Converting clicks to leads and leads to funded loans is the entire point of social selling, but sources say it takes more than good content to get borrowers across the finish line. If an originator has been consistently putting out content but not generating leads, they need to take a step back and ask themselves what problems need to be addressed.
1 . Is my content going to the right audience?
Content needs to reach an originator’s target borrowers. If the originator is licensed in multiple states, it’s wise to make content involving those specific states so that borrowers in those states are directed to those videos, Nguyen said. Using hashtags and keywords in the video description – #California if that’s where the originator is licensed, or #FHA if that’s the borrower demographic – also helps refine content.
The creator’s choice of platform may be another reason for not building enough leads.
“TikTok is where you find all your content because they build out like more of a Google version of finding content. Instagram’s more hashtags,” Nguyen said. And, stop using LinkedIn for consumer-targeted content, he added. “LinkedIn’s more for brand building… but you’re not gonna get the business that you want to get out of it.”
Many people assume to know what the audience demographic is for each app, like Gen Z uses TikTok, millennials like Instagram, and older generations prefer Facebook. Those user trends are generally true, but it’s not the whole picture. Faulty assumptions mean missed opportunities, as Phillips learned when she first started posting content. Originally, she thought TikTok was for kids.
“I’ve had borrowers in their, you know, fifties, sixties — I think even one in her seventies — that found me through TikTok. So, you know, I was totally wrong,” Phillips said. “I was really surprised at the range of ages that I ended up attracting.”
Informing Phillip’s assumptions now is the fact that, since the pandemic, TikTok has expanded its footprint to reach a much broader audience of consumers.