Not all testimonials carry the same weight. Boards can spot the difference between empty praise and a statement that addresses their concerns. A few key factors determine whether a testimonial gets skimmed over or truly resonates:
The specificity factor. Generic compliments like “They’re great to work with!” don’t move the needle. What resonates are testimonials that highlight a real pain point, the solution you delivered, and the benefit that followed.
“Before we switched, it took weeks to get basic maintenance issues resolved. Now, requests are handled in days, and complaints from homeowners have nearly disappeared.”
“Financial reports used to be confusing and always late. With XYZ Management, they’re accurate, on time, and easy for our whole board to understand.”
These short before-and-after stories show not just that you’re competent, but that you solve the very problems boards lose sleep over.
The authenticity factor. A testimonial signed by “John, Board Member” feels weak. A testimonial with a full name, board role, and community name feels much more credible. Whenever possible, include these details—assuming the board member is comfortable sharing—because they add trust and transparency.
The format factor. Most testimonials show up as text quotes, but don’t overlook video. A board member speaking directly on camera about their positive experience is powerful proof, especially when you capture tone, emotion, and sincerity that text alone can’t fully convey. Even a short, authentic clip can carry significant weight.
The placement factor. A strong testimonial buried on a “Testimonials” page isn’t likely to get noticed. Boards pay closer attention when testimonials are woven into your website’s service pages, highlighted in proposals, or shared in presentations. Strategic placement ensures the right testimonial shows up at the right moment in the decision process.
When you line up these factors—specificity, authenticity, format, and placement—you transform testimonials into more than compliments. They become powerful, board-focused proof points that directly support your credibility.
Up next: In the following module, we’ll shift from testimonials to case studies—stories that go beyond a single quote to show the full picture of how you solved a community’s challenge.