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Brokers who don’t use social media “run the risk of being invisible” to potential clients, according to a top industry figure.
Connective principal Glenn Lees told visitors to the NSW leg of the Better Business Summit that social media is another way in which consumers judge brokers.
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The public will increasingly look at Facebook, Twitter and blogs when deciding which broker to use, he said.
“If you don’t have it, you run the risk of being invisible to a segment of the market and that can be expensive,” Mr Lees said during a panel discussion that included Stargate Technologies chief executive Brett Spencer; PLAN Australia chief executive Phil Quin-Conroy; and Westpac general manager of mortgage broker distribution (NSW and ACT), Jamion Khan.
Mr Spencer advised brokers to develop a social media strategy because it is something that potential clients would expect.
Social media posts won't generate immediate sales, he added, but are one way in which to build long-term credibility.
Mr Quin-Conroy told brokers that posting on social media will help them climb the rankings on internet searches.
Brokers can join the discussions about mortgages and home loans that often take place on social media, he added.
“I think there’s an opportunity to listen. Communication is two-way,” he said.
Mr Khan said brokers should only post relevant information and should adopt a friendly but formal tone – just as they would when meeting a new client.
He also advised brokers to handle complaints delivered via social media in the same way in which they would handle complaints delivered through traditional channels.
Tickets are still available for the remaining Better Business Summit events in Adelaide (March 6), Brisbane (March 12) and Perth (March 20). Click here to book.
