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One of the more common questions we hear from Loan Officers is “what could I possibly post that people want to hear about?” After all, except for the few months that the average person is considering buying or refinancing or actually going through the process of buying or refinancing, who wants to read a Mortgage Loan Officer’s social media posts? You’re absolutely right if all of the posts on Facebook, LinkedIn, or other social media platforms, would be about mortgages!
Your social media posts do not have to be, and should not be, all about mortgages; or even real estate. The purpose is to create, maintain, and grow relationships. How many friends would you have if every time you spoke to them you were talking about the mortgage industry:
“Hi Mike! Marge and I sent our youngest off to college this weekend.”
“That’s great! You know, a home equity line of credit is a great way to pay for college and the interest may be tax deductible!”
You probably wouldn’t be invited to many backyard barbecues.
One of the great things about social media is the opportunity it provides to humanize you and establish a rapport with people, often before they even need your services. We were all trained that a warm lead is far better than a cold lead, right? Social media is an excellent vehicle to warm up your contacts, particularly contacts that, by traditional standards, you really do not have yet.
So what do you post? Though it varies, most authorities on the subject recommend that promotional messages should be limited to about 1 out of every 8 posts. Other messages could be informative, such as positive news pieces or interest articles. Mix in some fun articles, too. “Either/or” posts that show pictures of two rooms, homes, pools, gardens, etc. and asks followers to choose between the two are popular. Quotes, humorous memes, and “caption this image” encourage engagement and sharing, which typically increases your followers.
The key to success for most Mortgage Originators lies in their ability to create, maintain, and increase the value of relationships. Social media marketing should be a natural extension of the Loan Officer’s repertoire of marketing strategies and tactics. Do not fear it. You have been training your whole life for this!
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