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Social media for advisers – where to start?

Research shows that the value of all residential mortgage loans was £1,541.4 billion at the end of 2020, 2.9% higher than a year earlier [1]. However, with new mortgage brokers setting up every week you need to be able to protect, and grow your market share.

Social media offers a free and effective way to reach customers, and you can gain instant access to thousands of consumers using social media, but where do you start? And, how do you maximise your time online? In this article, we explore how social media can give you that competitive edge.

Why use social media?

Your website acts as your shop window but social media goes further by providing opportunities to promote your business, as well as directing users to your website. Being part of a social media community can help you:

  • Promote your business and communicate with potential customers
  • Network with fellow brokers and connect with lenders
  • Keep up-to-date with the latest news and developments in the mortgage market
  • Link with industry influencers who may open doors for you

By posting engaging, relevant content and promoting your profiles to others on the right channels, you can help boost your reputation and recognition amongst your target audience.

Which platforms should you use?

From Facebook to Twitter and LinkedIn, the myriad of channels can be overwhelming making it hard to know which one/s to focus on. So, how do you decide what is going to work for you?

Don’t attempt to use more than two channels when starting out on social media. Perhaps start with one and build from there. This will ensure the quality of your messages remains of a high standard and you can post regularly.

Twitter (best for reach)

The main benefit of Twitter is that it is an open network. While LinkedIn and Facebook both have closed networks, whereby you must ‘connect’ or ‘follow’ someone for them to see your content, Twitter is open to everyone. Unless your account is on a private setting, people can see your tweets and get involved in discussions, especially if you use hashtags.

Twitter Top Tips:
  1. Using relevant hashtags can make your content discoverable to the right people e.g., #MortgageAdvisers, #FirstTimeBuyer, #MortgageNews, etc. Make sure you only use two or three, so your post doesn’t end up looking like spam.
  2. Due to its newsfeed nature, content on Twitter moves quickly. Plan to post once/twice a day, try and post interesting or unexpected facts, or things you would like to see, don’t just focus on your product/services.
  3. Remember, Twitter is very conservational, use @MENTION to reach out to followers, customers, or fellow brokers.
  4. As well as posting your own content, you can curate others by retweeting industry news/posts and commenting.
LinkedIn (best for networking)

LinkedIn is a prime platform for mortgage advisers to find and network with like-minded peers. It is traditionally a professional network, where discussions tend to centre on industry-related subjects. This means that most of your connections are likely to be people you work with and other industry contacts you may know. You can also join groups about topics you’re interested in or connect with like-minded people, such as the Mortgage Brain [2] group.

You can create a personal profile as well as a company page for your business to post your content and updates to promote your services to other businesses and potential customers. LinkedIn also gives you the ability to see what your competitors are posting, recruit new talent, and get inspiration from leaders in your industry.

LinkedIn Top Tips:
  1. You can use hashtags on LinkedIn as well as Twitter. This is an excellent way to make sure your content is more discoverable. Remember, stick to one or two per post.
  2. Visual content is important, include a mixture of images, videos, and documents, when sharing content. There has been a shift in LinkedIn since the pandemic, content is becoming more personable. Consider content such as #MeetTheTeam or #BehindTheScenes so people can see the people behind your brand.
  3. Encourage your employees to engage with you on LinkedIn. Liking and sharing your content will ensure you reach more people.
  4. You can follow different industry or topical conversations with hashtags. Currently, #MortgageBroker has over 7,000 followers.
Facebook (best for attracting consumers)

With nearly three billion active users, Facebook is the biggest social network in the world [3]. With those numbers, it makes sense to use Facebook if you want to reach out to consumers or market upcoming events. However, there is a lot of noise on Facebook, so you need to be clever with what content you post. Most people on Facebook use it to keep up-to-date with family and friends, or for downtime, so to market your brand effectively you need to think about what people would be interested to see, and not just promote your products/services.

Facebook Top Tips:
  1. Your personal Facebook profile with party and children’s photos won’t get you far in the mortgage world, so for business promotion, it is a good idea to create a Facebook company page to act as the hub of your marketing on this channel.
  2. Ensure you set up a business page so you can showcase your services, opening times and contact details (a normal page won’t do this) – Facebook guides you through the process and has a great help centre should you need it.
  3. Facebook is also a brilliant platform to provide customer support. You can find out a lot about your customers’ needs and interact with them instantly.
  4. To get you started with content, consider asking your team what questions customers ask them the most and create content around that.

Final Words

If you have your own business and are looking to grow your client base, it’s best to first focus on establishing your presence on Facebook, Twitter and/or LinkedIn. You can share similar content across all three sites whilst ensuring you reach a variety of audiences since different people use different networks.

If you work for a larger company and would like to expand your industry presence as an individual, you can start with a Twitter account or a LinkedIn profile. You can get involved in discussions on Twitter and tweet from meetings or events to get involved in a conversation with fellow brokers. Start building connections with colleagues on LinkedIn and explore any groups you can join to meet new people to network online with.

Good luck!

