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How do you use Facebook Live to showcase your mortgage expertise?

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Social media marketing is a powerful way to reach and engage with potential clients, especially for mortgage loan officers who want to showcase their expertise and credibility. However, not all social media platforms are created equal, and you need to have a clear strategy for each one. In this article, we will focus on how to use Facebook Live, one of the most popular and interactive features on Facebook, to attract and educate your audience, build trust and rapport, and generate leads for your mortgage business.

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1 Why Facebook Live?

Facebook Live is a powerful feature that enables you to broadcast live video to your followers and friends on Facebook. Mortgage loan officers can use it to share their insights, tips, stories, and updates about the industry, as well as answer questions and interact with viewers in real time. Facebook Live has several advantages, such as helping you stand out from the crowd , increasing your reach and visibility, boosting engagement and loyalty, and generating leads and referrals. You can showcase your personality and professionalism, prioritize live videos in the news feed, respond to comments directly and personally, demonstrate your value and expertise, offer solutions to your audience's pain points, and invite them to contact you or visit your website for more information.

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Ash Borland

I Help Mortgage Advisers Maximise Sales, Build a Brand & Create a Balanced Lifestyle through Streamlined Processes
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Using Facebook Live to showcase your mortgage expertise involves engaging with your audience in a real-time, interactive setting. ??1?? Host Q&A sessions: Regularly schedule live Q&A sessions where you answer common mortgage questions, providing valuable insights and advice. ??2?? Share market updates: Use Facebook Live to discuss the latest mortgage trends, rates, and industry news, positioning yourself as a knowledgeable resource. ??3?? Feature client testimonials and success stories: With permission, share stories of how you've helped clients, adding a personal touch and showcasing your expertise in action.

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2 How to prepare for Facebook Live?

Before going live on Facebook, it's important to do some preparation to ensure a successful broadcast. Start by selecting a topic that is relevant and valuable for your audience. You can use keyword research, social media analytics, surveys, or feedback to determine what your followers are interested in or curious about. Then plan your content and structure, having a clear introduction, main points, and conclusion for your live video, as well as some key messages and call to action. You can use bullet points or notes to guide you while avoiding reading from a script or being too rigid. Additionally, test your equipment and environment to make sure you have a stable internet connection, good camera and microphone, and tripod or stand for your device. Check the lighting, sound, and background of your location too, so there are no distractions or interruptions. Lastly, promote your live video by announcing it in advance to your followers and friends. Use email, social media posts, stories, or ads to inform them about the topic, date, and time of your live video. Encourage them to tune in and participate as well.

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3 How to go live on Facebook?

When you’re ready to go live on Facebook, you need to open the app and tap the Live button at the top of your news feed, or go to your page, group, or profile and tap the Create Post button. You should then choose your privacy settings, audience, and location. To attract attention and convey the purpose and value of your live video, write a catchy title and description with keywords, hashtags, and emojis. You can also adjust your camera settings, use filters or effects to enhance your broadcast, add stickers or polls, and tag other people or pages. Finally, tap the Start Live Video button to begin your broadcast - you will see a three-second countdown before you go live. While streaming, you can monitor the number of viewers, comments, reactions, and shares.

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Ash Borland

I Help Mortgage Advisers Maximise Sales, Build a Brand & Create a Balanced Lifestyle through Streamlined Processes
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Leveraging Facebook Live to exhibit your mortgage expertise? It's all about engagement and authenticity. Ditch the pitch for real-time Q&As and discussions on trends, making complex concepts accessible. Success stories resonate, so spotlight how you've navigated challenges for clients. This approach transforms your broadcast into a must-watch, building trust and showcasing your value beyond the transaction. Remember, it's not just about sharing knowledge; it's about fostering a community that looks to you as the go-to expert in the mortgage world.

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4 How to deliver Facebook Live?

During your live video, you need to deliver content and interact with your viewers in an engaging, authentic, and professional way. Start by greeting and thanking them for joining you, and introducing yourself and your topic. Briefly explain what your live video is about, why it is important, and what they can gain from it. Stick to your plan and structure; follow the outline, cover main points, key messages, and call to action. Keep it concise and focused, avoiding rambling or going off topic. Aim for 10 to 15 minutes unless there is a lot of interaction or questions from viewers. Engage with them by acknowledging and responding to comments, questions, feedback, and reactions throughout the live video. Encourage participation by using their names, thanking them, complimenting them, or asking them to share with friends or network. End with a summary of main points, key messages, value proposition and a call to action; tell them what you want them to do next. Thank them again for watching and invite them to watch future live videos before saying goodbye.

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Jason Frazier

Helping the Mortgage Industry Escape the Status Quo | Award Winning Mortgage Marketer | Chief Growth Officer | Executive Coach & Strategist | Founder Broker CMO
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Lead with stories to capture attention, retain interest, and create engagement. Mortgage pros need to understand two things: Nobody wants to tune into Facebook Live to hear your sales pitch. In fact, nobody comes on Facebook to learn or hear about mortgages. Any content, especially Lives, is considered interruption marketing because you are getting in front of their intent on the platform. Telling stories is the best way to show your expertise, what you do, and how you have done it for others without hitting them with a pitch/CTA. It is an effective way to create organic traffic by putting the audience in the position of someone who has been helped by you.

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5 How to follow up on Facebook Live?

After your live video, it’s important to follow up with viewers and leads to maximize the impact of your broadcast. Start by analyzing your performance and feedback. Review metrics such as reach, views, engagement, retention, and conversions. Read and reply to comments or messages that you missed during the live video, and address any issues or concerns that viewers raised. Repurpose and promote your live video by saving and editing it, uploading it as a permanent video, and repurposing content into other formats. Promote the live video and its repurposed content to email lists, social media followers, or website visitors. Nurture and convert leads by following up with them, nurturing them with relevant content, offers, or incentives. Monitor their behavior and interest level, contact them personally for a free consultation, assessment, or quote for mortgage services.

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How do you use Facebook Live to showcase your mortgage expertise?

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1 Why Facebook Live?

2 How to prepare for Facebook Live?

3 How to go live on Facebook?

4 How to deliver Facebook Live?

5 How to follow up on Facebook Live?

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