Real Estate (with Email, SMS, and In‑Person Templates)

If you’re an agent, broker, property manager, or mortgage pro, client reviews are your public reputation. They boost local SEO on Google Maps, reduce buyer/seller hesitation, raise close rates, and fuel referrals. In this guide, we show exactly how to ask clients for reviews—by email, SMS, phone, and in person—plus the best timing, compliance tips, and copy‑paste templates for Google, Zillow, Facebook, and Yelp.

Why client reviews matter for real estate

• They drive decisions. A few authentic sentences from a recent buyer or seller beat any ad.
• They power local SEO. Review signals—volume, recency, star rating, text content, and owner responses—help you rank on Google Business Profile (GBP) and Google Maps.
• They improve service. Reviews reveal what to double down on (communication, negotiation, staging) and what to fix.
• Asking works. When we ask respectfully, more clients leave thoughtful, slightly higher‑rated reviews than if we wait for them to act on their own.

Set the foundation: platforms, links, and a friction‑free path

• Choose 1–3 primary platforms
  • Google Business Profile is priority #1 for most agents and teams.
  • Zillow and Realtor.com matter for many markets; use where sellers and buyers vet you.
  • Facebook helps with social proof and shows in Bing/AI results. Yelp can help in certain metros; know their “no solicitation” stance.
• Create your Google “Ask for reviews” link and QR
  1. Open GBP → “Ask for reviews” → copy your short link.
  2. Download the QR code (or generate one) and place it on closing packets, handover sheets, and signage.
• Add a “Leave a review” page on your site with brief copy, buttons to your chosen platforms, and a few text‑based review highlights (so search engines can read them).
• Capture permissions and data in your CRM: SMS/email consent, client type (buyer/seller/landlord/tenant/investor), milestone dates (offer accepted, clear to close, funded, move‑in). We use these tags to time each request at peak satisfaction.
• Use the exact “write a review” URL that opens the form. We always pair that link with a QR—people say yes more when it’s effortless.

Who to ask (and who not to) without “review gating”

• Start with promoters and loyal clients—the ones who already compliment your communication, negotiation, or market strategy.
• Avoid review gating. Don’t filter clients through a private survey and only send the public link to those who score you high. Google prohibits it.
• Fix issues first. We begin by asking, “How was your experience?” If anything’s off (post‑inspection repairs, appraisal surprise), resolve it before requesting a public review.
• Skip high‑friction moments like during price reductions or while underwriting is tense. Ask after a win.

Best time to ask clients for reviews

• Right after a positive milestone:
  • Buyer: offer accepted, appraisal cleared, clear to close, keys in hand, move‑in day.
  • Seller: multiple‑offer win, contingencies removed, closed and funded, proceeds received.
  • Property management: lease signed, renewal completed, quick maintenance resolution.
  • Mortgage/title: clear to close, smooth signing, problem solved proactively.
• Same day or early evening tends to perform well. We often see strong Google activity between 2–3 PM and 6–7 PM.
• Give it a few days if clients need time to settle. We also do a 60–90 day sweep to circle back with happy clients who never got around to it.

How to ask for Google reviews (with direct link and QR)

1. Grab your GBP short link (“Ask for reviews”).
2. Use that link everywhere: email, SMS, business cards, closing folders, thank‑you pages.
3. Print a QR code for in‑person moments. We keep it on our phones and handover sheets so clients can scan and review in under a minute.
4. Tell them it takes 60–90 seconds and include one clear CTA. Fewer steps = more reviews.

Channel-by-channel scripts and review request templates

In person (at handoff or closing)

• What works: Ask right after praise. Keep it light and appreciative. Offer the QR or text the link on the spot.

“We’re so happy for you—congrats again! If you don’t mind, would you share a quick Google review about your experience? It helps neighbors choose confidently. You can scan this QR and it goes straight to the review box—takes under a minute.”

Phone (after solving a problem or hitting a milestone)

“I’m glad we got the appraisal cleared and kept your timeline on track. If you have 60 seconds, would you share that in a quick Google review? I can text or email the direct link—what’s easiest?”

