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Mortgage Marketing Tips For Loan Officers Struggling On Social Media - YouTube
Channel: TheResourceTV
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What's up RE source nation?!
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We've got Megan Anderson with us here
today in Seattle. Social media guru,
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expert, MBS Highway genius. Is that right?
Is that your title actually? Genius?
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It's social media guru.
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Guru. Perfect. I wish I had that.
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It's actually the first thing - we're
just going to jump right into it. Okay.
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And I saw a post, we have a
mutual friend, Steve Sims, right?
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Yes we do.
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And he had a post this week that
I thought it was interesting.
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I actually loved it. And so I'm
gonna, I'm gonna read you the post,
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but I've seen it and then I
got two questions afterwards.
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Okay, let's do it.
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I gotta read it cause uh, Steve I love,
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he's just straightforward
to the point. So he says,
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and Aaron and RC will throw
this up on the screen,
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but if credibility is the new currency,
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then there are a lot of Insta gurus and
quotation marks that are flat broke.
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Now two questions that
follow it. Agree or disagree?
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Agree.
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And are people prioritizing likes over
like a true monetization strategy?
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Yeah,
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well the thing is I just don't think
people know what they're doing when it
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comes to social media. And as we all know,
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it is so easy to waste time
on social media platforms.
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I mean you can get sucked in for hours
and that can lead to no leads, nothing.
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And people need to remember why they're
going to social media in the first
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place,
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that they're using this as a way to brand
themselves and build their business.
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I love it.
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And people just lose that idea.
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I know it's a, it's tough for me
because I see there's so many new faces,
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which I love in our industry and other
industries and it's like this new thing
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to self-proclaimed yourself
as a a genius or guru. Right.
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And it's tough for me cause
there's no like success behind it.
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I'm like trying to call
anybody out like in particular,
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but there's no success behind it. And
you can't just call yourself like a guru,
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you know?
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And so now there's this thing and
there's a lot of people that are gurus.
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But again, I think people
prioritize likes over.
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Like you're an entrepreneur. You have
a business, maybe you're a realtor,
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maybe you're a lender. If
you're a doctor or lawyer,
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there's a reason why you're
leveraging social, right?
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Yes, yes.
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You know, and so it's
funny like there's a,
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I think likes are the new digital crack
like dopamine. There's a dopamine hit.
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They feed your ego - they feed your ego
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and so you, you post something and there,
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there should be a monetization strategy
behind it. But all of a sudden bing,
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bing, bing - you're like, Oh, people
are engaging in it and liking it,
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which is great that that lets you
know that the post is working.
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But at the end of the
day it's still about,
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especially if you're leveraging
for business to help you grow,
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you need to have a strategy and you
need to work through it with purpose and
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keep that bottom line in mind when you're,
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when you're doing your social
strategy, it's a social strategy.
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It's not an impulsive decision
to make a post. And again,
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as you said, a lot of people really
just feed off of those likes.
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It is, it's like that dopamine
hit, you know, and they,
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they miscalculate that as
it is, it's working. Um,
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and I just wonder if people, it's,
it's like, it's the psychology,
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it's like the, the makeup of the Brandon's
like, Oh, it's working. I gotta like,
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well, I dunno.
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Or are you trying to grow your business
as a lender or realtor or a doctor or a
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lawyer? Did it actually do
that? And so that's, I dunno,
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maybe that's a good measure for us
that are leveraging social to go, okay,
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great. You know, we had some
legs, we had some comments,
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did it lead to business?
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We all look at our return on
our investment and other things.
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We need to do that with
social media as well.
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Yeah. Yeah. Just uh,
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I was talking to Barry about you earlier
and he gave you a great compliment,
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said like, you are an actual real
social media guru and you have, he said,
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you know, he's, she's got the algorithm
down and you've got like the blueprint.
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So, you know, we have our
makeup for the audiences,
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usually about 50% realtors and
lenders and some other entrepreneurs.
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So we have realtors and
lenders. Can you speak to them?
