Most loan officers are already aware that having a presence online is important, but what does that actually mean? Is your LO page on the company website enough? Should you be on social media? And if so, how much time should you be devoting? The amount of energy you put in will mostly be dependent on your goals, but even some consistent effort each week will help you make noticeable progress. Let’s look at a few of the things that make an impressive online presence:
Which Platforms Should You Use?
Think about anywhere online that prospects might encounter your brand. A website, either one you run independently (which is preferable for SEO and branding reasons) or your LO page on the company website is a must. You should be on LinkedIn, have a Twitter account, and a Facebook business page. Where can clients leave reviews and testimonials for you online? There should be a couple options that you share with each client post-closing. Each place you and your brand appear online adds to your online presence overall. The strategy you employ will, again, be largely dependent on your goals, but start somewhere. Even a website and a Facebook business page can help you build a strong foundation on which to build.
What Content Should You Post?
Just having what amounts to a digital business card (or cards) online isn’t going to be enough to help you stand out from your competition. Part of what makes an impressive online presence is sharing valuable, engaging content. You want to demonstrate your expertise, so a well-written bio is crucial. You should also be sharing content that speaks to your demographic’s common questions and concerns. Your content should also reflect who you are as a professional, giving visitors a good idea of what it would be like to work with you. I wrote a piece a while back on how loan officers can create top-notch content, here.
Why are Online Reviews Important?
I mentioned reviews and testimonials above, but they deserve more exposition. You have no control over what people are going to say about you, and this can be a concern for some LOs. But the fact is, you have full control over what your clients will say about you if you deliver a high-level client experience. When your prospects read positive reviews about you and your services (hopefully dozens or more), it makes a big impact. You can tell them anything about what to expect, but it’s considerably more resonant when someone who’s actually experienced working with you takes the time to write their thoughts. It helps you build trust with prospects, often before you’ve even met them. Ensure you ask every client to leave a review, and give them a couple options to make it as convenient as possible. If you’re delivering on what you promise, your reviews are going to reflect that.
How Active Should You Be?
We’ve covered that just having a website and social-media pages isn’t enough, you need to be active if you want any traction. If you want to build an online presence that makes you the clear choice to work with in your local market, you’re going to need to be present. You want to keep things up to date by posting, sharing, and asking and answering questions — and you need to be consistent. If you need to start by posting once a month, then you have to post once a month without fail. If your network sees the person behind the presence, and sees them often, they begin to develop a relationship with you, even if you’ve never met face to face.
An impressive online presence can support your business’ success for the length of your career. And building your own brand ensures that whatever work you put into your online presence follows you from company to company. So, it only makes sense that you make creating and maintaining a web presence a top priority.
If you like what you’re reading, you can get my weekly articles for loan officers right to your email inbox. Subscribe today at MD-LoanOfficer.com.
Comments