BUSINESS AND SOCIAL MEDIA GOALS ALIGNMENT

Whether your business goals are generating high-quality leads, building a strong personal brand, educating and empowering clients, or fostering long-term relationships, we’ll align your social media strategy to support those objectives effectively.

Business goal: GENERATE HIGH-QUALITY LEADS
STRATEGY:
Leverage LinkedIn and TikTok to reach potential clients who are actively researching or curious about mortgages.
TACTICS:
• Use LinkedIn to share educational posts and articles that target professionals interested in homeownership.
• Run TikTok ads targeting first-time homebuyers or those looking to refinance.
• Include lead magnets (e.g., “Free Mortgage Pre-Approval Checklist”) on Instagram Stories or posts.
EXPECTED OUTCOME:
An increase in high-quality inquiries from engaged prospects ready to take the next step.

CONTENT PILLARS

To create a well-rounded and consistent social media presence, we’ll align your content strategy with key pillars that speak directly to your audience’s needs and interests. These pillars will ensure your content is engaging, informative, and on-brand, helping you achieve your goals and stay top-of-mind with potential clients.

INDUSTRY NEWS AND TRENDS
Purpose: Keep your audience updated with the latest developments in the mortgage industry, economy, and financial trends, positioning you as an informed industry leader.
Examples:
• Inflation updates and how they affect mortgage rates and home affordability.
• Bank of Canada announcements, interest rate changes, and their impact on mortgages.
• Unemployment rate updates and market trends that could influence real estate and mortgage decisions.
Platform Focus: LinkedIn, Facebook, Instagram (posts and quick updates in Stories or Reels).
Expected Outcome: Increased engagement and trust, as followers turn to you for timely, relevant news and advice.

TARGET AUDIENCE AND PERSONAS

To effectively reach and engage your ideal clients, we’ll identify and define your target audience and create detailed personas. These personas will help guide your content strategy, ensuring that your messaging speaks directly to the specific needs, preferences, and pain points of the people you want to serve. By understanding your audience, we can create more personalized, compelling content that resonates and drives results.

Sarah is a 30-year-old marketing manager living in a suburban area. She’s ready to buy her first home after years of renting in the city. With a stable job, a growing savings account, and a steady income, Sarah is both excited and nervous about the home-buying process. She has no prior experience navigating mortgages and is overwhelmed by the number of options available. Sarah values transparency, simplicity, and guidance when it comes to financial decisions, especially since she’s unfamiliar with the home-buying process.
Sarah spends a lot of time researching online, reading articles, watching videos, and checking social media platforms like Instagram, Facebook, and YouTube to gather information. She often seeks advice from family, friends, and online communities but wants professional guidance from someone who can break down the complexities of mortgages in a way she can understand.
Her ideal mortgage broker is someone who is patient, approachable, and able to explain terms and processes in simple, digestible language. Sarah needs a broker who offers personalized, step-by-step guidance, provides educational content about homeownership, and builds trust with her through consistent communication. She’s likely to engage with a broker who has a strong social media presence, offers educational resources like blogs or infographics, and has a reputation for helping first-time buyers navigate the journey smoothly.

BRAND VOICE

Your brand voice is the tone, personality, and style of communication that defines how your business connects with clients. For mortgage brokers, identifying a clear and consistent brand voice builds trust, making clients feel comfortable and confident in your expertise.