Ask everyone, offer nothing, change nothing
Reviews help buyers and sellers choose an agent, and asking for them is fine. Three habits keep you inside the rules.
- Ask every client, not only the ones you expect to be happy. Google prohibits asking selectively for positive reviews.
- Offer nothing in return. Google bars incentives of any kind. The FTC’s rule on reviews, in effect since October 21, 2024, bars paying for reviews that must express a particular view.
- Leave the words to them. Don’t write the review, supply wording or ask for particular details.
Who not to ask
Family, colleagues and people at your brokerage. Google treats reviews from people with a conflict of interest as prohibited, and the FTC requires insider reviews to be disclosed. Never review yourself or buy reviews.
When and how
Ask within a week or two of closing, send the link itself, ask for one site at a time, and send one reminder at most. Reply to every review. For a critical one, answer once and calmly, invite a call, and never reveal a client’s confidential details to defend yourself.
Keep closing gifts separate from the request. See Google Business Profile for real estate agents for where reviews count most. Other sites have their own rules, so read them before you ask.
General information for real estate professionals, not legal advice. Rules vary by state, MLS and brokerage, so check with your broker or an attorney.
Questions agents ask
How do I ask a client for a review?
Ask soon after closing, by text or email, with a direct link. Ask for their honest experience in their own words, and offer nothing in return.
Can I give clients a gift card for leaving a review?
No. Google prohibits incentives of any kind for reviews, and the FTC bars paying for reviews that must be positive. Keep gifts and review requests separate.
Can I ask only my happy clients for reviews?
No. Google prohibits selectively asking for positive reviews. Ask every client the same way.