USA Mortgage Realtor Handbook.pdf

USA Mortgage Realtor Handbook.pdf

SOCIAL MEDIA HANDBOOK

Your all-inclusive guide to social media marketing with USA Mortgage.

PREFACE

Social media marketing is an absolute must in today’s world. If you are looking to build your brand, gain customers, communicate with customers, and increase your ROI, this is the book for you! I will walk you through all of the social media platforms, give you tips and tricks on using social media for business, and provide guidelines for how to market USA Mortgage.

If you ever have questions about anything in this book or social media in general, I’m happy to help!

Emily Miller

314.628.2249 [email protected] Brand Development Strategist

TABLE OF CONTENTS

MEET THE MARKETING DEPARTMENT WHY USA OUR MARKETING TEAM

07 09

SOCIAL MEDIA POST IDEAS

11

HOW TO GROW YOUR AUDIENCE SOCIAL MEDIA TRIPS AND TRICKS

13 17 19 21

CONTENT CALENDARS

MARKETING TIPS AND TRICKS MARKETING MORTGAGE APP

24

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IMPORTANCE OF MARKETING

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03 |

IMPORTANCE OF MARKETING

In today’s world, you are being marketed to constantly. From billboards, mailers, television ads, radio, social media, and more you are seeing brands and taking in information (whether consciously or not). These ads help inform your decisions in what products you buy, what restaurants you eat at, where you buy insurance, and almost every other purchase you make. If you aren’t utilizing marketing for your business, you are missing out on customers and opportunities! Marketing establishes and maintains your company’s reputation. Using effective marketing and branding your company in a positive light can make customers more likely to use your services and continue to do so in the future. It’s important to communicate a sense of trust and understanding with your clients and potential clients so you can build customer loyalty! Marketing boosts sales and helps you stand out from the competition. Once a product or service is advertised your chances of selling it have already increased! If your marketing strategy is targeted and effective, you’ll stand out from the competition (who are also marketing), making customers even more likely to use your services.

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IMPORTANCE OF SOCIAL MEDIA MARKETING

Social media marketing is the best way to inform customers. Are you offering a new service or a discount for your services? If you aren’t effectively marketing it, no customers will take advantage! Are there new options in the market such as new listings or price drops? You need to be marketing to your intended audience, so they are aware of these changes. Social media is a FREE way for you to let your audience know what’s happening at all times with your business. It’s important to run advertisments on your social media platforms, especially Faceboook. Boosting your posts places them higher on consumers' newsfeeds, which means your customers have a much higher chance of seeing your content. As more and more people are able to see your posts, the number of post views will rise and your target audience will easily be able to like, share, and comment on your posts. Social media allows businesses to connect and engage potential customers where they are at: LinkedIn, Twitter, YouTube, Facebook, and Instagram. With a strong social media strategy and the ability to create engaging content, businesses can easily interact with their audience and connect with them on a personal level.

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MEET THE MARKETING DEPARTMENT

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MEET THE MARKETING DEPARTMENT The entire Marketing Department is always happy to help with requests and ideas, here is a breakdown of who’s who! Senior Vice President of Marketing Chelsea Vonder Haar Marketing Manager Alec Picinich Contact him to learn the ins and outs of Total Expert and how you can use it to maximize your marketing eorts!

Brand Development Strategist Emily Miller

Can help with social media guidance, serve as a resource or source of digital advice, and can help brainstorm social media campaigns. Marketing Coordinators Kailey Brady, Loghan Nickles, Seth Gibson, Sheila Owens Will be your go-to for actual orders, print and digital! Can be reached by putting in Total Expert orders or through [email protected].

Videographers Doug Hoffmann, Tom Boyer Contact them for social media videos, live or animated!

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WHY UTILIZE THE USA MORTGAGE MARKETING TEAM

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For our co-marketing partners, our Social Media & Content Coordinator, Emily Miller, is a huge resource to help develop or advance your digital platforms. SOCIAL MEDIA AND CONTENT COORDINATOR Emily is available to chat via Zoom or phone with you and walk you through any social media questions and is happy to brainstorm digital campaign ideas as well.

Her and the Marketing Team are happy to create co-branded material for your social media too!

MARKETING COORDINATORS Your Marketing Coordinator is your contact in the Marketing Department! You can reach out to them for help placing an social media request, Total Expert trainings, and overall digital marketing questions. They will also be the main contact through every step of your order process!

