Latest / Mortgage Marketing Radio / Ep #16: Using Social Surveys to Boost Your Business

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Ep #16: Using Social Surveys to Boost Your Business · Mortgage Marketing Radio

0:00
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1:18
Welcome to Mortgage Marketing Radio.
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Brought to you by the Mortgage Marketing Institute, your number one source for truth
1:24
in mortgage marketing.
1:26
Hey listeners, it's Jeff Zimfer.
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Once again, your humble host for this episode of Mortgage Marketing Radio.
1:33
How's your summer going?
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Are you having a good one?
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Are you taking some time for yourself and your family?
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I hope so.
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But let's not forget we've got to stay current with what's working as I'm bringing you
1:43
more truth in mortgage marketing and this episode is no different than any other.
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Today we are talking with Social Survey.
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We are chatting with the CEO and founder Scott Harris and the VP of Bizdev Craig Pollock
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and Social Survey is doing some amazing things to help mortgage professionals leverage online
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reviews, testimonials and build their social, their online reputation management to drive
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leads, referrals to build their presence online to establish a positive brand recognition
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and to really just have that professional image and destination that people can go to
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learn what it is about you as a company.
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Why should I work with you versus a competitor?
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Let me just give you a quick breakdown of what Social Survey is all about.
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You think about online testimonials and social surveys and of course a lot of you think
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about Yelp but we're going to unpack and dive into why Yelp is not enough in this conversation.
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We're talking about is how do you promote a favorable reputation for your brand, for
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you as a mortgage professional?
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How do you take that positive engagement, that positive experience that your clients have
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had with you and not only capture a glowing testimonial on that but how do you actually
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repurpose that content, that data across the web, across the internet, over Google and
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Facebook and other places online so that you come up first of all high in search ranking
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for specific keywords such as Orange County mortgage or New Jersey mortgage or whatever
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the case is.
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How do you come up high in search rankings and get leads but also how do you build that
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presence in that brand and rise above the noise across social media channels.
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So here's some really compelling stories about how mortgage companies and individuals are
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leveraging social survey to do just that and to improve performance, to drive engagement
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with your current and past clients and actually to use this as a tool for partnering with
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real estate agents for example.
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I think you'll enjoy today, we're talking with Scott Harris, the CEO and founder of Social
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Survey, Craig Pollock, the VP of Biz Dev and all I can tell you is that if you've ever
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been curious about social surveys and how do you put those to work in your business,
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to drive leads, drive engagement, referrals and you've got to set everything aside, block
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out the next 30 minutes and listen to the conversation we've got with social survey.
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So without further ado, let's transition into this week's show.
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So Scott and Craig, welcome to the show.
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Hey, thanks for having us, man.
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We really appreciate it.
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You bet.
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So this is the topic that I've been wanting to bring on and share with my listeners for
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quite a while and hopefully today we clear up a lot of the confusion around online reputation
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management, social media surveys and so forth and so obviously you guys are from what
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I can tell, you know, definitely a leader in the space when it comes to reputation management
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and building your online kind of social testimonials and following and knowing that
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nowadays people are checking you out online and what other people have to say about you
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that all this goes into influencing, are you going to win the business or not?
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But I figured let's start with unpacking this idea, this concept of online reputation
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management and how that plays into social media and then of course specifically to social
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survey.
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If I'm a loan officer, help me understand what the heck, you know, online reputation
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management is about and why is that important to me today?
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Hmm, great, great question.
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So I think there are a lot of answers to that question.
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You know, just to give you a couple of them, first I think that your competition is doing
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it because they understand what Google has said is really important, which is user-generated
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content.
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Right?
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And if we back up just a second, we know that what your customers have to say, what they
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have to say about their experience with your business is really important and most of
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our customers, most of the lenders out there, they already know that that's really important.
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And if it's something really good, why don't you want that everywhere, right?
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Why don't you want to get that content?
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Why don't you want to ask them how you did and get it everywhere because what does that
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do?
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That grows your business, right?
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And on the flip side, we want to think about those customers that had a really bad experience,
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right?
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So let's take Yelp, for instance.
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And let's talk about Yelp, you know, the place where if you have a really big, awesome
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burrito that you take a picture of and post it online, right?
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But they're not very good yet in the mortgage space because when people have a great experience
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with a loan officer, they don't run out to Yelp and say, hey, Joe loan officers, the greatest
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loan officer on the planet, they just don't do that, right?
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If you're not managing it, they're not going to do that.
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Who does?
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Well, the person that does is the person who is very upset, right?
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The person who had a bad experience and doesn't feel heard.
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What we know is this, is your customers, if they have a bad experience and they don't
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feel heard, they'll find a way to be heard, they'll tell their story, right?
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And so what you have out there is if you're not managing your online reputation, it'll
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manage you.
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Well, so what if you have no online reputation?
