3 Ways Social Media Helps Your Business Become Relationship-Material | Florida Capital Bank

Question: When you receive a recommendation from a friend or family member on something that you would consider a large purchase, what is one of the first things that you do for research?

Odds are, you answered, “I Google it.” The Internet has become (and has been for a while now) a key resource in getting a feel of an item, product, or service before committing to it. And, believe it or not, the same process is taken by home buyers before committing to a home loan, or the person who can help them with that loan. This is why social media has become a key tool for mortgage sales professionals in developing their “brand” and building a relationship with potential clients.

How does social media impact your business?

It makes you visible.

A home buyer ready to begin the process is more than likely going to find a sales professional through two avenues: recommendations or research. Again, that research is more than likely going to be done online. If you do not have an online presence, or one that is old and seems to be abandoned, you can miss out on home buyers looking to work with you.


It makes you reachable.

One of the best built-in tools that come with each major social media platform is that it allows its users to communicate directly within the site. Even though you may have your phone number and/or email address visible on all of your social media profiles, this is just another way a potential borrower is able to reach out to you.

It makes you human.

People like to work with other people. There is a great difference how you are represented in an ad versus how you represent yourself freely. Social media allows you to connect on a human level with potential borrowers,  making them more susceptible to work with you over a faceless competitor.

Social media: it is a daunting tool that has a steep learning curve. However, the benefits of a properly maintained profile that potential customers can connect to will prove to be worth it in the end.