Mortgage companies posting lifestyle content across their client’s social media platforms saw positive results using the strategy, according to data from Hearsay Systems’ 2019 Financial Services Social Media Content study.
The annual report analyzed the popularity and effectiveness of social media content from 110,150 financial services professionals at 32 US firms. It revealed key insights about how professionals in the financial industry used social media for lead generation, customer retention, as well as corporate and personal branding.
Data showed that publishing “limited but focused content” within the mortgage space is an effective strategy, if the companies post on a consistent basis to keep audiences engaged.
According to the research, lifestyle contents yielded the highest average engagement rate of 82.1%, higher compared to corporate and industry contents and nearly two times higher the rate in the 2018 study. In fact, the overall average engagement rate across the financial services industry moved up to 44.7% from 37.8% a year ago.
“Teams now grasp the power of social content to connect with customers and prospects,” said Donna Prlich, chief business officer and general manager of social media at Hearsay Systems. “This year, organizations across the financial services spectrum both experimented with and refined their programs. They’re figuring out what works and evolving to meet their customers where they are. This study reflects the industry’s progress and highlights the best, most balanced social content diet in order to empower field representatives to inform, educate, and entertain their target customers, elevating their corporate and personal brands in the process.”