As a modern mortgage professional in this hyper-connected world, you’re probably always looking for ways to expand your social media presence and grow your business. But where to begin? In a time of TikTok trends and Instagram Reels, social media altogether might feel a bit overwhelming.
Our advice? Dedicate most of your marketing energy to a social media powerhouse.
Facebook is, hands down, the most popular social media site. Think nearly 3 billion monthly users. What’s more, almost 70% of those users log on every single day. Between its widespread popularity and ease of engagement, a Facebook account could be the perfect opportunity to connect with both potential customers and other mortgage professionals.
Essentially, Facebook can be a powerful networking tool and, when used strategically, can simplify the professional relationship-building process.
So, here’s how to set yourself up for success, find the connections, and potentially grow your mortgage business with the help of Facebook:
Just like in person, you’ll want to put your best foot forward when networking online. A solid profile will provide your potential “friends” with some context. Think of it as your virtual first impression.
Start by ensuring your Facebook profile is complete, accurate, and up to date. Add your place of work, location, and any relevant professional and educational experience.
While you’re at it, set a professional profile photo and tasteful cover photo. After all, no one wants to connect with a faceless account. Choose something clear, recent, and professional. No blurry shots or casual selfies, please!
Then, don’t forget the most important part: Your contact information! Include your website, phone, and email. The goal is to make it as simple as possible for potential clients to get in touch.
Important note: Please follow your organization's social media compliance policies as states may require you to disclose additional information, like your NMLS ID number.
Finally, for a personal touch, you can also consider adding hobbies, featured photos, or a custom profile photo frame.
Once your profile is complete, you’re ready to find some Facebook connections.
An account with no friends is a red flag. Users that you don’t know personally might worry you’re a scammer or a bot.
So, start by sending friend requests to known contacts, such as friends, family, and colleagues. Then, reconnect with people — especially real estate professionals — you may have lost touch with.
A phased approach will be much more effective (and less spammy) than firing off 50 random friend requests. Plus, as your friend list grows, Facebook’s “People You May Know” tool will generate even more potential friends. They’ll automatically suggest new contacts based on common connections and your educational and professional networks.
Once you have a comprehensive Facebook presence, you can begin reaching out to thought leaders, industry professionals, and other strangers you’d like to add to your network.
When you’re first finding Facebook friends, especially if they’re strangers, make a point to add a personal touch to each request.
While you can’t add a note directly to the friend request, Facebook does allow you to send a message to other users, even if you’re not yet friends. So, with each request, send a brief but personalized elevator pitch.
Introduce yourself, share a little bit about your work, and explain why you’d like to connect. Clarify that you’re not seeking anything from them but would simply like to grow your network. If you can work in a mention of their specific industry, company, or position, they may be even more likely to accept your request and become your Facebook friend.
Once you’ve built up a robust Facebook friends list, the real work begins.
You’ll need to regularly engage with your friends, whether commenting on their statuses or sending an article you think they might like. Effective networking on Facebook is less about the act of “friending” and more about building lasting, meaningful relationships.
Don’t worry! For this step, you don’t need to be on Facebook all day long. You can designate 30 minutes per week to interact with your Facebook friends or set an attainable goal, like commenting on one status per day. Whatever you choose, formally block this time out on your calendar. This is important work, and you’ll need to be consistent to see success.
Once you’ve developed social media habits that work, simply stick to them.
Moving forward, all you need to do is continue supporting your current contacts while seeking out new and interesting Facebook friends.
With a successfully optimized profile and an established system for online engagement, you’ve done much of the heavy lifting. Now, nurturing and growing your network will quickly become second nature!
Facebook is not only vastly popular, but it can also be a powerful online networking tool. By optimizing your profile, finding the right friends, and adding value whenever possible, you may be able to quickly and easily grow your network and business. All it takes is that very first “like.”
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