Social Media Essentials for Mortgage and Real Estate Professionals

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The essentials guide to social media for mortgage and real estate professionals. Use this freely to inform your own strategy and share with your referral partners and colleagues. Sign up for social media content and coaching at betterloanofficer.com.

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The Essential Guide to Social Media
for mortgage professionals
By: Kristin Messerli,
kristin@culturaloutreach.net

National MI Partnership
NMI has partnered with Cultural
Outreach Solutions to provide you with
content to support your leadership in the
industry.
@KristinMesserli
kristin@culturaloutreach.net

What is Cultural Outreach?
Audit & Strategy

Check out more tips in the July issue of MWM!
www.mortgagewomenmagazine.com

Disclosure!
Our information is professional opinion, based on
research and best practices.
Please be informed about your company’s policies on
social media and discuss with your managers and
team prior to implementing our recommendations.

From a linear process with one target
customer

To a multi-channel search with
multicultural consumers

Millennials research you (individually
and as a company) online

What comes up when
someone “googles”
you?

Social media influences
decisions
• Social media is the biggest influencer
of buying decisions in America
• Over 3/4 of homebuyers use social
media in their home search

Customer Reviews:
88% trust customer reviews as much as
personal referrals

Invite your peers to follow your social
media pages
1

Don’t push sales messages… be personal
and authentic
3

Post consistently… but don’t get sucked
in!
4

Facebook is THE INTERNET.
1 in every 4 page views are on
Facebook!

Visibility1
• Facebook has the most
engaged users
• Content consumption on
Facebook has increased by
57% in the past two years
Source: Hubspot, 2016

Referral Network
Facebook outpaces Google as a source of
referral traffic
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
2

It is a professional, yet humanized
channel
3

Audit your content
Are you comfortable with ALL of your
content being seen by EVERYONE?
2

Privacy Settings
… but monitor with caution
3

Ideas for getting more exposure on
Facebook

Educate and share
Create Short, Authentic Videos
• Share education
• Promote event/info
• Let audience get to know
you
• Ensure authentic message is
clear
2

• Why use it? Gain greater publicity
• What to do:
• Host a joint event or share relevant
information to their audience
• Request shares or publishing from
orgs and influencers
Such as a major church, a big company like Amazon,
young professionals org, NAHREP, etc.
Use partner organizations to help
publicize on social media3

Create “Friend Lists”
with strategic groups and like their posts
4

467 million active LinkedIn users worldwide
25% of adult internet users are on LinkedIn
Source: Pew Research, 2015

Create a vanity URL
Make it easier for people to find you
5

Get written recommendations
… similar to customer reviews
6

Watch Our Expert Interviews
www.culturaloutreach.net/nationalmi

NEW! Social Media Sharing Tool & Training
www.betterloanofficer.com

Text “better” to 555-888 for first month free

Contact:
kristin@culturaloutreach.net
@kristinmesserli
www.betterloanofficer.com

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Social Media Essentials for Mortgage and Real Estate Professionals

1. The Essential Guide to Social Media for mortgage professionals By: Kristin Messerli, kristin@culturaloutreach.net

2. National MI Partnership NMI has partnered with Cultural Outreach Solutions to provide you with content to support your leadership in the industry. @KristinMesserli kristin@culturaloutreach.net

3. What is Cultural Outreach? Audit & Strategy

4. Check out more tips in the July issue of MWM! www.mortgagewomenmagazine.com

5. Disclosure! Our information is professional opinion, based on research and best practices. Please be informed about your company’s policies on social media and discuss with your managers and team prior to implementing our recommendations.

6. Social Media Essentials

7. Why Social Media?

8. From a linear process with one target customer

9. To a multi-channel search with multicultural consumers

10. Millennials research you (individually and as a company) online

11. What comes up when someone “googles” you?

12. Social media influences decisions • Social media is the biggest influencer of buying decisions in America • Over 3/4 of homebuyers use social media in their home search

13. Customer Reviews: 88% trust customer reviews as much as personal referrals

14. For example:

15.

16. 5 Rules of Engagement

17. Invite your peers to follow your social media pages 1

18.

19. Share relevant content & expertise 2

20. Don’t push sales messages… be personal and authentic 3

21. Post consistently… but don’t get sucked in! 4

22. Engage with your Audience 5

23. Facebook to the Max!

24. Why Facebook is Important

25. Facebook is THE INTERNET. 1 in every 4 page views are on Facebook!

26. Visibility1 • Facebook has the most engaged users • Content consumption on Facebook has increased by 57% in the past two years Source: Hubspot, 2016

27. Referral Network Facebook outpaces Google as a source of referral traffic Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE 2

28. It is a professional, yet humanized channel 3

29. A Few Basics...

30. Profile Picture Use a high resolution image that clearly shows your face Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE 1

31. Audit your content Are you comfortable with ALL of your content being seen by EVERYONE? 2

32. Privacy Settings Be seen... 3

33. Privacy Settings … but monitor with caution 3

34. Customize your Facebook url4

35. Respond to ALL comments & messages5

36. Ideas for getting more exposure on Facebook

37. Ask for customer reviews1

38. Educate and share Create Short, Authentic Videos • Share education • Promote event/info • Let audience get to know you • Ensure authentic message is clear 2

39. • Why use it? Gain greater publicity • What to do: • Host a joint event or share relevant information to their audience • Request shares or publishing from orgs and influencers Such as a major church, a big company like Amazon, young professionals org, NAHREP, etc. Use partner organizations to help publicize on social media3

40. Create “Friend Lists” with strategic groups and like their posts 4

41. Acknowledge birthdays!5

42. LinkedIn to the Max!

43. 467 million active LinkedIn users worldwide 25% of adult internet users are on LinkedIn Source: Pew Research, 2015

44. How to Optimize your LinkedIn Profile

45. Profile Picture Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE 1 ● Use a high resolution professional profile photo ● LinkedIn profiles with professional head-shots get 14 times more profile views Source: DMR LinkedIn Report, 2017

46. Include a cover photo Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE 2 ● Use a high resolution photo ● LinkedIn profiles with cover photos get 21 times more profile views Source: DMR LinkedIn Report, 2017

47. Completely Fill Out Your Profile Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE 3 ● Industry and location ● A current position and two past positions ● Your education information Source: DMR LinkedIn Report, 2017

48. Include Skills Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE 4 ● 13x Increase in profile views for LinkedIn members that list skills on their profiles ● Users with at least 5 skills listed received 17x more profile views Source: DMR LinkedIn Report, 2017

49. Create a vanity URL Make it easier for people to find you 5

50. Get written recommendations … similar to customer reviews 6

51. Watch Our Expert Interviews www.culturaloutreach.net/nationalmi

52. NEW! Social Media Sharing Tool & Training www.betterloanofficer.com

53. Text “better” to 555-888 for first month free

54. Contact: kristin@culturaloutreach.net @kristinmesserli www.betterloanofficer.com

Social Media Essentials for Mortgage and Real Estate Professionals

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