October 28, 2021

A Case Study: Streamlining Social Selling at Scale for AnnieMac

AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

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October 28, 2021

A Case Study: Streamlining Social Selling at Scale for AnnieMac

AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

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SIMILAR POSTS:

How to Increase Engagement With Decreased Self-Promotion on Financial Institution Social Media Pages

If your financial institution’s social media pages consist primarily of posts that directly promote your business, products, and services, it’s time to rethink your strategy. Social media should not be a one-way channel for self-promotion like a billboard or radio advertisement. Nearly half of social media users will unfollow a brand if they do too much self-promotion on social media, and only 19% trust social media advertisements.

Still, about 30% of all posts on financial institution social media pages are about the companies themselves. It’s time for banks, insurance companies, and other financial services companies to recognize that social media engagement is built through maintaining two-way communication. Posts that provide real value to prospects and customers will start that dialogue.

Ask, “What will a follower get out of this post?” If you can’t easily identify the value, it’s likely too promotional.Here’s how you can shift the focus:

1. Use employees as your delivery channel.

Followers are more likely to engage with an actual human than a big brand name. Let your employees carry the voice of the brand on social media by sharing brand-related content on their own profiles with their own networks. With larger networks and more engagement opportunities, employees can expand the brand’s reach exponentially. What’s more, putting real human faces behind the brand voice can humanize the brand and help build more trust with followers.

In the example below, loan officer Andrea Kling posted an informative video about preapproval letters from her personalFacebook profile to share with her networks. The valuable resource opens opportunities for engagement without screaming the company name. Users who want to know more can simply leave a comment or send Andrea a message.

2. Share educational content.

Another key aspect of Andrea’s post is that it provides education to the reader. In a survey of more than 1,000 American adults, 25% said they had no one to turn to for financial advice. When a financial services company and its employees share relevant education resources, they establish themselves as go-to sources for guidance —establishing their expertise and building trust through social media at the same time.

Commerce Bank exemplified this well in their post during graduation season by sharing an article about financial tips for new graduates. The bank saw an educational opportunity for a specific audience and addressed it with a helpful, relevant resource.

3. Include links in promotional posts.

Some posts will be inherently promotional, even when you are providing educational content. The key is to ensure there is still value for readers, and an excellent way to do that is with strategic linking. Include links in your social posts that lead readers back to places on your website where they can get more of the information they need.

Look at how AnnieMac Home Mortgage shared a link to a construction loan guide on its Facebook Page. The post explains a bit of the value of construction loans in one sentence, then includes a call to action for the reader to follow the link to read more. The link goes to a helpful guidebook on construction home loans. 

When considering your linking strategy, landing pages are also an excellent move. These pages house valuable resources, such as the construction loan guidebook, behind an information request form. Visitors submit their name and email address to receive the download, and you get their contact information right in your hands. Then, you can engage in targeted outreach to prospects you know are already interested in the service.

A solid social media strategy for financial services balances promotion with value. Put the human element front and center, focus on educating your followers, and develop a strategic linking strategy to limit self-promotion and prioritize the needs of your audience. For more information on how to shift your focus on social media, download the Denim 2020 Benchmark report.

Connect & Convert on Social

Successfully scale conversion optimized campaigns across all social media channels with built-in compliance, publishing tools, and more.
Book a Demo
GUIDES

A Case Study: Streamlining Social Selling at Scale for AnnieMac

AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

Instant Download
Thank you! Your submission has been received!
Download Guide
Oops! Something went wrong while submitting the form.
ALL GUIDES:

Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

So how can marketers ensure that their loan officers stand out? The answer is social media.

Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

Download this guidebook to learn how 3 mortgage lenders are using social media to:

  • Position themselves in a place the community is already looking ... their social media
  • Empower loan officers to engage in local conversations
  • Turn their institution's loan officers into the voice of their brand
  • Build trust within the community

Every Mortgage Marketer Should Ask Themselves

Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

Download this guidebook to learn how marketers are using social media to:

  • Drive business with the lowest digital spend compared to traditional media
  • Position employees as thought-leaders while leveraging their collective reach of their social media presence
  • Ultimately, build trust with their communities and customers that translates to positive business results

Read this guide if you’re asking yourself:

  • Is my social media policy current and comprehensive?
  • How do I ensure social media compliance during M&A?
  • What do I need to consider for direct messaging compliance?