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Let's just say, right, people can't find surveys or comments about you, assuming it's
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all positive, nobody's never voiced something negatively online, they just find your generic
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website.
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How does that negatively or not impact me?
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Okay, so let's say this, and again, too many answers for a brief call.
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That's what we're here, man, don't get some answers.
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Okay, so the answer is this, if you, you can use user-generated content to update your
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website in real time every day and that drives traffic and trust to your website, right?
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What you're asking is, why do I need to do it at all?
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I think the answer is, because it'll make you more money, it'll grow your business,
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it'll give you more visibility into how your customers feel about what you're doing
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for them, and it'll help you improve your service levels.
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Why don't, who doesn't want that information, who doesn't want to increase their traffic
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on Google organically and make more money, right?
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Who doesn't want to improve their offering if they find consistent issues with it, you
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know, from customer feedback?
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Doing nothing is just literally, if you're not doing something, you're going backwards,
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whether it's zero data online, right, or just the people who find a way to tell their
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story, which is predominantly going to be negative if you're not managing it.
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Well, and I bring up that question because, I mean, I know the answer, so maybe it was
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a softball or a bad question, but it's obvious, and I think listeners know, it's like,
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somebody goes to your website, or your online presence, let's just call it, and you've
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got nothing of customer comments versus your competition.
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All things being equal, same rates, everything like that, right?
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Let's just face it, we know that psychologically, people are influenced by what others say,
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and if you read any of the research and reports, we know even more so today, when it comes
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to what influences somebody to buy, right?
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Buy in large, it's customer reviews, I'm just reading one right here, top 10 factors
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that influence a purchase decision, 33% is customer reviews, you know, even larger than
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that is what their friends and family have to say about it.
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So, and all that stuff, all that conversation is happening online today.
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Absolutely.
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Well, there's another concept called social proof.
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So consumers, they understand that making, doing a mortgage is a very risky proposition.
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If you do the wrong one, it could cost you thousands of dollars.
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And so they're going to look for some signals about who is out there that's reputable.
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Right.
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So if they're looking you up, if they're googling your name, they're going to want to
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see reviews, they're looking to see that you are popular, that people like you, that
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people have used you, it doesn't matter that they know those people are not, they just
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want to see data.
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So if you're not, if you're not getting any data, then you're really, you're keeping
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yourself invisible.
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I mean, who in the industry has been in it for 10 years, but wants to appear like they've
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just gotten into it last week.
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If you've been in it for 10 years, you want to look like you've been in it for 10 years.
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Yeah, I think that's in Google since 70% of its traffic, the companies with three and
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a half stars are greater on their, on, on, on local reviews, right?
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And the number one position gets a third of all relevant search traffic.
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So just the word mortgage, right?
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Google, in their algorithm, they say that if you have a lot of, a lot of reviews and their
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recent reviews and they're from local customers, right, they're going to give you, they're
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going to give you a much higher ranking.
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We've seen our customers that we're driving their advocates to write reviews on Google.
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You've seen them go to number one organically and number one on map integrated search.
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Okay.
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So we're on the fast track now.
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You've got loan officers, years perked up.
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I'm a loan officer.
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I'm in my car.
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I'm at the gym, whatever.
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You got my attention.
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I'm listening to this.
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So how do I then get my customers to, you know, leave comments, positive comments for
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me on, on Google so I can get up there in the search pages?
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Yeah.
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Yeah.
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Ask them.
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Right.
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They've been responding to your email for the last 30 days to close this process.
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They've been, they, they're used to seeing an email from you.
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So you, you ask them.
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You say, thank you so much for your business, but just as important as your opinion, would
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you mind clicking the link below and taking a, a brief survey, right?
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So you almost want to create some automation because, because loan officers, you don't
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want to go create a website and, and, and, and take reviews and then, then do other stuff
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with those reviews to, to, to sort of drive this engine.
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So you kind of need an automation engine like social survey.
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But, but yeah, you got to, you got to ask them and you got to ask them timely and you got
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to send it from your email address at, you know, right after the close.
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And you say timely.
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So when is the ideal time to ask for that feedback soon as you close, soon as the moment.
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That's the moment they're the happiest, right, because the, the goal is to get as much
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social proof as Craig calls it, right, as, as much great user generated content, right,
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to get your raving fans and put them on the roof and have them screaming out your name.
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And then for the people that are unhappy, we got it, we got to make it right.
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So we can turn them into raving fans.
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Can we just for a moment just give a real simple breakdown of what you mean by user generated
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content?
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Okay, so let's say you take that survey and you say, Hey, how would you rate my service?
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How would you rate my support?
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How would you rate my communication?
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Would you refer friends and family?
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Five stars, five stars, five stars.
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And that's a happy customer.
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We're glad you had a great experience.
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Would you tell us what made it great?
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Then they say they give, they give something, they give a comment like, you know, Joe is the
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greatest loan officer and communicates well, does what he says, educated us, you know,
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we get, that is user generated content, you know, 2.0, that is great stuff.
