Meet NAMB’s People 4
Ross Miller, Louisiana
Beat the Overwhelm by Repurposing 6 by Jason Frazier, Broker CMO
Use Your Instagram to Create Loyalty 8 by Michelle Berman Mikel, Berman Media PD
Make Life Easier with ChatGPT 10 by Chelsea Gardner, C Gardner Marketing
Optimize Your Google Listing 12 by Darrell Weekes, Purple Thread Marketing
BY VALERIE SAUNDERS
InGenius 4
Plaza Home Mortgage 5
ICE Mortgage Technology 5
Outsource Broker Support 6
Firstline Compliance 7
Strategic Compliance Partners 9
The CE Shop 11
Freedom Mortgage 13
Lead Hackers 15
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Direct all inquiries to NC editor & publisher Jilly MacDowell: magazine@namb.org.
Hard to believe that we are halfway through 2024! It’s been an amazing year so far & I’m looking forward to the rest of the year to see where NAMB goes!
Seventy-two percent of us use social media, with average users spending nearly two and a half hours a day engaged with it. It’s an important tool for NAMB as it helps us quickly reach our audience & distribute vital information.
NAMB’s social media sites are:
Facebook: facebook.com/NAMBPros
LinkedIn: linkedin.com/company/national-association-ofmortgage-brokers
Instagram: instagram.com/namb_stagram
X (Twitter): x.com/NAMBpros
YouTube: youtube.com/@nambpros
With more than 17,000 total followers combined, NAMB’s social media presence is strong. Whether we’re promoting events, member benefits, partners/sponsors or association accomplishments, NAMB utilizes our social sites to share a variety of information with our members & future members.
Finally, a big thank you to NAMB’s marketing manager, Jilly MacDowell, who handles all of our social media. She has helped NAMB elevate its presence on social while also being editor of this magazine, the creator of our website and the head designer for NAMB’s brand whether it’s at events like NAMB National or handling all of our marketing collateral – flyers, manuals, brochures, logos & more. She is a marketing superstar! NC
The National Association of Mortgage Brokers is the voice of the mortgage industry, representing the interests of mortgage professionals and homebuyers since 1973.
LoanView Connect is a powerful, comprehensive tool hat allows customer databases. Diminish onboarding hassle and avoid litigation exposure by accessing LoanView Connect’s loan level, closed transaction details and contact
ROSS LAWRENCE MILLER, CRMS, CREV, LISA; NAMB VOLUNTEER DIRECTOR; CHAIR OF CATASTROPHIC INSURANCE GOVERNMENT AFFAIRS SUBCOMMITTEE
Miller Home Mortgage LLC, President ross@millerhomemortgage.com
Licensed in LA, 1998; TX, 2005 Metairie, Louisiana
What led you to mortgage? In 1993 a friend was being promoted in the mortgage business & I was in need of a job. I accepted after 10 minutes of conversation with my new boss, and I was o & running! As I have progressed in the business I’ve enjoyed the ability to help first-time homebuyers start their housing life cycle.
What do you love about your current position? I enjoy putting together deals today. As homeowners have become more complicated the problem-solving has become more interesting. Figuring out the best solutions for today's mortgage problems keeps me motivated.
Describe a work highlight: I have several clients who have moved from first-time homebuyers to owning multiple properties & working toward a retirement plan with real estate as a valuable component.
How does NAMB membership help you? It keeps me up to date on legislative issues & provides information regarding the di erent loan types & federal rules. NAMB is a great community of members who work toward the best interests of the mortgage industry.
What was your first paying job? I worked in the printing room of a VA hospital.
If you could have a career doing anything else, what would it be? I would be a writer. Novels with great stories & interesting characters. What’s your favorite hobby? Currently golf & making pickles. I recently stopped playing soccer as a 50-year-old in the over-30 league.
Nonprofit cause you’re passionate about: Fore!Kids Foundation. We are the production arm for the Zurich Classic of New Orleans PGA event. we have donated over $50 million to children's charities over the last 50 years with more than $3 million projected in 2024.
Favorite vacation spot? 30A, specifically Seacrest Beach (Florida).
Where do you see yourself in 10 years? Retired, maybe doing a loan here & there. Playing golf & living near a beach. NC
Ross wants to remind you to reigster to win a Caesars suite upgrade for NAMB National! namb.org/nambpac
BY JASON FRAZIER
“Use social media and put out content, put out content, and when you're done putting out content, put out some more content.”
Sound familiar?
When are you supposed to do your job as a loan o cer when you're being told to be a content-creating machine?
The biggest lie you've been told about content marketing is that you always have to create new content. The simple truth is you don't. Don't get me wrong; you should be putting out content, but it doesn’t have to be NEW content, and that is what I want to talk to you all about today. Repurposing content, a.k.a. your “greatest hits.” (See sidebar, next page.)
