You already know that social media is critical to your online presence but do you know how to get the most out of it?
Would you like to learn how to get your followers to take action without spending hours marketing on each social media platform?
Read on to learn the fastest route to creating a professional social media presence that engages and converts into a loan prospect.
Simple Social Media for Loan Officers
Social media incredibly fluid and be used in many different ways. That’s part of what makes it powerful. However, it can also be its downfall for your lending business. All too often, we see LO’s using their professional social media account like it’s their personal account.
For example, posting pictures of a morning workout is great and may receive a lot of engagement –people asking what your routine is or complimenting your dedication, but what does that have to do with loans?
How does that encourage your followers to refi their loan with you?
Of course, as a single LO, you have the advantage of being able to post some personal images but consider those an occasional “behind the scenes” look at a loan officer’s day. And always keep it professional.
Always.
Define Your Purpose On Each Platform
This initial step how to plan to be active on every social media platform but rather you need to define whether you should be on any one particular platform. Absolutely, consider any platform that is hugely popular with your target audience.
But if you’re not “really into” Facebook, that’s ok. Choose another platform where your loan prospects are active and focus on that.
With that said, we still strongly recommend having at least some presence on Facebook. Set up your page and post once a week to show that your lending business is active.
Here’s another pro-tip: secure your username on every platform. Even if you don’t plan on using that platform in your mortgage marketing now, you could change your mind in the future. It’s better to snag your preferred business name before someone else does.
Engagement: What it Is and Why it Matters
Engagement refers to the user’s interaction with you. This could be as simple as a “like” or a follow to your page, but those user actions are low effort and not high value when it comes to getting quality mortgage leads from social media.
Instead, what you want to aim for are comments, shares, and click-throughs on your link. People that take the time to engage with your content are much more likely to remember you and become a quality mortgage lead.
The best way to get that engagement that converts is to post great loan-relevant content that grabs their attention.
Increasing Traffic to Your Mortgage Website
The ultimate engagement is a click through your link. Usually, the link will be your mortgage website, but you could also use a mortgage landing pages or link directly to your digital 1003. Where ever it goes, the top priority should be a link that leads them to fill out a lead capture form or digital application.
Increasing traffic goes back to posting loan-relevant content along with telling the user to “click on the link.” As odd as it sounds, sometimes users don’t know that you want them to click on the link. Or, in the case of Instagram, there is no link on the post so you have to tell the user to go to your profile to find the link.
Or maybe you want prospects to call you. Platforms like Facebook and Instagram have that function. In that case, plainly say it in your post, “Call now!”
Also, while it’s certainly a great idea to share loan content from around the web, your best bet at increasing traffic to your site is to share links that lead to your site.
Best Content Ideas for Loan Officer Social Media Posts
Here some great loan-relevant content examples that some of our clients have posted to engage, convert, and boost traffic to their mortgage website.
For more up-to-date web trend ideas for mortgage professionals, be sure to download our free guide!
