NMP - July 2018 - 61

OCIAL MEDIA a special focus on SOCIAL MEDIA a special focus on SOCIAL MEDIA a sp

of the social media content
personal while 35 percent of the
posts remind the user of the
professional side of the business.
This strategy ensures that the
mortgage professional is not
spamming people by talking about
mortgages all the time which can
be annoying.
Some professionals also
emphasize social media can be the
best option to stay connected with
past customers to let them know
the relationship is valued.
Whether for forging new
connections or building on existing
ones, social media can be a great
platform to build a relationship
between users and mortgage
professionals. By studying the
social media's personal nature,
professionals can build meaningful
and stronger connections with
both potential and existing clients.

l One-third of the content related
to business updates such as
new loan products, milestones,
promoted employees
l One-third should relate to tips,
expert insights into the industry
including trends and mortgage
data relevant to the target
audiences

Frank St. John is Director of Marketing for Bay Shore,
N.Y.-based Jet Direct Mortgage. For more information,
visit JetDirectMortgage.com.

61

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Relationships
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l

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Contact Ron Vaimberg, nmpU Executive Director & Head Coach directly at
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for more information and pricing.

n National Mortgage Professional Magazine n JULY 2018

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Delivered Live Anywhere Your Sales People Are
l

Providing educational content
Customers feel more valued and
empowered when a company or
brand can provide relevant insights
with educational content. Industry
knowledge, trends, local news
related to real estate or other "how
to" content can arm the user with
useful information and build trust
that ultimately enhances the
relationship between the customer
and the mortgage professional.
The objective of providing

High-quality content in the ideal
ratio helps mortgage professionals
personalize their messages in
order to nurture relationships
outside of the sales cycle. The
ratio can be:
l One-third of the content on
personal interests including
news, celebrations

NationalMortgageProfessional.com

Building partnerships
Listening closely to all the
conversations happening in the
mortgage industry is helpful in
designing the best responses or
interactions. The right value
proposition can be put forth when
an opportunity presents itself.
These timely responses help build
a relationship that is more
meaningful than merely
bombarding the target audience
with ads. Collaborative content in
partnership with someone who has
a better social media presence can
help engage more potential
customers.
Partnerships or connections
should also be built with key
influencers in both B2C and B2B
contexts. These critical enablers or
influencers are highly valuable to
the network and help in deriving
relevant solutions. For instance, in
a B2B situation, an effective
strategy can be to initiate
dialogues to explore common
interest areas with a like-minded
professional. The primary goal here
is to establish and build trust
based on a respectful and genuine
communication.

meaningful educational content is
to build and enhance the loyalty of
customers. Mortgage
professionals or companies need
to develop comprehensive
strategies to engage the Internet
or social media users that contrast
with hard-sell traditional
marketing. Content that is
relevant, thought-provoking, and
entertaining with the right dose of
humor is likely to build
relationships with the brand,
services or company.


http://www.JetDirectMortgage.com http://www.NationalMortgageProfessional.com

Table of Contents for the Digital Edition of NMP - July 2018

Contents
NMP - July 2018 - Cover1
NMP - July 2018 - Cover2
NMP - July 2018 - 1
NMP - July 2018 - Contents
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