Thinking about becoming a self-employed mortgage broker?
You’re going to need to know how to use social media tools like LinkedIn, for business.
Technology waits for no one and staying ahead of the curve is vital to your success as a self-employed mortgage broker.
With the ability to connect with potential clients and search for specific audiences for free, setting up a LinkedIn page could just be your next best way to find business.
So how can you use LinkedIn for lead generation as a self-employed mortgage adviser?
The way people use the search functionality on LinkedIn is different from how they use Google.
On Google, people usually look for things by typing questions like, “How to find a good self-employed mortgage broker.”
On LinkedIn, people are looking for professionals so they search for a title such as “mortgage broker” or “mortgage underwriter.”
Avoid ranking low in the search results and include your job title in your headline and throughout your copy where necessary but don’t cram it in if it doesn’t make sense.
What else can you do to appear in the search results on LinkedIn if you’re a self- employed mortgage adviser?
- Make as many genuine connections as possible. If you have mutual connections with a potential client who is carrying out a search, then your results feature higher up in their search.
- Engage with the people you have already connected with by commenting, liking and reposting content to stay on the timeline.
- Regularly edit your profile. This lets LinkedIn’s algorithm know that you are an active member and therefore your profile is more likely to be updated and relevant.
Tell people what you can do for them
It’s not enough to state your job title alone. With competition from other self-employed mortgage brokers, your profile needs to convey exactly what it is you do and how you can help people find the right mortgage.
View each section on your LinkedIn profile as an opportunity to connect with a client. What is it about your skills or experience that make you the go-to mortgage adviser for them?
Have you helped people with similar circumstances to theirs find a mortgage? Do you have a track record of finding cheaper deals?
Keep it short
The way that people read online content is different and understanding this can help you keep hold of your reader’s attention for longer.
Tell the reader what they need to know and quickly. The majority of people visiting your profile will be on their phones and therefore distraction is imminent.
Make your profile visually appealing and easy to scan with bullet points and avoid block paragraph if a client has to needlessly scroll up and down or spend too long to find the information they need, chances are you’ve already lost them.
Tell people how they can contact you
Many self-employed mortgage brokers rely on the contact information CTA at the top of their LinkedIn profile but this is a major schoolboy error.
Don’t forget about the potential clients who may be reading information nearer to the bottom of your profile. Realistically, are they going to scroll back to the top of the page before they move on to their next profile?
Tactically include your contact information in areas where the next natural stage would be to contact you. For example, in the section labelled “Experience”, if you’re telling the reader that you have secured mortgages for first-time buyers, let them know that you’re taking on new clients and how they can contact you.
Ask clients for recommendations
A potential customer has connected with you – hurrah! Their next move? Clicking on your profile to check you out.
Recommendations appear at the lower end of the page but that’s not to say they should be forgotten about, after all, a good recommendation proves to the reader that you’re credible and have real experience as a self-employed mortgage broker.
Remember to space out your recommendation requests as they are date stamped. It may look a little odd or even disingenuine to have 5 recommendations all posted within the same week.
Tactically target niches
Converting clients on LinkedIn takes real strategy and the “throwing mud at the wall” approach can only take you so far.
Targeting a niche sector gives direction to your marketing strategy as a self-employed mortgage broker and it also presents an opportunity for you to position yourself as a specialist.
Over 630M professionals are on LinkedIn and they can be targeted via their job title, function, industry, and more. This is great for lead generation as you can narrow down your search and recommend mortgage products that are more relevant to the client’s needs.
For example, if you wanted to promote mortgages for self-employed professionals, you could actively search for this audience using their employment status on LinkedIn.
Remember that when searching for professionals, use synonyms of words too. A simple search of “self-employed” will present you with a long list of opportunities but to really increase your options, use synonymous phrases such as “freelancer” or “contractor”.
Be personable but not over-friendly
LinkedIn members are more likely to accept invitations that include a personal note so use the 300 characters you are given to create a tailored message that persuades them to accept.
When creating personalised experiences, avoid using shortened names as this can make people feel wary and even annoyed, especially if you don’t know them. Use the name stated on their LinkedIn profile and don’t forget to include your number at the end of your message.
Ask an expert
Working as a self-employed mortgage broker isn’t for everyone, however, if you’re a dedicated, opportunistic individual, you can reap the rewards.
If you’re ready to take the leap and become a self-employed mortgage broker, contact an agent for information about the current opportunities within your area.
With their advice and expertise, you can progress to the next step of your career as a mortgage broker.
Call 01179450450 or alternatively, view our latest job listings for self-employed mortgage brokers.