Like your favorite classic rock station, it's not always about the latest hits. Sometimes, the oldies but goodies keep the audience coming back for more. The same goes for your content. That blog article you wrote six months ago about 2-1 buydowns? The Instagram reel you did about helping a borrower qualify for $150k more than what their big bank was o ering? Those are classic hits waiting to be played again.
Long story short: it saves time.
I’m sure you’ve heard the phrase, “I am a marketer who happens to do loans.” I have even used it myself when talking about my own mortgage company. But in reality you're a loan o cer first, content creator second. Repurposing content lets you focus more on what you do best – being a rock star loan o cer who helps people.
Remember that not everyone will see your content, even if it was some of your best work. Content can easily get lost in the noise of the digital world, and what’s old is new. Give it another chance to make an impact!
How many freaking 80/20 rules do we have in this industry? Too many, but this one matters: Eighty percent of your content should be evergreen. The remaining 20 percent can focus on current trends & news.
Evergreen content is relevant no matter the time of year. This balance keeps your content strategy both manageable & fresh.
Repurposing isn't just a hack or clever shortcut; it's innovative marketing. It allows you to reinforce your messages while ensuring your content reaches as many eyes & ears as possible, resonates with a broader audience and keeps you top of mind with both current & potential clients.
So next time you feel pressured to create something new, take a step back and browse through your “greatest hits.” You may find gold in “them thar hills.” NC
Jason Frazier is a 15-year veteran of the mortgage industry and has held Executive CMO, CSO & CIO roles for both retail & wholesale lenders. On top of his role as Broker CMO, Frazier is also the Chief Growth O cer & Executive Coach at 20/20 Vision For Success Coaching & Consulting. brokercmo.com
Give It a Fresh Spin: Did you take a stance on interest rates dropping last year? Update it by looking at the recent trends. Did you provide strategies to help borrowers through the a ordability hurdle? Provide a fresh take. It's like remixing a classic song with a modern twist.
Change the Format: Turn a blog post into a quick video summary, or vice versa. Transform a customer testimonial into an engaging infographic. Di erent formats can attract di erent audiences. Yes, customer testimonials are more than just social proof; using them to your advantage in your content unlocks a new level that only a few play in.
Use Segments: Break down a comprehensive guide into bite-sized posts. Segments create more content & make it more digestible for your easily distracted audience.
Create a Series: Have a piece that performed exceptionally well? Turn it into a series. “Mortgage Mondays” or “Finance Fridays” can be a great way to keep your audience consistently engaged & looking forward to your content.
Leveraging Social Media in Your Strategy: Social media is the perfect platform for repurposed content. Each platform has unique strengths & audiences, making it ideal for sharing your “greatest hits” in varied formats.
Community & Engagement: Facebook is great for longer posts, community engagement & videos. Share your repurposed blog posts as notes or long-form posts, and use Facebook Live to discuss topics from your previous content. Engaging with your audience through comments & direct messages can help build a loyal following.
Visual Appeal: Repurpose your content into eye-catching infographics, short videos & carousel posts on Instagram. Use Stories & IGTV to share quick tips or deep dives into your topics. Highlights can categorize your repurposed content for easy access.
Professional Networking: LinkedIn is the go-to platform for professional content. Turn your blog posts into LinkedIn articles, share video summaries & post updates that reflect your expertise. Participate in industry discussions & share repurposed content that positions you as a thought leader.
Bite-Sized Content: X (aka Twitter) & Threads are about concise & impactful messages. Break down your long-form content into threads, share quotes & link to the original posts.
—Jason Frazier
BY MICHELLE BERMAN
In the fast-paced world of social media, mortgage professionals are increasingly turning to Instagram to grow their client base & establish their brand. However, many find that their e orts aren't translating into the loyalty & engagement they hoped for. The root cause? A widespread reliance on “talking head” videos & a tendency to mimic content from others.
A common strategy among mortgage professionals on Instagram is the use of “talking head” videos – clips where the individual speaks directly to the camera, sharing insights or advice. While this format can be e ective, it has become overused & often lacks the personal touch needed to stand out. Viewers are inundated with similar content, making it di cult for any single video to capture their attention & foster loyalty.
Compounding the issue is the tendency for mortgage professionals to replicate what they see others doing. It's easy to look at a seemingly successful account & think, “If I post the same type of content, I will also be successful.” This mindset leads to a sea of sameness, where posts blur together & fail to make a lasting impression. Authenticity & originality are sacrificed for the sake of perceived success.
The key to overcoming these pitfalls lies in building your own community on Instagram. This begins with a fundamental shift in how you approach content creation.