SMS / text message

• Best practices: Get opt‑in, keep it under ~320 characters, include the direct link, mention “takes 60–90 seconds.”

“Hi [Name], thanks again for trusting us with your [home sale/purchase]. If you have 60 seconds, would you share a quick Google review? It helps others in [area] choose confidently. Direct link: [short review link]”

Reminder (4–7 days later): “Hi [Name], friendly nudge—your review really helps local buyers/sellers. If you’re open to it: [short review link] Thank you!”

Email review request templates

• Keep it short, single ask, one link at the top. Personalize with the client’s name, property, or outcome. We often add light prompts so clients know what to write.

Post‑close (buyer)
Subject: Quick favor?
Hi [Name], congratulations again on your new home on [Street/Neighborhood]! If you’re willing, would you share a quick Google review about your experience? Direct link: [review link]. Some folks mention what they bought, what stood out (communication, negotiation, local advice), and the result. Thank you so much!

Post‑close (seller)
Subject: 60‑second review for our team?
Hi [Name], we appreciated the opportunity to sell [property address]. If you have a minute, a short Google review helps other sellers in [area] decide. Direct link: [review link]. You might mention pricing strategy, prep/staging, and the final result. Thanks again for your trust!

Broker/owner note
Subject: Thank you + a small ask
Hi [Name], [Your Name] here. We’re grateful for your partnership on [transaction]. If you’re open to it, a brief review would mean a lot to our team and help neighbors choose confidently. Easiest link: [review link]. Either way—thank you!

Zillow / Realtor.com / Facebook variants

“Hi [Name], would you mind sharing your experience on [Zillow/Realtor.com/Facebook]? It helps clients researching agents in [city]. Here’s the direct link to our profile: [platform link]. Thank you!”

Social media ask

“We love celebrating client wins. If we’ve helped you buy or sell in [area], a short review on Google makes a big difference for neighbors deciding who to call. Link: [review link]”

Partner/lender/title/inspector shout

“We appreciated teaming up on [address/transaction]. If you’re willing, would you share a brief review we can feature on our site and GBP? Link: [review link]. Happy to reciprocate.”

Give clients words so it’s easy

• We often send a two‑question prompt first, then the link:
  • What three things did you enjoy most about working with us?
  • If we could improve one thing, what would it be?
  Follow‑up: “Would you be willing to paste those highlights here? [link]” This yields specific, high‑quality reviews.

Make it ridiculously easy to leave a review

• Use one direct link that opens the review form. We store it in our CRM, text templates, and team phone notes.
• Lead with your top platform (usually Google) and offer one secondary option (Zillow/Realtor.com/Facebook).
• State the time: “It takes about 60 seconds.”
• Place QR codes where clients naturally interact: listing presentations, open house sign‑in tables, closing folders, maintenance leave‑behinds.
• Point of sale/kiosk: Don’t ask clients to log into their Google account on your device. Collect their preferred channel (email/text) and send the link so they can review from their own device/network.

Follow‑up plan that respects your clients

• Day 0: Ask right after a win (in person/phone), then send SMS or email the same day with the direct link.
• Day 3–5: One gentle reminder via the same channel.
• Day 10–14 (up to Day 21 in slower transactions): Final reminder via a different channel (email if first was SMS, or vice versa).
• Stop after two reminders. We’ve found this cadence maximizes response without annoying clients.
• If they say “I’ll do it,” send the link immediately while intent is high.

Compliance and policy: ask the right way

• Don’t buy reviews and don’t offer incentives for Google reviews. Google prohibits offering anything of value for a review, for changing a review, or for removing a negative one.
• Don’t require positive sentiment. Ask for honest feedback—never “please leave a 5‑star review.”
• No review gating. Don’t only route happy clients to public reviews.
• Yelp policy: Yelp discourages solicitation. Don’t directly ask for Yelp reviews; instead, let clients discover your Yelp page organically and focus your ask on Google/Zillow/Facebook.
• Authenticity: Reviews must reflect genuine, first‑hand experiences tied to real transactions.
• FTC guidelines: If a platform allows incentives, disclose them clearly and never condition them on a positive rating. In real estate, we keep review requests incentive‑free to stay safe across platforms.

