How Mortgage Professionals should use Linkedin for Inbound Marketing

LinkedIn is probably the best social media platform for Mortgage professionals to utilize.  LinkedIn can bring in quality leads and maximize your social media contacts.  Studies indicate that mortgage professionals who implement proven LinkedIn sales and marketing strategies have grown their originations by more than 30 percent. Below are some guidelines to utilize to have a successful LinkedIn marketing campaign.  

1. Have a Superior LinkedIn profile
Your LinkedIn profile is the hub of your sales activity. For many clients who do business with you, it will be the first impression that you make with them.  The first step to acquire more clients with LinkedIn is to build a superior profile page that does full justice to your personal brand and informs potential clients of the depth of your industry experience and competencies.

Your LinkedIn Headline in your profile is picked up in Google’s search algorithms.  This can lead to your LinkedIn page as a landing page and have conversions. That being said it is important that  your LinkedIn profile include a thorough detail of your professional working history and client testimonials.

2. Network Socially with Prospects 
A free basic LinkedIn account allows sophisticated search capabilities. A subscribing member can search for prospects in a variety of ways making it easier to find new clients than ever before. LinkedIn’s advanced search capabilities allow us to search by keyword, name, company, title, location etc.    This opens up networking with influencers who have seniority with the clients you want to do business with.

Once you have searched for and found these individuals, you may begin to connect with them through LinkedIn through a variety of methods. You may reach out to them directly through LinkedIn’s InMail system or send a direct invitation to connect, or even be referred.  

3. Endorsements 
You have clients who you have happily served before with your mortgage services. They are delighted with your professionalism and capability. You can request recommendations from past clients through LinkedIn’s InMail and once they complete this recommendation, the InMail system automatically notifies you of their recommendation and immediately allows you to post the recommendation on your profile page. You can even return the favor and share a recommendation of how delightful it was to work with that client and tout their professional capabilities as well.

4. Blogging 
LinkedIn allows you to post valuable information and allows you to share a great article, quote, news headline. LinkedIn increasing the value of your personal brand, and help potential clients make informed decisions when it comes to home financing. This helps prospects select the mortgage professional that they desire to do business with.

5. Communicate strategically

Follow up communication directly to your LinkedIn connections should always be saturated with value-added information and versus sounding like a salesperson. There is no faster way to turn a prospect off than to use social media, remember LinkedIn is the platform to create and have the opportunity to create a authentic professional relationships.

6. Join industry groups
LinkedIn has thousands of industry and professional groups that you can join. Once you join an industry group, you may be the benefactor of leading strategies and techniques for your profession that the group publishes and gives you access to.  LinkedIn discussions are a fantastic way to engage with other professionals that share a common passion and interest area that you may learn from and contribute to.

7.Blogging on LinkedIn 
LinkedIn allows a great variety of ways and means to post your ideas and get your personal brand established.  If you want to be the mortgage professional of choice, your ideas and opinions you contribute from your experience in the profession have great influence on the decisions your prospects make.

Posting these intellectual assets is easy with LinkedIn. You can post articles or publications that you have written. You may share resources through LinkedIn’s Slideshare feature which is viewable to all LinkedIn members and posts directly to your profile page. Share articles that your find intriguing to engage different type of audiences.

LinkedIn is one of social medias powerful tools that leverages mortgage brokers to be marketed at a professional and humanistic level.  Remember to be insightful and maximize the wonderful opportunities LinkedIn can bring for your business.   


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