[1] https://www.fca.org.uk/data/mortgage-lending-statistics

[2] https://www.linkedin.com/groups/2895604/

[3] https://sproutsocial.com/insights/facebook-stats-for-marketers/

Social Media for Advisers

Social media for advisers – where to start?

Research shows that £145Bn worth of mortgages were granted in 2016* but with new mortgage brokers setting up every week you need to be able to protect, and indeed grow, your own market share. You can gain instant access to 1000s of buyers using social media, but where do you start? Or how do you maximise your time online to the best effect? In this article, we explore how social media can give you that competitive edge.

Why use social media?

Being part of a social media community immediately opens up opportunities to expand your audience, communicate within the industry and engage with potential clients. It can help you:

  • Keep abreast of the latest news and developments in the mortgage market
  • Promote your business and communicate with potential clients
  • Network with fellow brokers and connect with Lenders
  • Link in with industry influencers who may open doors for you

As we mentioned in our previous blog, your website acts as your shop window. Social media goes further – it provides more channels and opportunities to promote your business, as well as directing readers to your own website. With each and every social media channel you can easily connect, engage and discuss with all those who are important to you. You can promote your business through your social profile(s) to help attract new clients. By posting engaging, relevant content and promoting your profiles to others, you can help boost your reputation and recognition amongst your target audience.

You can promote your business through your social profile(s) to help attract new clients. By posting engaging, relevant content and promoting your profiles to others, you can help boost your reputation and recognition amongst your target audience.

Social media platforms allow you to network with fellow brokers, start a conversation about a current topic and discuss more general, light-hearted subjects. Ultimately, social media gives you the possibility to grow a network of contacts you can connect and potentially work with in the future.

Using social media

Which platforms should you use?

From Facebook to Pinterest and YouTube, the myriad of channels can be overwhelming making it hard to know which one/s to focus on.  However, you don’t have to use them all. Don’t overstretch yourself and focus your efforts on perhaps just one platform to start with. This will ensure the quality of your messages remains of a high standard and you are able to post regularly.

TOP TIP: Do NOT attempt to use more than three channels when starting out on social media. Perhaps start with one and build from there.

LinkedIn

LinkedIn is a prime platform for brokers to find and network with like-minded peers. It is traditionally a professional network, where discussions tend to centre on industry-related subjects. This means that most of your connections are likely to be people you work with and other industry contacts you may know, for example, people you have met at events or conferences. You can also join groups about topics you’re interested in or to connect with like-minded people, such as the Mortgage Brain group or Mortgage Brokers UK.

You can create a personal profile as well as a company page for your business to post your own content and updates to promote your services.

Twitter

The main benefit of Twitter is that it is an open network. While LinkedIn and Facebook both have closed networks whereby you must connect with, ‘like’ or ‘follow’ someone in order for them to see your content, Twitter is open to everyone.

Unless your account is on a private setting, people can see your tweets and get involved in discussions, especially if you use hashtags. This is an excellent technique to increase brand awareness and to spread the word about your business.  Don’t use more than a couple of hashtags in any one tweet thought, otherwise it could look like spam.  Again, you can set up your profile to be personal – or create one for your business.

TOP TIP: Even though Twitter now enables you to write longer posts, it’s best to keep them short so as not to be too wordy. For example: Radical new proposals to cut out unfair abuses of leasehold have been announced by the government this week:  buff.ly/2uBapHo (132 characters)

Facebook

Your personal Facebook profile with party and children photos won’t get you far in the mortgage world, so for business promotion, it is a good idea to create a Facebook company page to act as the hub of your marketing on this channel.

Like many other social channels, Facebook allows you to schedule content to be posted directly onto your page and reach out to your target audience with the use of promoted posts. It is a tool primarily for businesses to use, and it can help you with lead generation.

TOP TIP: Ensure you set up the right sort of page for your business – Facebook guides you through the process and has a great help centre should you need it.

Business or pleasure?

If you have your own business and are looking to grow your client base, it’s best to first focus on creating company pages for Facebook, Twitter and LinkedIn. You can share similar content across all three sites whilst ensuring you reach a variety of audiences since different people use different networks. This simple step ensures you are promoting your business, rather than your social activities.

TOP TIP: Check your organisation’s policy to ensure you stay within their guidelines (if applicable). It may include hints and tips to get you started.

If you work for a larger company and would like to expand your industry presence as an individual, you can start off with a Twitter account and a LinkedIn profile. You can get involved in discussions on Twitter and tweet from meetings or events to get involved in conversation with fellow brokers. Start building connections with colleagues on LinkedIn and explore any groups you can join to meet new people to network online with.

Use social media to your advantage

Using social media wisely can help grow your business and your network of trusted contacts and specialists. Show yourself to be an expert in your field and you are likely to earn the trust and respect of your audience. You should share interesting, unique content that adds value to your followers, reminding yourself that it’s quality, not quantity that counts. Dedicate sufficient time to build an audience on each network – and remember not to spread yourself too thin. Good luck!

*Source: Building Societies Association