Connect & Convert: Advanced Content Strategies for Loan Officers with Neel Dhingra

There are 5.5 million buyers expected to enter the market this year. Millennials, who represent the largest share of homebuyers at 43%, admittedly often find themselves overwhelmed and uninformed about the process. And they aren’t alone. 83% of homebuyers have indicated that they were surprised by some or all aspects of the homebuying process. This confusion can be a significant barrier– one that may even prevent prospects from buying all together. 

This lack of knowledge among up and coming buyers presents a huge opportunity for you as a loan officer to create educational content that helps potential buyers demystify the mortgage process. 

But how do you create content that not only reaches potential buyers, but is leveraged as a growth lever?

To answer this, Homebot’s VP of Marketing, Ashley Remstad spoke with Neel Dhingra, a top producer, expert content marketer, and founder of Forward Academy. In our recent discussion, Neel is giving you the mortgage content marketing playbook, filled with advanced strategies that will help you connect with potential buyers and guide them through the complex journey of homeownership. Read for the key takeaways, or immerse yourself in the full discussion below.
‍

‍

Why Educational Content Matters 

With a huge need for educational content among home buyers, content creation can be extremely lucrative for loan officers who do it right. In fact, studies show that content marketing generates 3x more leads than paid search and 13x more profitable. Neel’s own success story, with over 200,000 followers on Instagram and a thriving mortgage business, proves the potential of well-executed content marketing.

And while the numbers clearly show the benefits of creating content, an overwhelming majority of loan officers still don’t do it. Why? Most say they don’t know what to talk about.

What’s more, they aren’t convinced content will drive an ROI. The truth is, merely posting content isn’t enough. That’s where Neel comes in. He explains you need to leverage the “Three C Strategy:”

1. Content: You have to create it. 
2. Connection: You have to connect with your audiences.
3. Conversion: You have to ask them to complete a specific action after consuming your content.  

Let’s dive into how to master each step of the Three C’s. 

‍
Creating Content: Tips for Crafting Engaging Social Media Posts

Neel emphasizes that social media platforms like Instagram are goldmines for reaching your audience. Neel shares that “most of the content that you post on Instagram will be seen by non-followers.”

This means your potential reach is enormous, even if you have a small following. But how do you make your content more engaging? Here are his top tips: 

1. Open With a Strong Hook

This is the first line you open the video with. It needs to either make people curious, or excited to hear what’s next. Neel advises, “Do not introduce yourself in the beginning of the videos. There is no time for that. Just be rude and start the video. Just say the first line.”

2. Use the Green Screen Feature

Using the green screen feature on Instagram can significantly boost your engagement. It enhances the visual appeal and professionalism of your content, allowing you to create dynamic backgrounds like charts showing interest rates, images of homes, or neighborhood maps. This makes your videos more captivating and informative.

Neel explains that the green screen helps you present complex information clearly, keeping your audience focused and engaged. By personalizing your presentations and using visual aids, you can better resonate with viewers and effectively convey your key messages.

3. Change Up Your Location When Filming

Changing up the location in your videos helps keep your content fresh and engaging by providing a variety of visual backgrounds, preventing monotony and maintaining viewer interest. It adds authenticity by showcasing real-life settings like different properties, neighborhoods, and local landmarks, making your content more relatable and trustworthy. This variety captures audience curiosity and enhances the overall appeal of your videos.

4. Use a White Board or Screen Background

Switching your video from yourself to a whiteboard or screen can significantly increase engagement. This tactic is excellent for showing, rather than just telling, your audience a story. By using a whiteboard or screen, you can visually break down complex information, illustrate key points, and provide step-by-step explanations. This method keeps your content dynamic and helps your audience better understand and retain the information. For example, you can start by explaining a mortgage process and then switch to a whiteboard to draw diagrams or write out numbers, making your explanation clearer and more engaging. 

5. Text Only Posts (B-Roll)

Text-only (b-roll) videos are a great tool for you as a loan officer because they provide clear, concise information quickly and effectively. This is perfect when you don’t want to be on camera. Simply play b-roll or a video of a background with music and add text over it. You can highlight key points, share important updates, or present tips without needing extensive production. These videos are easy to create, visually engaging, and ideal for your busy viewers looking for quick insights and advice.

