NMP - July 2018 - 78

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

Social Medium

I

JULY 2018 n National Mortgage Professional Magazine n

NationalMortgageProfessional.com

78

By Eric Weinstein

never go back to my high
school reunions for the
same reason I hate The
Facebook. I am a "Social
Medium."

I was not exactly the most
popular in high school, but not
"Captain of the Nerds," either. I
am a proud representative of
the silent, invisible mainstream.
The guy who never got picked
first for the team, but not the
foreign exchange student with
braces that got picked last
either ... a solid, middle of the
road, average cup of Joe. Call
it the "Goldilocks" of
popularity.
I have noticed, the "Cool
People" who were the most
popular in high school: The
cheerleaders, jocks and the
like, are the same people that
contribute most and have the
widest following on all the
social media. I guess they got
the gift of gab, or people still
want to be like them or are
they are just still easy on the
eyes. People naturally like
them. What better person to be
a salesman, Realtor or
Mortgage Loan Officer? What
better person to sell something
to their loyal drone followers.
Use my service and you can be
one of my friends!
But where does that leave
the rest of us, or specifically
me? My photo does not exactly
scare children and make
babies cry, but I am not what
one would call a "catch" either,
unless you are bottom fishing
in a polluted lake.

"Social media does work, if you are social large,
extra-large or husky.
It's just not for us 'Social Mediums.'"

I would venture to quip, the
vast majority of us are in this
majority. The ones who post a
picture of our dinner and do
NOT get 750,000 likes instantly.
Someone who "Friends" a coworker on Facebook and gets
the reply, "Do I know you?" Just
another rose in the gardens at
Versailles.
Therefore, I feel I am required
to sound the trumpets of alarm if

We are featuring a directory of
lenders who have remained in
support of the wholesale

this rings familiar. DO NOT plan
your entire advertising campaign
on social media. It does not
work for people like us.
I hate to slap your face with
the cold, wet fish of truth, but
you are NOT Donald J. Trump or
Kim Kardashian with your witty
tweets and bon mot on the latest
round of fed funds and rate
hikes. Your e-mails are being
delegated to their trash folder
unopened. Let's face it ...
people buy a home once every
five years and few people are
refinancing right now. Do you
really think they still care about

that now? More than likely,
they are staring at a cat
dancing to Polish Folk tunes on
YouTube.
You are a pest, an
annoyance ... you are the
Steve Urkel of e-mail (Google
"Family Matters"). All you did
was waste a bunch of money
on a fancy Web site with
nothing to show for it.
Don't get me wrong. Social
media does work, if you are
social large, extra-large or
husky. It's just not for us
"Social Mediums." Here's an
idea. Turn off CNN, get off the
sofa, shower, put on some
clothes, go out and meet some
people.
People tend to believe the
advertising hype that social
media is the end all, be all, of
reaching customers, bountiful
riches and cornering the
mortgage market. And it is no
coincidence the companies
spouting this propaganda are
the same ones willing to sell
you what it takes to achieve it:
Leads, a Web site, Search
Engine Optimization (SEO), a
lamp you rub and a genie
comes out. I have one simple
question for the lead
companies that constantly
inundate me with their pitch: "If
your system works so well,
why don't you just get licensed
and do the loans yourself?" No
response ...
My advice is to keep your
social media as social and your
advertising in advertisements.
Of course, if you are one of
those popular people and
social media is doing wonders
for you ... please consider
inviting me to your next party. I
will "Like" your page on
Facebook. I promise.

channel or have recently opened
wholesale divisions.
Please share some details about
your company for a free listing
in the September 2018 edition of
National Mortgage
Professional Magazine and on
our website.

nationalmortgageprofessional.com/2018-whos-wholesale

Eric Weinstein worked in banking, on the commercial real
estate side until 1991, when he fell in love with residential
lending. In 1995, he started a small mortgage company in
his basement called Carteret Mortgage Corporation,
which in 2003, grew to one of the largest mortgage
broker companies in the United States. Eric is semiretired, doing mortgages by referral only. He may be
reached by phone at (703) 505-8692 or e-mail
EWeinstein4U@gmail.com.


http://www.NationalMortgageProfessional.com http://www.nationalmortgageprofessional.com/2018-whos-wholesale

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