Facing that impossibility, Cherry Creek Mortgage selected Yext to streamline the process of creating and updating its brand information across these search experiences. Now able to easily manage all of the public facts about its brand — as well as the services and contact information for hundreds of individual MLOs — Cherry Creek Mortgage knew it could both boost discoverability across search experiences and build brand trust.
Working with Yext has also given Cherry Creek Mortgage a clear understanding of borrower feedback, thanks to the visibility of reviews. With Yext, the brand now has greater insight into the experiences of existing customers, and has boosted the volume of first-party reviews.
"We have more than 21,000 listings right now and climbing — that alone is incredible, but then there's also the review network," Arnett says. "So with reviews, two or three days after closing, we send out an automated review email that says, 'If you had a great experience, we'd like to hear about it. If you had a bad experience, we'd love to hear about that too, so we can fix it. Here are our social channels. Pick the one that you're most comfortable with and we would appreciate a review.' We've boosted our star-rating dramatically, as well as our review volume. That, coupled with having compliant and accurate information everywhere, has really increased our online presence in a major way."
Finally, Cherry Creek Mortgage started leveraging Yext Answers in December 2019. As the brand had come to understand the importance of delivering direct, accurate answers across third-party search experiences, it knew that it needed a better way to provide the same class of experience on its website. Now, Cherry Creek Mortgage is able to meet consumer intent on its website and deliver answers to on-site searches directly — allowing consumers to convert right in the search results.
"Answers is intelligent enough to tell us exactly what customers are asking for and to offer the answer directly in search results," said Arnett. "We can only serve our customers best if we know what they want. Implementing Answers will eliminate the guesswork so we can fully understand our customers' intentions. This approach will enable us to deliver the best possible home financing experience and will also position us as an industry leader."