Word of mouth referrals are one of the biggest sources of new leads for most mortgage brokers, financial advisors and other finance professionals. Strategically using LinkedIn to keep top of mind with your network can help to keep those word of mouth referrals flowing.
Are you using LinkedIn as well as you could be?
Years of experience as a LinkedIn trainer and consultant tells me that the answer is probably no. Yes, you’ve probably connected with your clients and other referral partners, but I’d hazard a guess that you aren’t engaging with them effectively.
LinkedIn, like any social networking platform, isn’t a matter of connect and forget. To get the most benefit from your network, it’s important to regularly engage – and to approach that engagement from a position of genuine interest and helpfulness, without an expectation of an immediate payoff.
Be genuine and personal
For example, one of the ways that LinkedIn makes it easier for you to maintain your network is through the prompts it provides to keep in touch with people. LinkedIn can provide you with notifications about a contact’s new job, or a work anniversary for example, and will encourage you to send a congratulatory message. The platform will even have a ready-crafted message for you to send.
Do not send this message!
Instead, take a moment to stop and personalise any contact. For example, I recently had a work anniversary and received 125 congratulatory messages. But 124 of them used the default message provided by LinkedIn. Who do you think stood out and made me feel like they really cared and wanted to work with me? That’s right, the one solitary personalised message.
Just think how you feel when you get a message that has blatantly been sent to numerous people. Your network is no different. Rather than lazily sending the same message to 100 people, make the effort to send a tailored message to 10 of your contacts. I bet you’ll find that you get a substantially better outcome for your efforts.
Content dials up your exposure
As well as keeping in touch with your network, LinkedIn also provides a powerful platform to increase your exposure by regularly publishing content. Ideally, your own unique content, such as a Pulse article that allows people to see how you are different, or a case study that outlines the process for a difficult loan you got approved, a list of FAQs – the possibilities are numerous. Making the time to write and publish an article once or twice a month can make a big impact.
As well as creating new unique content, curating other people’s content is another brilliant way to be useful and informative to your network. Find some reputable sources of articles that you think will help your customers and post these in your LinkedIn feed with an introductory line connecting it to the services you offer.
But it’s not just a matter of being found
Of course, being found via LinkedIn is awesome. However, the biggest reason to proactively engage with your network is to foster genuine goodwill.
Throughout my network, one of the biggest complaints I hear about mortgage brokers is that once the loan is complete, you never hear from the broker again. And everyone is very aware and resentful about the ongoing trail commissions received. There’s a feeling of “what are they doing to deserve that money?” and it is potentially damaging to your business.
The good news is that strategically using LinkedIn can allow you to overcome this apathy towards brokers and financial advisers. If you are connected to your clients on LinkedIn, don’t just see this as a way to access their network. Use it as an opportunity to show a genuine interest in your clients by engaging with their content. After all, when you take a day or more writing an article, you want to know people are reading and appreciating it. Your clients feel the same!
By taking just a few minutes once a day, you can show your clients that you care about them and their business by liking and commenting on their articles and posts. For extra brownie points, share their articles too. Yes, even if they aren’t directly related to your service offering. By sharing Sandra’s article on dog grooming, along with an introductory statement about Sandra being one of your clients, you are demonstrating to your network that you care about your clients and want to contribute in an ongoing way to their success even after their loan approval/insurance application/investment strategy is all done and dusted.
Ready to power up your LinkedIn skills?
Book in for one-on-one training or speak to me about crafting tailored group training for your organisation. Contact firstname.lastname@example.org.