by: Corey Schwartz


In the age of digital everything, it’s no wonder that mortgage professionals are turning to the major social media platforms to boost their client list and build their business. There’s nearly 1.8 BILLION people active on social media.  There is no doubt that social media can and will assist in the development of a strong relationship with prospective borrowers. But, don’t be deceived into thinking you can just jump on and boost your business in a day.

To take true advantage of the access to valuable communication that social networking sites offer you, you must understand how these sites function in helping you get to the business you dream of.

You cannot start this process without a strategy.

Here are 5 tips that will help you to devise a well-thought-out and meaningful plan for the social media campaign that will expand your business:

1. Create S.M.A.R.T. Goals

It is nearly impossible to accomplish anything when you don’t know where you want to end up and your social media strategy is no different. The first step in strategy-building should be to create S.M.A.R.T. goals that are Specific, Measurable, Achievable, Reasonable, and Time-sensitive.

Define your purpose. Are you trying to grow your base of borrowers? Are you ready to expand your team? Add producing realtors to your base? You have to understand what you want your social media strategy to achieve and then set S.M.A.R.T. goals to keep you on track.

Pro Tip: Everyone misses a goal, or two or three. Don’t get discouraged. re-evaluate whether the goals were reasonable at the outset. Pick yourself up, dust yourself off, Re-view, Re-set and Re-commit yourself to achieving your goals.

2. Get Acquainted With Your Audience

Now that you have defined where you want to be, figure out who the people you want to reach are.  Are they men or women?  What ages are they?  Are they living in one bedroom condos in the city or houses in the burbs?  Are they Single, Married, or Divorced?  Do they watch Breaking Bad, Grey’s Anatomy or Stranger Things? Understanding the demographics of your audience are key to creating content that they want to read.

Use Facebook or Google Adwords to help you gain that insight.  Facebook targeting is insane! Look at all the things you can target in the Facebook ads manager:

  • Age and gender
  • Relationship status
  • Education level
  • Job role
  • Top categories
  • Page likes
  • Top cities
  • Top countries
  • Top languages
  • Frequency of activities
  • Device users
  • Lifestyle
  • Household income
  • Home ownership
  • Household size
  • Home market value
  • Spending methods
  • Retail spending
  • Online purchases
  • Purchase behavior
  • In market for a vehicle

You can even upload an email list of your current customers into the ads manager and then create a custom audience.  Then use audience insights to see what your current customer base is like.  As you gain a deep understanding of the people you want to reach you’ll start to think of ways  in which you can connect with them that sparks their interests. Hit their hot buttons and they will respond!

3. Learn To Efficiently Manage Your Network

The way in which you manage your networks should be no different than the way you manage your business. Efficiency is key. It is important to create a routine to-do list for your social media accounts to ensure that you are staying up to date on any inquiries that are coming in and maintaining relevant content. This, however, may not be doable as your business and networks grow. In the beginning, frequently checking your account throughout the day may seem feasible. But, as the number of networks you actively use increases and your audience expands, the consistent checking of multiple platforms will become too time consuming and, frankly, a waste of your time.

Instead, utilize tools that will help you to productively manage your networks. Services like Hootsuite allow you to condense all of your social media accounts into one user-friendly space. From their site, you are able to view all of your notifications, respond to inquiries, schedule your social posts, and so much more!

4. Discover Your Best Platform

It is said that you will never find a successful person wasting their time on something that has no return. Make this your mantra: “Don’t waste my time doing anything that doesn’t provide a reasonable return on my investment”.

Learn what options you have available for social media and networking sites and do your research. Find out how that platform is going to accommodate you. Don’t waste time on a platform that doesn’t have your desired audience or reflect your professional purpose.   Using the knowledge of your audience demographics, figure out the most popular social media sites for your targeted clients and focus on them.

Did you know that less thanone forth of facebook users don’t use the site DAILY!

Make sure you spend your time wisely and prioritize your efforts.

Social Media Sites, Sept 2017, Ranked By Users (millions)

5. Develop a Strong Arsenal of Content

42% of major international brands post 10 tweets per day on average.  They’re constantly posting engaging content.  How do you compete?

Often, you just don’t have sufficient content of your own to share.

You can use other people’s content to make sure that your page is fresh and in front of your audience.

How do you do this?

There are platforms that exist to serve as a space for people to discover the latest content and use it to develop their own marketing strategies. Here are a few of these services:

The best outcomes are products of well-developed strategies AND follow through. Creating a plan to increase your presence is fantastic, but not following your plan or not continuing to develop your strategy is a sure way to fall off the goal-meeting wagon. Develop a thorough plan that includes content. You may have the time to create a strategy now, but 15 days from now when you’re originating 3 loans and closing 4 in one day, writing a Facebook post may not be at the top of your priority list, if it’s on the list at all.

ProTip 1: Remembering to make all your posts on time can be nearly effortless if you have the right software to help you.  Buffer is a simple and easy way to schedule posts, track the performance, and manage all your accounts in one place.  They even have a basic account that allows you access to some of the most important features and it’s absolutely free!

ProTip 2: Write your next 10 posts now and load them into Buffer (or which ever management software you use).  Your management system will continue to dole out the posts one at a time and at the perfect time.  No matter the number, the more posts you can write in advance, the better.  Whenever you have the time to create meaningful and thought-provoking content, do it. This way, you have no excuse to not follow through on your plan, even when you have one of those weeks where you can’t recall what day it is.

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