When it comes to the long-term success of your mortgage broker company, your reputation is everything.
You could sell the best product or service in the world. If you have a bad reputation, no one is going to want to do business with you. It's too risky.
Can you blame them?
After all, how many times have you let reviews steer your decision about buying a product or service? If you see enough negative reviews, you decide to shop elsewhere. That gets you the best value for your money.
That's why small businesses and Fortune 500 companies alike have to be careful with their respective reputations in the mortgage world. Here are our tips for managing and protecting your digital reputation.
Don't Delete Negative Social Media Comments or Mortgage Broker Reviews
We mentioned above how too many negative comments or reviews can deter customers from doing business with you.
What do you do when those comments begin piling up? Can't you delete them?
Not exactly. Deleting negative comments is one of the worst things you can do.
Your customers are very tech-savvy. They have an eagle eye for all that's going on around them. They'll notice if you start plucking off negative comments here and there.
Eventually, that will become part of your Internet reputation.
Not all negative comments are necessarily bad. Yes, some people will trash your company just because. Others though have legitimate gripes and want to feel heard.
Ask yourself why these customers are leaving negative comments. Then put them in touch with someone who can correct the issue. The negative comments will soon disappear on their own.
Share Real Positive Testimonials on Your Mortgage Website
If you are afraid of a few bad bananas spoiling the bunch, so to speak, make sure your positive reviews shine. That means posting your most glowing testimonials front and center on your website.
Again though, give your customers credit. They're smart. If your testimonials look fake, your customers will call you out for it.
To validate the credibility of your testimonials, make sure they include:
- The reviewer's full first and last name (no last initials)
- The company they work for
- Their job title
- A photo of the reviewer
Address Controversy as It Happens
Sometimes the worst happens.
Your CEO could have gotten in some personal trouble and has to step down. A comment you made on Twitter could be misconstrued. You may have made a partnership with another financial company only to find out that company is not what it seems.
This happens all the time to major brands. When it does, the news is unavoidable. Everyone's talking about what happened.
If your mortgage company is embroiled in controversy, you may think your best tactic is to duck your head and lay low for a while. Pretending the problem isn't there won't make it go away, though.
Instead, put out a press release. Make a post on social media. Apologize for your wrongdoing.
Yes, your name will still be in the press for a while. It may get dragged through the mud. The sooner you address your wrongdoings though, the sooner you'll bounce back from controversy.
Do the Social Media Posting Yourself (or Hire a Professional)
Every company has a brand.
This brand is all-encompassing. It's everything from the company's logo to its color scheme, web design, catchphrase, and tone of voice.
It's important for a brand's voice to be consistent, especially if you want to avoid the above-mentioned social media gaffe. No one can misconstrue your intent if you speak consistently.
That said, if too many people handle your social media account, it gets harder to control your brand. Multiple voices are not likely to be consistent.
If you have the time yourself, you may want to make it a habit of doing all the social media posts for your mortgage company.
What if you don't have two minutes to spare though? In that case, hire a social media expert. They can draft every post on Twitter, Facebook, Instagram, and more.
Make sure you get final approval before any posts go live. With one person handling social media, it's easier for your mortgage company's branded voice to come through loud and clear.
Our Last Tip for Protecting Your Internet Reputation as a Mortgage Company is to Own Your Mistakes
Even if you follow every tip on this list to perfection, you can't prepare for everything. Mistakes will happen. These are unavoidable.
From a cringe-worthy typo in your Facebook headline to a misdirected link, these moments are embarrassing, right?
Of course, they are. They're not as catastrophic as the incidents mentioned above, but they're still painful.
So you messed up. It's okay.
Your first priority should be to fix the error as soon as possible. This doesn't erase it from existence, especially in the age of screen-capping everything. It does help, though.
Then you have to own your mistake. Yes, you accidentally posted the wrong link. You won't deny that.
The less of a big deal you make it, the less of a big deal it is. Of course, if it's a truly egregious error, it's best to apologize. Otherwise though, fix it, own it, and get on with your day.
Your mortgage company's internet reputation matters more than your products and services, or the lenders you work with. It matters more than your logo and your pricing. It's the most important thing about your company.
Your reputation can encourage business or keep prospective customers far away.
That's why internet reputation management is so important. Part of managing your reputation is accepting that yes, mistakes will happen. These aren't the end of the world.
By caring for your customers above all else, your reputation should be able to survive any hurdles that come your way.
- Improve your website conversion rate and design
- Restructure and rewrite the content on your website and blog
- Create valuable and engaging social media posts versus self-promotional
- Increase reviews and ratings
- Improve online business listings and ability for new customers to find you
What You Should Do Now
If you'd like us to dramatically improve your online reputation and leads, claim your free strategy session.
If your serious about becoming the top mortgage broker in your city, go to our "Learning Zone" page, where you can download valuable reports.
If you have questions, contact us for more information.