[caption id="attachment_6549" align="alignleft" width="150"] Social media is a way for brokers to stay in front of their clients.[/caption]

By Sam Evans

To succeed as a mortgage broker, requires staying in front of clients in a manner that inspires confidence. Social media makes that easy and cost effective, especially compared to print and email campaigns. LinkedIn, Facebook and Twitter make it possible to engage potential borrowers, lenders and referral sources and promote services.

But having an effective game plan will help ensure the success of the social media campaign. Among the steps to take are the following:

• Identify the Optimal Platforms: In the mortgage industry, LinkedIn, Facebook and Twitter are the platforms that most people will employ for business purposes. And they can work well. But depending on the broker, his personality, and approach to the business, a site such as Instagram that allow users to rub shoulders with clients on a more personal basis than is possible on other sites—might be an additional option that’s worthy of consideration.
• Post consistently: Prior to employing social media to promote the services you offer, develop a plan that includes a schedule for posting and commit to executing it. Sounds easy, but many users fail to follow through on their plans. That’s a mistake. Stick to your plan, post in a consistent manner, without inundating followers with posts.
• Post relevant content: Borrowers can benefit from the industry knowledge that mortgage brokers have. Social media is an ideal way to educate borrowers, business partners and referral sources, becoming in the process a trusted advisor. Post content on industry news, related blogs, testimonials or loans that recently closed.
• Interact with followers: Social media sites provide a wonderful way to engage with clients. If one of them, or a referral source asks a question, reply to it in a thoughtful, timely manner. The benefit is that followers will be better informed about the mortgage industry and the brokers’ skills.

Social media marketing is an outstanding way for brokers to interact with borrowers, business partners and referral sources. A key to success is identifying the optimal social media platforms, create a posting schedule and execute it. Interesting content and engaging with followers will help develop relationships, build awareness of a broker’s capabilities as well as help increase business.