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Right.
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Okay, I just wanted to clarify for anybody who was unsure with that term, man, I think
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conceptually they get, there's various forms, right?
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I mean, obviously surveys are one you and I talked before about videos as a great source
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of user generated content.
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It's a matter of fact, why not share, to share that idea you talked about earlier with
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because a lot of people videos on their minds and I see some loan officers doing, you
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know, closing table customer testimonials with videos, but you had a great idea on how
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to really optimize that piece of UGC user generated content.
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Oh my goodness.
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So, so you understand video is number one, right?
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And so if you get a customer on a video, you know, singing your praises, remember Google's
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not reading the video, right?
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They're not listening and creating text, right?
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So go in there and take that, those words and write them down and put them as a quote
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from the customer, make sure you put, you know, the city and state and then put it above
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or below the video and then share that because guess what, now you have a video and content
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Google can read, which is going to give you way more reach, right?
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Then post that to Facebook and then go on and tag that customer back, hey, thank you
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so much for your great comments.
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I just posted to Facebook, that customer will get engaged in that conversation.
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Also, when you do this, tag the realtor they worked with if they had a realtor, couldn't
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have done it without the great support of, you know, Joe Realtor.
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Now you're just, now you're going to share it on Joe's and Joe's wall and get him
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re-sharing it and get him commenting, right, expanding your reach to two other walls.
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Is there ways for me to get my social survey reviews on an agent's website?
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Yeah, so if you're talking specifically about our product, social survey does some pretty
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cool automated things, right?
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We deal mostly with companies tough down.
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We do have some individuals that use it, but lots of organizations that use it.
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What we do is connect to your data, so you don't have to do any of this, right?
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As a company and as a regional manager or branch manager or even a loan officer, what
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we know is you're busy and you don't have a lot of time, so we try to make it fully
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automatic, right?
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We connect to your data, when you close it, we see that you close it.
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We automatically send your customer survey.
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If they're happy, we separate the happy and the unhappy customers.
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We automatically share the happy customers on Facebook, Twitter, LinkedIn.
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We give you your company and you a feed, so it goes on your websites.
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We can give you widgets, and then we ask that customer to go to your local Google's page
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and write a review, right?
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If they're unhappy, then we say, you know, we're sorry, you had a bad experience, tells
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us what would have made it better.
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We collect their comments.
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We give them a voice, and then we escalate that as well.
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So that they feel heard.
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So we've taken this, and we call this a campaign in our world, and we've taken everything that
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we think you should be doing, right?
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Like social sharing, we share our average review seven to nine times online.
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All right.
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So we take everything that we think you should be doing, and we just automated it.
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We just built a system that automates it.
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Do you have a process, for example, if somebody does leave a negative review on Google
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or whatever, because we're talking about reputation management, how would one minimize
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reduce or eliminate that?
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Well, that's a terrible outcome, right?
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Right.
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That's terrible, and that's what happens if you're not managing, right?
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The idea of a campaign is to get it, to know about it, and fix it before they do damage
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to your business online, because once it's out there, it's hard, but if you have a negative
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review on Google right now, don't worry about it, right?
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Don't go backwards.
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That's the mistake everyone makes.
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They're trying, now should you call that customer and try to make it, right?
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Of course you should, right?
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But don't go backwards and try to mute a bad review or two.
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Remember, bad reviews can sometimes validate good reviews, right?
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What you need to do is you need to move forward and you need to review all your customers.
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You need to build that group of advocates and get them screaming your name, right?
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And so that's what we say, why let one review, like we had an office the other day that
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about five weeks ago that we launched, and they had four mediocre reviews on Google.
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Okay, five weeks later, they have like 60 Google reviews, and they're number one position
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organic and number one position math integrated search, and for the word mortgage, right?
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Right. By the way, they have 60 reviews with a 4.8 average.
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I think it's 4.9 this morning, Craig.
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That's right.
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So even if they do get one bad review today, that's not going to affect their average.
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I mean, we're all, all of the people on this call on this podcast are in the mortgage
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business. We're pretty good with math.
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You realize that one review out of 61, that's a one star, is not going to tilt your,
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your score that much.
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So if you, if you, I just did a search, if you heard my fingers clicking there, 62 reviews,
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4.9 average on organic search for the word mortgage, they own the one, the two, the five,
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the six, and the seven on the top 10 on the word mortgage.
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And when, and the map integrated list where it usually shows a bunch of offices in the
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area, they're the only one that comes up.
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All right. So, you know, oftentimes when I'm talking to a loan officer, there's a lot
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of them are asking about lead gen.
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So how can this positively impact my desire as a mortgage company to increase my kind
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of, you could, this is basically organic leads, right?
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I mean, we're into this isn't paid.
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Yeah.
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Now, so our, our initial ROI was one for every 12 reviews, one new closing.
