People have always checked the credibility of a business before making a purchase. In the past, it was simply a case of asking friends and family. Today, it’s much easier to look online and verify the reputation of any business, including a mortgage broker.

Your client may need to secure funds through you, but you need to remember there’s a lot of competition within the mortgage industry. Managing your online reputation will increase client trust, improve your authority in the industry and encourage clients to use your services.

How potential clients check your online reputation

Checking the online reputation of any business, including mortgage brokers, is surprisingly simple, that’s why so many people do it.

• Social media
• Google search
• Online reviews

It’s estimated that 4.95 billion people on the planet are on social media. Any of these people can type your business name into their preferred social media platform and they’ll see reviews and comments from other users. Every user will have an opinion on your service. Of course, social media searches will also bring up your profile, allowing prospective clients to assess the content you post.

Potential clients will also type your name into Google. They’ll want to see you have a website and that your website looks clean, up-to-date and easy to navigate. Clients often relate the amount of effort you put into a website to how much effort you’ll put into them and their needs.

There are many sites dedicated to online reviews. For example, Trustpilot or Google. These will usually show up on a general search. Because these reviews are listed with reputable review sites, clients generally put a lot of faith in them.

Most people are interested in negative reviews. How you respond to a negative review says a lot about you as a business and many potential clients look to see how you resolve issues. More on this in a minute.

Effective techniques to manage your online reputation

The first step is to know your audience. Creating a target client profile allows you to launch content on the most suitable social media channel. Product information is useful however, you’ll find social media is a great place to share client stories and show how your mortgage service has changed people's lives. You’ll need to monitor the comments and respond; interaction is the best way to show you’re credible and reputable.

Next, search yourself on Google and see what you find. You can also use tools like Google Alerts to monitor whenever your business is mentioned online. This allows you to see comments, posts and stories - positive or negative - and quickly react to them. It can also help you see what your competitors are posting. You should also share as many client reviews and testimonials on your website and social media channels as possible.

The specialist team at WEBPRO Mortgage is here to help you manage your online reputation, from adding testimonials and client stories to your website to deciding which social platforms are best.

Dealing with negative reviews

No business is perfect and it can be difficult for a mortgage broker to find the right deal and keep every client happy. Negative reviews will happen and, believe it or not, potential clients expect to see them. More importantly, they want to see how you react.

Respond to negativity with fair comments and actions. You don’t have to give in to the client and it’s not always possible to resolve an issue. You simply need to show you’ve listened, tried to address the issue and have treated them fairly.

In short:

• Respond as quickly as possible
• Be courteous, even if the reviewer has been particularly harsh
• Acknowledge their issue or concern, empathy goes a long way
• Keep it short and to the point
• Lay out the steps you intend to take to rectify the issue (if possible)

Recap: Potential clients do their due diligence before they decide to work with you so you need to manage your online reputation. There are many ways to do this but the bare minimum is to have a good website and cultivate online reviews.

WEBPRO Knows

Statista estimates nine in ten UK consumers will check online reviews before purchasing from a business. If you want their business, you must pay attention to your online reputation.