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SOCIAL MEDIA POST IDEAS

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Run out of ideas of what you could post on social media? Here are a few that are guaranteed to have great engagement: POST IDEAS

Post About Your Listings Highlight Other Neighborhood Businesses Make Others Feel Like an Insider Celebrate Your Clients

Brag about Yourself a Little Keep Customers Informed Show Off the Neighborhood

Recognize Others in Your Success Showcase Unique Home Features Show Your Personal Side Get the Audience Involved by asking Questions Ask for Referrals Post Open Houses Let Your Audience Know What’s Coming Showcase Your Lifestyle + Behind the Scenes Capitalize on Pop Culture References

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HOW TO GROW YOUR AUDIENCE

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HOW TO GROW YOUR AUDIENCE

Having a social media presence gives you access to all these users. It can help you connect with new audiences, giving you a chance at getting discovered by potential customers. Just a single post allows you to boost your brand awareness more efficiently as compared to any physical marketing campaign.

INVITING FRIENDS TO LIKE YOUR FACEBOOK BUSINESS PAGE (DESKTOP)

1. Navigate to the page for which you wish to get likes on your desktop. 2. Click the three little dots below your cover photo. 3. Select "Invite Friends. 4. Check the names of those you wish to invite to like the page, search names in the search bar, or select all. 5. Type in a message to go along with the invitation (optional) and hit 6. "Send Invites" to finish the process.

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INVITING FRIENDS TO LIKE YOUR FACEBOOK BUSINESS PAGE (MOBILE)

1. Navigate to the page for which you wish to get likes on your phone. 2. Either scroll down until you see the Grow Your Audience section or click More on your scrolling tool bar at the top of the screen, and then find the Grow Your Audience section at the bottom. 3. Click Invite Friends. 4. Check the names of those you wish to invite to like the page, search names in the search bar, or select all. 5. Type in a message to go along with the invitation (optional) and hit 6. "Send Invites" to finish the process.

INVITING CONNECTIONS TO FOLLOW YOUR LINKEDIN BUSINESS PAGE

1. Access your Admin View. 2. Click the Admin tools drop down arrow at the top of the Page and select Invite connections. 3. Select connections to invite to follow your Page. 4. Click Invite connections. Your connections will receive an invitation notification.

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HOW TO GAIN MORE TWITTER FOLLOWERS

Best Practices

Tweet frequently Optimize your posting time Post visual content Utilize hashtags Engage with replies, retweets and tags Create an inviting profile Identify followers within your network Draw in followers outside of Twitter

HOW TO GAIN MORE INSTAGRAM FOLLOWERS

Best Practices

Post frequently Optimize your posting time Post visual content Utilize hashtags Engage with story replies, comments and tags Create an inviting profile Identify followers within your network Promote your page outside of Instagram

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SOCIAL MEDIA TIPS AND TRICKS

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SOCIAL MEDIA TIPS AND TRICKS Stay consistent with the times you are posting

Use a general approach of several different platforms. Find the platforms that work best for your audience. Make the post convincing. Speak to an audience of one, don’t speak to an audience of none. Keep the post focused. Make it actionable; add a persuasive call to action. Check that it’s shareable.

SOCIAL MEDIA TRENDS

Short-form videos are a hit. Live streams will remain popular. Use stories as content format. Inclusivity matters more than ever.

Purpose-driven campaigns take center stage. Authenticity and transparency is paramount.

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CONTENT CALENDARS

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A content calendar, or publishing schedule, is used to control publication of content across different media. It will help you organize, visualize, and edit your content and social media posts. WHAT IS A CONTENT CALENDAR

Emily would be happy to sit down with you and help you set up a content calendar.

EXAMPLE OF A CONTENT CALENDAR LAYOUT

DATE

FB IG

POST

CAPTION

X X X X X X X X X X

01/02/2022 01/05/2022 01/09/2022 01/12/2022 01/15/2022 01/17/2022 01/21/2022 01/25/2022 01/27/2022 01/30/2022

X X X X X X X X X X

Open House: 123 Lane Street Happy Hour Event Congratulations, Homeowner What’s Happening at the Company Small Business Shout Out Home Buyer Tip Behind the Scenes Open House: 567 Avenue Road Client Appreciation Event Congratulations, Homeowner

Join us at 123 Lane Street for an open house! We can’t wait to catch up with everyone at the happy hour! Congratulations, on your new home! Be on the lookout for these upcoming events and changes! If you haven’t checked them out yet, you’re missing out! Here are a few things to know before you buy your home: Take a look at our open house set up process! Come check out 567 Avenue Road this Saturday. We love and appreciate all our clients! Congratulations, on purchasing your brand new home!