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Maybe give tips and tricks, do's and
don'ts with what you know, I mean you're,
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you're great at what you do. And again,
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we just talked about there's a lot
of people that struggle with social.
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So you know, can you speak to
that again? Think, you know,
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keeping in mind realtors and lenders.
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Yeah. So first things first,
when it comes to social media,
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we need to think about why we're
posting and who we're trying to reach.
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Because a big thing about social media
is you're trying to talk to that person,
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that potential client
that you want to reach,
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that you potentially want to serve.
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And a great way to do that is
through the use of videos. Right now.
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Videos are key. You know, they get
higher placement on that algorithm.
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They're engaging their personal.
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So I highly recommend that people
do more videos and you know,
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make it different. It, it's
not all business related,
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but you have to think about what it
is that that person is suffering with.
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And these all kind of correlate no matter
if you're in the mortgage space or in
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the, you know, the real estate
agent side of things. Yeah.
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Let's say that we have
a first time home buyer.
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Well you want to think about what kind of,
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what does this person go through from a,
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I'm not interested in
purchasing a home too. Okay,
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I've purchased a home
and now I'm happy. Well,
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what are some things that
they go through? I mean,
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these are questions that you guys
answer every single day. You know,
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are there different options? How
much do I have to put down? Right?
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There's no inventory on the
market. How do I find a home?
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How do I generate wealth? What actually
is involved in purchasing a home?
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You have to create posts to
kind of target those beliefs.
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I want to stop you there. You got,
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cause he hit on something amazing
because you just said there's so many
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questions. Right?
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And they're authentic questions coming
from people buying a house. And I,
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we travel a lot like you and we speak
and we get asked questions about creating
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content, which very also said you're
a genius at creating content and they,
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it's weird. They struggle
with content like the,
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the requests for contents everywhere
and you don't have to be a,
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you don't have to make it up or
pull somebody else's information.
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You're getting asked these questions
every day. There's your, content.
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The ones that you're getting
asked every single day.
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Those are the ones that lead
to the most engaging content.
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For realtors, lenders that are struggling
for content -there you go. Yeah,
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if it comes up. Just be authentic.
Live your everyday life!
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And if you really need help with content.
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We did come out with a tool on MBS
highway called social studio and we have
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pre-created scripts in there.
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So like what's the difference between
a mortgage pre-qualification and a
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pre-approval? Or you know,
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should I refinance if we're headed
into a recession and rates are going to
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decrease. So we have all
these scripts created.
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It turns your computer screen into a
teleprompter and then you read the script
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and then you can download and post it.
Yeah. It takes out all those excuses.
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And another thing, and this is probably
the most common thing is people,
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they're just not consistent
with social media.
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And if you want to be successful at any
strategy, you need to be consistent.
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People are so worried about,
you know, when should I post?
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What should I hashtag well be
consistent first and foremost.
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Be consistent.
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Yeah. We, we have short term memory
loss because we will try a strategy,
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a thing for like two or three times.
Oh, didn't work. And then you quit.
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And again, when we travel,
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people ask like how you asked me earlier
how long you guys been doing that?
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Shockingly, 10 years
seems like a long time.
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Just reminded me that I'm really old. Uh,
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but consistency was key for us.
Our, if you pull our videos,
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please don't that were 10
years ago. They were horrible.
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Like nobody would watch them.
I think just my parents did.
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But fast forward to today and uh,
we just share these, these numbers,
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RC where are we at Memphis.
We were in Memphis and uh,
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and you can throw them on on the screen,
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but it was like we had 2.4 million hours.
I think I may be butchering that stat.
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Spend just in the YouTube
space, consuming our content.
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And that's all to your point,
consistency, consistency. Cause we,
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when we started, it was horrible.
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We didn't have anything that we had here
as far as the lights, camera and mics.
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That brings up another important aspect
though that I want to mention and that
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is that we need to reach for being
consistent instead of perfect.
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So many people get paralyzed in the fact
that they won't post a video and they
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won't do anything because they
hate the way they look that day.
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They hate the way that
they sound. They're,
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they're worried about people judging them.