In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

How 6 Financial Marketers Are Creating Value in Social Media

Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

  • Who does what
  • The right structure to execute strategy
  • How compliance software can help

Enjoy!

ABA Study: The Current State of Social Media

See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    GUIDES

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    Download Guide

    Apply to be benchmarked against the sample data!

    You’ve probably wondered how your institution stacks up against competitors in social media. Submit the form and our analysts will run the benchmark data against your financial institution's social media profiles. You will receive a full report with recommendations and insights on your companies social media presence!

    *Required
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    ALL GUIDES:

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    GUIDES

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    Download Guide
    ALL GUIDES:

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    GUIDES

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download

    Download the Guide

    Thank you! Your submission has been received!
    Download Guide
    Oops! Something went wrong while submitting the form.
    ALL GUIDES:

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Read this guide if you’re asking yourself:

    • Is my social media policy current and comprehensive?
    • How do I ensure social media compliance during M&A?
    • What do I need to consider for direct messaging compliance?

    In this guide we will help you think about your all important social media policy and thoughtfully consider how changes in social media tech and even your bank’s structure may impact compliance.

    How 6 Financial Marketers Are Creating Value in Social Media

    Ever wonder what everyone else is doing in social media? We talked to six leading financial marketers about how they’re succeeding today and planning for the next big thing.

    Get their insights on strengthening your social strategies, unlocking the power of employee networks and creating next-level content that drives engagement.

    Which roles do you fill when building your bank's marketing dream team? This guide will show you the following:

    • Who does what
    • The right structure to execute strategy
    • How compliance software can help

    Enjoy!

    ABA Study: The Current State of Social Media

    See what nearly 430 bank marketers had to say when asked questions such as:

  • Is it important to equip your sales personnel with social media accounts?
  • Does your bank measure the impact of your social media use?
  • Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Every Financial Services Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Stronger Customer Relationships on Instagram

    Financial Services companies should be marketing and advertising on Instagram. We break down why, and help you create a strategy to reach new customers- while continuing to build trust in your brand.

    COVID-19 & Bank Social Media

    Times are different and how you connect with customers and potential customers has changed drastically. In a socially distant world, learn to still build lasting relationships.

    Download and learn the guiding principles for using social media to serve both your customers and communities in the midst of a pandemic.

    RESOURCES

    NEWS
    October 28, 2021

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download
    Subscribe to our newsletter and get the latest sent to your inbox.
    Thank you for subscribing!
    Oops! Something went wrong while submitting the form.
    OTHER NEWS:

    Find out how more than 400 financial institutions across asset classes, geographies, and more used social media in 2020 to effectively support their business objectives. We’ve also outlined key trends to inform your social media future.

    As mortgage demand surges to historic highs, home purchase and refinance markets remain hot. This is excellent news for loan officers, but it also means the environment is more competitive than ever.

    So how can marketers ensure that their loan officers stand out? The answer is social media.

    Read this guidebook from Denim Social to learn how you can help your loan officers build strong relationships, stand out from the crowd and win more business using social media.

    Download this guidebook to learn how 3 mortgage lenders are using social media to:

    • Position themselves in a place the community is already looking ... their social media
    • Empower loan officers to engage in local conversations
    • Turn their institution's loan officers into the voice of their brand
    • Build trust within the community

    Every Mortgage Marketer Should Ask Themselves

    Compliance is complicated, but don’t let it stop your lending team from making the most of social media. Think you’re ready to start social selling? Ask yourself these five questions!

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Download this guidebook to learn how marketers are using social media to:

    • Drive business with the lowest digital spend compared to traditional media
    • Position employees as thought-leaders while leveraging their collective reach of their social media presence
    • Ultimately, build trust with their communities and customers that translates to positive business results

    Connect & Convert on Social

    Successfully scale conversion optimized campaigns across all social media channels with built-in compliance, publishing tools, and more.
    Book a Demo

    RESOURCES

    VISION
    October 28, 2021

    A Case Study: Streamlining Social Selling at Scale for AnnieMac

    AnnieMac is one of the fastest-growing mortgage loan providers in the U.S., serving clients in 42 states. Learn how Denim Social helped their team to streamline its brand’s social media strategy and activate social selling for hundreds of loan officers in just four months.

