Social Studies

BY JILLY MacDOWELL

Mortgage professionals, you can handle your own social media if you work smarter, not harder. But you can also get help from tools & tech, some free, some paid. One thing you can’t do? Ignore it. It’s the best ROI for marketing time spent, and it does take time. You’ll have to focus, be disciplined, use the right tools and, like with any good habit, be consistent.

As a prelude to NAMB National 2023’s social media curriculum (see page 4), I offer this primer on the top social media channels at your disposal.

You should have, at a minimum, a profile with up-to-date contact information on the following apps: Instagram, Facebook & Linked In. If you’re good on camera, add YouTube & TikTok to that list. Actually, even if you’re not. These apps are the new Rolodexes. You want to be found. (Forget about Twitter & Snapchat.)

Information must be consistent across these profiles. One email address. One phone number. One website. (You have one, right?) Now people can find you. Time to get social. Choose your fighter:

1, Linked In: for writers, industry watchdogs & the introvert-leaning.

The app stands alone, with its emphasis on “professional” dialogue & networking. With a keyboard & some time you can grow your reputation just by engaging with reposts, blogs, comments, legislative matters, employment milestones, etc.

“Social media is meant to be social,” says Alycia Yerves, Founder + Creative Director, Alycia Yerves Creative, whose effervescent marketing & branding newsletter is a must-read. “It's not a soapbox, it's a dinner party you're hosting,” she says. “Engage with your audience!”

2, Instagram & Facebook: for shutterbugs, industry warriors & extroverts.

Instagram is the fastest growing app for mortgage professionals. Facebook is tacked on because you can link them & post simultaneously – and for digging into your personal contact archives, there’s none better.

“[These apps] are fantastic for growing your brand awareness & building your ‘know/like/trust factor,’ Yerves says. “Photos of you & your team, showing your personality, should be a regular part of your content strategy. When you take the time to share about the actual person or team behind the brand, potential customers feel like they’re getting to know you. People hire people they know, like & trust!”

You can manage both apps’ messages on Facebook, so you don’t have to switch back & forth. Or you can focus on Instagram & let Facebook be more passive. The bottom line is, these apps require photos or graphics, a viewpoint & something to say, as well as the engagement inherent to effective social media. It should also be noted that Reels, Instagram’s video feature, is where the action is on the app now & moving forward. Be prepared to get comfortable on video!

Hopefully, being on camera is a no-brainer for you! Because, according to Helga James, CCS, CVLS, President & Loan Officer, Barr Group Mortgage, “finding the right topics to talk about is the hardest thing. Keep a scratch pad with you when you’re at the office making calls,” she recommends. “Think about that question you’ve answered so many times – it’s basically scripted for you! How often have you explained an escrow account?”

3, YouTube & TikTok: for videographers, techies & industry experts who are comfortable on camera.

These apps are very different & perceived as such (loosely, YouTube, boomer/Gen X; TikTok, millennial/Gen Z), but it’s another case of, make one video, post on two apps. Because they’re so visual (and, not insignificantly, musical), these apps are truly global, so building an audience takes some heavy lifting.