This begs the question: which social network is the most useful? While Zummohurley acknowledges Facebook can be a productive platform, the real possibilities lie within LinkedIn.
“LinkedIn works best to create a marketing strategy that focuses on profile optimization, smart networking, and content publication,” he said. “The key is to optimize your profile with keywords that you’d expect your audience to use when searching for the type of solution you provide. LinkedIn’s search algorithm will be more likely to make your profile visible to your target audience when they search for your services.
“When networking, don’t simply click “connect” and hope for the best. Instead, add a custom message to establish a personal connection with those you’re hoping to do business with down the road.
“Finally, make time to publish your own content on LinkedIn. According to LinkedIn, only one million out of their 500 million users publish content on the platform. You can bet that your competition isn’t using LinkedIn’s publishing capabilities, and that means anything you publish will have a better chance of reaching your target audience. Sharing key knowledge, market updates, and other leadership-based content will help to establish you as a well-known source for information, consultation, and commercial mortgage strategies.”
While LendingOne has a very successful approach to the format – “one good tactic of ours is showing real-life case studies of the results we generated, allowing potential clients to feel more confident about our ability to help them” – Zummohurley also warned that there are certain social media mistakes brokers need to avoid.