Borrowers want to do business with the go-to person.
The more you give and the more you educate, the
more borrowers will seek you out.
Be cautious about third-party social media marketing
tools. Plenty of “shiny” products that may or may not
make social media easier will come out this year. These
include auto-posting tools that are designed to make
it look like you are not auto posting. Some of these
tools may be useful, but remember that nothing tops
adding a personal touch and providing something
tangible to potential clients. This goes for offline interactions as well as online.
The bottom line is that social media should be an
extension of who you are as a person, not who you
want people to think you are. If you make yourself
consistently available and show sincerity and a willingness to help, borrowers will undoubtedly take you up
on your offer. n
With social media in particular, you should be consistent in terms of execution. Consistency is paramount
when building an audience on Facebook, Twitter or
LinkedIn. Having different “voices” in posts can confuse
and even alienate your audience.
Many mortgage professionals take a hands-on
approach to social media and post everything themselves. Others place their assistants in charge of social
media. There also are software tools that automate
social media posts. These can be overused, however.
Plus automated tools cannot do the important work of
engaging with your audience.
Many companies believe that just posting articles on
social media is enough, but it’s not. Social media is
social. Without follow-up support and audience engagement, an article is just an article. The most successful mortgage professionals on social media come
out from behind their keyboards and help potential
clients, online and in person.
One of the best ways for originators to grow their
business is through “educational giving.” Basically, this
is giving away your expertise with no expectation of
getting anything in return. You could create a multimedia campaign through social media to educate consumers about a certain topic, for example. Maybe you
could focus on what millennials should do to prepare
for buying their first home.
Short educational videos that answer specific questions can be used on Facebook, Twitter, Instagram and
your website. They can even play in your office lobby
on a flat screen TV or tablet. Be sure to include your
marketing and customer service departments — and
even your front desk — in your plans. They all have a
stake in your success and should know what you’re
trying to achieve.
Free educational seminars that address niche audiences such as veterans or seniors can be cross promoted anywhere these groups are likely to see them.
Both Twitter and Facebook have audience-targeting
tools you can use to reach wider groups. Also, remember to send e-mail blasts to past clients and referral
partners who may work with those niche consumers.
Another way to engage with your audience is by
becoming a resource on LinkedIn. Join groups related
to mortgage lending and answer questions posted in
the group. Many people online are looking for answers
and will want to start a discussion with people who
show they know what they are talking about.
With a plan, consistency and the willingness to give
freely, you can become the go-to expert in your market.
<< 0nline continued from Page 134 “The most successful mortgage professionals
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