Social proof is a term popularised by psychologist Robert Cialdini.

It’s a psychological concept that conveys the way people respond when they’re unsure how they should act in a certain situation.

It’s human nature to look to others for guidance.  

So, what is social proof and how can it help your mortgage advice business?

Social proof can be an impactful marketing tool because we feel more comfortable making decisions supported by our peers, that will help us fit in, be accepted even. This applies to the way we behave in public but it also, importantly, directly influences the purchases we make.

For your mortgage advice business, this means that the more popular you become, the more popular you become. Positive marketing can be infectious. And in today’s digital world, it can be easier than ever to experience growth if you have the proof you’re doing a good job that’s appreciated by many.

Types of social proof

A mortgage is the biggest financial commitment most of us make. So, it’s only natural we want to make sure we are the making the right decisions. The single biggest ingredient we’ll look for when seeking the help of a mortgage adviser is trust.

Social proof is a central way to build trust with your website visitors.  

We’ve outlined below some of the different types of social proof you can use on your website and why you might want to.

Reviews
Reviews on third party platforms that accumulate feedback are unfiltered. They provide an independent, and very valuable, perspective on your mortgage advice business and the experiences clients have had with your service. A long line of positive reviews can serve as deal clinchers for potential clients who have until now been unable to decide which mortgage broker to use.

Testimonials
Long associated with providing reassurance to potential clients, testimonials aid your credibility. Genuine, up to date, well written testimonials can say so much about you and your mortgage advice business.

Case studies
Case studies tell a story. They are the ultimate way of showing potential clients how your service has helped others, whether that’s securing them their dream home, helping them secure a mortgage they were having trouble being accepted for, or getting them into their new home in record speed. Of course, every client has a different story, and different reasons for singing your praises. Social proof at its best!

Client logos
Logos are a form of social proof that need context to work effectively. If you work in the commercial mortgage sector and it has been formally agreed you can use a client’s logo, you will need to explain to website visitors why it’s there, the client’s journey with you and why the business is still so happy to use your services. Presented right, they take the shape of a corporate case study.

Statistics
Presenting specific data on what matters to your target audience can be highly rewarding. It must be relevant to their needs, verifiable and current.

Awards
Some awards and certifications can help to build trust. They don’t constitute client-led social proof; however, respected industry awards with stringent qualifying criteria, that prove your services go above and beyond will not only impress potential clients, they’ll also reassure them.

Pitfalls to avoid

When contemplating what website social proof you could use, there are some important points it will help to keep in mind. Be careful to avoid:

Outdated data
Social proof needs to be current and up to date. It’s vital for cultivating confidence. In the world of mortgages, things change quickly – the market, technology, even practices. Old data can give the impression that there are gaps in service levels. Make sure all social proof data shows you are consistently offering an outstanding service.

Non-specific testimonials
By this we mean testimonials that could say the same thing about any business. For example, “Good job!” or “Great service!”. These have an air of inauthenticity about them.

Awards for the sake of awards
If your accolades are irrelevant, leave them out. Only give potential clients the information they need to show you are an expert in your field and that your work is acknowledged by respected industry authorities.

Fake data of any kind
Of course, absolutely everything on your website must be 100% genuine, including social proof. As a mortgage adviser who needs to earn trust to win new clients, the harm to your credibility would be irrevocable if you were seen to be anything other than completely transparent.

For all your social proof needs, contact the WEBPRO Mortgage team. We’d welcome the opportunity to prove to you we’re all our own website shows we are.

How to add social proof to a website

When it comes to how to add social proof to a website, there are some tips and guidelines you can follow that will help. We’ve included the most useful ones below.

Create a system for collecting client reviews:

• Claim your profile on third party review sites
• Collect feedback across multiple platforms
• An automated email request to clients on completion of their mortgage can be a handy tool

Highlight reviews that talk about your business specifically:

• The more specific, the better
• The more beneficial it is for your campaign goals, the better
• When requesting client feedback, ask what they liked about your service

Publish your testimonials on relevant social media platforms as well as your website:

• Incorporate your social proof into your social media profiles
• A simple image with a quote is sufficient
• Or you can transform your testimonial, turning it into a case study or video

Present certifications and industry seals for credibility:

• Throughout all your website pages

Use reviews from demographics that align with your target client demographic:

• This appeals directly to the types of clients you are aiming to attract

Work with influencers relevant to your niche:

• This could be someone who has used your services or simply has a connection to the mortgage industry

Carefully respond to negative reviews:

• It happens. No one likes it but it does. And when it does, it gives you the opportunity to publicly show why your brand is so respected. Demonstrate how customer care is of the utmost importance to you and your brand. Promptly replying can, in fact, encourage clients back, while impressing onlookers and potential clients too.  

Recap: Social proof for website credibility cannot be underestimated. It has become increasingly popular to research feedback from clients who have had dealings with a business. So, making sure this information is easily accessible for potential clients makes sense. It highlights your transparency. This feedback also provides an opportunity for you to impress – whether it’s by way of a simple acknowledgement or note of thanks, or a well-thought-out response to a less than satisfied client.

WEBPRO Mortgage can help you implement social proof in all its forms on your mortgage advice website.  

WEBPRO knows

A staggering 91% of consumers read online reviews to learn about local businesses.