NMP - July 2018 - 62

special focus on SOCIAL MEDIA a special focus on SOCIAL MEDIA a special focus on SO

Getting Started With Social Media
in the Mortgage Industry
By Ben Smidt

etting started
with social
media in the
mortgage
industry can be
daunting. I get it,
and I understand your
perspective. Having talked to
thousands of Mortgage Loan
Officers and Real Estate Agents
over the past few years, I hear a
lot of the same things. You clearly
see the value in social media, but
you're not clear on the best way
of getting started with social
media in your industry. Below are
some of the easiest and best
social media tips I have on how
you can use social media to
increase your business growth, in
a simple, efficient way across
Twitter, Facebook and LinkedIn.
Before you decide to post or
take action, check out your
company's social media policy
and consider social media
through the lens of "How can I
help?" or "How can I provide
value without selling?" This is
what social media is about,
whether you gain business from it
or not. Never talk about the HotButton Issues of money, politics
and religion. If we all avoid these
topics, we could all be friends.
The goal of social media is to
build relationships, not destroy
them.

G

JULY 2018 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

62

"I have found the best way to leverage Twitter in the
mortgage industry is to use it as a listening tool. By
doing so, the Mortgage Loan Officer takes compliance
concerns out of the picture completely."

finger on the pulse with industry
news outlets, current customers,
referral partners and prospects
you hope to win more business
from.
Twitter
I approach this concept with the
Getting started with social media
simple idea of using Twitter
in the mortgage industry is
notifications. A Twitter notification
challenging, so let's start with one enables a Twitter user to be
of the harder platforms for
notified on any device when
mortgage loan officers to grasp-
someone they follow (and have
Twitter. One thing I discovered
notifications turned on for) tweets.
early on in my digital marketing
Let's unpack this idea. Twitter
career at MGIC is the financial
built its brand on being the first to
services industry was much less
know. If you, as a Mortgage Loan
likely to use Twitter, and more
Officer, are the first to know an
important, there was concern
industry change or something that
about the regulatory risks of
may affect a current mortgage
"saying the wrong thing."
customer or referral partner, you
As a result, I have found the
are the first to take action and
best way to leverage Twitter in
capitalize on the change. Think
the mortgage industry is to use it
about the value proposition in
as a listening tool. By doing so,
monitoring news outlets on
the Mortgage Loan Officer takes
Twitter. Their breaking news alerts
compliance concerns out of the
are almost always pushed to
picture completely. More
Twitter first. This helps you keep
important, as a Loan Officer you
your finger on the pulse. The same
have the ability to keep your
is true for current customers or

referral partners you choose to
follow and place on notifiers. By
doing so, you may discover it's
someone's birthday or wedding
anniversary. What a great
opportunity to send flowers or a
note. That personal touch and
staying top-of-mind is how you
get more referral business from
those individuals.
Pro Tip: Keep the number of
people, companies, brands you
have on notifiers to a reasonable
amount. Depending on their
tweeting frequency, you may get
inundated with notifications. Good
news, though, it's just as easy to
turn them off as it is to turn them
on.
Facebook
For all the talk of Facebook having
lost its appeal with key
demographics like Millennials, you
still cannot ignore the fact that 2.2
billion people are actively using
the platform every month. Let's
explore what you can do right

now when getting started with
social media in the mortgage
industry on Facebook to help you
drive digital word of mouth (DWM)
with current customers and
referral partners in the mortgage
industry.
When Mortgage Loan Officers
ask me what they should consider
posting or what activity they
should be doing on Facebook, I
start by asking them what they are
doing right now, face-to-face with
referral partners. If you're looking
for content to post on social
media, start with what you're
already doing and simply move it
to a social platform, like
Facebook. Take those activities
and transition them to the social
space to help expand your digital
footprint across social media.
Here are my three favorite ways
to leverage Facebook for business
as a Mortgage Loan Officer when
you are getting started with social
media in the mortgage industry.
1. Lunch and Learns: If you are
a savvy Loan Officer, you're
already doing lunch and learns
with your referral partners. But
why not complement the live
event with a social (Facebook)
component? Snap a few
photos of the event, post to
your Facebook Business Page,
tag your pictures with all the
people who attended and are
also on Facebook and mention
the location of the event. Right
away you have several people
interested in the success of
your Facebook post because
you mentioned your location
and tagged the people you're
with. They're now all more
likely to engage (Like,
Comment, Share) with your
post. This will help increase
your visibility organically
across the Facebook platform.
2. Listings: If you have
established real estate referral
partners you work closely with,
why not post one of their
listings on your Facebook
Business Page? I recommend
one new listing from a different
real estate referral partner
once a month (spread the love
around). We are a visually-


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