Build Loyalty with Instagram

BY MICHELLE BERMAN-MIKEL

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 efforts 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 effective, it has become overused & often lacks the personal touch needed to stand out. Viewers are inundated with similar content, making it difficult 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.

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 differentiates 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 effective 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 efforts. 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.

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 Officers how to leverage the power of Instagram to not only scale their relationships nationally, but also build credibility in their local markets.