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Well, so that's, that's, we're getting that's, that's powerful, right?
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That's three or four hundred dollar ROI per review, and that's not just because you're
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doing reviews.
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That's because you're putting that data in motion, right?
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Sharing it everywhere, sending it to Google, sending it, right?
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You know, we, we're even partners with Zillow.
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So when you get a Zillow review, we grab those and put those in motion as well.
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So I, I would say, you know, why, why would you do this?
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Because it is the most powerful data you can possibly have online, and if you're doing
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nothing, you're just throwing money away, right?
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It drives for your branch managers to drive recruiting costs down retention up, right?
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It'll, it'll drive marketing costs down, but still grow your business.
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Right?
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What the customer has to say is important because Google says so, right?
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Right.
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So we need to ask them, we need to collect those comments and share them everywhere so
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that other people can find it and read them and realize, I mean, if you're in, if you're
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sitting in Woodland Park, New Jersey today, and you search the word mortgage, you're going
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to use, you're, there's a high likelihood you're going to use absolute home mortgage.
20:40
I don't care that there's 15 mortgage companies in that market.
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When you search the word mortgage and you're sitting in your, you know, at your kitchen
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table, you're going to use this company with 62 reviews of 4.9 and they're the only ones
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that come up on the first page.
20:54
All right.
20:55
So give us a visual of that.
20:56
So in that situation, you're talking about because of a service like your social survey,
21:01
I've got these positive reviews because of the Google algorithms and you're having people,
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these reviews completed online or you're syndicating it to Google.
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I'm now getting high rankings.
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If there's, you know, significant enough of those positive reviews, I'm getting high
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rankings for the local search app, absolutely.
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So we're not syndicating.
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You can't syndicate reviews to Google, but what we do is we separate happy and unhappy
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customers.
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And if you're happy customers, we say, wow, we're glad you had a great experience.
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Thank you so much for your great comments.
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If you have another minute, it would really help my business if you would write your comments
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on my Google's review page and then we just pop that review's panel right open to them
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so they can just leave their comments in there as well.
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So and we're getting between 25 and 30% of all happy customers to do that second workflow
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for us.
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Why?
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Why do you think, why do you think, I mean, is that a good compliance rate, by the way?
22:05
Our completed survey rates 45 to 50% is that, that seems high than others higher, you
22:11
know?
22:12
Yeah, because we connect to the data and we send it from the loan officer at closing.
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So they open it every time we get inbox delivery every time they open it because it's from
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Joe and they've been working with Joe and they've been getting emails from Joe for the
22:25
last 30 days.
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Why wouldn't they open it?
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So they open it and it's from Joe and it says, it says, hey, thank you for your business,
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you know?
22:33
Your opinion is also very important to me and then we keep the survey very short because
22:37
we want them to do that additional workflow and feel like they're just in the same survey.
22:41
Right?
22:42
So we asked three or four questions, Max, get their comments, permission to share and
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then we say, how about something, how about one more thing?
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Right?
22:51
Right?
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The more we can get those advocates to tell the world how great you are, more free business
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you can create.
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Is there an incentive around that or is it just because they had a great experience,
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they're likely to do that?
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In our experience incentives don't matter.
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So if you say we'd love to give you $100 to write a good review on Yelp, A, that's against
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Yelp's policies and Yelp doesn't matter, Yelp, they want Yelpers to Yelp, they're
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not even going to promote those reviews.
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So you're just wasting your money and your time, right?
23:27
If you say to the customer, you're important, thank you for your comments, I really appreciate
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it.
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Would you take 30 more seconds and do one more thing for me?
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They're way more likely than to do it if you say, do this and I'll give you this.
23:42
Right?
23:43
Customers are getting more familiar with this idea and we found that if you ask for review,
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if you ask for them by giving them something, you get less response.
23:57
Interesting.
23:59
Because they think it's less authentic, perhaps, they think it's less authentic.
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If I'm being paid, then everyone else is being paid and they don't want to participate
24:08
in that because it's not authentic and that's the benefit of the intention, the spirit
24:13
of an online review is, right, it's an authentic comment versus one that's kind of a paid
24:19
endorsement.
24:21
Yeah, and I think the other thing that you have to realize with, I mean, especially
24:25
with social survey is we get so much content because of our method, right, that there's
24:32
no reason ever to pay people.
24:34
It just doesn't make any sense and they, and here's the thing, and I don't, I don't
24:39
have a competitor that's even close.
24:40
So you, I would love to hear from someone that's getting these kind of results.
24:44
We survey 100% of their customers.
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So we have the true voice of the customer.
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And we're getting 45% average completed surveys.
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And then we're getting a fourth of those happy people to do another workflow.
25:01
And what specifically is that another workflow, is that the Google, that's, we, our favorite
25:05
is Google.
25:06
Some people really want to focus on Yelp, but, but that takes a little more elf effort
25:10
because you got to find out who's who are your Yelper's.
