The Importance of Your Online Reputation

This episode covers online reputation, customer experience (CX), and how LOs can build trust with borrowers — especially millennials — through better communication, automation, and storytelling. Brittany and Kristen share frameworks for collecting real-time feedback, setting borrower expectations, and turning clients into referral sources. Best for LOs who close loans but rarely hear from those clients again.

Takeaways you can run this week

• Create three video playlists — Before, During, and After — covering the questions borrowers most commonly ask. Send the 'After' playlist at closing with a note: 'Eight quick videos answering the most common post-close questions — call me if you want to go deeper on any of them.'
• When a borrower asks 'What's your rate?' pivot with: 'Great question — would you mind if I take a moment to explain what makes us different first?' Then lead with your origin story and superpower before quoting numbers.
• Set an automation rule that triggers a short check-in text or email any time more than X days pass without contact during a loan in process — no human should have to remember to do this manually.
• If your company sells loans on the secondary market, build a post-closing script that explains it proactively: 'Before you set up your payment portal, here's something I want to walk you through so you're not caught off guard...'
• Write down the 10 questions borrowers ask most — or wish they knew to ask — and record one short video answering each. Post one per week and link to the playlist in every initial borrower email.
• Audit your current CX against three questions: Are you running a survey only after closing (too late)? Is it longer than 5 questions (too much)? Does the data go anywhere actionable in real time? If any answer is yes, you have a gap to fix.

The playbook

1. 1. Define your origin story: Why are you the best choice for your specific customer? Write it in two sentences.
2. 2. Build a 'Before/During/After' content library: record short videos answering common questions at each stage of the loan journey.
3. 3. Design your customer journey map: identify every touch point from first call to post-close and assign either a human action or an automated trigger to each.
4. 4. Automate mid-process check-ins: set a rule so no borrower goes more than a set number of days without contact.
5. 5. Send real-time, short surveys (1-3 questions) at key milestones — not a 45-question form 30 days after closing.
6. 6. Route survey responses immediately to the person who can act on them, not to a dashboard no one checks.
7. 7. At closing, send the 'After' video playlist and verbally walk through what happens next (loan sale, payment setup, etc.) so nothing surprises the borrower.

Worth quoting

“Technology is not going to replace people in this industry in our lifetime. But the people who embrace technology will replace the people who do not.”

“The most human company will win.”

Best for

LOs who close loans consistently but have no systematic process for borrower communication during the loan or post-close follow-up.