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<< Celebrate continued from Page 62
At every closing this year, make it your goal to ask clients if they could
kindly “do you a favor” and write a review about their experience to help
your business. This resolution can be made measurable and attainable when
placed into e-mail format in either your customer relationship management
(CRM) system or regular e-mail program.
Take a minute to create a post-closing e-mail template to send out to
clients with links to your social media sites reminding them to connect with
you and do you the favor of writing an online review. Make it easy for them
by including direct links to your review sites. Then, track how many e-mails
you send each month, count the number of new reviews you receive and
evaluate the effectiveness.
Timing also is important. Remember that your clients are likely busy with
moving when you initially ask them to write a review, so set reminders to
follow up in two weeks if they have not yet written a review.
Block time for social
Once you begin converting clients into raving fans, you must maintain
consistency and stay active online. Most successful mortgage originators
use some form of CRM system to store, sustain and market to their client
database. Social media platforms are no different.
If you have likes on Facebook, followers on Twitter, fans on Instagram,
etc., these platforms are your modern-day CRM. So, maintain your presence
on these social media platforms just as you would with your CRM system.
To stay in front of your fan base, you must post regularly.
Successful originators also set a number of calls they will make to clients
and referral partners each week, and then schedule specific dates and times
to make these calls. Do the same for social media and turn this into a SMART
goal. Pull up your calendar and block out some social media minutes to
spend online every day.
Do this now. There’s no time like the off-season to get your calendar organized. Then, track your posts and shares to keep yourself accountable and
see how much impact they are having and how they extend your reach.
Post relevant content
To maximize your impact and reach on social media, make sure you are
posting content that is relevant to your audience. Although sharing mortgage information is helpful to some, client profiles — kept professional —
also will promote your unique brand and business.