Social media is your chance to talk about your borrowers. It is the one time
you get to engage with them, get them to engage with you and not have
them feel like they are being sold something. Social media is their escape
from all that. Don’t be like telemarketers who call late at night during dinner or
“Wheel of Fortune.” If you think about it that way, it borders on inconsiderate.
Sure, you can talk about yourself and how awesome you and your office
are. But don’t just talk about that. In fact, it would be best to put an embargo
on the phrases, “Call me today!” or “Act fast!” on social media — which probably every mortgage professional has been guilty of posting on their pages.
It doesn’t take a lot of deep thinking and reflection to figure this out.
All it takes is some empathy with your audience to transform your social
media platforms into engaging forums.
Tailor your style
The other great thing about social media is that each platform allows you to
communicate with your customers in different ways. With so much variety
out there, a lack of imagination is not really an excuse.
Consider Twitter as an example. What you immediately notice about Twitter is the speed of it. If you follow more than 50 people, it is almost guaranteed
that your home page will fill up if you look away for a minute. Twitter moves
fast, as do Twitter users. This is the one platform where you can afford to put
out as much information as you want, without it coming across as spam.
This is still no excuse, however, for slacking on the quality of content.
Again, users don’t want to be sold to. They want to be able to browse
through your Twitter feed and find something to like or retweet. Those two
buttons are addictive. And they need to be just as addictive to you because
every time you like a tweet, or retweet content, people notice you.
You can’t just wait for followers to come to you and then tell them to follow you. Twitter is perfect for understanding what engagement is all about.
Not only do you have to engage with your audience, you have to engage
with other Twitter users, influencers and companies if you want to spread
your reach. The only people you see with a huge number of followers are
celebrities. That is not to say that you won’t achieve celebrity status as well,
but as a mortgage originator, the likelihood might be less.
LinkedIn is terrific for recruiting and professional networking. It is the social network equivalent of a dinner party. This is the place for you to pitch
yourself, without it sounding like a pitch. Treat LinkedIn like a networking
event and act accordingly.
Very rarely is someone you are trying to woo going to say, “Please, tell
me all about you and you alone, because that will leave a lasting impact on
me.” Despite being a great environment for professional and understated
bragging, LinkedIn is still not just about you and your resume. It is most prominently about your connections. Send thank-you notes, write endorsements
and publish posts on topics that matter to you. It is still a platform where you
need to be authentic.
n n n
Social media was designed for conversation. It was designed to close that
strangely large gap in communication between businesses and marketers
and their customers. Make use of this. Talk to your borrowers and potential
clients. Show them you are interested in their issues. Engage them with content that interests them. And remember the most important lesson of all:
Social media is not about you. It is all about them. n
Dawn Dawson is marketing director for Mortgage Solutions
Financial. Known for her inimitable ability to build brands, Dawson
also serves on the board for the Western Region of the American
Advertising Federation. Her work has earned her numerous Telly
and ADDY awards, and a Colorado Springs Business Journal’s Woman
of the Year award. Dawson also is a motivational speaker, voice-over actor and
international sports broadcaster. Reach her at firstname.lastname@example.org.
58 Scotsman Guide Residential Edition |
ScotsmanGuide.com | September 2017
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