The essentials guide to social media for mortgage and real estate professionals. Use this freely to inform your own strategy and share with your referral partners and colleagues. Sign up for social media content and coaching at betterloanofficer.com.

1. The Essential Guide to Social Media
for mortgage professionals
By: Kristin Messerli,
kristin@culturaloutreach.net

2. National MI Partnership
NMI has partnered with Cultural
Outreach Solutions to provide you with
content to support your leadership in the
industry.
@KristinMesserli
kristin@culturaloutreach.net

3. What is Cultural Outreach?
Audit & Strategy

4. Check out more tips in the July issue of MWM!
www.mortgagewomenmagazine.com

5. Disclosure!
Our information is professional opinion, based on
research and best practices.
Please be informed about your company’s policies on
social media and discuss with your managers and
team prior to implementing our recommendations.

6. Social Media Essentials

7. Why Social Media?

8. From a linear process with one target
customer

9. To a multi-channel search with
multicultural consumers

10. Millennials research you (individually
and as a company) online

11. What comes up when
someone “googles”
you?

12. Social media influences
decisions
• Social media is the biggest influencer
of buying decisions in America
• Over 3/4 of homebuyers use social
media in their home search

13. Customer Reviews:
88% trust customer reviews as much as
personal referrals

14. For example:

16. 5 Rules of Engagement

17. Invite your peers to follow your social
media pages
1

19. Share relevant content & expertise
2

20. Don’t push sales messages… be personal
and authentic
3

21. Post consistently… but don’t get sucked
in!
4

22. Engage with your Audience
5

23. Facebook to the Max!

24. Why Facebook is Important

25. Facebook is THE INTERNET.
1 in every 4 page views are on
Facebook!

26. Visibility1
• Facebook has the most
engaged users
• Content consumption on
Facebook has increased by
57% in the past two years
Source: Hubspot, 2016

27. Referral Network
Facebook outpaces Google as a source of
referral traffic
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
2

28. It is a professional, yet humanized
channel
3

29. A Few Basics...

30. Profile Picture
Use a high resolution image that clearly
shows your face
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
1

31. Audit your content
Are you comfortable with ALL of your
content being seen by EVERYONE?
2

32. Privacy Settings
Be seen...
3

33. Privacy Settings
… but monitor with caution
3

34. Customize your Facebook url4

35. Respond to ALL comments & messages5

36. Ideas for getting more exposure on
Facebook

37. Ask for customer reviews1

38. Educate and share
Create Short, Authentic Videos
• Share education
• Promote event/info
• Let audience get to know
you
• Ensure authentic message is
clear
2

39. • Why use it? Gain greater publicity
• What to do:
• Host a joint event or share relevant
information to their audience
• Request shares or publishing from
orgs and influencers
Such as a major church, a big company like Amazon,
young professionals org, NAHREP, etc.
Use partner organizations to help
publicize on social media3

40. Create “Friend Lists”
with strategic groups and like their posts
4

41. Acknowledge birthdays!5

42. LinkedIn to the Max!

43. 467 million active LinkedIn users worldwide
25% of adult internet users are on LinkedIn
Source: Pew Research, 2015

44. How to Optimize your LinkedIn Profile

45. Profile Picture
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
1
● Use a high resolution professional
profile photo
● LinkedIn profiles with professional
head-shots get 14 times more
profile views
Source: DMR LinkedIn Report, 2017

46. Include a cover photo
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
2
● Use a high resolution photo
● LinkedIn profiles with cover photos
get 21 times more profile views
Source: DMR LinkedIn Report, 2017

47. Completely Fill Out Your Profile
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
3
● Industry and location
● A current position and two past
positions
● Your education information
Source: DMR LinkedIn Report, 2017

48. Include Skills
Source: Chris Smith, https://www.youtube.com/watch?v=KEDOBIVHYRE
4
● 13x Increase in profile views for
LinkedIn members that list skills on
their profiles
● Users with at least 5 skills listed
received 17x more profile views
Source: DMR LinkedIn Report, 2017

49. Create a vanity URL
Make it easier for people to find you
5

50. Get written recommendations
… similar to customer reviews
6

51. Watch Our Expert Interviews
www.culturaloutreach.net/nationalmi

52. NEW! Social Media Sharing Tool & Training
www.betterloanofficer.com

53. Text “better” to 555-888 for first month free

54. Contact:
kristin@culturaloutreach.net
@kristinmesserli
www.betterloanofficer.com