    Instant Download
    Subscribe to our newsletter and get the latest sent to your inbox.
    Thank you for subscribing!
    Oops! Something went wrong while submitting the form.
    SIMILAR POSTS:

    The pandemic fundamentally changed how banks interact with clients. In this recorded session from the American Bankers Association Bank Marketing Conference, learn how to use digital channels, including social media, to build meaningful customer relationships. Discover how to position your bank to customers who no longer prefer the branch experience.

    This session features Denim Social CEO, Doug Wilber, and the following experts: 

    • Liz Broekman, VP, Director of P.O.W.E.R., Fidelity Bank
    • Dr. Anissa Evans, DBA, Marketing Manager, Evolve Bank & Trust
    • Shelly Loftin, CFMP, SVP, Retail, Payments & Lending, American Bankers Association

    Curious about the impact of a Social Selling strategy for your bank? Read our guidebook: The Social Selling Playbook for Banks.

    Denim Social is an American Bankers Association endorsed solution.

    Denim Social is proud to announce that its platform will now offer integrated review capabilities through a new partnership with Experience.com, the world’s most impactful Experience Management Platform. Denim Social users will now be able to easily and compliantly share positive reviews on their social media channels.

    Financial institutions know that relationships matter and that means positive reviews of loan officers and other associates play a pivotal role in the success of a social selling strategy. With Denim Social’s new Experience.com integration, users can post positive reviews gathered through Experience.com’s platform to their social media channels in just a few clicks.

    “People buy from people in the mortgage industry and that means financial institutions need to humanize their brands in social media,” said Doug Wilber, CEO of Denim Social. “Experience.com is the premier experience platform and now we can offer our shared clients the ability to seamlessly integrate reviews into their social strategies.”

    Here’s how the integration works:

    • Experience.com’s platform delivers survey completion requests to a financial institution’s recent customers.
    • Completed surveys are organized and made available on the Experience.com platform.
    • Top-rated reviews will automatically populate as social posts in the Denim Social content library for easy brand and loan officer social media publishing.
    • Denim Social’s compliance features ensure reviews are compliant before social posts are published.

    “Financial services organizations have been using the power of real-time customer feedback in the Experience.com platform for years, boosting customer retention, revenue, and reviews,” said Kristin Messerli, VP of Financial Services at Experience.com. “ We are excited about this new partnership with Denim Social to extend the reach of the great client feedback our customers receive.”

    Top-rated reviews now automatically populate as social posts in the Denim Social content library.


    This integrated feature is now available for all shared Experience.com and Denim Social clients.

    To learn more about social media publishing, visit DenimSocial.com. To learn more about the Experience Management Platform, visit experience.com.

    Podcast: Pivotal Moments
    November 18, 2021

    In an interview with Experience.com's Kristin Messerli, Doug Wilber, explains the importance of humanizing the way companies connect with consumers, creating a measurable social media impact, and the pivotal moments that led to the creation of the rising social media management software company. As a pioneer in the advertising world, Doug shares insight on how his platform and future innovations can impact the digital world.

    Want to learn more about how to humanize your brand in social media? Check out our Social Selling Playbook for Financial Marketers.

    Eureka! You’ve found the perfect news article to link to in a social media post. It’s from a trustworthy news source, has a great headline and image, but then you see it. Whomp whomp... this article promotes your competitor.

    Choosing third-party news content for your social media feeds can be a challenge for a number of reasons, but the last thing you want is to give your competitors love in your post. There’s no hard and fast rule for deciding if an article is good to post, but here are a few general guidelines we share with our Denim Social customers.

    If the article is sponsored by a competitor: Skip it!

    Increasingly media outlets are working with brands to create sponsored content. It may read like a regular editorial article, but look closely, if it includes a “brought to you by” or a “created in partnership” disclosure, it may be sponsored. If the article was bought by your competition, it will serve their business goals. Best to avoid these in your posts.

    If the article contains a quote from a competitor: It depends.

    Media outlets use quotes to bring their stories to life with expert perspectives. If your team tries to avoid all news articles with quotes from competitive experts, you can quickly find yourself without any third party content. News content brings authenticity to your social feeds and builds trust. The tradeoff is that not all of the content will include your experts. Read quotes critically and only post articles that support your institution’s strategies and values. It’s about finding the right balance for your team.

