NMP - July 2018 - 66

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

Building a Solid Social Media Presence
By Adam P. Smith

ocial media is an
enormous beast
these days.
Between
Instagram,
YouTube, Pinterest,
Snapchat, LinkedIn, Twitter,
Facebook and many others, it's
hard to know where and how to
build a presence. And frankly,
building a smart and savvy
presence on all of them is a
daunting task that likely rivals
trying to accomplish world peace
or finding a cure for cancer.
That being said, the focus of
this article is going to be on
Facebook. It's still very relevant,
despite the issues Mark
Zuckerberg has had with
investors and stock values,
advertising rules and regulations,
and even the U.S. government
earlier this year. I know many of

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JULY 2018 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

66

you have written it off because of
the changes that dramatically
impacted lenders and Real
Estate Agents. Not being able to
advertise how you had in the
past, because of the
precautionary and prophylactic
measures Facebook has taken in
an effort to thwart off any fair
housing violations leaves a mark,
I know. But what I want you to
understand is how to make
Facebook work for you without
spending the money. Frankly, if
you want to spend money
advertising on social media, look
at Instagram for now. But that's
another article. And yes, I know
Facebook is for old people and
that I am old, but that's my
target audience. If you're young,
check out Instagram. If you're a
pup, check out Snapchat.
Regardless, the principles of

what to do on social media
apply across all the platforms.
So, first and foremost, you
need to stop looking at
Facebook as being about just
friends and family. You need to
shift that mindset. Facebook,
like any other good contact
database you had better have
in place, is about an audience.
It's no different than the
contact database you've built,
or I hope you have built, to
have an e-mail campaign, a text
campaign, or even a snail mail
campaign. You wouldn't send
your postcards or flyers to just
your friends and family, so
don't treat Facebook that way.
Yes, I know many of you would
say something like, "But I don't
want my clients and colleagues
seeing what I do in my personal
life and like an idiot post on
Facebook." Well, that is not
only plain stupid, but's it's just
plain stupid. The issue there is
that you either aren't being
yourself with your clients and
colleagues which is obviously
deceptive, or you are actually
doing things, and posting them
on social media, that you
shouldn't be doing. Either way,
knock it off.
So, now that you've
accepted the facts that one,
Facebook is an audience, and
that two, you're going to stop
posting your drunken
shenanigans, you've got to
build up your audience. Add
friends ... add all of them. Add
everyone. You know those
"suggestions" Facebook makes
for people you should add to
your audience? There's a
reason they do that for you.
Take advantage of it. Since I
know you're already asking the
question in the back of your
mind, the answer is "Yes," even
your competitors ... even the
other lenders and agents in
your market. If you're of the
mindset right now that there
isn't enough business to go
around, and that you need to
be protecting what you think
are assets, you should find
another job. However, if you're
really good at originating
business and generating leads,

this isn't an issue for you, so
being a leader and professional
in your industry should include
social media. Once you get to a
point where you have maxed out
your Facebook audience (5,000
Friends, by the way), then you
can start fine-tuning that
audience and removing people
so that you can add others as
time goes on, but focus on
building that audience first.
So, now you've got this robust
Facebook database or audience,
but what are you going to do
with it? What are you going to
post? What are you going to
share? What are you putting out
there that is going to further your
job of generating leads?
Well, the first thing you need
to do, is to make sure the
information about you is on your
page, is available to the public,
is robust and gives people every
possible opportunity and every
available means to contact you
when they need a mortgage or
want to buy or sell a home.
Nothing drives me crazier than
the lender or real estate agent
that doesn't have ALL their
contact information on
Facebook. And I mean ALL of it.
Phone numbers, Web sites, email addresses, blogs, other
Web assets like Twitter or
LinkedIn ... all of it. For those of
you who don't do that, what's
your deal? You don't want more
business? You're dodging
creditors? What?
Second, and you should
already know this from whatever
you're already doing to generate
business, is that you need to
make sure that everyone you
know knows who you are and
what you do. That's easy to
accomplish with social media,
and certainly with Facebook.
Make sure that the stuff you're
putting out there accomplishes
that. Your posts need to make
sure that people know, or are at
least learning, those two things.
Again, who you are and what you
do. Do your posts reflect the
things about you, both
personally and professionally,
that make you and your business
unique? Do your posts make you
human and relatable? You don't


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NMP - July 2018 - Cover3
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