NMP - May 2018 - 54
special focus on IT'S ALL ABOUT MARKETING a special focus on IT'S ALL ABOUT MAR
rules of engagement: making the most of your social media presence
MAY 2018 n National Mortgage Professional Magazine n
Once connected, successful
social networkers engage with
people by meeting them where
they are. They write posts and
share content with the goal of
interactions. Involved social
media users like, share and
comment on the feeds of those
whom they follow. Talking with
followers instead of talking to
them helps establish trust,
engenders good will and
deepens connections with
clients, leads and professional
Awareness of online
relationships with other
professionals is crucial to
ensure interactions remain inline with regulatory standards.
Exchanging likes for likes or
shares for shares could be a
violation of industry regulation.
Additionally, extreme caution
should be taken when posting
client images or information.
Consent is key. If doubts arise
regarding social media
engagement or content, consult
a compliance professional in
order to protect against
Clearly define your goals
A business page is developed
and connections are beginning
to generate, so what happens
next? When developing a social
media strategy, it is important
to begin with a clear objective.
Not everyone does business
the same way; similarly not
everyone should use social
media the same way. Is the
primary goal to nurture leads?
Gather reviews? Remarket to
past customers? Network with
Each of these goals requires
using different social media
tools, which means dedicating
time and resources to
implement that strategy. Using
a one-size-fits-all approach
without a clear understanding
of the primary objective will
result in the conclusion that
social media does not work.
Social media can't work if
there's no clear definition of
what working looks like.
This is why consulting a
professional can truly pay off.
Taking the time to flesh out
strategy with someone who
understands the quickly
evolving world of digital media
can help lay the foundation for a
solid and successful social
future. Once a goal is in place,
the content and budget will
Creating content that is
engaging, informational, unique
and compliant is one of the
most difficult challenges in
digital marketing. Keep in mind
that social media operates on
the attention economy, which is
key when beginning the creative
process. How do businesses get
social media users to "Stop the
First and foremost, ask,
"What value is this post adding
to my followers?" If Loan
Originators constantly push loan
products without taking time to
build trust with their audience,
the content will likely be stale
fail to engage people, and
ultimately never even show up
in users' feeds.
Companies like Facebook
know that people are more likely
to stay in their apps if they see
content that is relevant to them.
This is why algorithms are used
to predict the type of content
users want to see based on how
they interact on the platform.
The more engaging the content
is, the more likely Facebook will
be to show it in its users' feeds.
If winning the attention
economy is the goal, then the
content being produced needs
to be worth the attention being
Get users' attention,
Getting attention may sound
easy, but when faced with a
host of industry regulations,
getting "Likes" and "Clicks"
requires some creative thinking.
One way to increase
engagement is by making it
personal. When a business
stops being a business and
connects on a personal level it
begins to establish rapport with
followers. Sharing motivational
quotes and pick-me-up content
can feel natural and personal.
Another way to build trust is
by sharing reputable third-party
content. Sharing news or data
from renowned publications can
help inform followers about
industry happenings and provide
education in financial matters.
Adding personal insights into
this type of information can also
establish a level of expertise
within the field.
Finally, posting in a variety of
formats can also increase
engagement and avoid the
feeling of repetitive messaging.
Images and videos can grab
more attention than plain text, so
focusing on developing assets
with visually appealing graphics
or interesting video content will
be worth the investment.
Organic vs. paid reach
Once goals have been identified,
strategy set and content created,
then it is time to determine the
best method of delivery. The two
common vehicles for pushing
content out to users are known
as organic reach and paid reach.
When a follower views posted
content that is referred to as
organic (unpaid) reach. For a
long time, businesses on social
media enjoyed the same amount
of reach as individual profiles.
However, as social networks
have grown, algorithms are
always changing and more
businesses vie for user attention,
getting content in followers'
feeds has become increasingly
This is why paid reach is a
must. Paid reach allows users to
prioritize their content in others'
feeds. Additionally, paid social
media targeting allows a user to
achieve higher priority in their
followers' feeds, but also in the
feeds of non-followers who fall in
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the range of targeted
demographics. Paid reach can
be used to help accelerate
growth, reach new audiences, or
create full-blown social media
Regardless of whether a post
is organic or paid, both are
considered advertising by
regulators, and should always
include the proper disclosures
and information that any other
form of advertising would
is here to stay
To reiterate: Social media isn't
going anywhere. As more
Millennials become the primary
source of business for lenders,
Loan Officers will find an
increasing need to have an
active presence on social
media. Those who take the time
to develop a clear strategy and
invest effort in growing their
online following while it is still
early could find themselves with
a competitive advantage in the
years to come.
Information contained in this
article does not constitute legal,
financial or other professional
advice or services and should
not be used as a substitute for
professional advice. The
purpose of the article is to
provide the opinions of Castle &
Cooke Mortgage LLC and
general guidance on certain
matters related to mortgages.
The reader accepts full
responsibility for the use of the
information contained herein.
Castle & Cooke Mortgage is an
Equal Housing Lender.
Deborah Speed is the Marketing Communications and
Public Relations Manager for Castle & Cooke Mortgage.
She is primarily responsible for brand management, media
engagement, community involvement and internal
communications. Connor Snyder works as Social Media
Strategist for Castle & Cooke Mortgage. He oversees the
corporate social media strategy and consults individual
Loan Officers on how to improve their social media