Houtan Hormozian is vice president of Crestico Inc. He is
an accomplished mortgage veteran in both wholesale and
retail operations and currently serves as the president of the
North Los Angeles Chapter of the California Association of
Mortgage Professionals. Hormozian distinguishes himself
as both a coach and mentor, coaching his team in the short
term to complete tasks while mentoring in the long term
in the interest of personal and professional development.
Reach him at email@example.com.
Professionalism is important in the mort- gage industry. Mortgage originators are advisers on the largest investment most people make in their lives. Borrowers want
to know they can trust the person guiding them
through the process.
This professionalism must extend to the online presence maintained by the mortgage company as well as
every employee. Unfortunately, the professionalism —
and calm demeanor — of anyone with an active presence online can be tested by negative online publicity
that comes from Facebook posts and Yelp reviews.
The best way to deal with these incidents is to try to
never find yourself in the situation to begin with, by
providing excellent customer service at all times and
interacting cautiously with each and every person you
come across online. You never know when you might
cross a power-Yelper with hundreds of reviews posted
or an angry Facebook poster who feels the need to
prove a point. If you do find yourself dealing with an
online attack, however, there are a few important
points to keep in mind when deciding how to react.
When someone leaves a negative review, don’t use
your opportunity to respond as a way to “strike back.”
Instead, consider the situation calmly and assess the
appropriate response that the situation warrants.
When you can take a step back from an emotional,
knee-jerk response, you can think more clearly about
the long-term effects your response will have on the
situation as well as your reputation.
Remember the wise words of George Bernard Shaw
in this situation. He said, “I learned long ago, never to
wrestle with a pig. You get dirty, and besides, the pig
likes it.” Stay true to yourself and steer clear of pigs.
In the case of reviews or posts that are dishonest or
even flat-out lies, don’t engage at all. Instead, use the
tools provided by the social media platform to report
these false reviews and set the facts straight. When
making reports, remember that a thoughtful, intelligent and eloquent response will certainly make your
case stronger than an angry post full of accusations.
Focus on yourself and how the posted review is not
truthful rather than making any statements about the
original poster. Also, if the negative review was posted
by a competitor, you can inform the site of that fact.
Help the online community by making sure posted
reviews are truthful and reliable.
Finally, when you see a review — whether positive
or negative — in most cases it’s best to reach out to
the poster and address the situation promptly and
professionally, and thank the poster for taking the
time to bring the situation to your attention. Don’t
let too much time pass between the review and your
response because this can make it look like you are
unresponsive, which speaks volumes about your
Once you have calmed down enough to collect your
thoughts, use the opportunity as a way to turn the
Keep Calm and Carry On
Dealing with negative online reviews takes tact and professionalism
By Houtan Hormozian
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