Why Client Feedback Matters (and How to Get It)

Your clients are at the heart of your business, so obviously you want them to be satisfied — and preferably, ecstatic. But how well can you determine that you’re meeting all their needs? Maybe you finished a transaction and believed your clients were perfectly happy, only to find a less-than-positive review a few days later. Or perhaps you’re not receiving many reviews at all, and referral business has slowed. If you want to be sure you’re providing stellar service, you want to build a stronger brand, and you want to generate consistent referral business, you need feedback from every one of your clients. This feedback can come in the form of testimonials, online reviews, survey responses, and word-of-mouth sharing. Read on for some information on why client feedback is so important and how you can get more of it:

Why It’s important

Positive feedback is of course preferred, but even the neutral and negative feedback directly influences your ability to improve as a mortgage professional. While positive evaluation can help to increase your confidence and reinforce the areas where you’re strongest, negative (or neutral) feedback gives you clear direction on where you need improvement. Positive feedback that gets shared publicly, or even privately, lets others know that you’re an experienced professional that does exemplary work. It builds credibility and trust, and it gives prospects proof of your abilities. It also helps to enhance your online presence by backing up any claims you make, which contributes to a stronger brand.

How To Get It

I think every loan officer knows how useful client testimonials and feedback are for their business, but some LOs have a hard time asking for them. It can feel uncomfortable if you don’t have any practice, but if you get in the habit, that discomfort disappears very quickly. Here are some strategies to consider:

Just Ask for It

This doesn’t mean asking ‘So, how did I do?’ when you’re face-to-face at every closing. Putting clients on the spot like that is uncomfortable. You’re also not likely to get a response that’s completely honest that way. But letting them know in-person that you appreciate their feedback shows them just how important it is. When you mention valuing their feedback, make sure you provide them with some convenient (for them) ways to give it to you. This could be an email that you’ll send with a link to a survey or a quick “Thank You” or “Congratulations” text with a link to leave a review.

Web-Based Surveys

Automating your feedback process is a great idea, and probably the easiest way to get feedback is by using an online survey. Setting up a couple surveys for different stages of the lending process is also something to strongly consider. Having a survey mid-way through the process will help you better understand your client’s expectations and allow you to modify your approach if necessary. A survey at the end of the process is probably the most useful for gaining helpful feedback, and you can include a request for a review or testimonial.

Follow-Up Email

Another not-too-tasking way to request a client review is through a follow-up email. A personalized email containing instructions to leave some quick post-closing feedback is a great reminder of how much you value their review. Give your clients multiple options for they can leave feedback. By making it as easy and convenient as possible for them, you’ll increase your chances of getting the information you’d like.

Where to Share It

There are dozens of places to leave loan officer reviews these days. Some of the most common are Facebook, LinkedIn, Yelp, Zillow and the platform that we use at CCMI, Experience.com, formerly Social Survey (Check out our reviews HERE).?No matter which platform, please make sure that the reviews end up on your website. Choosing the best place to share testimonials and where to direct your clients to leave reviews is important. Don’t take my word for it… do some research to find out which sites seem to be visited by the most prospects, and then direct your clients there. If your clients send you a testimonial directly that hasn’t been posted online (by email for example), you can ask their permission to post it on your website.

?

Your clients’ satisfaction has a big impact on the success of your business. When you make an effort to learn more about their experience, you show that you value their happiness and are committed to the work that you do. If you make asking for feedback a constant part of your business, you’ll get all the information you need to grow as a loan officer, provide higher-quality service, and build a stronger brand.

If you’d like to talk more about client feedback, or if there’s another matter I can be of assistance with, please reach out. I’m always happy to block off some time to connect.