Brokers – is this the key sales method you’re missing out on?

@iamandrewrussell Is it time to upgrade your home? Let’s see if the math is mathing and if you can afford a $500K home on an $80K salary. #financialfreedom #rcgmortgage #financialadvice #mortgagebrokers #calculateincome #propertytaxes #homeprices #realestatemarket #newyorkmarket #zillow #smarthomebuying #mathing ♬ original sound – IamAndrewRussell

“It’s education coupled with a little wild personality to make it exciting,” he said. “You’ve got to infuse a little something. I have found in this market, the numbers say that 75% – three out of every four people – that enquire to preapprove themselves or to enquire to use us for mortgage, stalk us out on social media.

“So I could be the number-one loan officer in the area – but if they go to Google me and I’m nowhere to be found, where’s the credibility there? Where’s the brand? It’s the same thing with Google reviews. We’ve been hyper-focused on [that], and now we have over 100 five-star reviews.”

In the past, brokers may have had the tendency to view a strong social media presence as a “would-like” in their business: something they’d ideally be able to focus on more, but not necessarily a top priority against other considerations.

For Russell, social media has now gravitated to a “must-have,” an essential component of cultivating and expanding business.

“That’s what’s going to make you the top 1%,” he said. “What are the must-haves? If I get a client, I call them, I pitch them, I tell them why we’re the best, what’s unique about us, we have great rates – but that’s something we have to do as a mortgage company with the would-likes: social media education, brand, Google presence, all that stuff. That’s our hyperfocus. I feel that’s what’s going to separate us from the rest.”