Laura Brandao
Partner, Equity Prime Mortgage
Total LinkedIn Connections:
12,270
Facebook Business Page Likes:
3,448
Total Instagram Followers:
1,698
What do you find are the most effective strategies for expanding and maintaining a strong network in the mortgage industry?
If you want your connections and business relationships to know who you are, you need to be consistent and stay authentic to your brand, who you are, and your message. Start with, do you know who you are? Once you know what your message is and how you want others to “know” you, you need to get “out there” with that message consistently. Use all modes available to you — not solely a social media platform. Pick up the phone for a chat, place a face-to-face call (video meetings), even leverage the “gold standard” handwritten note for that personal touch. Never underestimate the power of personal connection.
What emerging trends or innovations in social media do you see as particularly impactful for mortgage professionals, and how do you plan to adapt your strategies accordingly?
Video is key. Everyone should have a podcast with a consistent airing schedule. I host a Wednesday Wisdom podcast and have a regularly tuned-in audience. It’s become one of the hallmarks of my brand. I recommend evaluating which social platform serves you as the best resource for the engagement you desire. Lean into that one the most, but still utilize the others (IG, YouTube, LinkedIn, Facebook). Be cautious of AI so you don’t lose your “voice” or uniqueness.
What metrics or key performance indicators (KPIs) do you track to evaluate the effectiveness of your social media activities in building and nurturing your network?
This is an exercise in self-care. On a weekly basis, without fail, I review posts to see what received the most engagement, the most likes, and look for what caused these to rise to the top. It’s important to pay attention to what your connections are drawn to so you can capture their attention in future posts.
John Cady
President, Citywide Home Loans
Total LinkedIn Connections:
27,629
Total Instagram Followers:
3,002
Number Of X Followers:
2,665
Facebook Business Page Likes:
2,300
Throughout his 35-year tenure in the mortgage industry, John Cady has approached his career as a perpetual student, constantly seeking opportunities to learn and grow. Cultivating genuine connections and friendships has been a cornerstone of his networking strategy.
He has always believed in the power of relationships, both professionally and personally, and has actively sought to expand his network by engaging with individuals and companies across the industry. As a result, his network has grown organically over the years, encompassing a diverse array of industry professionals who share his passion for excellence and innovation.
What emerging trends or innovations in social media do you see as particularly impactful for mortgage professionals, and how do you plan to adapt your strategies accordingly?
The most impactful trend in social media lies in personalized content creation and authentic engagement. While AI certainly holds promise, the real power lies in loan officers actively participating in social media platforms, crafting personalized posts, and sharing their expertise through video content. By creating informative and engaging videos where loan officers speak directly to consumers, share educational content, and showcase their expertise, they can build trust and credibility as mortgage providers. In an era where consumers place high value on authentic interactions and expertise, becoming a trusted mortgage influencer on social media is crucial.
What metrics or key performance indicators (KPIs) do you track to evaluate the effectiveness of your social media activities in building and nurturing your network?
By taking a nuanced view of our social media presence, we gain insights into who is truly listening and how our content impacts our business. Our goal is to move beyond static metrics and vanity metrics, using our time on social media to foster genuine connections and build a community around our brand.
Enrique Flores
Loan Officer, On The Shore Lending powered by ESHL
YouTube Subscribers:
10,100
Total Instagram Followers:
1,133
Total LinkedIn Connections:
486
Can you tell us about your experience in the mortgage industry and how you’ve built your network over the years?
I have been in the business for just over three years now. I was introduced to it during the refi boom after I graduated from UCSB in 2020. I was looking for a career where I could make a lot of money, help a lot of people, and, most importantly, make an impact.
I saw an opportunity in the mortgage business in the sense that there was a great need for better service and education to the consumer but an even bigger opportunity to better educate and train the loan officer.
As soon as I passed my exam, I began creating content (YouTube videos) for new loan officers on things like how to pass the exam, how to get their license, how to take an application, and much more. I was sharing everything I was learning in my own business as it was happening. I would learn something on Tuesday and make a video on it that weekend. I currently have roughly 10,000 followers on my YouTube channel and I average 1,200 views every 48 hours or 219,000 views per year.
What emerging trends or innovations in social media do you see as particularly impactful for mortgage professionals, and how do you plan to adapt your strategies accordingly?
There are so many upgrades and innovations and trends in technology and social media as a whole that it’s hard to say what comes next or what will be next but I do see us going further and further toward transparency, education, and speed.
Social media has also become a living resume — we have never had that. If someone wants to know about you, they go on Google, YouTube, or Instagram. And even if they don’t see you, that still says something about you.
Jonathan Fowler
Divisional VP of Business Development, American Financial Network Inc.
