last Updated 2 May 2022

The Easy Way for Mortgage Brokers to Get More Online Reviews

I had an interesting conversation with a mortgage broker, Emma, a couple of weeks ago about online reviews and social proof.

Emma had been telling me how she had a nice big client bank and how she got lots of repeat business from those clients as well as plenty of new clients through personal recommendations.

“That’s great,” I said, “It sounds like you don’t really need any help from someone like me.”

But it turns out there was a problem after all. 

You see, Emma had been watching one of my videos where I’d been saying how important it is to have reviews from past clients on your website and lead generation landing pages.

And, despite all these happy clients, and word-of-mouth recommendations, Emma said no-one ever left her a review on Google.

How do you ask clients for reviews?

So my first question to Emma was whether she was actually asking clients to leave her a review on Google. She said she was, but they never did it.

Emma was so disheartened by this that she had even got as far as wondering if she should start offering people an Amazon voucher in return for leaving a review!

I assured her this really shouldn’t be necessary and decided to dig a bit deeper. 

“When you ask them to leave a review, what do you actually say? And do you email them with the request or do you ask them over the phone?”

Emma’s reply was that she just had a line in her email autosignature which said something like “If you’re pleased with the service you’ve received please click here to leave me a review”.

So, now I knew what the problem was.

As I explained to Emma, this strategy was never going to work for two reasons:

  1. It’s too impersonal
  2. Most people won’t bother to read your autosignature

A better process for getting online reviews

My advice to Emma - and you should do this too if you want more reviews - was to change her approach and start sending individual emails to each person she wants a review from.

These emails should have a subject line like:

  • Can you help me please?

  • Can you do me a favour please?

  • I need a favour please

The reason for this is that most people actually like feeling useful and will want to know how it is they can help you - so they will be more likely to read the email if it has this kind of subject line.

Then the email itself should be to-the-point, it should give the person an idea of what they might mention in their review, and also stress how quick and easy it is for them to leave the review - so something like this:

Hi [name],

I’m so pleased we were able to get your mortgage offer through last week, especially as I remember when we first spoke and your bank had just turned you down you thought you’d never be able to get a place of your own.

I was wondering if you could do me a massive favour please and leave me a really quick review on Google. All you need to do is click this link [make this a clickable link to your reviews page].

It would really help me out.

Thanks in advance.

[Your name]

So far, Emma has sent this message to six clients since she and I spoke the other week, and all six of them have left her a 5* review!

Which means she’s now got enough to start displaying them on her landing page that she’s going to use to generate mortgage leads from a Google Ads campaign.

The above is just one of many tips for getting more reviews that I shared with my Predictable Pipeline Programme members in one of our fortnightly group coaching calls last year. If you’re a current member and you weren’t on that call you can find a recording of it in the usual place.

About the author 

David Miles

As a digital marketing consultant, author and trainer, I specialise in helping businesses in the financial services sector use the internet to get more enquiries and increase profits.

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