This may come as a shocker (not really), but social media-based marketing has become one of the most valuable tools in any mortgage broker’s arsenal. From increasing your visibility to building real relationships with future/current clients — social media allows you to directly connect with your target audience.
That said, it’s not enough to just have a Facebook and Twitter page. In the bustling streets of the mortgage industry, you need to be active on social media to really make an impact. More than that, you must create content that provides value and (more importantly) creates engagement with your brand.
As a mortgage professional, you don’t always have time to build out your social media calendar. Maybe you’re pressed for time and struggling with a creative block? Luckily, we’re here to provide some inspiration — to help you and your brand get the recognition they deserve.
Let’s get started!
Create a simple ‘testimonial’ template and let your clients do the talking. One of the most powerful posts you can share with your audience is a testimonial — letting your Clients, partners, you name it, testimonials are a fantastic way to build trust with your potential clients and strengthen your brand.
Celebrating additions to your company is always a win-win. It’s a great way to show off the real people in your office and lets them know you’re expanding. Giving your recruits some face time on social media also makes them feel welcomed.
Moved to a new location? Expanding your offices in a new city? Let your audience know. You will spread the word about your new market area. Not to mention, expansion means growth. This is a terrific way for your brand to build trust with new social media followers.
Nothing better than getting a shot at the closing table. Even if you can’t physically be at the closing, try to ask your escrow officer or partner to capture that blissful moment. Nothing says ‘happy’ like a client who just closed on their new dream home! This gives current clients a chance to celebrate their homebuying journey and gets potential clients thinking, “that could be me too!”
What better way to show off your industry knowledge? Sharing info on new/improved loan products not only educates your audience on what new products hit the market but positions you as a well-informed, knowledgeable broker. Nothing builds trust faster than a mortgage professional who knows what they’re offering to their clients.
To newbie homebuyers (aka first-time homebuyers) and future clients — the mortgage process can be daunting and confusing. As mortgage professionals, we often get caught up in the small details of loan processing that we forget most people don’t know every mortgage term in the industry. This is your opportunity to become the source of truth for bewildered borrowers. Pick a mortgage term and give a brief explanation.
A big part of social media is the community. People love to share in the experiences of others. Whether it’s an accolade in a magazine or a total number of loans closed each year — sharing your company’s accomplishments gives past clients a reason to endorse you and your future homebuyer a reason to use you.
People love numbers. Especially when they’re easily digestible and can be applied to their current position. Sharing some light market statistics is a great way to educate your audience and demonstrate that you have a pulse on the industry. Someone they can come to for questions.
Who doesn’t love a good giveaway? People love free stuff. They love it. I mean, duh. Give away free stuff to your social media fans and followers. Make sure you’re following each site’s rules for contests and promotions, though! You don't want to get shunned by social media.
A terrific way to create engagement is to help future homebuyers envision their ‘dream home’. Post a survey with different home features and capture different responses from your social media audience.
It’s important to keep your audience engaged with your profile. After all, engagement is what drives increased likes, comments, and shares, as more people see your posts. Asking your followers a polarizing question about two different styles is a great way to get them to engage with your content.
This applies to any hosted/attended events. Whether it’s a conference your company is hosting or a seminar you are attending — sharing these events (and tagging partners/attendees) is a great way to keep your followers in the loop. Your clients are more likely to be on the lookout for future event dates and news if they know you occasionally host them.
Just like #7, people (especially your social media followers) love to see their favorite businesses succeed. Sharing your and your employees’ accomplishments humanizes your brand and shows off the real people in your company doing real things. Additionally, incorporating employee-based social media posts let your employees know you care about them beyond work. *Everybody liked this post*
Does your business have a blog? (If not — we’d highly recommend starting one.) One of the most proven strategies for brand visibility is a strong blog post. Whether you’re writing them yourself or outsourcing — sharing written content positions you as a thought leader within your community.
Does your audience need insight on how to start the mortgage process? Write a short blog post detailing the journey.
Are they not sure which products are best for low credit scores? Share Freddie Mac / Fannie Mae’s articles to give them some resources.
Giving back to your community and being involved within your community are vital in the mortgage industry. They build trust and create a sense of togetherness. Whether you’re giving back to charity or hosting a fundraiser at the local park — sharing your involvement is an excellent way to showcase the good your business does.
Employee referrals often come from the people you already know. Posting a job opening on your social media is a cost-effective way to crowdsource your next employee.
Keep your social media followers engaged with a nice Q&A. Everyone loves to put their two cents in — post open-ended questions on your social media pages and see where the conversation goes. Use this to learn about your future client’s top concerns or simply find out “what type of neighborhood they prefer to live in?”
Similar to #4, nervous first-time homebuyers love to hear about success stories. Sharing the complete mortgage journey of one of your past clients is a terrific way to help timid homebuyers get into the water. If they can relate to certain stories/testimonials — they can envision themselves going through the “scary” mortgage process.
Want to be a mortgage leader within your community? Having a strong knowledge of the community you’re serving is a great place to start. Sharing local real estate news lets your followers know you have a pulse on the things around them. Be sure to lend a fresh perspective on it, not just syndicating something that’s already been shared.
You’d be surprised how many quirky (possibly ridiculous) holidays are in any given year. If you’re having trouble coming up with some content for the week, pull up the National Holiday Calendar and see what’s coming up.
Happy National Golden Retriever Day!
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