I ran into someone I went to university with a couple of weeks ago, and as we were both pressed for time and not able to catch up for more than a nano-second, we agreed to hook up (translation in Facebook speak: “Friend” each other) on Facebook. We didn’t exchange business cards, telephone numbers or any other form of contact information, I simply asked if she was on Facebook, she replied that she was and we have since been in constant contact on this most fascinating of Social Media platforms.
Since we did not have a chance to even find out what the other was doing in terms of employment the day I saw her on the street, I was actually a bit surprised to find out that she was a big-time, very successful mortgage broker! I was impressed. But, even more impressed were two of my other Facebook friends, who both happened to be in the market for mortgages – one, a first-time buyer and the other, looking to renew.
Upon viewing Maddy’s Facebook Page, both of my friends have now hooked up with her and are pleased with the job she is doing for them. Maddy has thanked me for the business, but in reality, I had nothing to do with setting her up with my other friends – that was all through the power of Facebook. And, Maddy, like any other progressive-thinking mortgage broker, was smart enough to optimize a Facebook business page to help her business succeed. And, voila – I saw how networking on Facebook worked for her firsthand! Maddy has been singing the praises of something about which I already knew, being in the business of social media – that she obtains over half of her business via social media platforms, most specifically, Facebook.
So, if you’re new to the social media game, why not consider harnessing the power of Facebook to increase your bottom line? Here are some unique advantages of Facebook marketing for the mortgage professional:
1. Facebook provides you with exposure to a very wide network of potential clients – Rather than being an annoyance, trying to “sell” your business to random people, you become a welcome “friend”. Facebook allows you to get in front of your existing clients’ friends as well as your referral partners’ friends and all of their families, colleagues, associates and clients, too – and it allows you to position & intersperse your marketing message alongside the Facebook updates of all of the people in your network and theirs! Facebook closes the gap between blatant advertising and the social connection that you have with people. It allows for social interaction, while at the same time, still relaying your message in terms of your products/services and what you can do for these people.
2. Facebook enables viral marketing – Use Facebook to send out your industry news, updates & tips to your friends and fans – and in doing so, you are able to have your message posted to the same News Feed that these people check out on a daily basis to find out what’s going on with their Facebook friends. There’s magnificent power in that, as it is customary among Facebook users to “share” things they “like” with their friends, therefore allowing your messages to spread virally, reaching hundreds of people you would not have otherwise been able to connect with if not for the viral essence of Facebook marketing.
3. Facebook allows you build a vast network of “friends” and “fans” – Facebook is all about building a following for your business – a following of people whom you like and trust and who feel the same way about you. As a mortgage professional, it’s essential for you to grow your following to as many people as you can in order to gain the highest level of connection and trust possible. Remember, once you gain mindshare, bank account share is soon to follow! And how do you gain mindshare? You simply keep in touch with frequency and repetition, all the while providing helpful information, tips and insight that enrich the lives of the people in your Facebook network.
4. Facebook is completely free of charge and can be very profitable if used correctly – Have you ever spent a ton of money on traditional advertising only to attract rate shoppers and to later realize that the ROI was not as lucrative as you had expected? Well, what have you got to lose by setting up a Facebook account and creating a business or fan page (see below)? All you have to invest is your time in optimizing the account/page and you’re off!!
I just wanted to make the distinction here between a Facebook account and a Facebook Page: Your account displays your personal profile, but you can also create a Fan/Business page where you can showcase your products & services and offer industry related news, facts and tips to people out there who are looking for mortgage guidance. People can “like” your page and this is how fans are generated. Earn people’s trust and develop solid connections by offering helpful and informative advice to mortgage seekers and realtors.
A few things to keep in mind when creating your fan page:
· Ensure that fans can post to your wall so that the page is completely interactive (this is the default setting when setting up your page – be sure not to change it).
· Ensure that your page includes a “call to action” – i.e. “Need help making sense out of all the mortgage options out there? Contact me/us today (and provide contact info such as telephone number or email address).
· Ensure that you page includes an identifiable photo or logo. Remember, the concept is all about branding yourself and your business.
If you need help getting started on Facebook, we can help. Why not attend one of our informative and innovative Social Networking for Business or Facebook for Business workshops. Simply click on the link below for a schedule of workshops in your area. It’ll be worth your time!!
