When the results fall short, it is almost always due to a communication gap.
“You use those because you’re helping promote the reputation of your originators or your realtors, who are working on the deal,” he said. “Those surveys are just organic content and comments coming straight from the client. We find that anything that’s less than five stars, it’s almost always a communication breakdown.
“I mean, 998 times out of 1,000 it’s like, ‘My loan officer was hard to get a hold of, and they were dodging me at the end.’ I get that you don’t want to tell the listing agent this borrower has (bad) credit, it’s just a miracle that we’re going to get this thing done. But I can’t tell you, because of the borrower privacy laws, and then the listing agent wants to blast you.”
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By keeping the lines of communication open during the process instead of after, it gives you a chance to make something right before the loan is funded, which could allow you to avoid a negative online review.
“That midpoint check is an outlet for someone that wants to blast you after you fund on Google, which is there forever,” Peranio said. “As opposed to your own technology that helps promote reputations when they’re good and allows you to see the insights when they’re bad. That is our way of secret shopping. It is hard to be introspective and self-reflective, especially if you know you’re doing a bad job.”