Rather than copying what others are doing, focus on combining your passions and expertise to create content that is uniquely yours. This approach not only di erentiates you from the competition but also makes your content more relatable and engaging. Fancy videos that are highly edited aren’t relatable because they can’t or aren’t doing that.
Think about what you love outside of your profession. Are you an avid runner, a foodie, a music enthusiast? Integrate these passions into your content. For example, if you're passionate about fitness, share posts that draw parallels between maintaining physical & financial health. This not only provides valuable information but also allows your audience to see a more personal side of you, making it easier for them to connect & engage.
When your content reflects your genuine interests & expertise, it resonates more deeply with your audience. They see you not just as a mortgage professional but as a multifaceted individual with whom they can relate. This relatability fosters a sense of community & loyalty. People are more likely to engage with & support someone they feel they know & trust.
Building loyalty through authentic, passion-driven content also lays the groundwork for e ective outbound prospecting. When your posts consistently reflect who you are & what you stand for, you attract like-minded individuals who are more likely to engage with your outreach e orts. This approach to prospecting is something I am well known for – leveraging Instagram not just as a broadcasting tool but as a platform for meaningful interactions.
By focusing on your passions & expertise, you create a content framework that is inherently more engaging & relatable. This framework becomes the backbone of your Instagram strategy, guiding your posts & interactions. It shifts your content from being just another “talking head” account to a vibrant, engaging presence that stands out in the crowded social media landscape.
If your current Instagram strategy isn't fostering the loyalty you desire, it's time to reassess & realign. Move away from mimicking others & embrace your unique interests & knowledge. Build your community by showing up authentically – and find increased engagement & a loyal following that supports your professional journey. This is how you transform Instagram into a powerful tool to build lasting relationships & grow your business. NC
Michelle Berman-Mikel is a nationally sought-after Instagram Content Development coach, Speaker & Owner of Berman Media PD. She is also the creator of the Beyond the Method™ Program, an online course that teaches Realtors & Loan O cers how to leverage the power of Instagram to not only scale their relationships nationally, but also build credibility in their local markets.
BY CHELSEA GARDNER
Are you a mortgage professional who feels overwhelmed by the demands of social media? What if I told you there’s a way to make social media a bit easier?
Insert: ChatGPT!
Think of ChatGPT as your knowledgeable, always-on, creative assistant. This AI tool can help you craft engaging social media content & brainstorm fresh ideas – all with just a few prompts!
One of the biggest hurdles my clients face is finding the time to create content. With ChatGPT, you can significantly cut down the time spent on social media tasks. Here’s how.
Type in a quick & easy prompt like “create a fun Instagram post about the benefits of homeownership” and you get a ready-to-go post. Do this daily & watch your content calendar fill up e ortlessly.
Set aside an hour each week to generate a week’s worth of posts. · Bulk content creation allows you to schedule in advance using tools like Metricool which will free up your time for other tasks.
Feeling stuck generating fresh content ideas? ChatGPT is a fantastic brainstorming buddy. There’s always room for educational posts. Simply say, “give me five post ideas to educate first-time homebuyers” & you’ll receive a list of creative ideas.
Timely content keeps your feed current. Ask for “weekly mortgage rate update posts” to stay ahead of the curve. Spice up your feed with interactive posts by prompting ChatGPT with “interactive post ideas to increase engagement with my followers” & use those ideas to then create captions or videos.
Understand that getting the most out of ChatGPT requires a bit of finesse. To make your prompts more e ective, be specific: The more detailedyour prompt, the better the result. Instead of saying, “write a Facebook post,” try, “write a friendly Facebook post for home-buyers about the benefits of refinancing in 2024.”
Many of my clients find it challenging to juggle their money-making tasks with social media management. But what if I told you there’s a way to make social media a bit easier? Insert: ChatGPT!
Be sure to provide context to tailor the content to your needs: “create a LinkedIn post aimed at realtors about how non-QM loans can help their clients.” And don’t be afraid to tweak your prompts. If the first attempt isn’t perfect, refine & try again.
ChatGPT can help you transform a single idea into multiple pieces of content. Divide your long-form blog posts into bite-sized social media snippets. Highlight key points or interesting facts to create engaging posts for your followers. Break down your YouTube videos into shorter clips for platforms like Instagram Reels, TikTok & Facebook. Create teaser clips to drive tra c back to the full video.
Here’s a clever re-use: Convert your detailed PDF flyers into visually appealing social media graphics! Share infographics, key statistics, or step-by-step guides to capture your audience’s attention. By repurposing even non-digital content, you can maximize your reach and keep your social media fresh & engaging.
