As a broker, you may be wondering if you need social media marketing. Social media marketing gives you the power to leverage content to easily reach the masses. You can deliver messages quickly to your audience and with consistent effort, you can grow your audience with prospective clients. Social media marketing allows you to stay top of mind with current and new clients, and the best part? It’s free. Check out these powerful social media marketing statistics from leading marketing platform HubSpot:
In this guide, we are going to take a closer look at:
Social media platforms offer users the perfect places to connect with friends, follow celebrities, get news, and engage with business owners of all kinds — including brokers. In this day and age, being active on social media is a must for your mortgage broker business. Here’s how to get started with social media to grow your real estate business:
Before you make a business account on any social media platform, search within the site for connections within the real estate industry. Search for terms such as real estate, landlord, flip, loan officers, buy-and-hold, etc. to see which industry players are active on the top social sites (competitors, possible business contacts, partners, prospective clients, etc.) You will find that some social media channels are more suited for mortgage brokers than others.
Once you have a sense of where you want to engage, the next step is to figure out what your goals are, the type of content you plan to post, and with whom you’d like to engage. When building your marketing strategy, here are the best content types to share on each platform:
Platforms to share on: Facebook, LinkedIn, Pinterest
Platforms to share on: Facebook, Instagram, Twitter, LinkedIn
Platforms to share on: Instagram, Twitter, LinkedIn, Facebook, Pinterest
Platforms to share on: Instagram, Facebook, Pinterest, Twitter
Platforms to share on: LinkedIn, Twitter, Facebook, Instagram
Platforms to share on: YouTube, Facebook, LinkedIn, Instagram
Platforms to share on: Instagram, Facebook, LinkedIn, Pinterest, Twitter
Talk With Your Customers
Posting is not the same as engaging. The most important thing to remember is that social media is a two-way conversation. Long gone are the days of traditional advertising where you can talk to your potential clients. Now you have to be able to talk with them and involve them.
One of the worst things you can do in social media is to start a profile and not keep it up. Before you enter into a social media space, make sure that you have the time and resources to continue to post, follow, connect, and engage regularly (every day in many cases) so that you can reach your potential clients and become a source of information for them — which brings us to our last tip on getting started.
Social media accounts are not the place to bombard customers with advertising and “all about me content.” Businesses that have the most success using social media marketing do so by becoming the place to go for advice, information, and industry perspective, not being a walking advertisement.
Social media marketing efforts might feel like a slow push, but with consistency and habitual repetition, you will see the return. Follow these steps from Instagram influencer Tiffany Yang on how to grow your industry reach:
Check your privacy settings on your profiles to make sure what you’d like to be visible to the public is actually visible to the public. This includes:
Ask yourself what you’d like to see on a mortgage professional’s page within thirty-seconds that would make you want to engage. Then, add it.
Follow these steps for success:
Share personal updates with your audience such as:
Key Tip: The formula for posting can bring in new clients and partners. Present the relatable concern/problem and how your services were a solution.
Having peers share your content will boost your engagement and reach more people. You should connect with real estate agents, loan officers, mortgage lenders, and any other mortgage companies A great way to find industry leaders and professionals is to join groups. Both LinkedIn and Facebook have dedicated groups, or spaces on the network for people with similar interests to connect and discuss topics. Finding relevant groups is easy, too. Simply search both platforms for keywords you are looking for such as “mortgage broker,” and filter to groups.
Share and like other content on social media platforms and engage in comments. Social media is about building and nurturing relationships. This is a foundational way to increase your reach to more potential clients and partners.
The two most common platforms for professional marketing are LinkedIn and Facebook due to their wide use and focus on longer-form information (rather than images or short messages). Let’s take a look at the best practices for using both:
LinkedIn is a professional platform, so you should always be cognizant of presenting your content in a professional manner. Some other key tips to keep in mind include:
Facebook is a much more personable platform. This is where you can shed a bit of your professionalism (key words: A bit) and add a personal touch. Follow these best practices when posting:
Let's put our social media best practices to work. Use our sample posts as a guide.
Since we are taking the time to address marketing on social media networks, there is another key consideration: who should post between a person and a business? While LinkedIn is a professional platform, Facebook is a primarily social platform. Facebook Business is designed specifically for business growth. It is a great idea to keep your personal and professional Facebook accounts separate, more so than LinkedIn. Plus, setting up a Facebook business page will give you access to key marketing data that you wouldn't get on your personal page.
Best Digital Marketing Use Cases for Social Media
It is important to note that social media marketing is just one piece of a digital marketing strategy. For marketing goals such as lead nurturing or re-engaging past clients, email marketing is best. If you are looking to generate leads or connect with other mortgage industry professionals, then social media is a powerful tool.
If you’re a broker looking to expand your business, we can help. Visio Brokers closed over $500 million in rental loans in 2021. Our Broker Program Highlights include:
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