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You need to get over that and realize
that you're not going to be great at video
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in the beginning. Yeah.
If you go back and watch,
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when I first started speaking and doing
videos, I had ticks like everyone,
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I said, you guys probably 50 times,
you know, um, back in the day,
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everyone has these little things and it's
all about progress over perfection and
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we need to keep that in mind as well.
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Oh and guess what? That's how we talk
in real life. You know what I mean?
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I would tell you don't even, don't,
don't get rid of the ticks if that's you,
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just be you. Right. That's how social is.
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Which brings me to my next point and
question for you because I love the
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authentici---. I can't even say that word,
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authenticity of the ticks and the umms
because again, that's how we speak.
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I think people misuse social so much
because they don't understand that social
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is a conversation that we're having
now and so we mess up like I just did.
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You know, we have a tick or we pause.
It's fine. It's okay. This is my question.
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I am not a big fan of auto posters can
now what you're talking about with the
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social tool is not that what I'm talking
about is a company that generates
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content for you and
then auto-post for you.
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I'm personally not a big fan. Again,
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I think that social is just a conversation
and the people that are in your
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sphere and they can feel
it. What do you think?
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They know when it's a post that was
just auto created and posted about. I'm
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not a big fan either.
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I mean I follow people on social media
because they're either providing me
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value,
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they're entertaining or I'm interested
in what it is that they're talking about.
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Now I might see someone's generic
post and if I'm looking at a mortgage,
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maybe I'll be a little
bit more interested,
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but if if they sit down and they
make a video with their client,
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that's a first time home buyer and
emotional video talking about their
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experience and what home
ownership means for them.
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That's going to be a lot more engaging
than this post that I'm going to see on
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50 other peoples pages.
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I think that so many individuals,
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especially in the real estate
space and lending space,
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again other entrepreneurs watch the show,
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but in our space they
don't know what to do.
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So they go to this random
auto poster and you said it,
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like I'm interested in the people that
I like and follow because likeminded
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people do that. They, you know,
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they congregate and an auto poster from
the New York times or somewhere else
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like people don't want to communicate
with with newspaper or ABC news.
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I want to communicate with
you now. Can you grab a story?
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Yeah, yeah. I'm glad you mentioned that.
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Yeah, absolutely. And then you can have
a conversation but just auto posters.
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If I can beg and plead
realtors and lenders to stop,
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one thing it would be the auto posters
just be you - imperfect you is fine.
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Absolutely fine.
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Yeah.
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And if they're doing that is more so
just a way to have more of consistency.
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I would say there's other ways to have
essentially pre-created content and be
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able to post that. Right? Like,
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feel free to share an article that you
read about the market or whatever the
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case may be.
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That's providing value and consistency
and it's not this auto populated posts
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that is inauthentic. Yeah,
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Yeah. I'm all for,
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and that's the social circle you're
talking about where somebody creates
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something that is super
interesting, valuable that
brings value to the consumer.
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Yeah, absolutely.
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Post it and then talk about it a
little bit and then start your own
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conversation. But just an auto
poster guys, that's just me.
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Maybe you can prove me wrong. You know,
I'm not a big 33 touch guy either.
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And I got in trouble years ago for
bringing that up with all the realtors,
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but I'm not a big 33
touch, you know, with the,
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you got emails and postcards
and everything else. I'm like,
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I just don't think people want to be
touched three to three times a year.
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That sounds bad. But you know what
I mean? It's just, again, it's just,
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I don't know, think of how you
would want to be treated yourself.
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And I don't think anybody wants
any solicitations 33 times a year.
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No, it's relationships, but
also staying top of mind. Yeah.
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But not in a way that
they feel that, right.
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Not in the way that it's overwhelming.
So we may have gone long,
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but I wanted to thank you
again for showing up today
and I know you're busy and
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you carved out a few minutes for
us. Again, you can follow Megan,
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if you have any questions for in
the comments section, just tag her.
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I'm sure she will respond to those.
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Yes, and I'll respond.
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I appreciate you guys and
we'll see you guys next.
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