25:13
Our favorite is Google because it has the biggest impact for your block.
25:17
No question about it.
25:19
And so that extra workflow is just like another 30 seconds or a minute.
25:23
Yep.
25:24
Not even.
25:25
You got it.
25:26
So what's, give us, give me the whole flow.
25:27
I know this integrates into certain LOSs, you know, so once that survey is completed,
25:33
what the L.O. gets a notification of it.
25:36
Yeah, so the whole flow is pretty simple.
25:39
We take in the company's hierarchy, right, top down, and then we connect to their encompasser
25:46
or whatever data feed they have, we're getting FTP from them, and then we push go.
25:51
And then automatically we're going to, we're going to ask their customers how they did.
25:56
They're happy.
25:57
We're going to share them on Facebook, Twitter, LinkedIn, for the loan officer.
26:01
We're going to share them on the social survey pages.
26:03
We're going to share them on their company web pages.
26:05
And we're going to aggregate those up and share them on the branch pages and the regional
26:09
pages.
26:11
And if they're, and then we're going to ask that customer if they wouldn't mind doing
26:14
one more thing, which is usually Google, we're going to send an alert to the loan officer
26:19
where the customer's happy or are unhappy and the manager on every closed survey.
26:25
We give every single person a dashboard so they can see how they're comparing to other
26:29
folks and what they're click through percentages and completed and how much sharing they're
26:33
doing.
26:35
At every level we give them a dashboard.
26:37
If their customers are unhappy, we apologize and tell them, we want to understand more
26:43
so we can affect the, so we can positively impact future customers and maybe, maybe earn
26:49
their business and trust again in the future.
26:52
Every customer that's unhappy leaves a comment, we, you know, 97, 98% of them and then that's
26:59
just more great data.
27:01
We have companies that actually escalate those and, you know, in one instance, the CLO
27:05
himself calls every upset customer, which makes those upset customers virtually go away.
27:11
So the entire workflow is just what, you know, just what you'd think, right?
27:16
If you could take a normal survey system and take all this data and say, what should
27:19
we do with it, right?
27:22
We've automated it, what you should do with it.
27:25
And where does Facebook or Twitter come into this mix?
27:29
So we leave, we leave, we'll, we create sort of a, a post in the wall because that's
27:36
where you get the best impact and we'll post on the loan officers page and the branches
27:39
page and the regions page and you know, if we do it with your company, they get so many
27:44
reviews.
27:45
You probably will have to create a reviews only website, but these things, these things
27:49
are indexed, right?
27:51
And then your friends are, your friends and your other people that are connected with,
27:56
they get this reminder that you're a great loan officer, right?
27:59
But it's not coming from you, it's coming from one of your customers from their pay.
28:04
Let me just tell you, we had a conversation a couple weeks ago with a loan officer, one
28:08
of our clients and we were like, you know, how is it going?
28:12
How are things working?
28:13
He goes, oh my God, this is the best thing we've ever done.
28:15
And he showed us where a guy saw his post that went automatically.
28:23
This is a friend of his brothers from high school.
28:26
He's hasn't seen the guy in person face to face in 15 years, but they're Facebook friends.
28:31
So he called it his third tier level of friends.
28:37
The guy sees the post, which was a review of him as a loan officer and he instant messages
28:43
him through Facebook.
28:44
Hey man, I totally forgot you're in the mortgage business and I'm about to buy my second
28:48
investment property and I could really use your help.
28:52
So the first thing the guy said, the loan officer says is, man, I missed the opportunity.
28:56
He obviously has a primary residence.
28:58
He obviously has his first investment property and I wasn't even the running because he had
29:02
forgotten about me.
29:04
But now I'm in the running, I've got a chance to get a loan.
29:06
So sure enough, they schedule an appointment, he takes the application, they talk and this
29:11
is a guy who's planning on buying another investment property at the end of the year.
29:15
So one post generates two loans out of the blue.
29:20
And this is a guy who doesn't even originate a lot of loans.
29:23
Maybe he originates two or three a month, he's not a superstar.
29:28
And so we said, well, do you know of other people in your company that are experiencing
29:31
the same thing?
29:32
He says, I hear your stories all the time from my loan officers that they're seeing the
29:37
exact same kind of thing happening.
29:39
Yeah, Facebook has been the second most powerful post.
29:44
So originally we thought it was going to be LinkedIn because we had the most views from
29:48
LinkedIn, but if you look at your insights on Facebook and you reach, it's pretty powerful
29:57
how those shares get reshared and how those turn into real business.
30:03
Definitely.
30:04
Well, that's cool.
30:05
This just shows the power of social proof as we talked about earlier.
30:11
So we've been kind of talking about best practices.
30:14
Any other recommendations you would make for foreign professionals when it comes to implementing
30:18
a reputation management or social testimonial strategy?