Total LinkedIn Connections:
29,000
Facebook Business Page Likes:
7,300
Total Instagram Followers:
2,757
Number Of X Followers:
438
With over 30 years of mortgage experience, Jonny Fowler has been helping retail mortgage managers build companies since 1998. His passion for the industry is apparent in everything he does, but the introduction of social media into his arsenal has helped him reach even more people.
Fowler is constantly trying to bring value both with referral partners and the loan officers at AFN. Using his expansive knowledge of both industries, he teaches thousands of Realtors how to transform their business using social media. Fowler also provides a constant sounding board for new ideas on lead generation and business. He is always there for anyone who reaches out for help.
What emerging trends or innovations in social media do you see as particularly impactful for mortgage professionals, and how do you plan to adapt your strategies accordingly?
Currently, short-form video is still extremely effective, but it should be used in different ways than just explaining products. Use reels and shorts to talk about how you solve common problems and help your consumers, along with showing yourself in and around your community.
What metrics or key performance indicators (KPIs) do you track to evaluate the effectiveness of your social media activities in building and nurturing your network?
Engagement is key; without it, you are not seen. Look at what you are posting and at what times. You have to know your audience and what they want to see, which will be indicated by your engagement rate.
Josh Friend
Founder & CEO, Insellerate
Total LinkedIn Connections:
21,000
Total Instagram Followers:
189
Josh Friend began his career as an LO in 1999. Over the past 25 years, he trained thousands of LOs, processors, and managers, and marketed to millions of consumers; with that experience, Friend has dedicated himself to building software for the mortgage industry and enabling lenders to close more loans with Insellerate’s CRM.
Friend dedicates himself solely to helping other lenders succeed through better borrower engagement. He is transforming the borrower and LO experience with his technology company, Insellerate, which enables lenders to achieve higher revenue goals while creating customers for life.
In addition, Friend is viewed as a thought leader within the mortgage and technology space and has been published numerous times in leading real estate finance publications such as National Mortgage Professional, Tomorrow’s Mortgage Executive, National Mortgage News, and Today’s Lending Insight. He is also a recognized speaker who regularly presents at national and state mortgage association conferences. He has been a featured presenter at Lead Generation World, HW ENGAGE Marketing, CMBA Innovators Conference, Rob Chrisman Market Updates, Fintech Hunting Podcast, and the Lend, Laugh, and Eat Podcast, to name a few.
David J. Hosterman
Regional Manager, Citywide Home Loans
Total LinkedIn Connections:
2,453
Facebook Business Page Likes:
974
Number Of X Followers:
469
Total Instagram Followers:
449
Over the past few years, David Hosterman has been nationally recognized as a top loan officer in the country. He has been featured in national publications such as Forbes, CBS Money Watch, The Street, US News & World Report, Lending Tree, Realtor.com, Credit Karma, Trulia, Nerd Wallet, and MSN Money. In addition, he is the host of two Denver-based radio shows on KDMT Denver’s Money Talk 1690 AM.
What do you find are the most effective strategies for expanding and maintaining a strong network in the mortgage industry?
As a regional manager at Citywide Home Loans, I am responsible for ensuring the mortgage process is a smooth and easy experience. My team and I pride ourselves on our excellent customer service and strive to communicate constantly with my clients, Realtors, and referral partners. You can count on my team and I for responsible, honest, and ethical service at every step of the process.
Anna Karapetian
Mortgage Broker, Anna Kara Loans
Total Instagram Followers:
24,800
Facebook Business Page Likes:
570
Total LinkedIn Connections:
394
What do you find are the most effective strategies for expanding and maintaining a strong network in the mortgage industry?
In the mortgage industry, traditional cold calls are being replaced by the warmth of social media interactions, where authenticity reigns supreme. Building trust through authenticity: genuine personalities resonate with people. By authentically sharing your passions and interests, you transform from a mere loan officer into a relatable ally. This authenticity lays the groundwork for trust, the cornerstone of a robust network. By blending social media’s expansive reach with your authentic persona, you create a mutually beneficial scenario. You cultivate a network of connections who genuinely trust and appreciate you, while solidifying your status as a go-to expert in the mortgage realm. So, bid farewell to outdated strategies — authenticity is the new currency in the realm of social media networking.
What emerging trends or innovations in social media do you see as particularly impactful for mortgage professionals, and how do you plan to adapt your strategies accordingly?
Building a personal brand around your expertise by producing high quality content for multiple social media platforms. Creating community by providing value and cultivating trust in your audience.
What metrics or key performance indicators (KPIs) do you track to evaluate the effectiveness of your social media activities in building and nurturing your network?
By using the insights feature and seeing which content is resonating with my audience and shifting my strategy accordingly.
What strategies do you employ to ensure that your social media presence reflects your professional expertise and credibility as a mortgage professional?
My main strategy is always providing value, being honest, and moving with integrity. I do not post for likes or shares.
