<< Reviews continued from Page 128 “Remember that you don’t need perfect
reviews. Although it is good to take care
of each client as best as possible, a perfect
review actually reduces credibility.”
Politely thank the client for their review and attention to the issue and ask to privately handle the issue
offline. Once the issue is resolved offline, you can proactively ask the client to post a revision if they are happy.
There will be occasions when you can never satisfy
the client — especially if you made a big mistake. In
these cases, depending on the online-review system,
you can respond and explain that you will do better —
and then do it. Repentance works wonders. Or you
may not be able to fix anything and should leave the
Some review sites will move the most recent comments back to the top, so your remarks may just bring
your problems back to everyone’s attention. But
remember to fix legitimate issues. If you get too many
bad reviews, it can be devastating and, frankly, you
may not deserve the business.
Remember that you don’t need perfect reviews.
Although it is good to take care of each client as best
as possible, a perfect review actually reduces credibility — so you do not need a perfect 5.0. Several
studies show that negative reviews establish trust and
some less-than-stellar reviews mixed with positive
ones can counterintuitively have a positive feedback.
Of course, you want the reviews to be as good as possible — so take care of your clients.
There have been several studies, including one from
the Harvard Business School, that conclude that a one-star bump on Yelp increases revenue by 5 to 9 percent.
Another study shows up to a 49 percent increase with
a half-star improvement. The results vary based on the
market segment analyzed. Regardless, good reviews
can have a positive effect on your bottom line, especially if properly managed.
Track the results
With effort, you’ll do a good job of getting your clients
to leave reviews. They can even leave them on multiple locations if they wish, including Yelp, Google or
even your own website.
You may not always know where or when clients left
a review, however. There are more than 600 review
sites. It’s critical to know if your mortgage company
has been reviewed and if it is positive, so you can cite
it and replicate it on your own site. Equally important,
you need to know about negative reviews, so you
can resolve the problems quickly and mitigate any
There are numerous reputation-management com-
panies that can help you automate this process. They
help you find all your online reviews, send review
alerts, request reviews and manage bad ones. These
companies also can review competitors’ progress,
identify perception shifts, track trends, identify and
fix broken links, and help you re-market, especially in
relation to refinance opportunities.
These companies also can request referrals and
easily compile them on your own “microsite” that will
help your SEO. Positive reviews are considered by
Google and boost your ranking on the search engine.
You have to ensure enough positive reviews exist,
even if they are harder to get, in order to offset any
potential negative reviews. Otherwise, your overall
online-review reputation may be grossly distorted and
not accurately represent what may be a high level of
satisfaction with your company. n