Thursday, April 4, 2013

Online Mortgage Marketing For Loan Officers

Being a Loan Officer in today's world, successfully marketing yourself online is one of the most crucial steps in your career. The internet has ushered in a new wave of online mortgage marketing, one that is gradually becoming less personalized and more focused on consistently spamming inboxes. My Rate Mailer helps loan officers market themselves in a personalized way, allowing clients to feel less attacked by spam and more welcomed by your services with each personalized email.

Have a content strategy

Many complaints Loan Officers have regarding social media is that they don’t feel like anyone is interested in what they have to say. This is true to the extent that many people don’t necessarily want to hear what your dog ate for dinner last night, but when it comes to providing helpful mortgage information, this complaint couldn’t be further from the truth. When deciding on content to create for your social media marketing, ask yourself the following questions:

  • What mortgage topics do I know the most about?
  • What are other people talking about in my area?
  • If I were a home buyer or seller, what information would I be most interested in reading?
  • What fun events are coming up in my area?
  • Who are the main Real Estate Agent in my area? How can I reach them?
  • Keeping each of these questions in mind will provide you with great ideas for posting content on your social media accounts.

Consistency is key

As a Loan Officer, you can’t expect results from working only once a week. The same thing goes for social media. You will not see results if you only post once a week. “Consistency” means something slightly different depending on which social media platform you are using. A good place to start is by posting at least once a day on Facebook / LinkedIn, and 2 or 3 times per day on Twitter. If you post more than once per day, be sure to spread them out a bit.

This is where most Loan Officers find trouble. How can you remember to set aside time to post multiple times per day when you can barely find enough time to run your business? A great way to combat the time crunch is to set aside about an hour at the beginning of the week and schedule out your posts for that week. There are multiple tools such as HootSuite or TweetDeck that allow you to easily schedule social media posts.

Understand how each platform is unique

People use different social media platforms for specific reasons. For example, Twitter posts can only include 140 characters (letters, spaces, punctuation). Facebook allows an unlimited amount of characters and also allows you to post photos / images. Pinterest revolves specifically around photos / images. Understanding how each is unique, and how you can leverage each platform’s functionality is a big factor in successful social media management.

Measure and track results

If something you’re doing in your business is having no impact on generating new business, you likely would not continue doing that thing, right? Perhaps a specific social media platform is just not working for you for one reason or another. Understanding where and when to cut your losses will allow you to focus on the platforms that ARE producing results.

Add Google Analytics to your website and track how much of your traffic is coming from which social media site. Remember that you aren’t likely to see results right away, so don’t be discouraged. If you aren’t seeing any results after an extended period of time, research how to better utilize that social media platform and see if a different strategy produces better results.

Have FUN!

Online mortgage marketing should be a fun experience. Not only does it connect you with potential clients, but you will likely learn a lot about the things you are interested as well! It’s easy to become too focused on using social media solely for a business purpose. But make sure you are coming across as a genuine human being, and interact with others who are talking about subjects that you yourself enjoy as well.


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