You’ve already done a great job of finding potential mortgage borrowers in person.
You even have your webpage set up with a bang up landing page, and it’s bringing in more business. Now, it’s time to start directing traffic to you and your mortgage broker site, and there’s no better traffic cop than social media for loan officers.
Don’t wear jeans to a black tie affair.
The first thing you need to do before you start posting cat memes and upsetting relatives with political posts is how social media works. You know how to post on a personal level, but your mortgage business is exactly that — your business. So it’s important to look at it strategically.
The easiest way to do this is by comparing social media to a social gathering. Think of it as a party. What kind of party guest do you want to be? If you go to a real party and you see someone who is standing in the middle of the room shouting about low finance rates, you probably don’t want to talk to that person. That means no one wants to read those social media posts over and over, right?
Think of the type of party you want to attend.Is it formal? Is it casual and fun? This will set your tone. From there, figure out how to be the person at the party everyone gathers around and listens to. Draw on your own life and career experience. What do you have to say? The folks over at Top Left Creative even came up with a starter list of 37 post ideas for you to use as a jumping off point.
Do you Facebook a Tweet? Do you Instagram a Snapchat?
Recognize that each social media platform has its own purpose, and see how you can leverage that to your advantage. Our breakdown of social media use for Real Estate can be incredibly helpful for your mortgage business to see who is using which platform and when. If you place yourself as a source of information on the market, perhaps you use related quotes for Twitter or post article links. Images of your business (and your happy clients) can go on Instagram, along with the house you’ve helped them afford. Information about new hires, exciting business developments, and slightly longer posts can go on Facebook.
Snapchat, the newest player in the social media game, should not be overlooked. This article over at Inman outlines some reasons you should get on it, but the important takeaway is this: that content will disappear soon, so people pay close attention to their screens. It is also currently skewing younger as far as its user base, (though that will increase in the next couple of years like Facebook has) so new home buyers will be looking for your services.
All roads should lead back to you.
We have discussed creating original content on your website in the form of blogs, interviews, and press. It is important that any social media content you create leads prospects back to your website. Perhaps an article you’re sharing relates to a recent blog post — link to it! Never post original content on social media that isn’t already on your site.
Maintain constant vigilance.
As a mortgage lender, it is important to remember to keep up appearances. Not just on your own accounts, but in the way you interact with others. Every retweet, like, photo, and comment as your mortgage business profile reflects on your business. What does the post that you’re sharing say about you? Is it pertinent to your client base? Is it community driven? How can it help you and other people?
Also, managing your social media accounts takes time. In order for your mortgage business to be successful on social media, you need to conduct yourself in a professional, yet friendly, way. If someone mentioned you with an @ on Twittter? Thank them. If someone follows or adds you, add them back, and thank them. Interact with people who write reviews of your business. Keep the party going by keeping the “social” in “social media.”