Appropriate Replies to Any Review

Words are powerful. They can lift you so high that you feel like you’re walking on clouds, and they can cut so deeply that you question everything you thought you knew. That’s why responding to real estate client reviews is so important: The words you choose in your reply can demonstrate your humanity, authenticity and professionalism — not to mention your gratitude — to the reviewer and your greater audience. Don’t be defensive, rude or petty. Do be specific, succinct and gracious. You might change the mind of a negative reviewer or make a life-long champion when you thank someone who left a glowing review.

Here are examples of appropriate replies to any review.

Replying to negative reviews from unhappy clients

People can leave negative reviews for a variety of reasons, and you won’t always know exactly what’s behind their dissatisfaction with your real estate services. Explain your position, but unless it’s a case of mistaken identity — or a claim you can prove is completely false — don’t try to refute every point in a negative review.

This agent is clearly incompetent and didn’t help me at all

Hi, : Thanks for leaving me a review. I’m sorry I wasn’t able to help you with your home purchase. I’ve been an agent for more than 10 years and always strive to provide exemplary service. I would welcome the opportunity to talk to you about how I can better meet your specific needs. Please call me at…

This agent ignored me and didn’t return my calls

Hi, : Thank you for taking the time to review me. I always aim to return phone calls and emails in less than an hour, and I’m sorry we weren’t able to connect. If I can still be of assistance to you, I promise I will get back to you as soon as possible. You can contact me at…

This agent didn’t send listings that matched what I asked for in a home

Hi, : Thank you for leaving your feedback. I genuinely value the opportunity to hear where I can improve my service, and I’m sorry this home-buying process didn’t go as well as I wanted it to; it can be challenging to find a home that meets every expectation — especially when you’re relocating to an entirely new area. If you are still looking, I would love the opportunity to work with you again to find the right home. Call me anytime at…

This agent didn’t negotiate

Hi, : Thank you for leaving me a review. I understand how nerve-wracking the home-buying process can be, especially when the market is so competitive. I always do my best to advise my buyers on the most viable bid to win a home that might see multiple offers. I would be happy to resend the comps I assembled for the homes in your desired neighborhood and budget, and compare them to recent sales in the market. Please call me at…

Hi, : Thanks for taking the time to review me. Selling a home can be stressful, because you want to get the best price for your biggest investment; this is especially true when a competitive market might generate a bidding war. I’ve been an agent in this area for more than 10 years and am proud of my knowledge of our local market, which allows me to establish strategic list prices that sell homes quickly and at top dollar. I would welcome the opportunity to resend the comps I assembled for your home and explain the list price I came up with. You can contact me at…

Mistaken identity, inaccurate or completely false

Hi, : I keep detailed records of all incoming calls and I don’t have you in my database of clients. I don’t recall working with the name attached to this review, but if you feel the mistake is on my part and would like to contact me to resolve this issue, please call me at…

Update: I’ve tried to contact this reviewer to resolve this issue and haven’t heard anything back. While I have no record of working with this person, I welcome any client feedback that helps me continue to improve my service.

Replying to mixed reviews from vaguely satisfied clients

Mixed reviews are good news/bad news — they liked some parts of your real estate services but didn’t care for others. When you reply to a mixed review, it’s important to acknowledge both aspects, but try to draw more attention to the reviewer’s positive comments.

This agent got the job done, but didn’t light the world on fire

Hi, : Thanks for reviewing me. I’m so glad you’re happy with our transaction. I appreciate your feedback on the dynamic of working with us; we love helping our clients and always aim to meet every expectation. I’ll share your comments with my colleagues to ensure we remain a high energy, responsive and proactive team for every client. I appreciate you taking the time to let us know about your experience and hope you call on us again.

Replying to 5-star reviews from delighted clients

It’s just as important to reply to positive reviews as negative or mixed ones — not only to show your gratitude for choosing you as their agent, but to shine an extra spotlight on specific areas of your real estate expertise.

Thanks, ! We love working with first-time buyers. There were a lot of features on your wish list, so I’m particularly glad we were able to find that backyard with the treehouse you wanted! Enjoy your new home!

Thanks, ! I’m so pleased you enjoyed our services. We work hard to make sure every client receives personal attention, quick responses and, of course, the best possible sale price! Good luck in retirement and please stop by to say hi anytime you’re back in town!

Thanks, ! It was a pleasure working with you to find a home. Downsizing isn’t always easy, and although we weren’t able to close the sale, I’m glad we were able to provide information and insight to help you make the best decision for your family. You never know what kind of hand life will deal you, so if you ever need us in the future, just give us a call!

Every review deserves a response, even the negative ones that set your teeth on edge and the mixed ones that make you scratch your head. While it can be a challenge to take the high road when replying to vitriol from an unhappy real estate client — or to find the “star” in a mixed review — it’s worth taking the time to find the right words to make an impactful response. Remember: Others will read your reply and witness your professionalism and integrity, and those might be just the traits they’re looking for in an agent.