30:21
I want to jump in here, Scott.
30:24
Yeah.
30:25
Look, whether you do social survey or you just take the ideas that we're giving you today
30:30
and you try to do this on your set on your own, what I recommend is that you aggregate
30:35
all your reviews together on one place.
30:38
Make it easy for people to find that organically.
30:42
Then don't just take it for granted that they will put a hyperlink in your email signature
30:48
that says, check out what my customers are saying about me.
30:52
Put it on every piece of print and electronic literature that you produce.
30:57
Check out what my customers are saying about me and then drive them towards those review
31:01
pages so that they can see it because, look, if you're talking to a prospective borrower,
31:09
they expect you to say you're good at your job, right?
31:13
So when you say it, it has very little value.
31:16
If you weren't saying it, they probably would be worried.
31:19
But when you say, look what my customers are saying and you're doing it in a somewhat
31:23
subtle way, and then they open up that page and they see 40, 50, 100 reviews from customers.
31:31
That is speaking volumes.
31:32
They're reading that and they're saying, holy cow.
31:36
Clearly, this person knows what they're doing.
31:39
If all of these people not only were happy, but took the time to write a review and a testimonial
31:43
and give them a score, that would be my thing, is whether you contact us or don't contact
31:51
us, collect reviews and then put a link somewhere so people can find those easily.
31:56
Good stuff.
31:58
Hey, any recommendations with past database, let's say, every loan officer has a past database
32:03
and most honestly admit that they could probably do better with contacting that.
32:08
Would you guys, any suggestions on how to leverage loans I've closed in the past?
32:12
Yeah, so you should definitely, at least your recent past, right?
32:17
And some people have customers that they've done business once over and over again.
32:21
You should, you should absolutely know their advocates for sure.
32:25
You should, you should ask them to take reviews and put them through the same process, right?
32:29
And just at Echo Craig's point, but from a company level, we started with American Financial
32:35
Network in mid-August of last year and we, they had about 300 reviews online across the
32:44
entire internet, right?
32:47
Just to give you the impact, here we are 11 months later.
32:51
They have 4,171 reviews as of this morning, 4,171 and we've shared those 22,000 times online,
33:02
reaching over a million people.
33:05
That's perfect.
33:07
Right, so when Craig says, don't take my word for it, think about it.
33:10
They have a 4.8 and they have a net promoter in the low 90s, right?
33:16
So when Craig says, don't take my word for it, imagine this company how, when they recruit
33:21
someone now, right, when they can say, well, don't take our word for it, that our processing
33:26
team and we communicate well, our processing is great, our originators are the best in
33:31
the business that are underwriters do a great job, here's 4,100 customers, take their word
33:37
for it.
33:38
And obviously that's driving leads for them as well, just because of the online presence.
33:45
You got it.
33:46
Very cool.
33:47
Hey, in terms of just a quick recap here, I mean, obviously you guys are doing reputation
33:52
management, helping law and officers and companies deploy social surveys, which seems
33:58
to be a very easy, high conversion type of a process that makes it easy to share positive
34:05
reviews.
34:06
But one thing we glossed over is the personalized profile page that collates these reviews.
34:13
Quick comments on that on how a loan officer would use that.
34:16
Yeah, so that's what Craig was, Craig was talking about when he said, you got to find,
34:20
you got to have a spot where you put all of them together in one spot, right in one place.
34:26
And so for us, whether it's your zill overviews or your past company reviews or your new
34:31
reviews that we help you create, we pull all those together along with your business
34:36
social posts, along with your profile, along with links to your company and social pages,
34:42
right?
34:43
This is the social me, you know, for your business.
34:47
Everything about your social life, we just, we just put it on steroids, if you will.
34:52
And then we give you a page that we know will be highly indexed because the way that it's
34:57
updating every day, every time you make a post, every time we get a review, constantly updating,
35:03
constantly resharing.
35:05
And so our profile pages are very powerful and they have one goal, right?
35:10
Indexing power to where you want it to go.
35:13
Usually your website or your phone number or your, right, or your Google search, whatever
35:18
it is, that is what, that is, that's the ideal of those sites in the way we build them,
35:24
right?
35:25
Business to you.
35:26
Right.
35:27
Okay.
35:28
Very cool.
35:29
And so I know you not only offer this to mortgage companies, but you also work with real estate
35:32
agents, right?
35:33
Yeah.
35:34
Yeah, we have actually more, I think real estate agents right now than we do, uh, and we
35:38
do loan officers, but it's, it's almost 50, 50.
35:42
And any, I mean, actually I'm thinking about, and Craig, I know you know this in terms
35:46
of a lot of the stuff I do is, is helping loan officers teach classes to agents or, and
35:51
bring them ideas and stuff that helps them in their business.
35:53
So I'm thinking this would be a great kind of, uh, you know, um, topic or piece of content
35:58
that they could feature at their lunch and learn to talk about the importance of online
36:02
reputation management surveys and then of course, dive into some of the bullets of social
36:06
survey.
