Digital presence is vital to your success. Consumers turn to the internet when they want to learn more about a loan officer or a particular loan product, making it crucial for LOs to have a robust digital presence. How easily your business is found online, how effective you are at conveying trust, authority, and value, and how well you connect and engage with current and potential borrowers will all determine your business longevity from this point forward.
Digital presence is the modern lender’s differentiator.
Digital presence includes all online platforms and content you have control over – such as your website, social media profiles, email campaigns, etc. It also involves those you may have no control over, such as online reviews, testimonials, and general feedback. The same goes for both web and mobile presence.
Check out these recent stats on digital presence and consumer online behavior:
- The average consumer reads 10 online reviews before making a decision. (Hubspot, 2020)
- 88% of consumers trust online testimonials as much as personal recommendations. (Hubspot, 2021)
- 63% of consumers need to hear company claims 3-5x before accepting it. (MarketingBlender, 2020)
- Facebook is the most widely used social media platform. About 68% of US adults report that they are Facebook users (Pewinternet, 2018)
- 81 percent of US adults aged 30 to 49 are active social media users. This number falls slightly to 73 percent for those aged 50 to 64 and 45% for 65 and above. (Pew Research Center, 2021)
- 71% of consumers who had a positive experience with a brand on social media are likely to recommend the brand to others (Lyfe Marketing, 2019)
- Businesses average 67% more leads every month if they have a company blog than those who don’t. (Learn Hub, 2020)
- 59% of consumers cite at least one online channel as a source of initial awareness. (Responsify, 2022)
- Consumer’s online activity begins with a search 97% of the time. (Compare Hare, 2020)
- 18% of local searches on mobile devices lead to a conversion within a day. (Junto, 2022)
However, building your mortgage business’s digital presence can seem daunting. With so many platforms, terms, and varying trends, staying on top of it can be challenging –especially if you don’t know how to do it or tell if your actions are successful.
Even online-savvy LOs can mistakingly think they have this “digital presence thing down” when, in reality, they’ve simply blurred the line between personal social media use and digital reputation management (hint: they are not the same).
This ebook will lay out the first foundational steps for creating a robust digital presence.
We’ll go over everything from how to improve your website traffic to social media content with the highest engagement to increasing your presence in the inbox! But first, let’s review why digital presence is so paramount to your success strategy.