Social media marketing for loan officers

Use these social media marketing tips as part of your overall marketing strategy

Social media is no longer a phenomenon, it is now the norm. According to polling conducted by Pew Research Center, 72% of all adult internet users are on Facebook.

The data also shows that social media isn’t just for young-folk anymore:

Age % of internet users on Facebook
18 – 29 82%
30 – 49 79%
50 – 64 64%
65+ 48%

Beyond the increase in usage percentage, Facebook also announced that their data shows the average user spends 50 minutes a day on Facebook.

In short — more people are using social media, and for longer amounts of time. If you don’t have a presence in the space, you are missing opportunities.

The true nature of social media marketing

These platforms are not a great fit for traditional marketing. People are not using Facebook for 50 minutes a day to view marketing/sales pitch. This factoid is key to developing an effective social media strategy for mortgage loan officers.

The real value gained from spending time on social media is the power to be more visible, expand your network, and over time bring in more leads by leveraging the network of referral partners and customers.

Develop relationships and a network that will feed your pipeline

Why do you get repeat business and referrals from your clients? Because of the relationship you built and the service you provided, not because you offered the best rates.

The same principles should be used when engaging clients and partners on social media.

  • Provide value – don’t push the hard sell. Spot a cool looking webinar for realtors? Let them know, it shows you care about their best interests.
  • Always respond – nobody likes to feel ignored, whether that be at your office, home, or Facebook.
  • Reciprocateengage in conversations and share content from your partners if you’d like them to do the same for you.

Create fun and easily consumable content

This applies even when what you want to say is informative or business-oriented. Tweak your message to sound less formal or dry:

Generating a pop-culture relevant meme is just one example of the fun-and-simple-yet-engaging type of content you want to produce. With that being said, research shows that visual content, such as images or video, is FAR more valuable in social marketing.

  • Visual content is now more than 40x more likely to be shared on social media than other forms.
  • Facebook posts with images see 2.3x more engagement than those without

Don’t be afraid of the camera, video is on the rise

Video can be a great way to communicate with your audience.  We’ve got Floify customers that incorporate short videos into their needs-list emails, milestone emails, and more, with great success.

Doesn’t it seem like EVERYONE has a smartphone now? 69% of smartphone users prefer video as their content of choice.

Don’t stop there!  In the 7 months from April 2015 to November 2015, Facebook reported that the amount of average daily video views doubled from 4 billion per day to 8 billion.

Involve your customers and partners

This one is important. Celebrate the successes of your customers and partners whenever possible.

A couple you were working with just closed on their dream home?  Ask for permission to take a photo with them in front of said dream home, and post it to your social media wishing them the best.

A real estate partner of yours just won an award from your local builders association? Share, share, share!

Don’t forget to tag! Tagging links the piece of content with the account of your customer/partner, so that it gets displayed on their networks’ feeds.

Your customers and partners will love that you care about their happiness and success (good), and you’ll be visible to their social network during one of the biggest days of their lives (more good).