The online review ecosystem is an interesting place to be right now. With national brands such as Zillow, Trulia and LendingTree, there are plenty of places to harvest reviews from your borrowers to display to other potential clients. But why do we need reviews? What is the true value of your reputation?
The process in which to get a review is just as important as than the actual review itself, if not even more so. Setting up the expectation in the beginning during the sales process will give you an open door that has the potential to lead into capturing referrals and greater feedback to grow your mortgage business. Reviews help others gain a sense of trust to buy from you, and over time, you earn a reputation that builds a compounding effect for a successful long-term career. A career built on honestly and integrity which leads to a better life and your performance will show that every day.
How do you currently ask for reviews? Most of the time, the process of asking for reviews from a sales professional can seem passé. The ones who take time to mentally draw out what a review can actually do for their business ask clients for a review in the beginning and check-in with their client during the process. At the end, when it’s time to ask for the review, the client is already poised to give you not only a five-star positive review, but a potential referral because the level of professionalism and satisfaction is very high.
During the sales process, the goal is to have a client like you, trust you, and ultimately, respect you. Don’t give off the perception that asking for a review is just this thing that your boss or manager is telling you to do. The last time I bought a new car, the salesperson said, “Hey, can you give me five stars so I can look good for my boss? We get bonuses from the manufacturer.” That way of asking de-values what they are really trying to achieve. It made him look like he didn’t care for my business, but only to tactfully fulfill the minimum requirements of his duties.
Stop thinking that you need reviews simply to generate leads or satisfy your boss. Start thinking of how important it is to your reputation that you take the time with each client to go through the mental exercise of professionally requesting a review and a referral. The strategist will always beat the tactician.
You can find out more tips about how to ask for a review by going to BetterLoanOfficers.com, claiming your profile, and reviewing our video tutorial library.
Brian Karoff is the digital marketing manager for BetterLoanOfficers.com, a powerful and easy-to-use online loan officer review management system. Loan officers can collect, manage and promote their views in order to build trust, secure more referral relationships and close more deals. Brian is a dynamic leader and entrepreneur working with business leaders and executives from all over the world. He has worked with Chet Holmes and Tony Robbins in producing the Ultimate Business Mastery System and consults clients on business growth through marketing and technology.
This article originally appeared in the December 2014 print edition of National Mortgage Professional Magazine.
