I wrote a while back about how loan officers can use content to increase their purchase business (you can find that here); and it’s true — creating and sharing content online will grow your purchase business. But that’s not all it will do; it will help you stand out from your competition, make a stronger first impression on anyone who encounters you online, and help you build more substantive relationships with prospects, clients, and referral partners.
This week, I wanted to share some ideas to create the kind of content that can make all the things I just mentioned come true. You don’t have to be an accomplished writer or invest in expensive equipment to make an impact; you just need to know where to focus your energy for the best results. Here’s what I think is important:
Know Who Your Audience Is and What They Want
The very first thing you need to know is who your audience is. The more specific you can be, the better your chances of reaching the people you want to reach. It’s natural to want to include everyone… but trying to write catch-all content is seldom effective. Do you specialize in a particular area? Let’s say you specialize in first-time buyers; thing about all of the things that people in that demographic need to know. What would save them time, money, or lessen their stress? Whatever your target audience, you need to know who they are and want they want (or need) to be reading to have a successful experience. Then, your articles or social-media posts will almost write themselves.
Keep It Short and Sweet
Whatever you share online, be it an article or a video, should only take the viewer 2 minutes or less to get through. If someone wants to know more, they’ll reach out to you with questions. Producing content that is longer than 2 minutes means that much of our output won’t be consumed in its entirety. We’re all busy, and even busy people can make time for a 2-minute commitment if it’s a topic they’re interested in; but you’d be surprised at just how many people won’t make time for something that will take just one minute more of their time. Usually, your readers are going to come across your posts while browsing their social-media feeds; and if they click on an article and it looks like it will take more than two minutes to read, they’ll probably bookmark it for later or just keep on scrolling. You want content that is short and to-the point if you want the highest percentage of people to engage with it.
I’ve mostly covered articles (with a brief mention of video), but the content you produce can take other forms as well. Experiment with everything — articles, videos, infographics, polls, etc., and then find out what gets the most engagement. Then, do more of what works and less of what doesn’t. Mixing up your content gives your audience some options.
Well-curated content can make a strong first impression on your audience. It can help you position yourself as an expert, earn trust faster, and stand out from all of your competition.
Good luck and let me know if any of this has been helpful for you!
If you’re a loan officer, sales manager, or branch manager considering new opportunities, don’t hesitate to get in touch.