6. Specific vs. General 

Neel emphasizes that using specific examples in your content is more effective than general statements because it increases credibility and engages your audience. For instance, saying, "I just got my client into escrow, and they only paid $14,000 total to buy this house, let me show you how I did it" keeps people interested and provides concrete evidence of your success and expertise. Detailed stories with real numbers capture attention better than vague statements, making your content more relatable and compelling.

Examples of Engaging Social Media Content

Hook, Problem, Solution

Creating "hook, problem, solution" content can effectively engage your audience. Start with a hook to grab attention, such as a surprising fact or a compelling question. Then, present a common problem homebuyers face, like difficulty saving for a down payment. Finally, offer a solution, explaining how your services can help them overcome this issue. This format keeps your content focused and provides clear value to your viewers, encouraging them to trust your expertise and seek your assistance.

Quick Solution to a Desired Outcome 

Creating content that provides quick solutions to desired outcomes can effectively engage your audience. Begin by identifying a common goal, like wanting to buy a home but having bad credit. Offer a quick, actionable solution, such as steps to improve their credit score or financing options available for low-credit buyers. Another example is addressing the desire to invest in real estate without the stress of being a landlord. Suggest solutions like hiring a property management company or investing in REITs (Real Estate Investment Trusts). This approach provides immediate value, making your audience feel understood and empowered to take action.

Make a Negative a Positive

Using a negative statement to reel people in and then flipping the conversation into a positive one is a powerful technique. Start with a relatable negative statement to grab attention, such as "Struggling with bad credit and think you can't buy a home?" This resonates with your audience's pain points. Then, flip the narrative by offering a positive solution: "Think again! With the right steps and guidance, you can improve your credit and achieve homeownership. Here's how we can help you on that journey." This approach not only engages viewers but also instills hope and motivation, making your content both impactful and encouraging.
‍

Connection: How to Connect With Your Audience

Remember, you aren't just selling loans or real estate; you're selling trust. Your clients need to feel confident in your ability to guide them through important financial decisions. Building connections through personal and professional content fosters this trust. When people see you as trustworthy and relatable, they are more likely to become clients. Connections equal clients. Here are some ways to foster a stronger connection with your audience:

- Explain Why You Do What You Do: Sharing the reasons behind your work creates a deeper connection with your audience. Explain your passion for helping people achieve their homeownership dreams or your commitment to guiding clients through the complex financial landscape. This transparency builds trust and makes your content more relatable and engaging.
- Have a Strong Opinion on Industry Trends: Don't be afraid to share your thoughts on what's happening in the industry. Whether it's a new regulation, market trend, or emerging technology, having a strong opinion demonstrates your expertise and keeps your audience informed. It also shows that you're not just a passive participant but an active, knowledgeable professional who can provide valuable insights.

- Share the 5 F’s (Food, Faith, Fitness, Family, and Fashion): Connecting with your audience on a personal level is crucial. Share aspects of your life beyond your professional role. Talk about the food you love, your faith, your fitness journey, your family, and your fashion sense. These personal touches make you more relatable and approachable, helping potential clients see you as a whole person rather than just a business professional.

Conversion: Ask Them To Take Action

Don’t expect people to reach out to you without being prompted. Actively encourage interaction with clear calls-to-action (CTAs) in your posts, like asking questions or inviting comments. Neel suggests you:

- Offer Something With Low Commitment: Provide passive engagement opportunities for those not ready to commit by offering resources like downloadable guides or informative videos. 
- Make it Easy: Ease potential clients into the process with simple, non-intimidating steps, such as quick quizzes or short surveys. Simplify the initial actions; avoid asking for complex tasks upfront. Instead, use easy steps like "Click here for a free consultation."
- Make It On-Demand: Offer on-demand resources, such as free eBooks or webinars, that clients can access at their convenience. These strategies keep potential clients engaged and gradually guide them towards conversion without overwhelming them.

Conclusion: Stop Waiting. Get Proactive and Start Educating Your Clients

Content marketing will be a game-changer for your business. By crafting engaging content, and leveraging social media to get your insights in front of home buyers. you can significantly boost your credibility, brand and income. Neel Dhingra’s insights provide a roadmap for you to navigate the complex world of content marketing and achieve remarkable results.

Start today by implementing these strategies. Create a compelling video, post it on your preferred social media platform, and watch how it transforms your engagement and leads. Remember, as Neil says, “You don't need to learn everything, become an expert, but you need to just know enough of this stuff to be dangerous.”

Ready to take your content marketing to the next level? Connect with Homebot to learn how we can empower you with the tools and insights needed to succeed in today’s competitive market.