“Your business will only go
as far as your reputation
Social media is particularly valuable
for connecting with younger clients who
are seemingly always connected online.
If you can win them over, you’ll develop a
pipeline of clients for years to come.
If your company has a dedicated social
media team, utilize it. If not, spend some
time each week sharing news items,
announcements and product information with your Facebook friends, Twitter
followers or LinkedIn connections.
Mix up the content you publish with
fun, general stories. The quickest way
to lose a following is to post too much
about the minutia of complex industry
dynamics. Keep it light.
Use social media to interact directly
with past clients and referral partners.
Like, comment or share posts to stay
on the radar. Offer congratulations or
birthday wishes by commenting on a
Facebook post. Check in with people
with personal messages. While you
might not go viral like a Hollywood
celebrity, posting relevant, thoughtful
content regularly on social media can
help you gain popularity in your market.
Be a trusted adviser
Maintaining and strengthening the rela-
tionships you’ve built might be the most
important step in marketing your busi-
ness. Turn your hard-earned customers
and referral partners into your advocates.
Don’t be shy. Touch base with past
clients and follow up to inquire how
they’ve settled into their new homes.
Invite them to coffee or send them a
personalized message. For example, if
you know a client is a sports fan, send
them a joking e-mail before and after
their favorite team squares off with yours.
Keep in contact with real estate agents
and let them know you’re available to
help them close a deal. Maximize the
power of your customer-relationship
management (CRM) system.
Relationships are essential in real es-
tate. Prove to clients and referral part-
ners that you’re there for them beyond
a singular transaction. Create lifetime
advocates who can fill your referral
pipeline for the duration of your career.
Your business will only go as far as your
reputation takes you. Your greatest
goal is to establish yourself as a reliable
mortgage originator who is genuinely
devoted to helping borrowers achieve
their homeownership dreams.
Utilize past customers for testimoni-
als to prove your expertise. In a world
where review sites such as Yelp and
TripAdvisor impact dinner reservations
and travel plans, positive feedback is
pivotal for growing your business.
Express that sentiment in every flyer
you produce, every event you host and
every piece of social media content you
post. Show your clients, agents and other
referral partners they can trust you, and
prove you’re invested in their success.
Technology, CRM systems, social me-
dia and events can all help that cause.
In the end, however, it’s up to you to
inspire that confidence. Market your-
self as a trusted mortgage adviser and
professional growth is sure to follow. n
<< Build continued from Page 46
n Creating a good plan.
n Organizing fun events.
n Understanding your audience.
n Building relationships.
n Employing social media.
n Earning trust.