36:07
Um, have you guys done anything like that yet with, uh, you know, the L.O.
36:10
agent kind of a relationship?
36:12
No, but I think every customer that we have, uh, by now has asked us to.
36:18
So I think every customer, or they've asked us, hey, is there any way that we can share
36:23
this with, uh, with realtors or any way we can pay for it for realtors and, you know,
36:28
that's such a slippery slope on the paying for it for realtors that we're staying out
36:31
of that one.
36:32
But, uh, but, yes, we, we really should put together some lunch and learn, just some
36:38
training stuff, uh, because it comes up to, we do, we have had a few people, uh, Scott
36:44
may not be aware, have asked, hey, can we talk about this?
36:47
And of course, like, absolutely, if you want to sell our product to real estate agents
36:51
for us, then go ahead, we'll back you up with slides and we'll back you up with some
36:57
information.
36:58
Once you understand, if you're a loan originator, and once you understand the power
37:02
of social content, testimonials, user generated contact, whatever word you want to use, then,
37:08
yeah, absolutely get in front of a group of five or 10 or 25 real estate agents and teach
37:13
that to them to help them grow their business.
37:16
And the beautiful thing is you can give them real examples of how it's impacting your
37:21
business.
37:22
Right.
37:23
So in other words, yeah, I'm not teaching you something that I haven't tried first.
37:26
Exactly.
37:28
Um, and in terms of how somebody gets involved with you, and then we talked earlier, I think
37:33
you're, you're really targeting at the company level versus at the loan officer level,
37:38
and there's some very clear reasons why, but, um, anything you want to share in terms
37:42
of if somebody's listening to this, how would they introduce it to their company?
37:46
Great.
37:47
You want to take that one?
37:50
Sure.
37:51
Well, the first thing is I would recommend getting in touch with us, email, get started
37:57
at social survey dot com, uh, and we can have a conversation, get to know who you are
38:03
and what you're looking to accomplish.
38:05
But the ideal would be, let's figure out who the right person at your company is to
38:10
introduce it to and let's make an introduction so that we can do a demo.
38:14
Now, some of these companies, we know it's tough.
38:18
There's a lot of initiatives going on, a lot of new technology coming out there.
38:21
So it may take a while.
38:23
But in the meantime, we can also sign you up, give you a 30 day free trial of the individual
38:28
account, uh, work with you to grow your business.
38:33
That way, when you do follow up with the corporate people, you can say, hey, I've been using
38:37
it for the last 30, 40, 50 days and I've already gotten two phone calls or I picked up one
38:42
deal because of it and I have to do it manually because that is the difference between our
38:49
enterprise version and our, uh, individual version is no data connection on that individual
38:54
version.
38:55
So you are going to have to manually send out survey requests to your clients.
38:59
Hmm.
39:00
Well, that's a big value add to have it be automated.
39:02
Exactly.
39:03
Well, I'll tell you another value add to the loan officers that are listening is of all
39:09
of our enterprise clients.
39:10
None of them are charging their loan officers for the tool.
39:14
Once they understand their ROI and the value from the top down, they realize this is something
39:21
they should pay for, not the L.O.
39:23
So while as an individual client, you might have to pay us if you can convince your company
39:28
to do it.
39:29
Chances are pretty good.
39:30
You're not going to have to pay anything.
39:31
That's, that's probably the biggest incentive of all.
39:34
Yeah.
39:35
Well, I think you guys are bringing a lot of the pieces together that have been problematic
39:38
in the past, which is, you know, um, it's not necessarily getting the, the review, right?
39:44
That's always, uh, that's, you know, sometimes challenging based on the situation.
39:47
But it's really how do I leverage that data and to your point, Scott, right?
39:50
Get it out there on the internet to make it work for me.
39:53
That's been I think in the past.
39:54
If I'm correct, kind of the manual labor part of it, which maybe is why companies haven't
39:58
adopted this, you know, social testimonial process because it's one thing to collect
40:02
a review.
40:03
But if all does sit in, you know, your own bucket on your own website, nobody ever sees
40:07
it.
40:08
Which value does it really have, right?
40:10
Yeah.
40:11
You have to ask yourself, is my data at rest or is it motion, right?
40:16
And there's so many systems out there where you get great data, you can take a survey,
40:20
but then it just sits on somebody's desk.
40:21
I mean, some of our customers literally are still using paper surveys paper.
40:26
What?
40:27
Yeah.
40:28
And they're piling up on, well, some of our, not once there are customers, but no,
40:33
you know, before they came to us, they were still using, they had, uh, some poor
40:38
soul in their office had to, had to, uh, take a pile of paper and when they had time to
40:44
turn it into the type each one of them up on the, on an Excel spreadsheet, um, I assume
40:49
so it could sit there, you know, well, what have you seen, uh, in terms of the biggest
40:55
reasons why you think, um, people haven't adopted this yet.
