Social media has changed the game for not only mortgage, but just about every industry out there. The social media platforms and marketing tools available to us today make it easy to understand our markets on a deeper level than ever before. Some people may see this as an invasion of privacy, but the new generation of buyers don't mind as long as you are enhancing their experience. These social tools make it easy to understand what people do and don't want to see online, which in turn makes it easier for us to stay relevant to them while they are on their homebuying journey.
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It doesn't bother them. They realize it's happening, I mean everybody realizes it's happening. They just don't want to be sold. You really want to present yourself in a way to make sure you're relevant while that buyer is on their journey online. And this is where it gets kind of interesting.
It's when these buyers engage with you, you have an opportunity to identify who they are and present them relevant information while they're on that homebuying journey. There are other ways to stay in front of these buyers that we're really working hard on, and one of them is what we call social tracking. It's kind of like when you go to Wal-Mart and you want to buy some socks, and then you go on Facebook and there's the socks you were just looking at. You know, these are the types of marketing techniques that are available today. So that's purposeful, and it's happening more and more because the tools are there to enable you to do those types of things, and we're trying to deploy them for real estate. And so you can just imagine if you capture a borrower who is going to an open house in Orange, California, and you capture enough information on them, you can start to present things like 10 things you should know if you want to buy a house in Orange, California. You know, so things that are very relevant to them that they might be interested in, oh and guess what, when they click on it to look at it, there's a picture of our loan officer and our real estate agent that was just at that open house. So then you have to look at ok, the recipient, is that going to bother them? Does it bother you when you go on to Facebook and see the socks you were just looking at at Wal-Mart? If you're older, like me, it might. You know, because you're looking at that as some sort of an invasion of privacy. The surveys suggest that when you're a millennial buyer, as long as you're providing them with information that's going to enhance the experience they're on, it doesn't bother them. They realize it's happening, I mean everybody realizes it's happening. They just don't want to be sold. They don't want an ad that says, hey call us up for a 4.99% interest rate. They want real, relevant information that's going to help them. You know, a typical buyer will interact with 4, 5, 6 real estate agents on their journey. They're probably going to transact with the one that is top of mind, that they feel has done the most for them, or the one that's in front of them at the time that they're ready to move forward with the transaction. So all of these tools and presentations are designed to make sure we're those people. We're the ones that are top of mind, they've seen us repeatedly, we've been in contact with them so they appreciate the effort extended, and we're in front of them at the time that they're ready to make that buying decision. So that's really what all these different tools are designed to do, to make sure we're that person.
mortgage industry overview Disrupting the Disruptors: Take Advantage of Social Media to Stay Relevant | |
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