Sold On Social

How to sell a personal brand on social media

In an era where digital presence often equates to professional prowess, the mortgage industry is having a tough time fitting in. Most good salespeople want to be on social media and are cognizant of the power it possesses. However, finding the right message and medium to send it can be challenging in such an arduous profession lacking a remarkable product to market. After all, loan officers are selling a service, not just a loan product that is offered by most lenders.

So how can loan officers transition from starting with no followers and mediocre content to building a strong online presence and trustworthy brand that customers can depend on? Rebecca Richardson, The Mortgage Mentor, has built her following through multiple digital channels. She knows the ins and outs of social media and how to establish your voice on highly saturated platforms, such as TikTok and Instagram.

Richardson was first exposed to the world of real estate at a young age. Her father was a real estate attorney, and Richardson herself started her career as a financial planner. After a poor first-time homebuying experience, she realized she could make a difference as a loan officer. 

“We bought our first home before I became a loan officer,” Richardson said. “It was a good financial decision but not a positive experience. It really kind of killed that joy of buying a home, primarily because of the loan officer.”

Find Your Voice

Richardson’s early experiences with the mortgage process helped her find her voice and brand. As The Mortgage Mentor, she strives not to educate her clients on just their loans but to help them understand the entire mortgage process. 

“For me, a lot of it comes down to empowering people so they have their own knowledge they can trust, instead of just hoping that they have somebody trustworthy,” Richardson said. “I think that comes through authenticity. Being genuine, being sincere, but also being strategic. It’s making sure the decisions that we make benefit us today but also will benefit us in the long run.” 

By Jack Dunn

09 July 2024 READ THE FULL ARTICLE HERE