15 Jan 2019

Use These Social Media Best Practices to Build Your Brand and Bring in Mortgage Customers

Is social media effective for creating, bolstering and promoting your professional brand?

Of course!

The social media growth of the past decade should convince anyone in the mortgage industry to use it to build and strengthen business relationships. There are many potential customers there.

There is a risk: ill-advised posts can bring the wrong kind of publicity. However, these mistakes are avoidable if you follow smart social media guidelines.

Create a separate account that’s only for business. It’s fine to also have personal accounts, but hide them from outside search engines. You want people who Google your name to find your work page.

Use images. Photos or (short) videos help get your content seen. If you don’t have your own, Pixabay, Unsplash and Pexels offer good free stock photos.

Your posts should always link back to your business website. If it has a blog, create your content there and link to it social media. You’ll get the traffic and retain ownership of the content.

Make sure that content always presents you as knowledgeable, affable and professional.

These types of posts work best:

  • Success stories: Photos of happy clients signing closing their papers make everyone look good. A better tip: have the clients take and post the photo, making sure they tag your page. They’ll be introducing you to their entire network.
  • Education: Demystify the mortgage process through helpful videos, graphics and blog posts. Offer advice about forms, timelines and common application mistakes.
  • Industry News – Did the local housing market have a strong quarter? Are interest rates are poised to move? Let your followers hear that from you.
  • Meet the Team – Behind-the-scenes features help attach faces to the mortgage process. Celebrate work achievements, service anniversaries, promotions or milestone closings.
  • New Products – Don’t fill your feed with commercials, but if your company introduces a unique mortgage product, give it a shout-out.
  • Listings: If an agent regularly refers borrowers to you, return the favor by spotlighting one of that agent’s listings. Update the post and applaud the agent when it sells!
  • Local Moments: Show you’re active in the community by posting photos from service projects and celebrating hometown heroes and sports teams.

In contrast, these types of posts tend to backfire:

  • Off-Topic: In a business account, keep it for business. Don’t post memes or animal clips. People do like animal videos, but it won’t present you as a mortgage industry expert. One exception: your adorable puppy curled up beside you while you work.
  • No Funny Stuff: Humor posts, even tame G-rated material, risks being misinterpreted or divisive. The best advice is to play it straight. If you do post humor, have colleagues preview it for potential red flags.
  • Sound-Offs: A professional account isn’t a place to vent or complain, even about universal problems like traffic or taxes. Present yourself as calm and rational.
  • Show-Offs: Celebrate your business-related success — but be humble about it. Don’t boast about your tropical vacation or flashy new car on your business account.

The Bottom Line

Dumb tweets and tone-deaf Facebook posts have caused problems for many people, but it doesn’t mean you have to be among them.  Just remember to aim for content that makes you appear knowledgeable, affable and professional.

To borrow a line from the medical community, first do no harm. Use the form above to get in touch with us. We’d love to hear from you!

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