By incorporating ChatGPT into your social media strategy, you can save time and energy to focus on other tasks in your business while still maintaining a consistent online presence—since consistency is key! Let ChatGPT handle the heavy lifting, so you can enjoy the process and see your engagement soar. NC
Be sure to join me for my LIVE webinar How to Streamline Your Social Media Using ChatGPT, hosted by NAMB on July 24 at 2pm ET! We’ll walk through real-world examples & show you how to make the most of this amazing tool. Don't miss out – see you there! namb.org/calendar
BY DARRELL WEEKES
In our super-competitive world of mortgage services, standing out for the right reasons & getting an edge over your competition is crucial to your success.
One of the best ways to get an edge is to build a strong online professional persona – and the single best way to do that is to leverage a well-optimized Google Business Profile (GBP).
Your professional persona is your online identity & reputation. It encompasses your expertise, reliability & approachability. A Google Business Profile allows you to craft & showcase this persona e ectively. Your GBP page is not only a powerful tool that enhances your online visibility, but it also helps you generate leads & attract new referral partners. This one strategy can be a game-changer for you.
Today, 87 percent of people who are referred to you will Google you as their first step because, these days, your GBP is treated by most people as your “quasi home page,” as it is a far more trustworthy source of information about you & your business practices than your website ever could be. I’ve never read a bad testimonial on a website, but I have sure read plenty of bad reviews on GBP pages.
Your GBP not only provides information about your business hours, contact details, products & the services you o er, it includes client reviews. These are critical in crafting a powerful professional persona. You see, each review is independently verifiable social proof that you are an awesome mortgage professional, or alternatively, a lousy mortgage professional. This is why your GBP plays such a significant part in how your online professional persona is perceived and is a significant contributing factor when it comes to generating new business opportunities.
There are basically two ways to leveraging your GBP, and hardly anyone utilizes the second.
First, there are the organic search results. This is when someone searches for a product or service on Google because they don’t know who to talk to. This is where your keywords & optimization play a critical part.
While we have seen clients generate up to 40 leads a week with a really well-optimized GBP, it takes time for Google to index your page, and is a longer term strategy, so you need to be patient. Having said that, there are some specific things you can do to accelerate your indexing & I’ll write about what they are in an upcoming article.
The second way to leverage your Google Business Profile is through deliberate searches, where someone specifically searches for you or your business because they are researching you. This is where your GBP can really pay off big.
you, they will find your GBP and click on it. Each time they do, two things happen. First your GBP will index higher in the organic search results, because the Google algorithm recognizes people are searching for you and starts to make you more findable, and two, you are allowing them to discover for themselves just how awesome you are by having them see your 5 Star reviews.
Having people come to their own conclusions about how awesome they think you are as a mortgage professional is so important.
You see, unchanging principals of human psychology dictate, that once we make up our mind about something by coming to our own conclusion, it is very di cult for us to then change our mind back.
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This is why leading our prospects & potential referrers to discover for themselves how good we are is so much more e ective than just telling them how good we are. This is why crafting the online professional persona you want is so important, because the power of perception cannot be underestimated.
The bottom line is, if you don’t tell Google what to say about you, Google might tell the world things you don’t like, and one of the best ways to tell Google what to say about you is to have your reviews say what you want them to say. Ask the people who agree to give you a review to include certain keywords.
If you’d like to see how impactful that can be, just Google “mortgage broker near me.” Click on one of the GBP results that has reviews, you will see three of them next to the map, then click reviews. When you do, you will see the words most often mentioned in the reviews at the top. What is the most mentioned word? Is it team, or something like that?
If it has nothing to do with mortgages, or home loans, then that’s an opportunity for you to out-SEO & out-market them. NC
Darrell Weekes is a marketing strategist, reputation coach & founder of Purple Thread Marketing, which works with mortgage & RE professionals in Australia, New Zealand, Canada, the UK & the USA. In the early 90s he helped establish two of Australia’s most recognizable mortgage brands, Aussie Home Loans & the Professional Lenders Association Network, before founding ProMortgage, his own award-winning business in 1999 – where he personally closed, on average, 420 loans a year. purplethread.com.au
Reintroduce Yourself: Believe it or not, there are people in your natural market who don’t know what you do, no matter how many times you announce it to the world. Some forget, others might just misunderstand what you do or where you do it. Introduce yourself & share what you do, including your specialties & the geographic areas you serve.
Highlight a Local Business: Engaging with the local community is always a great idea. Introducing your followers to your favorite restaurant or retailer is a win-win that can help you engage with your audience while promoting your fellow entrepreneurs.
Share Your Thoughts on the State of the Market: Everyone wants to know what’s happening in the market, and who better to tell them than you? Share data from a market report or just tell your audience what you think about the market & trends you’ve noticed.
Team Up With an RE Professional: As you know, buying, selling & maintaining a home can take a small army. In addition to agents, there are title agents, attorneys, inspectors, appraisers, surveyors, photographers, stagers & more, who can add value to your feed.
Excerpt from Jonathan Pressman’s article on Inman
namb.org/community
