To all the LO's posting content on social

80% of loan officers that are posting on social media are creating content for homebuyers.

Yet, 70% of loan officers get their business from referral partners, primarily real estate agents.

This is a disconnect that I've been really interested in over the last two years.

I kept hearing this notion that the loan officer of the future will have a large personal brand that will attract home buyers to work directly with them instead of going to a real estate agent first.

But I can tell you after writing countless social media scripts, editing videos, producing videos, posting videos for mortgage brokers, this still isn't the case yet.

We rarely got home buyers to engage with us, take us up on our lead magnets, and eventually work with us from social media.

We did notice that Realtors were finding us, they were following us, they were engaging us and DMing us with questions about the content we were posting.

Therefore If you're posting on social media, I recommend including some referral partner-specific content.

Content that a real estate agent, a financial planner, or whoever gives you business would value and appreciate.

And if you're worried that your messaging is going to conflict with your home buyer content, I'd argue that people are interested in the content that serves them and if they see one or two pieces of content that isn’t they won’t care and keep it moving.

Besides, the content you’re making for professional will likely be about home financing which is what you’re content is about anyway.

Another reason why I like creating content specifically for referral partners is because it's easier to get it in front of them.

Realtors, for example, display that they're real estate agents all over their profile.

Also, it’s so much easier to scrape or find a list of real estate agents in your market.

What you could do is take this list and throw it into a retargeting campaign to ensure that your more professional content is getting in front of referral partners in your market.

This level of targeting is not as easy for home buyers or can be very expensive.

For example, the video below we did for a client was getting good engagement with Realtors so we decided to boost it by targeting agents in their area and it blew up even more.

15.4k views, which was cool, but the new amount of Realtors following them and engaging was even cooler.

So if I was working for you here’s how I’d strategize my content:

Short Form Platforms i.e Instagram & TikTok - 50% DTC (Direct to Consumer) and 50% B2B (Business to Business aka Referral Partner Focused)

LinkedIn - 10% DTC and 90% B2B

YouTube (Long Form) - 90% DTC and 10% B2B

If any of your B2B content is performing better than usual, add fuel to the fire and put some money behind it to get it in front of more referral partners in your market.

Now go Create.

Cyrus