You know reviews matter. You've seen the loan officer in your market with 400+ Google reviews who seems to get every deal. You've told yourself you need to "get better at asking for reviews." But months go by, closings happen, and your review count barely moves.
The problem isn't that you don't care about reviews. The problem is that you're relying on memory and manual effort to collect them. That doesn't scale. HighLevel lets you automate the entire review collection process so every closed loan has a chance to become a 5-star review without you lifting a finger.
Let's get specific about what reviews actually do for your mortgage business:
If you close 5 loans per month and 40% of those borrowers leave a review (realistic with automation), that's 24 new reviews per year. In two years, you have 48 reviews. Most LOs in any given market have fewer than 30. Consistency wins this game, not heroic effort.
Go to Settings > Integrations > Google in HighLevel. Connect your Google Business Profile. This allows HighLevel to monitor incoming reviews and enables the review request link functionality.
If you don't have a Google Business Profile yet, create one immediately. Use your office address or, if you work from home, your service area. Your profile should list "Mortgage Lender" or "Mortgage Broker" as your primary category.
Here's the workflow that runs on autopilot after every closing:
Trigger: Contact moves to "Closed" stage in your pipeline (or you apply a "Closed Loan" tag).
Action sequence:
Three touchpoints over about 11 days. Not aggressive. Not annoying. Just persistent enough to capture reviews from people who intended to leave one but forgot.
HighLevel can generate a direct review link from your connected Google Business Profile. You can also get this manually:
Use this direct link in all your review requests. Don't send people to your Google Business listing and hope they figure out where to click. Send them directly to the review form.
HighLevel's Reputation Management section shows all your incoming reviews in one dashboard. Set up notifications so you know the moment a new review comes in.
Respond to every review within 24 hours. Every single one. Positive reviews get a personalized thank you. Negative reviews (rare if you're doing your job) get a professional, measured response that shows you care about the experience.
HighLevel's AI can draft review responses for you. It's actually one of the AI features that works well for mortgage. The AI reads the review, picks up on specific details the reviewer mentioned, and generates an appropriate response. You review it, tweak if needed, and publish.
Some companies use a "review gate" that asks "How was your experience?" first. If the answer is positive, it sends them to Google. If negative, it sends them to an internal feedback form.
Google explicitly discourages this practice. It violates their review policies and, if detected, could result in reviews being removed or your listing being penalized. Don't do it. If someone had a bad experience, deal with it directly. Don't try to filter them out.
Here's a power move: at your closing celebration, ask the borrower for a quick 30-second video testimonial. "What was your experience like working with us?" Most people are happy and excited at closing. They'll gladly give you 30 seconds.
Upload these to your website, social media, and YouTube. Then in your review request SMS, you can say "And if you have a moment, a Google review would be amazing too!" The video testimonial primes the pump for the written review.
HighLevel lets you embed a review widget on your website that automatically pulls in your latest Google reviews. Put this on your homepage, your about page, and your contact page. Fresh reviews displayed on your site build trust and encourage more reviews (social proof is contagious).
Don't just ask borrowers for reviews. Your realtor partners can review you on Google too. After a successful transaction, send your realtor partner a review request. "Hey [Agent Name], thanks for the smooth transaction on [Property Address]. If you have a moment, a Google review about our working relationship would be incredibly helpful: [Review Link]."
Realtor reviews carry extra weight because they signal professional credibility, not just customer satisfaction.
It will happen. Even the best loan officers get the occasional negative review. Here's the playbook:
Track these metrics monthly:
HighLevel's Reputation dashboard gives you most of this data. Check it weekly and adjust your messaging if conversion rates drop.
Reviews are the compounding interest of mortgage marketing. Each one makes the next loan a little easier to get. Start automating today, and in 12 months you'll have a review profile that makes competitors jealous.
The system is simple. Close the loan. Wait a few days. Send the request automatically. Respond to every review. Repeat. HighLevel makes the automation effortless. You just have to set it up once.
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