DATE: Having exact dates helps you plan your week or month and can help you determine when you’ll be posting. POST: This helps you visualize what your content will look like, who will be engaging with it, and creates an idea of how and when all of your content will be published. CAPTION: If time allows, planning out captions can be a huge time-saver.

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MARKETING TIPS AND TRICKS

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MARKETING

Effective Tips

Make your marketing stand out: You want to make sure your marketing piece isn’t overlooked, scrolled past, or simply thrown away. Find a way to make your marketing memorable. Do you have an offer you can add to the piece? If it’s a physical piece, add something your customers will want to keep to it, whether it’s a coupon, a recipe, or a sports calendar. Use of professional, strong designs that follow your brand is also a great way to make your marketing stand out from them competition. Be consistent: As we mentioned before, customers see a lot of marketing daily. If you want to make sure they remember yours you need to make sure they are seeing yours often and that it maintains a strong brand, so they always associate it with your company. If you keep in touch with past clients through regular mailings, for example, you will be the first person they think of when they are ready for your service again. Set a goal, a budget, and give it time: Leads from marketing do not come in immediately. It’s more effective to spread your marketing dollars out over a period to establish your presence in the area. Consistency is key. You may not see your return on investment for several months, but if you continue to target your audience, you will.

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MARKETING

Effective Tips Continued

Be current: There are many ways to market today. It’s important to use the one that is most effective to your audience. Are you targeting first time home buyers? Try using social media ads and videos that are short, eye-catching, and to the point! Want to entice people in a specific area to sell their homes? Use EDDM mailers to target a specific subdivision and make sure are consistent so prospective clients remember your name and face!

MARKETING Best Practices

Allow for plenty of time to get the piece done Provide plenty of detail upfront Be responsive during the project Provide any necessary images and logos upfront, make sure they are high resolution.

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HOW TO BOOST ON FACEBOOK

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HOW TO BOOST A FACEBOOK POST

Create or choose the post you would like to boost. Find the post on your timeline and click on the Boost Post button in the bottom right hand corner. A new screen will pop up where you can edit the ad. Click Get more people to react, comment and share Choose a call to action button (optional) Include the correct website link Turn Special Ad Category button ON, select Housing Edit the People in Your Audience section (click Edit to the right) Choose your locations (extend the radius to +50mi) Enter any detailed targeting you’d prefer, such as keywords like housing, moving, home, etc. Click Save Return to the editing section and determine thee Duration and Budget. Choose the amount of days (make sure the end date is correct) Select the Total Budget For payment: If you have entered your credit card information before, you will just have to click Boost and you’ll be good to go. If you have not entered your credit card information prior to boosting, it will prompt you to after clicking Promote. When you’ve boosted your ad, it will be reviewed by Facebook before officially being sent out to timelines.

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HOW TO BOOST YOUR FACEBOOK PAGE

Click View Results under the original post. From there, you will be able to see the performance, activity, audience engagement and the details of the campaign. VIEWING AD RESULTS Under the original post, you will see the status of the ad, the reach, and the engagement. Go to your Facebook Page. Click Promote. You can find it at the top of your page or in your Page’s Ad Center. Select Promote Your Page. Fill in the details for your ad. Look for the following sections to create your ad: Ad Creative: Provide text and select an image or video for your ad. Audience: Choose a recommended audience or create a new audience based on specific traits. Daily Budget: Select a recommended budget or provide a custom budget. Duration: Select one of the suggested time frames or provide a specific end date. Payment Method: Review your payment method. If you need to, you can change or update your payment method. When you're done, click Promote Now.

You can also go to your business page’s Ad Center to view any advertisement's results.

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MARKETING MORTGAGE APP

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DIGITAL MARKETING MORTGAGE APP Our mortgage app makes it easy for your clients to stay up-to-date throughout the mortgage process and allows for easy communication.

Co-Branding with Lender and Realtor Partner Transparency and Proactive Communication Compliant and Secure Reputations are Strengthened and Protected High-Human Touch Technology

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INTERESTED IN CO-MARKETING ON SOCIAL MEDIA? USA Mortgage’s Marketing Department provides premium marketing materials for our marketing partners at incredible prices. From open house graphics to videos to email campaigns, USA Mortgage can help differentiate your business from the crowd.

When you’re ready to get started on any digital (or print) requests, email [email protected].

Ask your co-marketing partner about our Marketing with USA Mortgage Facebook group. The group will serve as your go-to spot for USA Mortgage marketing updates, new Total Expert designs and templates, best practices, tips, tricks, and more.

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WE CAN’T WAIT TO WORK WITH YOU!