Dealing with first-time homebuyers often can pay dividends, Cason said: “You also get to have your reputation told to their families, and everyone else they know,” she said. “It opens up more windows.”

How to create awareness

Cox asked the panelists how they go about creating awareness in their respective communities. For her part, Tetzner said community involvement is key. “It’s happened to me a million times when someone says ‘hey, Mary Joe!’” she said. “When you build that presence and you’re that person with mortgage, people just associate you with mortgage. I am my mortgage business and everything that comes to me and everything I talk about – I’m always on and I’m always working and I’m always there to help people with their questions. That’s what I love about my job  — my past clients are my friends, my family. If you’re doing it right, you will feel that.”

Cason spoke to the importance of having a well-identified brand: “It’s really important to have a brand and work on it,” she said. “Last year, I started working with a marketing person, and she has made me a local celebrity,” she said with a laugh. “She posts things five times a week to my Facebook; she has a whole schedule. She has stories up on Instagram. She makes me do TikTok. I go to either real estate events or the bar – anywhere. People come up to me and say ‘I saw you dressed up like a football player for a mortgage ad – that’s hilarious.’ It’s just stuff that makes people laugh and relate to and they don’t take me too seriously and I’m not intimidating. Now, I’m approachable.”

Tetzner added: “But become comfortable with that. You’re going to feel uncomfortable when you’re constantly posting on Facebook, but you have to get over that. You have to be comfortable. Sometimes, you need to stop trying to be a perfectionist – get it done, and move along.”

Richardson – a prolific user of social media under her alter ego the “mortgage mentor” – agreed: “Done is better than perfect.”