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An influencer is someone within a specific industry that has a large following and that people actually listen to. In the mortgage industry, this could include CEOs of mortgage companies, presidents of industry organizations or leaders at popular industry technology companies.
Influencers have an irrefutable impact when it comes to pushing products and services to audiences on social media. Ask them to partner with you for a Q&A session, blog post or live video. Then, whether they post it or you share it and tag them, you will boost your reach and credibility.
When choosing an influencer, it’s important to keep three key things in mind. The first is their relevance. You want to choose someone who is going to be relevant to your target audience. The second is reach. Be aware of how many people you have the potential to reach based on your audience and theirs. Lastly, consider the amount of resonance the content will have. You want to make sure that the audience will be engaged with the content and that it will have a connection that they will remember.
Think Outside Of The Box
Not every connection you make has to be a lead. It’s also good to focus on growing your network to other professionals that could eventually become a source for referrals. A great tip is to make connections that may seem unconventional.
Certified public accountants and financial advisors are great connections because they know their clients’ budgets, work with them on financial planning and could potentially bring in a borrower that is looking to get a new home or refinance in order to save money. Divorce attorneys are another beneficial connection. They are guiding people during times where they are making changes in their lives. And when one person needs a new home, and the other potentially needs a cash-out refinance, they can easily recommend you as someone to go to.
Also, consider growing your network with all the people you come in contact with throughout the homebuying process. Of course real estate agents come to mind, but also try to connect with appraisers, title agents, home inspectors, builders and general contractors.
It’s important to remember when building connections for potential referrals that it’s a two-way street. If your connection becomes a consistent referral base for you, you should also be referring new clients to them. That way, you’re building a relationship that is beneficial to both parties involved.
Create Content With Content
Another way to drive followers is by generating content that is engaging, varied and relevant to your audience. Adding content that is valuable will allow you to become a go-to resource for information and will create deeper connections to your network. Don’t forget to show your human side, too.
Engaging content can be anything that results in a reaction from your followers or your team. For example, hosting a social contest where your network has to do something, such as liking, posting or sharing your content. Now, your followers are participating in what you’re offering. Another example of this is posting pictures of your clients’ closings and testimonials and tagging the borrower, real estate agent and anyone else involved. People love being celebrated and, by tagging them, you’re engaging with them while reaching their networks as well.
When thinking of content that is engaging, don’t forget to engage with your own team. This can be done by sharing a company milestone or event that includes pictures of your team and tagging the people involved. Or, highlighting a team member for achieving something great. Engaging with your team is a great way to make them feel important and they’ll be more likely to share the post to their network.
Not only should your content be engaging, but it should also be relevant. Relevant content is anything that has a shared interest between your business and your audience. For example, many new homebuyers aren’t familiar with a lot of the terms we use in the mortgage industry. Use that as an opportunity to build trust and become a resource by posting content about mortgage terms or processes that can help simplify them and educate your audience.
Other relevant content can include job postings. Your next team member could be someone you already know or somebody they know who is looking. Also, sharing real estate listings can help out your referral network or help a borrower find their dream home.
Lastly, and one of the most important things, is to create content that is varied and attention-grabbing. Great content comes in all forms— text, images, infographics, memes, video, published articles. All of these work, just don’t forget to switch it up. Think about what form of content works best for the message you are trying to deliver. Is it something quick that can be captured in a photo? Is it something a bit longer that would be better digested in a video? Be sure to know how to deliver your content so that it provides the best value to your network and potential connections.