Like, Follow & Engage With the 45/20 Rule

BY MICHELLE BERMAN-MIKEL

Do you see yourself in one of these scenarios: 1, it's been so long since you last checked your own Instagram because you've handed over control to someone else, or 2, you often catch yourself mindlessly scrolling, interacting with the same circle repeatedly?

The Instagram platform has gradually transformed into a space where many LOs & mortgage professionals upload content to tick off an item on their to-do list, prioritizing the act of posting over the impact it may have on their brand. They find comfort in the idea of having a presence rather than focusing on whether that presence benefits their image & moves their business forward.

By treating Instagram as a checklist item rather than a strategic tool for outbound prospecting & engagement, they risk damage to their brand's reputation, and lose on opportunities to connect with & expand their audience. Most importantly, they miss the point of the platform: to create content that allows them to forge connections.

Are you creating a platform that allows the consumer to get to know you, trust you, and then choose you as the vehicle that gets them to the end goal of homeownership?

By focusing on creating content that resonates with your audience, you open the door to deeper connections & trust.

So why do many mortgage pros use boilerplate content? (This refers to generic or standardized content.) Because it checks the “I posted, and something is better than nothing!” box? The down side to using boilerplate far outweighs having nothing. Here’s why:

1) Audience Engagement: Instagram users appreciate unique, genuine content. Boilerplate content tends to be repetitive & fails to capture the audience's attention or spark engagement.

2) Algorithmic Impact: Instagram's algorithm prioritizes content that receives high engagement. If your content doesn't resonate with your audience & doesn't generate likes, comments or shares, it may not be shown to a wider audience.

3) Brand Differentiation: Boilerplate content doesn't help in establishing a distinctive brand identity. Successful Instagram accounts often stand out by showcasing their unique personality, style & perspective.

4) User Experience: Instagram users are drawn to visually appealing content. Boilerplate content can be generic or bland.

The goal of an outbound prospecting strategy is not just to gain followers but to convert them into clients. Low-quality content may attract initial interest through outbound e orts, but converting interest into action (like hiring you or making an appointment with you) usually requires compelling, high-quality content that has built credibility & fostered the connection being established in your messages.

So, what does your outbound prospecting need to look like?

In a world where “six degrees of separation” reminds us that we're just a few handshakes away from anyone, Instagram prospecting emerges as a digital bridge that connects us all, turning every follower into a gateway to countless new opportunities.

Starting from this foundation, let's delve into the 45/20 rule and explore the Beyond the MethodTM engagement tracker.

The essence of outbound prospecting lies in its power to help you create new connections while nurturing those you already have. How many of the people in your CRM are you connected to on Instagram? What about your LinkedIn connections?

When building your tracker, the critical question to begin with is: What's your goal? Are you aiming to recruit, forge relationships with Realtors, connect with upstream vendor partners such as financial planners, CPAs, attorneys, etc., or are you looking to reach consumers directly? Grasping this aspect is crucial for properly setting up the tracker & ensuring its efficient execution.

To execute the 45/20 rule, you will do 45 comments & 20 story replies per day, 5 days a week. These story replies will end up in your DMs which will allow you to have one-to-one conversations, while the 45 comments a ord you brand visibility.

Every day of the week is dedicated to a distinct target, enabling you to delve deeply into your existing data (such as your CRM & LinkedIn connections) while simultaneously focusing on forging new relationships.

So what is your immediate action step? To make a significant & immediate impact, you must first identify who you aim to connect with on Instagram. This will encompass a mix of acquaintances with whom you wish to deepen relationships alongside new connections you're eager to discover.

The next step involves crafting the perfect message to foster a solid opportunity for connection & ultimately conversion. This approach sets the foundation for a successful engagement strategy on Instagram, marking the beginning of a fruitful journey.

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. Michelle is also the host of The Co ee & Questions Podcast with guests such as Daniel Harkavy, Phil Treadwell, Amy Chorew & more.