Social media is an incredibly valuable resource for mortgage professionals, and particularly so if you can think of it as a tool. Creating an account and setting up your pages is great, but you have to know what to do with it if you want to reap the rewards. A hammer won’t do much good just sitting in a toolbox. So, what do you want to use your social media for? When it comes to marketing, I’m focused on expanding my brand, connecting with prospects, and providing a clearer picture of who I am as a mortgage professional. Once you’ve defined your own goals, you can use social media to help you get there. Here are a few ways loan officers can take their social media to the next level:
Begin With Your Brand
A strong brand is key. Is your brand eye-catching and memorable? Is it easily recognized? Social media is a highly visual environment, so the way your brand shows up on the screen matters. Your brand is a tool that can unite all your online efforts and define your online persona. Imagine a prospect sees an interesting article on Facebook you’ve posted, encounters a tweet that they can relate to, and watches an Instagram video of a client testimonial; If that prospect doesn’t make the connection that each of these things is published by you, the impact isn’t very strong. However, if you have a clear brand that links all of these things together, every time a prospect comes across something you’ve posted, it will strengthen their impression of you and your business. More on the importance of a strong brand, here.
Know Your Audience
The next piece of the puzzle is to understand the kind of information your prospects want to see. Do you specialize in a niche? Is there a particular demographic you’re working to attract? Even if you’re working more generally, tune into what it is your audience is interested in. What are their common problems and concerns? What are some misconceptions they may have? For your posts to be effective, you need to speak to the things that interest your audience. This is an ongoing process of connecting with and learning from your prospects and clients so you can customize your content accordingly.
Engage
Most marketing is about sending information out. Whether you’re running an ad or handing out a business card, traditional marketing tends to flow outward. Social-media marketing is most effective when it’s a two-way street. This means that not only are you posting and sharing information online, but you’re also receiving incoming information as well. When your audience ‘likes’ or comments on a post, or they ask a question, you have an opportunity to engage. Engagement is really at the center of a strong social-media marketing strategy. You want to post content that will motivate your audience to engage, and you want to respond to that engagement by being present and continuing the connection.
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