NMP - July 2018 - 52

special focus on SOCIAL MEDIA a special focus on SOCIAL MEDIA a special focus on S

For Proof of
Performance,
Read the Reviews

One or two could miss the mark, but not
when they number in the thousands

By Rick Arvielo

ocial reviews or socialmonials-they are the online
equivalent of testimonials
that ripple far and wide
across the social media
spectrum. They have become
the lingua franca for how people
communicate. Indeed, they engender more
trust than ads or disinterested third-party
articles or reports. When submitted freely,
honestly and without manipulation, they
have the wonderful and powerful ability to
shape our decisions on which companies
and organizations we want to do business
with. In effect, they can help us solve real
problems and enrich our lives.
Accordingly, as a leading mortgage
lender, we would be remiss if weren't
trying to use and lever this powerful
reputation management tool to the fullest
extent possible for the benefit of our
customers, Loan Originators and the
continued growth and success of our
company.
Certainly, we saw this digital form of
communication as a vital way for our
company to help our Loan Originators
deepen their relationships and build trust
with the customers and communities they
served.
Once we were all-in, we continued to
get more excited about the new digital
path we were headed down. We saw
opportunity and momentum everywhere.
Our Loan Originators would be able to
generate more business based on their
favorable reviews. In turn, our company
also would appear higher in Google search
results. Even when the feedback wasn't
positive, we saw customer reviews as a
way to address what was wrong and to
continue improving as a company, which is
one of our company's core values.

S

Implementation
We have always encouraged feedback, but
we felt that by adopting and systematizing
a comprehensive, company-wide customer
review strategy, we would be able to
unleash the full potential of this positive
social media phenomenon.
For our Loan Originators, we believed
they would see the largest initial benefit.
While they are well aware of the power of
social media, they are still lenders first, not
marketers. Consequently, in the past, when
they got super busy, they didn't always
have the time to post to the numerous sites
that an active social media program
entails.
In response, we became intensely
focused on finding a system or building
one ourselves that automatically solicited,
collected and distributed customer reviews
for them. We didn't want to give them just
a voice, we wanted to put a system in
place that would help amplify their voice by
making it more consistent and reliable.
We had other pre-requisites as well. This
system had to be extremely easy and
simple for their customers to use.
Additionally, we wanted the reviews to
populate automatically on the biggest
platforms like Facebook, Twitter and
LinkedIn. It pretty much had to be "a set-itand-forget-it" platform, so our LOs could
continue to put their full focus on directly
serving their customers.
After a great deal of research and study,
we selected Social Survey as our provider,
and we haven't looked back. Customers
love it because it offers a star classification
system that they're already very familiar
with when reviewing restaurants, hotels,
films and other enterprises whose success
is so dependent on word-of-mouth.
Besides the reviews automatically

posting to Facebook, Twitter and LinkedIn,
the system also allows the customer
reviews to be posted on Zillow, further
expanding an LO's social outreach.
Social Survey also boasts powerful
reporting features. From their dashboard,
our Loan Officers can view how many
reviews they've generated and their overall
Social Survey score, and how their ranking
compares with those in the office and
throughout the company. They can even
view how they rank among all Social
Survey users, not just those at New
American Funding.
This leaderboard aspect creates a
friendly competition for driving positive
employee behavior. Loan Originators, who
are largely competitive A-type personalities
to begin with, want to boost their ranking
in relation to their peers, and the best way
to do that, of course, is to improve their
performance so they can generate more
positive reviews. It's a virtuous cycle.
From a company standpoint, we naturally
benefit because our LOs are constantly
motivated to find ways to provide a higher
level of customer service. And like our LOs,
who share their reviews on their own
Social Survey page, we post them on our
company site as well, which we call
Reviews for You. They also are posted to
each branch site.
With each posted review, we're creating
more social media momentum, further
elevating us in search rankings.
Since moving to Social Survey's
platform, I believe we've generated 35,000
customer reviews. That's clear and away,
the leading total for our industry. It
translates to about a 60 percent response
rate, which is also unheard of.
continued on page 54



Table of Contents for the Digital Edition of NMP - July 2018

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NMP - July 2018 - Cover3
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