Entrepreneurial mortgage professionals know that in order to grow their business, they need to be visible. They need a strong brand that will help potential clients find them in a sea of options. They also need to be memorable so that when a connection thinks about a loan officer, they’re the first to come to mind. Building and maintaining your online presence supports these things. It means that when someone Googles your name, they’ll easily find you. And when they navigate to your website or social-media pages, they’ll see that you’re a real person, keeping things up to date and regularly communicating. It also means that you’ll appear on the social-media feeds of your past clients and other connections, giving them a reason to spread your name and keeping you in their minds. Whether you feel like you’re building your online presence from scratch or simply need a few tweaks, here are some of the most important aspects to keep in mind:
Website
Your website is often the first place that a potential client lands. First, it should be a clear representation of your brand. You want to create a brand that is strong enough for people to recognize, and ensuring that it’s a foundational element of your website design is key. Your website should also be user friendly with a clear layout. Simply having a website doesn’t necessarily equal an online presence, though. You need to show that there’s a real person behind it. Update it regularly with relevant photos and new testimonials, and consider creating a blog where you can share useful information with your audience.
Social Media
After visiting your website, most of today’s consumers are going to want to do a bit more research. This will often point them to your social-media accounts. While there are many options here, for most professionals, Facebook, Instagram, Twitter, and LinkedIn top the list. These sites give you even more opportunities than your website to show who you are. Professionals need a social-media strategy that keeps them engaging multiple times a week. Whether it’s commenting on someone’s post, replying to a message, or sharing a blog post you’ve written, regular activity is key. Facebook is also a great place for past clients to leave reviews. Don’t be afraid to request these, potential clients will definitely be looking for them.
Strategy
For me, there are some key elements to a strong online strategy. As I mentioned above, consistent activity is one. The others are sharing useful information and adding value, engaging with other people, staying current, and making it personal. When you check all of these boxes, you build a powerful online presence. When you share information that helps prospects and clients, you position yourself as an expert and as someone who genuinely wants to help. When you engage, you show that there’s a real person behind the presence. You can express interest in others, ask questions, share feedback, and reply to posts on your page. Staying current also reassures clients that you’re an up-to-date professional familiar with the latest tools and industry knowledge. If it looks as though your online presence hasn’t been updated in the last 10 years, you’re sending a message that you’re not changing with the times. Finally, making it personal is key. Your online presence isn’t about advertising, it’s about showing who you really are as a professional and a person. What’s important to you? What kind of service do you deliver? What do you do in your spare time? When you give potential clients a better glimpse into these things, you make it easier for them to choose you.
Staying active online is important for all professionals. It supports a strong brand and it helps maintain engagement with a large audience. It certainly takes time to invest in building and maintaining this presence, but its value is certainly worth the effort. Do you have any other suggestions for building a strong online presence? Please share them.
Kirk Brewer
Branch Manager | The Loan Geek | NMLS #150287