Do you think mortgage companies should route millions of marketing dollars towards naming rights on sports stadiums, on a 30 second Super Bowl commercial, or on really fancy office buildings?
I don’t.
Frankly, I think that’s a purely narcissistic and vanity investment.
And guess who pays for it?
You. Us. The Loan Officer.
Yep, all that money eats into our margins when it could have been used to drive actual direct-to-consumer leads through social media content marketing.
You’ve probably also been told to do things like:
❌ cold call 40 random Realtors asking for an appt
❌ squat open houses hoping to find “LO-less” buyers
❌ slide your business card to a bunch of Realtors at events
Listen, this traditional approach still works, but it doesn’t have to be such a grind anymore.
Smart Loan Officers understand that being seen before being known, liked, and trusted is the new modern way of operating.
Harnessing and leveraging social media to create personal brand awareness is where it’s at.
In fact, according to the Content Marketing Institute, content marketing “generates three times as many leads as traditional outbound marketing, but costs 62% less.”
3X MORE FOR 62% LESS!
A recent Forbes article showed that Americans spend more than an average of 1,300 hours per year on social media.
Combined, those two statistics tell us one thing:
Social media is the way of the marketing future for any Loan Officer who wants to be relevant these upcoming years.
The first re-frame is to call social media “Business Media”.
Let’s be honest, we’re not in high school anymore and all of us are busy humans.
Consuming and engaging social media on crap that doesn’t affect us positively is a waste of time.
Therefore if you call it Business Media, which it is, you will engage it much differently.
So what are some ways to take advantage of social (ahem, business) media, and make sure your followers and views actually turn into leads and the prospects and then customers?
#1: Harness the Power of Video Content
People love watching videos!
BUT, I know, videos are hard to do.
I can promise you that the videos with less post production actually do better.
Check out @jefferson_fisher on Instagram when you have a moment.
Look at his engagement.
It’s off the charts.
Do you notice that his videos have very little post production (graphics, edits, etc)?
I was fortunate enough to meet him a few weeks ago and he literally told me:
“Amir, each day after work, I sit and reflect on my day in my GMC pickup truck and just video record my thoughts in a structured manner, and then add a simple thumbnail and upload to Instagram.”
People like raw and transparent people.
Start by creating brief videos discussing market trends, home buying tips, or storytelling a recent client success.
Platforms like TikTok, Instagram Reels, and YouTube can be goldmines for Loan Officers looking to engage with a younger and more dynamic audience.
#2: Engage, Don’t Post and Ghost.
This one always irks me.
It's not enough just to post content; you must engage with your followers.
Respond to comments, participate in conversations, and ask for feedback.
Engagement helps in building trust and a sense of community around your brand.
Remember, people want to do business with those they know and trust.
And that’s why most Loan Officer’s Facebook Business pages get very little engagement.
Too stuffy.
#3: Use Social as your CRM
Gone are the days of sending tacky and static marketing emails to your database.
Matter of fact: tell your company to stop email marketing your database.
Do YOU read other companies’ tacky email marketing?
So why do you send the same crap out? Lol.
Rather, add every single prospect, pre approved buyer and closed customer to your FB, IG or LinkedIn.
Simply ask at the end of every interaction:
“Hey, are you on social media by chance? I post educational content weekly and would love to stay connected to you.”
Here are your action steps for today:
Whenever you’re ready, here’s how I can help you!
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