WHOLESALE ACCOUNT EXECUTIVES AND SOCIAL MEDIA
When it comes to creating a social media presence, it is unlikely today that a person is not somehow connected. However, the amount of people not capitalizing on these social engines for business growth is astounding, and we believe the need to do so has never been greater. Think of going into a new account much like a job application, often when you leave the first thing your potential partner is going to do is research you and your company. Although it wouldn’t take long for them to find PRMG and our social presence, it is equally important for them to find your personal page as well. Building a presence on not just LinkedIn but Facebook, Twitter, Google+ etc. are not difficult but could boost your business ten-fold. Today most clients have filters that send an average email to a “junk folder” or their company has features that even if you are a business partner more than likely you end up getting labeled as “junk”. As a Wholesale Account Executive 95% of your contacts are on LinkedIn (Owners, Loan Officers, Processors) and a good majority are active on social media outlets so why not link in with them and not run the risk of not getting noticed. In today’s world you can learn a lot about your clients from both a business and personal level that will make you more valuable to the relationship by understanding their needs/likes on social media.
To make a personal business page takes less than 5 minutes to set up on Facebook, and virtually would take the same amount of time on any site of your choice. By doing so, these platforms will help you effortlessly learn your present and future customers’ preferences which can improve your business and monetize your efforts. In a recent Forbes article discussing the pros of social media, many important points proving this theory are brought to light. For starters, improved brand acknowledgement and loyalty. Anytime you can increase visibility in new channels for PRMG you provide an opportunity for new connections and a potential to establish loyalty. In simple terms, an otherwise apathetic customer might become better acquainted with your brand after seeing your presence on multiple networks. In fact, a study published by Convince&Convert found that 53% of Americans who follow brands in social are more loyal to those brands. As we are well aware, with so many options and opportunities that are presented to your clients, loyalty is the single most important thing, before product, operations, and even salesmanship.
Expanding on salesmanship, social media can also improve your opportunities to convert new customers. When you build a following for yourself and your brand (PRMG) you gain access to not only loyal customers, but old, and new clients as well, giving you the ability to interact with all of them in one central location. By constantly updating your pages with current and interesting information whether it be a blog post, a video, a positive review, or simply words of affirmation quote, you give the ability for someone to respond. These reactions can eventually lead to site visits, and eventually to conversions. In addition, it gives you the element of humanization and can be a talking point on your next outbound call or drop-in with said client.
As we continue to grow and expand our brand here at PRMG, we hope you are compelled to do the same as an Account Executive as we provide both great tools internally and externally for our sales people to be in front of clients at all times. I also urge you to take the initiative to spend some time researching for yourself the pros of delving into the social media world to take your business to that next level. If you have already done so, we give kudos to you and ask that you continue to build on it and push yourself to grow your platforms. Just as we see Realtors, Brokers, and Banks on social media today, it is time Account Executive and the wholesale space in general joins the party and gets a real piece of the action. Today we must assume everyone has price, product and service so ask yourself “How am I creating value for my clients”. And “Do I really know my clients” If you can’t honestly answer those questions take a look at what you are doing today and change it.
Sources
7 Great Reasons Why Social Media is an Absolute Must for Real Estate Agents and Mortgage Brokers. (2014, May 4). Retrieved June 26, 2017.
Baer, J. (2016, February). 53% of Americans Who Follow Brands in Social Are More Loyal To Those Brands. Retrieved June 24, 2017.