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56 Scotsman Guide Residential Edition |
ScotsmanGuide.com | September 2017
When mortgage professionals — or any salespeople, really — first learn
about the power of social media, they often dive in and become active on a
myriad of social media sites to offer all the information they have to give to
the public. This sounds great from a business standpoint, because it can set
them up as experts.
But where is the engagement? They can achieve information sharing and
expertise development through traditional media. That’s what radio, TV
and print ads are there for.
Let’s not sugarcoat it: Social media is advertising. It is advertising at a
personal level, but it is advertising. This is a hard concept to grasp, without
directly selling or persuading, so take a moment to meditate on the idea.
Become more social
Where many mortgage companies and originators fail on social media is,
ironically, on the “social” part. Sometimes, when individuals look at your
page, they don’t want to be bombarded with mortgage information.
You have a website. You have people who answer questions. Potential
clients can go there. Your social media can move them there. But it is time to
focus more on the “social” aspect of this unique media. This can be particularly hard for some, because it is so tempting to see social media as another
Try to empathize with the audience for a moment. The most active times
for people to engage online is before work, after work or on the weekends.
Most normal people (not marketers or go-getting loan originators) are in a
Zen-like, relaxed mode while perusing social media sites.
These people are still alert, but they are not living for information at
that time. They are living for cat videos, motivational quotes, quick news
tidbits, GIFs — something that will add to their day, but not add too much.
Striking a balance between what customers want and what you can offer
is the art of social media. And it is an art, like caring for a bonsai or even
just a regular houseplant.
Think about your current social media output. Look at your page through
the eyes of the audience. Are there things on your page that will make sense
to the average borrower? Are you dropping acronyms like FHA, DTI, ATP and
LTV too often? These terms might be very important to you, but not to your
This is not to say that you should spam your social-news feed with health
tips, cute puppies and funny videos. That may work for popular Facebook
personalities like David “Avocado” Wolfe or George Takei, but perhaps not
for a mortgage professional. It can be confusing.
So, if both puppies and acronym-laden information are out, what should
you be doing on social media? Here are a few things to consider as you try
to put forth more relatable content on your social media feed.
n What is your brand and story? Every mortgage company and originator needs a unique story to tell. Not everyone can be in the business of
making home-loan dreams come true or live their life for superb customer
service. Dig deeper. Be more authentic. That’s how you stand out.
n What do you want to see on your page? Have a clear picture of what
you want your social media presence to look like. Stay true to that vision.
n Look at reach instead of likes. You want to reach the highest number
of people, not get the most likes. If you post content that has a high
“shareability” factor, that will go further than any number of likes.
n Does your page look like a giant advertisement? If it does, it’s time to
do some redecorating. You are not the center of attention. Your customers
are. Talk about them.
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