The Intermediary – May 2025 - Flipbook - Page 73
B RO K E R B U S I N E S S
Opinion
Customer feedback:
Your most powerful
marketing tool
F
or mortgage brokers
and financial advisers,
reviews can’t be seen as
a ‘nice to have’. They’re
an essential business
tool that drives visibility,
credibility, and growth.
The trust factor
Customer reviews are today’s word of
mouth. Research consistently shows
that consumers place as much trust in
online reviews as they do in personal
recommendations.
For professionals in financial
services, this trust is invaluable.
Buying a home or securing a loan
are major decisions; prospective
clients want reassurance from others
who’ve gone through the same process.
When clients take the time to write
about their experience, it offers a
genuine reflection of the company’s
values and service quality.
What’s more, reviews are
permanently accessible and
searchable. A glowing testimonial
isn’t fleeting – it becomes a lasting
asset that can continuously influence
potential customers.
Strategic advantage
Beyond building trust, reviews play a
critical role in digital visibility. Search
engines like Google factor review
volume and sentiment into their
ranking algorithms. This means firms
with a steady flow of positive reviews
are more likely to appear prominently
in search results.
Platforms like Google Business
Profile, Trustpilot, and Feefo not only
showcase reviews but also contribute
to local SEO – making it easier for
local clients to find you. A strong
review presence can be the difference
between showing up on the first page
or being buried in the digital abyss.
For brokers, this visibility isn’t just
about aracting new clients – it’s
about standing out in an increasingly
crowded market. By encouraging and
managing online reviews, advisers
can improve their discoverability and
aract more inbound inquiries.
Customer reviews reveal how a
business is truly perceived and offer
rich qualitative data. They highlight
what clients value – be it clear
communication, swi service, or
personalised advice. They also reveal
areas for improvement.
Proactive companies use this
feedback to refine their services.
Paerns in reviews can inform
training, reveal service gaps, and
inspire innovation.
Even negative feedback, when
handled professionally, offers a chance
to demonstrate accountability and
commitment to improvement.
This learning loop – listen, adapt,
improve – is key to sustaining longterm success.
Building a review culture
Despite their value, reviews oen
remain underutilised. Many brokers
forget or feel awkward asking for
them. Yet, as highlighted by industry
professionals, the best time to ask
is at the point of peak satisfaction –
typically aer a successful mortgage
completion or product switch.
To normalise the review process,
companies should integrate it into
their client journey. Automated
follow-ups and even friendly
reminders can increase response rates.
More importantly, the request
should feel personal. Clients are
more likely to respond when they
JESS TRUEMAN
is head of business
development at
Smart Money People
understand that their feedback
maers – not just to the business, but
to other clients navigating similar
financial decisions.
Humanising the brand
When clients write in their own
words about how they were supported,
reassured, or helped through complex
processes, it adds a deeply human
dimension to your brand.
These stories resonate more than
polished marketing copy. They
convey authenticity, empathy, and
real-world impact. Sharing client
testimonials on your website, social
media, and marketing materials helps
put faces and feelings behind your
brand promise.
This storytelling isn’t just about
marketing – it’s about legacy. Over
time, a bank of client stories becomes
a testament to the values, resilience,
and dedication of your team.
Review-driven future
In a sector where trust, transparency,
and reputation are paramount,
online reviews are a cornerstone
of success. They influence buying
decisions, shape digital visibility,
offer operational insights, and enable
emotional connections.
Financial services professionals who
actively embrace reviews – not just
as marketing collateral, but as a core
part of their business strategy – will
be best positioned for growth in an
increasingly customer-centric world.
If you’re not already prioritising
reviews, now’s the time to start.
Because in the eyes of today’s
consumers, what others say about you
may maer more than what you say
about yourself. ●
May 2025 | The Intermediary
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