How not to ask for reviews

• Don’t tie the ask to the invoice. We wait until after payment/funding so it doesn’t feel transactional.
• Don’t make it about your SEO. Make it about helping neighbors choose confidently.
• Don’t use long/complex URLs or multiple links. One clean, direct link wins.
• Don’t ask too early (before results) or during stress (repairs, underwriting hiccups).
• Don’t over‑follow up. Two reminders are enough.

Responding to reviews: positive and negative

• Respond to every review promptly—it signals care to future clients and boosts trust.
• Positive: Thank them by name, reference something specific (“multiple offers in 72 hours”), and invite them to reach out anytime.
• Negative: Acknowledge, apologize if appropriate, clarify briefly, and move details offline to resolve. We’ve turned tough reviews into loyal clients by fixing issues fast.

Team enablement and light automation

• Train everyone client‑facing to ask right after a “win.” We coach the one‑liner and hand them a QR code.
• Give each agent/assistant their own trackable links/QRs so you can see who’s driving reviews.
• Automation ideas:
  • CRM trigger: “Closed/Funded” → send review email + SMS.
  • Help desk: “Ticket resolved with CSAT ≥ X” → send review request.
• Recognize the behavior: shout‑outs for verified reviews (within platform rules).

Metrics to track

• Ask rate: % of closed deals where you actually asked.
• Conversion rate: % of asks that become reviews (by channel).
• Volume and recency: new reviews per month and freshness.
• Distribution: share of reviews by platform (Google vs Zillow vs Facebook).
• Response time: average time to reply to reviews.
• Average rating and review length: quality indicators that affect rankings and persuasion.

Real estate–ready prompts clients can follow

Offer light prompts so clients don’t stare at a blank box:

• What did you hire us for (buy/sell/lease) and where?
• What stood out (communication, market knowledge, negotiation, staging, lender/title coordination)?
• What result did we achieve (price, speed, terms, less stress)?
• Would you recommend us to a neighbor or friend—and why?

Quick reference: channels, best use, and key tip

Checklist: launch your review engine this week

• Day 1: Audit where you need reviews (Google/Zillow/Facebook). Grab exact “write a review” URLs and generate branded QRs.
• Day 2: Draft two short templates (email + SMS) and one in‑person one‑liner. Load into your CRM and team phone notes.
• Day 3: Train the team on “ask at the win,” not at the bill. Add links/QRs to email signatures and closing packets.
• Day 4: Build a “happy client” list from the last 90 days. Send batch 1 using your Day 0 template.
• Day 7: Send the friendly reminder to non‑responders.
• Day 14–21: Final nudge via a different channel. Start sharing new reviews on your site and socials.

FAQ: quick answers

• Are incentives allowed? Not on Google. Some platforms allow disclosures, but in real estate we keep review requests incentive‑free to stay compliant.
• What about Yelp? Don’t directly solicit Yelp reviews. Focus your ask on Google/Zillow/Facebook and let Yelp happen organically.
• How many follow‑ups? Two reminders max (Day 3–5 and Day 10–14). Then stop.
• Best time to ask? Right after a win; afternoons 2–3 PM or early evening 6–7 PM often perform best.
• Which platforms for sellers vs buyers? Lead with Google for both; add Zillow where it influences your next client most. We sometimes steer sellers to Google and buyers to where they found us (e.g., Zillow).

Putting it all together

Ask confidently, at the right moment, with a direct link or QR, and a short, human message. We remove every barrier, follow up politely twice, and respond thoughtfully to every review. Do this consistently and your reviews will compound—lifting your rankings, winning trust in your market, and turning closings into a steady flow of better‑fit clients.