From Manual Checks to One Dashboard: How Primary Residential Mortgage Monitors Employee Social Media with ActiveComply 

With employees spread across the country, keeping track of how Primary Residential Mortgage, Inc. (PRMI) appears in social media feeds and reviews could be a daunting task. For Dea Avila-Tuft, Marketing Compliance Specialist at PRMI, it is no big deal. PRMI operates in 49 states. Each state has its own rules on required disclaimers and prohibited language. Importantly, a single violation can carry a steep fine.

The Challenge

When there were only a few social media platforms with limited reach, monitoring them manually was workable. Today, a single employee may keep a presence on eight or more platforms. Each platform has its own login. As a result, PRMI’s compliance team faced four challenges as that footprint grew:

1. Platform sprawl: Loan officers and the customers they serve post across eight or more social media and review sites, from Facebook and Twitter to Zillow and Yelp.
2. State-by-state rules: Operating in 49 states means navigating a different set of disclosure and language requirements in nearly every market.
3. Manual monitoring limits: Logging into each account individually could not scale as employees’ reach grew.
4. High stakes: A single non-compliant post can trigger a state fine, so gaps in coverage carry real financial risk.

The Solution

ActiveComply^® Social gives PRMI’s compliance team one dashboard for every account, post, and review connected to the company. This means nobody has to log into eight different platforms to find a problem.

Centralized monitoring

All posts, ratings, and comments, from Facebook to Yelp and Zillow, show up in a single dashboard. ActiveComply automatically flags posts using pre-set trigger words that draw regulatory scrutiny. This includes text embedded in infographics or cover photos. It also identifies required elements such as Equal Housing logos. Consequently, alerts on the dashboard point the team straight to the posts that need a closer look.

“Our team doesn’t have to search out all of the non-compliant posts,” Avila-Tuft says. Addressing issues quickly keeps the risk of a state fine low.

Faster resolution

The team uses ActiveComply’s Collections feature to group and rank alerts by urgency. “We don’t have to waste time adding them to a folder, giving us the opportunity to prioritize red alerts, which need immediate attention, over less pressing posts,” Avila-Tuft says. In addition, Collections also lets the team divide the workload across members.

Real-time analytics

PRMI also relies on ActiveComply’s downloadable analytics to spot trends across its digital footprint. “We can see trends,” Avila-Tuft says. “For example, I can tell how many thousands of posts we’ve reviewed, and what percentage are from Facebook, the most popular platform for our people, or LinkedIn and other sites.” With reviews flowing in as well, the team can route a problem straight to customer service as soon as it appears.

Simple onboarding

New compliance team members get their own login and can be brought up to speed quickly, backed by searchable help archives and responsive customer support. The system also helps keep business and personal accounts separate. It confirms that business posts stay on business accounts, which has mattered recently: “We have been able to track postings about current events, forbearance, social justice issues, and other subjects we can then review for accuracy or appropriateness with business accounts,” says Laura Zitting, Compliance Manager for PRMI.

The Results

PRMI credits much of its confidence in ActiveComply to how the platform was built. “What I loved about our first conversations with ActiveComply is that they wanted to expand on enhancements and ideas from the lender’s perspective, and their customers’ perspective,” Zitting says. “It helps when a vendor is open to learn and make development ideas happen, and that is what we have found with ActiveComply.”

That responsiveness has held up over time. “So far, when we describe a scope of review to ActiveComply customer service, the system can either already accommodate that scope, or they work to improve the settings for us,” Zitting says.

By centralizing monitoring, alerts, and analytics in one platform, PRMI can spend less time hunting for problems. As a result, the team can spend more time building its brand.