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Mortgage brokers should take advantage of social media to boost their business and generate more leads, according to a panel of experts at The Adviser’s recent Digital Marketing Boot Camp.
The sell-out first annual workshop last week, which toured Brisbane, Melbourne and Sydney, heard how for one speaker, almost all of his business comes from digital marketing, suggesting that brokers who are not implementing this platform are missing out.
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According to Nationwide Capital and Chifley Securities business development manager Glynn Bruce, 90 per cent of his work comes from digital marketing alone.
“The majority of loans that we do come directly from LinkedIn,” Mr Bruce explained.
He’s not the only person finding digital marketing to be a necessity in the broking industry. Owun Taylor, owner of Mortgage Choice Newtown and a self-confessed “social media tart”, said social media platforms such as LinkedIn and Facebook have drawn greater attraction to the group’s regular seminars.
“We do a lot of seminars within the office, so we use social media to promote them and we’re finding that we’re getting a good mix of our existing database and newcomers,” he said.
Mr Taylor noted that by brokers using social media platforms, they can establish a rapport with clients before they meet them in person.
“I’ve learnt the easier that we can make it for them to find us and for them to check out who we are and verify who we are, the better,” he said.
Liberty Financial adviser Keith Vayne agrees that digital marketing is worth investing in and noted that he’s seen an increase in business since picking it up two years ago.
“When I first started using LinkedIn, I realised I could use my existing connections to make new connections,” he said.
“When I make those connections, I make an effort to thank them when they accept my invite and give them a very brief explanation of what I do and how I can provide them with assistance. That seems to work – I get enquiries back on a regular basis these days.”
For those looking to make the move into social media as part of their digital marketing efforts, SF Capital director Tommy Lim said there are some key tips brokers should know.
“Lock down your business name on the social networks; remember that you do not need to create your own content to attract likes or add that presence; follow The Adviser or Domain and share their stuff, because content like that is interesting to your audience and it means easy clicks to your website; and finally, look at businesses, brands you like or popular personalities, and copy what they do.”
The Adviser’s Digital Marketing Boot Camp was held in Brisbane on 1 July, Melbourne on 2 July and Sydney on 3 July, attracting a total of 754 attendees.
An in-depth overview of the workshop and its key points for brokers will be available in September’s print edition of The Adviser.
[Related: Lender invests heavily in broker education]
