Part II: I want to get involved in social media, but I don't know where to start. I have Facebook and Linkedin Pages, but I don't know what to do with them. Right now, they are pretty much idle. I really don't have a lot of time to devote to the project, but I know I should be doing a better job because my prospects are online checking me out. Do you have any advice?
--Hank from Kentucky
Last week we spoke about the goals of your social media involvement. The discussion indicated that, whatever the goal, everyone should have a professional presence, especially on LinkedIn. We singled out LinkedIn because your referral sources are likely participating in this venue and will be reviewing your page. What constitutes a professional presence? First, a professional head shot with business attire. This means no selfies, no pictures with your spouses and children, and no pet pictures. While family pictures are acceptable on Facebook personal pages, LinkedIn is a business site.
Second, your write-up must be professional and not duplicate what everyone else says. The worst statement is: “I am a loan officer and I give great service and have FHA
and conventional refinance and purchase loans.” What loan officer says they have bad service and states that they only do loans for a certain group, unless they have a specific niche? Think about why people use you specifically. Why do you stand out from the others?
Lastly, fill out your entire profile. The schools you attended and the groups to which you belong are all relevant. Imagine a real estate agent checking your profile before they decide to meet with you. Will they be impressed? If they see that you graduated from the same school as them, will they feel a certain amount of camaraderie? Another part of the profile which is vitally important includes testimonials and recommendations. This goes back to the fact that every loan officer claims they give great service. Only third-party endorsements can solidify that fact. More on reviews and testimonials next week.
Dave Hershman has been the leading author and a top speaker for the industry for decades with six books authored and hundreds of articles published. His website is www.originationpro.com. If you have a reaction to this commentary or another question you would like answered in this column? Email Dave directly at [email protected].
What do you want out of social media?
How much will inquiries really affect your customer’s FICO score?