    If the article contains banner ads from a competitor: Use it.

    Banner ads are ubiquitous and you probably feel like you’re seeing promotions for your competitors all the time. That’s because you are. If you frequently visit competitor websites, search for them or click on their promos, you will be served their digital ads. In all likelihood you’re more actively engaging with your competitors compared to the average consumer. Our online habits vary widely and digital ads change quickly, which means your target audience probably won’t be served the same ads as you see. Don’t let one competitive banner ad stop you from sharing that fantastic news article.

    Financial marketing presents plenty of challenges, but don’t let competitor concerns stop you from making the most of social media and digital strategies. Using these handy tips and trusting your own expert instincts, you can avoid a competitive social media misstep.

    If you’re struggling to find the right content for your financial institution’s social media posts, we can help. The Denim Social platform offers financial marketers the ability to curate collections of relevant, high-quality and compliant social media content. Learn more here.



    Nonbank mortgage lenders are carving out an increasingly large portion of the mortgage space, originating 58.9 percent of all U.S. mortgages in 2019 and 68.1 percent in 2020. As customers have increased their adoption of other digital solutions, it’s no surprise that they seek the ease and speed of online mortgage services as well. Digital lenders prioritize creating seamless customer experiences, and customers appreciate the fast and efficient process.

    Speed and convenience are nonbank lenders’ biggest competitive advantages, but banks do still have something digital lenders don’t: human relationships. Banks must focus on maintaining existing customer relationships to increase mortgage sales. Lenders today retain fewer than 20 percent of past customers, which represents a lot of missed opportunities as past customers approach other lenders.

    Banks that maintain relationships will have a better chance of being the first place that customers go for new lending needs. Considering that 77 percent of borrowers move forward with the first lender they speak to when they’re looking for a loan, it’s an excellent way to boost your mortgage business. So how can you do it?

    Increasing mortgage sales with social media marketing

    A strong social media marketing strategy is a great way for lenders to maintain solid customer relationships over time. Consider these steps to build an effective strategy:

    Establish stronger connections through social selling. Social selling is essentially social media marketing for your mortgage loan officers. Loan officers share branded material and engage actively with current and potential customers through their own social media channels. Bank employees’ individual accounts have 10 times the reach of brand pages alone, and they can create more meaningful conversations. It’s about marketing your people, not just your products, as a way to build human connection. Customers can communicate directly with real people to find mortgage-related guidance, which establishes loyalty and trust in your brand from the start.

    Stay top of mind with targeted paid social media advertising. Social selling can help loan officers start and maintain customer relationships, but existing customers do deserve an extra level of attention—and it will pay off. It’s five to 25 times more expensive to acquire than retain customers, and an increase in customer retention rates by a mere 5 percent can boost profits by 25 to 95 percent.

    Build paid social media advertising into your social media marketing strategy to focus on customer retention. Paid ads offer the precision necessary to target existing customers with messages that speak directly to their specific needs—refinancing their current mortgage or seeking loan options for a second home, for instance. Paid social can get your loan officers in front of customers when they need lending options the most. It’s also one of the more affordable ways to create targeted ads, so you can make the most of a limited budget while keeping your brand top of mind.

    Enhance customer engagement with retention tools. Your loan officers can stay in touch with current customers on social media, but they can’t see into the future. Enable more predictive social media marketing for mortgage loan officers by investing in data analytics solutions. The technology can compile customer intelligence from sources like credit history, accumulated home equity, consumer debt load and major life events to show you when customers might be ready for new lending arrangements—perhaps before customers even know themselves. Loan officers can then perform proactive social media outreach to be the first option in front of a customer before they begin shopping around.

    Social selling and paid social media advertising, when strategically executed in tandem with retention tools, can bring your bank measurable results. As you channel your focus into social media marketing for your mortgage loan officers, track conversion metrics to see how your efforts contribute to the bank’s bottom line.

    This article was originally published in ABA Bank Marketing.

    A lot has changed in social media for banks this year. Denim Social CEO, Doug Wilber, recently joined the ABA Bank Marketing Podcast to talk change and new technology. Listen below to learn how banks are using social media to deepen relationships and close more deals. Get the scoop on what's new on the Denim Social platform too.

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