Podcast Title: Mortgage Marketing Radio
Host: Geoff Zimpfer
Episode: Mastering LinkedIn for Mortgage Professionals
Release Date: November 13, 2024
Overview
In this insightful episode of Mortgage Marketing Radio, host Geoff Zimpfer welcomes Dan Smakowska, a renowned social selling expert and co-author of The Green Book. Dan shares his expertise on leveraging LinkedIn to transform mortgage businesses, offering a comprehensive strategy crash course for loan originators aiming to enhance their online presence, engage effectively, and build a robust personal brand.
Introduction to Dan Smakowska
Dan Smakowska brings over 13 years of experience in the mortgage industry, transitioning from sales and marketing leadership roles to becoming a freelance consultant specializing in LinkedIn strategies for mortgage professionals.
Dan Smakowska [03:52]: “My passion is to help people, sales teams, and mortgage companies generate revenue through LinkedIn. I truly believe it's the most powerful platform in the world.”
Why LinkedIn is the Premier Platform for Mortgage Professionals
Dan emphasizes LinkedIn's unique position compared to other social media platforms, highlighting its effectiveness for both B2B and growing B2C interactions.
Dan Smakowska [05:07]: “LinkedIn is in a prime position to help build a brand and get eyeballs on your content because other platforms are very crowded. On LinkedIn, less than 1% of users are actively creating content, giving you much more bang for your buck.”
Key Points:
- Less Saturation: Unlike Facebook and Instagram, LinkedIn has fewer content creators, making it easier to gain visibility.
- Professional Audience: Users are often professionals with jobs, making it ideal for targeting both consumers and referral partners.
Rules of Engagement on LinkedIn vs. Other Platforms
Dan discusses how LinkedIn's environment differs from Facebook and Instagram, focusing on its professional and business-oriented nature.
Dan Smakowska [09:07]: “Platforms like Facebook are a hodgepodge of people and goals, whereas LinkedIn is the only platform where people are ready to do business and talk about business.”
Key Differences:
- Purpose-Driven Interactions: LinkedIn users are more receptive to business conversations.
- Professionalism: The level of professionalism is higher, fostering more meaningful business relationships.
- Targeted Outreach: Features like LinkedIn Sales Navigator enhance the ability to target specific demographics effectively.
Leveraging LinkedIn Features for Maximum Impact
Dan delves into the functionalities of LinkedIn, particularly the Sales Navigator, which offers advanced search and targeting capabilities.
Dan Smakowska [13:03]: “With Sales Navigator, you can filter people who are actively engaging on LinkedIn, ensuring you reach out to decision-makers and active users.”
Key Features:
- Advanced Filtering: Narrow down your target audience by factors such as job title, location, and recent activity.
- Geo-Targeting: Ability to target by counties and zip codes, enhancing local outreach efforts.
- Organic Engagement: Focus on non-paid strategies to build genuine connections through personalized outreach.
Content Strategy: The Five-Day Content Mix
A significant portion of the discussion centers around the "Five-Day Content Mix," a structured approach to content creation aimed at consistent and diverse engagement.
Five-Day Content Mix:
- Monday: Market Update (beyond just rates)
- Tuesday: Client Success Stories
- Wednesday: Educational Posts
- Thursday: Behind-the-Scenes Insights
- Friday: Personal Stories or Industry Hot Takes
Geoff Zimpfer [21:20]: “The framework is set up to give you a plan to be consistent because consistency is what gets the results.”
Impact:
- Consistency: Regular posting establishes trust and keeps your audience engaged.
- Diverse Content: Balancing different types of posts prevents monotony and appeals to a broader audience.
- Human Connection: Incorporating personal stories makes you relatable, fostering stronger relationships.
Building and Engaging Your Personal Brand
Dan underscores the importance of moving away from product-centric posts to more human-centric content, which resonates better with LinkedIn audiences.
Dan Smakowska [22:12]: “Show stories of who you are, your personality, your family, hobbies. It makes you more human and relatable.”
Strategies:
- Profile Optimization: Ensure your LinkedIn profile showcases your personality and professional expertise.
- Engagement with Viewers: Utilize profile view notifications to reach out and start conversations.
- Authentic Interactions: Treat LinkedIn like a real networking event, building genuine relationships rather than pushing sales.
Case Study: Success Through Consistent Content
Dan shares a practical example of how implementing the five-day content mix led to tangible business results.
Dan Smakowska [21:45]: “One LO booked three meetings in a week, another had two realtors reach out for coffee, and another landed a $1.2 million deal in the DMs.”
Details:
- Methodology: Consistent posting across the five content categories.
- Results: Increased engagement, new meetings, and significant deals closed through LinkedIn.
- Lesson: Long-term consistency and a balanced content strategy yield substantial business growth.
Maximizing Profile Views for Lead Generation
Dan explains how to effectively respond to profile views to initiate meaningful conversations and potential business opportunities.
Geoff Zimpfer [25:08]: “When someone checks out your profile, it's like window shopping. Send a friendly DM acknowledging their visit and offering assistance.”
Approach:
- Personalized DMs: Reach out with tailored messages based on their profile and your mutual interests.
- Planting Seeds: Initiate conversations without immediately pitching products, fostering trust.
- Relationship Building: Focus on cultivating relationships that can lead to referrals and collaborations over time.
Embracing Authenticity and Human Connection
The episode emphasizes that genuine, relatable content outperforms overly polished or sales-driven posts on LinkedIn.
Dan Smakowska [28:55]: “LinkedIn is pushing real, authentic people, not the fake, buttoned-up personas. Share stories, show your family, talk about your hobbies.”
Benefits:
- Relatability: Authentic content attracts a more engaged and loyal audience.
- Trust: Sharing personal experiences builds credibility and trust with your network.
- Engagement: Human-centric posts often receive higher interactions and foster deeper connections.
Actionable Tips for Getting Started on LinkedIn
To conclude the episode, Dan provides practical advice for listeners looking to either return to LinkedIn or use it more effectively for the first time.
Dan Smakowska [32:33]: “Connect with me on LinkedIn, ask for a list of top mortgage industry professionals to follow, and start engaging with their content.”
Steps to Begin:
- Profile Setup: Optimize your LinkedIn profile to reflect your professional brand.
- Content Planning: Implement the five-day content mix to ensure consistent and varied posts.
- Engage Actively: Like, comment, and share relevant content from industry leaders to increase visibility.
- Personal Outreach: Utilize profile view notifications to initiate personalized conversations.
- Continuous Learning: Subscribe to Dan’s newsletter, Win Weekly, for ongoing strategies and insights.
Conclusion
This episode provides a comprehensive guide for mortgage professionals to harness the power of LinkedIn. By adopting strategic content planning, engaging authentically, and utilizing LinkedIn’s advanced features, loan originators can significantly grow their business, build meaningful relationships, and enhance their personal brand in the competitive mortgage market.
Notable Quotes:
- Dan Smakowska [05:07]: “LinkedIn is in a prime position to help build a brand and get eyeballs on your content because other platforms are very crowded.”
- Geoff Zimpfer [21:20]: “Consistency is what gets the results.”
- Dan Smakowska [28:55]: “LinkedIn is pushing real, authentic people, not the fake, buttoned-up personas.”
For more insights and strategies, listeners are encouraged to connect with Dan Smakowska on LinkedIn and subscribe to his newsletter, Win Weekly, as mentioned throughout the episode.