40:58
And are you seeing this now accelerate because now you've got, right, all the hooks into
41:03
the data to make this data purposeful and have it in motion, as you say.
41:07
Yes.
41:08
So we're not having the people have not a, we're not having the, once they hear about
41:13
us, you know, we're getting nearly every person we talk to.
41:17
So, um, they understand the value of it by the time we talk to them, many of them have
41:23
a problem on Yelp or Google and, and they've seen this problem company wide and they're
41:27
just, and they already know they need to fix it.
41:28
And I think they're relieved to have a top down, uh, solution that gives the loan officer
41:33
so much power, but also gives them some of those compliance and regulatory controls they
41:36
have to have.
41:37
Right.
41:38
Right.
41:39
So we're not really seeing the, uh, you know, this isn't for us response, um, our biggest
41:45
issue is people just don't know about us yet, right?
41:48
We, we, we have some of the big names and it's really starting to, it's really starting
41:52
to, uh, to come together.
41:55
But, the, our biggest fear is that when they're in the room making the decision on what
42:00
to do that we're not in the conversation because we, we feel like we're the, we're the right
42:05
solution and we don't think anyone, you know, sort of looks at this holistically, uh, and
42:12
understands, you know, we've been in the mortgage space, uh, our entire careers at Craig
42:17
and I.
42:18
And so we understand not only the regulatory requirements, you know, in that environment,
42:22
uh, but also, uh, how they look at ROI, I mean, we're looking at this for the long haul
42:27
in this industry and we, we're looking to improve, we're not just trying to benchmark, uh,
42:33
all the competitors against each other so that they can see where they, where they rank.
42:37
We're, we're literally trying to, cause we don't like that because we don't want to leave
42:40
them where they are, right?
42:42
We're trying to create absolute change that improves customer satisfaction, improves retention
42:47
and improves recruiting and grows their business.
42:51
Right?
42:51
So that's the, so we haven't seen the one, but we have, uh, but we do have the problem
42:56
that we're not, we know, we are not, we're not, we're not everyone out there that maybe
43:02
think about this.
43:03
They don't, they're not thinking about our name just yet.
43:05
Well, we hope to have an impact on that.
43:07
So that's why we do the podcast today is, uh, you know, reach more people and, uh, for
43:11
those that, that are listening, um, once again, uh, Craig, how would people get in touch
43:16
with you ideally to learn more about social survey?
43:19
Well, our website is social survey dot com.
43:23
Uh, we have our own reviews page.
43:26
So we take our own medicine.
43:28
We tell people, we have our customers writing reviews for us all the time.
43:32
Uh, that one's a little harder to find.
43:34
Maybe we can put it.
43:35
You have some show notes that you'll put together after.
43:37
Yep.
43:38
So I'll give you the link to that.
43:39
Uh, and then if you want to just email me at get started at social survey dot com, uh,
43:46
or our toll free number eight eight, I'm sorry, eight hundred.
43:50
Wait, what is eight eight eight Scott?
43:52
It's eight eight eight.
43:53
I'm on your website.
43:54
I'll give you the number.
43:55
How's this?
43:56
It's eight eight eight seven oh one four five one two.
43:59
Thank you.
44:00
I knew the, I knew the last seven digits.
44:02
But I got, I got confused on those first three anyway.
44:06
So yeah, just you can call us or you can email us, visit our website, uh, check out our reviews.
44:11
Well, again, we're about creating a relationship with you and your company so that we can improve
44:17
the way you do mortgages and get, you know, get more customers.
44:21
Um, so this is not going to be some hard sell.
44:24
If it's not a good fit, then we'll tell you it's not a good fit.
44:29
And, and, you know, maybe there'll be a time when we can do business with you.
44:33
Absolutely.
44:34
And, uh, there's also a nice little promo video to watch on the homepage at social survey dot com.
44:38
So, um, yeah, looking guy named Scott Harris on there.
44:43
Well, listen, uh, gentlemen, I know you're both busy and you've got other clients and people to talk to.
44:48
So I just want to say thank you for helping me bring, you know, my, my slogan is truth and mortgage marketing.
44:54
So when I saw what you guys are doing here, you know, it really stood out for me as something that can make a difference for mortgage companies and, and loan officers.
45:01
So thanks a lot for being here to share this today.
45:03
Hey, thanks for having us on, man.
45:05
Yeah, it's a pleasure.
45:06
You bet. And so for listeners, thanks once again for tuning in.
45:08
If you like today's episode, please give us a ranking on iTunes, subscribe so you don't miss another one.
45:14
And, um, make sure you check out social survey dot com and we will see you on the next one.
45:20
Bye for now.
45:30
Thanks for listening to mortgage marketing radio.
45:33
On more truth in mortgage marketing, get more free training and resources at mortgage marketing institute dot com.
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