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Showcase happy clients at the closing table. Share in your borrowers’
excitement by sharing a photo on social media. This shows that you care
about your clients, and that you can get the job done. It also is likely that
your happy clients will share this photo, helping to promote your name to
their social media contacts — friends, family and co-workers — as well.
Are you active in your community? People generally enjoy working with
professionals who invest their time and resources in support of their communities, so post community events, area happenings and information
about charity organizations you may be a part of.
Lastly, don’t forget about your referral partners. Successful originators
know that building and maintaining referral relationships is an ongoing task.
Connecting with referral partners on social media can be a great way to make
initial contact and keep that connection close. When sharing a closing photo,
for example, tag your Realtor partner in the photo or share their website link
to help spread the news about their business. If the Realtor is active on social
media, they likely may return the favor and tag you in their next post.
Relevance may feel subjective, but setting goals for the number of likes
and shares your posts receive and then tracking these numbers can provide
a metric that turns this into a SMART goal.
Some mortgage originators reading this may wonder why a strong presence
on social media is even important. They have a list of clients and referral partners and business is just fine. Originators who truly want to grow their business in 2018 and beyond, however, must engage with one dominating group
of homebuyers who are active on social media — millennials.
According to a 2017 National Association of Realtors trends report,
millennials have made up the largest share of homebuyers over the past four
years, and 66 percent of those were first-time homebuyers. This generation
is already well on its way to becoming the dominant group of homebuyers in your database. Embracing and understanding their motives and their
loyalties can help your business boom this year and in the future.
So, ask yourself how you are marketing to and reaching potential millennial homebuyers. Believe it or not, this group can become your most loyal
fans, but marketing to them on the platforms where they spend the most
time — and do the bulk of their research — is crucial.
Therefore, setting New Year’s resolutions to embrace social media in your
origination business in 2018 is not only smart, it could be crucial to building
and maintaining the relationships you will need to grow your brand and
your business for years to come. Will you be among the 8 percent?■n
Lauren Grove is social media and analytics coordinator for Inlanta
Mortgage Inc. She has worked in the mortgage industry since
early 2015 and has successfully assisted a number of industry
professionals with brand building and social media strategy.
Grove offers a true millennial mindset and initiates innovative
tactics to help mortgage professionals grow their businesses and increase their
client bases. Reach her at (262) 510-6992 or firstname.lastname@example.org.