by Paige Nickel
Replying to negative reviews can turn a detractor into a supporter, if done right. And the right way might depend on where the review is, who wrote it, when it was written, how it was written and why.
Reviews are often the most important thing a business relies on in defining its image and reputation. And good reviews go a long way in helping them to do that. But what happens when a bad review comes along? What can you do when a service you provide is reviewed poorly in a public forum? What are your options to ensure that the damage of that review does not overshadow the positive work you do on a regular basis.
The best way to deal with a review of any kind is to know it’s out there. Reviews, when done right, are provided for free by the people with whom you have interacted. Whether they are good or bad, reviews submitted to you, or to sites that cater to reviewers, or to general boards, are a source of information that you can use. They are an open invitation to engage and they have value.
So where do people put up reviews about Loan Officers?
First, you need to know where reviews are. Here are some of the likely spots you will find reviews about your work:
Yelp! – Yelp! is a free review site that allows consumers to rate your businesses or you as a professional Loan officer on a 5-star scale. All businesses and professionals can set up a profile on this site for free. Yelp! also places ‘relevant’ reviews at the top of your review feed. The site offers LO’s a place to gather reviews, tell about their background and company, provide contact information and upload a picture. (here ‘s an example of an LO on Yelp! – Way to go Fiorella!)
Angie’s list – This site is a member only site and does come with a fee. Angie’s list is also only geared toward service-based businesses. Reviews are based on an A to F scale; they are typically very well-thought out due to the consumers investment into the site. The site does not allow anonymous reviews, helping to reduce the amount of fake negative reviews created by the competition or by unsavory individuals. You do have to have a membership to view and post reviews. Memberships run around $29.00 a year and with that you can describe your mortgage company, tell about your background as an LO, and read and respond to reviews.
Google reviews/local/places- Anyone can leave a review for your business on this free review site and is based on a 5 star rating. Consumers can leave written reviews, post pictures and share the review profile page with their google+ circles. The site does not allow personal pages, only business. If you own your mortgage company, this is a great option to keep records of your overall company reviews.
Insider Pages – This is a local based review platform that is free and allows consumers to share reviews and is based on of a 5 star rating as well. They’ve been around since 2004 and have generated millions of viewers. Their results get indexed in the SERPs. This site is used to review businesses only and while the site is a great review platform very few loan officers are present.
Better Loan Officers – This is a free site that is made specifically for loan officers and professionals in the mortgage industry. Better Loan Officers is based on a 5 star rating and is for individual professionals and businesses. The site also provides access to the mortgage industry’s best training, tips, practices and coaching techniques available in it’s “learn” tab.
You might also want to search less likely spots where your name is mentioned. Googling your name on a regular basis is always a good idea, but you may want to check out additional specialized search engines too like Pipl or the paid service from Spokeo
How To Properly Handle A Bad Review
Unless you’re congress, you probably want positive reviews. And when you get them, it’s a confidence builder. But when you get a review that is not so flattering, you want to handle it properly. Don’t be like Amy’s Baking Company. Just don’t.
Most customers won’t dismiss you out of hand based on a single negative comment. However, many will gain respect for your business if a negative reply is followed with a positive and helpful reply.
Here are some tips to keep in mind when working to handle a negative review:
Time Is Of The Essence – First, quickly respond by personally letting the commenter know that you are available and actively engaged. “People are not looking for perfection online. What they’re really looking for is humanity and a genuine response, so a negative review can be a great opportunity to respond in a positive and transparent manner. And that has a good impact on all your customers.” Shama Kabani, CEO of The Marketing Zen Group. Consider that approximately 95% of unhappy customers will return to your business if an issue is resolved quickly, efficiently, and politely.
Take it off-line -You should never handle an unhappy customer in public whenever possible. Take it offline to avoid a possible mud slinging match. Ask if you can contact them personally, the offer is made publicly and will be read by others, generating a positive spin and broadcast an image of genuine concern.
Offer A Solution — Connect with them, listen to them, respond with a solution to them to the best of your ability. Saying sorry only goes so far. Saying sorry and solving the issue is the key.
Follow Up — Keep up the positive effort until a resolution is realized. Leaving something unresolved or neglected will only serve to foster resentment. Even if the person is still upset, good and positive communication will likely result in their acknowledging that the effort is genuine.
How you handle bad reviews will reflect on your company immensely. Look at any negative reviews as a new opportunity. If looked at this way, negative reviews, while still undesirable, can produce results that are in the end positive and valuable. Readers who have ever worked in the restaurant business may recognize this saying: good service can make up for a bad meal, but a good meal will NEVER make up for bad service.
Good luck in getting good reviews, and better luck in making the bad ones turn out well!
Ever gotten a negative review? What have you done to minimize its impact or turned it around into a positive?