The Power of Client Reviews: How They Can Transform Your Mortgage Brokerage
Client reviews are one of the most powerful tools in building and growing your mortgage brokerage business. In this week’s Mortgage Broker Broadcast, Craig Skelton highlights why collecting reviews should be a priority, the benefits they bring, and the risks of neglecting them. More importantly, he shares actionable strategies to seamlessly integrate review collection into your client journey.
Why Client Reviews Are Essential
Think about the last time you booked a service or bought a product—chances are, you checked reviews first. Whether it’s Google, Trustpilot, or another platform, reviews act as social proof and help potential clients make decisions. This is especially important for mortgage brokers, where trust and credibility are crucial in handling life-changing financial decisions.
Key Benefits of Client Reviews:
- Builds Trust and Credibility – Clients want reassurance that they’re working with a knowledgeable, reliable broker.
- Boosts Online Visibility – Google reviews improve your local SEO, helping you rank higher in search results.
- Provides Valuable Feedback – Honest client feedback helps refine your services and address any weak points.
- Increases Conversion Rates – Potential clients often base their final decision on the volume and quality of your reviews.
If you’re not actively collecting and showcasing reviews, you could be missing out on significant business opportunities.
The Risks of Not Prioritizing Reviews
Ignoring client reviews can lead to several challenges that negatively impact your business:
- Lost Business Opportunities – Clients naturally gravitate toward brokers with positive reviews. If your competitors have 50 glowing testimonials while you have none, you’re at a disadvantage.
- Weaker Online Presence – Without reviews, your business is nearly invisible online. Search engines favor businesses with frequent and high-quality reviews.
- Missed Feedback and Growth Opportunities – Without reviews, you lack direct client insights that could help improve your service before issues become widespread.
By making reviews a core part of your business strategy, you can ensure ongoing credibility and client trust.
Where to Collect Reviews: Google vs. Trustpilot
One common question mortgage brokers ask is: Should I focus on Google reviews or Trustpilot? The answer depends on your business goals, but ideally, you should collect reviews on both platforms.
Google Reviews:
- Essential for local SEO—higher rankings in local searches.
- Show up in search results, increasing your online visibility.
- Easy for clients to leave a review via QR codes or direct links.
Trustpilot Reviews:
- More versatile for marketing purposes—can be showcased on your website and social media.
- Clients can compare your ranking with other brokers locally and nationally.
- Ideal for building a broader brand presence beyond Google searches.
Best Approach:
- Prioritize Google reviews if you’re just starting out, as they provide an SEO boost.
- Once you have a steady flow, expand to Trustpilot for additional credibility and marketing reach.
Making Reviews Part of Your Process
Collecting reviews should never be an afterthought. The most successful brokers integrate it into their client journey to ensure consistency. Here’s how:
- Ask at the Right Time
- The best time to request a review is at the mortgage offer stage. Clients are excited and satisfied with your service, making them more likely to leave positive feedback.
- For joint applications, ask both clients for reviews to maximize visibility.
- Make It Easy for Clients
- Provide direct links to your Google and Trustpilot review pages via email, website, or QR codes.
- The easier the process, the more likely clients will leave a review.
- Automate the Process
- Integrate review requests into your CRM system or email marketing platform.
- Set up an automated follow-up email to thank clients and remind them to leave a review.
- Follow Up
- If a client doesn’t leave a review after your first request, send a gentle reminder.
- Many clients simply forget, and a follow-up email can significantly increase your review rate.
- Track Your Review Metrics
- Just like lead conversions and business performance, track how many reviews you request vs. how many are submitted.
- Aim for as close to 100% as possible—while not every client will leave a review, proactive follow-ups can improve your success rate.
Showcasing Your Reviews
Once you’ve collected reviews, don’t let them sit idle—use them to enhance your marketing and credibility.
How to Showcase Reviews Effectively:
- Website – Feature them on your homepage and a dedicated testimonial page.
- Social Media – Turn positive reviews into graphics and post them on LinkedIn, Instagram, and Facebook.
- Email Signature – Include a snippet of a recent review in your email signature.
- Marketing Campaigns – Use reviews in your newsletters and client communications to reinforce trust.
Key Takeaways
- Client reviews are essential for building trust, increasing conversions, and improving SEO rankings.
- Ignoring reviews can lead to lost business opportunities and weaker online visibility.
- Google reviews are crucial for local SEO, while Trustpilot helps with broader brand positioning.
- Integrate review collection into your process at the mortgage offer stage for best results.
- Showcase your reviews across multiple platforms to maximize their impact.
Final Thoughts
Client reviews are not just a nice-to-have—they are a must-have for any mortgage broker looking to grow their business. By making reviews a core part of your client journey, automating the process, and strategically showcasing them, you can significantly enhance your reputation and attract more clients.
If you’re looking to take your mortgage brokerage to the next level, start prioritizing client reviews today. Subscribe to The Mortgage Broker Broadcast for more insights, and if you need guidance on scaling your business, visit craigskelton.co.uk to schedule a discovery call. Let’s build a business that thrives on trust and credibility!