How brokers can spot a quality lead on social media

Robbo – who has taken social media by storm under his moniker ‘Robbo, the Aussie Mortgage Guy’ – has suggested that brokers might want to target specific niches. For example, this could be first home buyers (FHB), investors, borrowers who are looking to downsize or upsize, or a combination of these home buyers.

Following this, new brokers would be required to research the types of content potential home buyers consume on social media to inform the direction of their content strategy, while established brokers could survey their existing clients to understand the topics and issues they would like to receive information on.

“Ask what they want to know,” Roper told The Adviser prior to his session at the bootcamp on how brokers could unlock the power of video marketing.

“What didn’t they know before that you taught them during your one-on-one meetings? Unpack your current customer journey to find out when they felt excited or happy, or when they came to you for support because they were fearful about certain phases of the home buying journey. Figure out how you educated or helped them which resulted in them feeling great.”

While social media marketing could increase followers, generating leads requires more time, patience, and consistency, Roper said.

He said that brokers who fixate upon short-term gains risk lowering the barrier to entry for potential leads and, as such, may generate low-quality leads.

“For instance, some brokers say that if someone has watched their video on a social media platform like Facebook, they can go to their business website and book an appointment, call the broker, or fill in the contact form with their name, mobile phone number, and email address straight off the bat,” Roper said.

While each of these options increases the likelihood of generating leads, they could be “tyre kickers and time wasters”, he said.

“For a broker trying to build a successful business, there’s nothing worse than someone who’s going to waste your time. The only way to reduce the proportion of those leads is to increase the barrier to entry. But this may generate fewer leads so brokers have to find the right balance for the level of entry,” Roper said.

Brokers can identify a high-quality lead by assessing how eager the potential client is to communicate with the broker and complete the required forms.

“If you find that a lead is unwilling to have those initial conversations, go through the fact-find, and sign and return all the forms with the disclosure information before the first meeting, it’s likely that they’re not willing to come with you on the journey or bring the right attitude required for someone buying a home,” Roper said.

The home buying journey could be arduous as borrowers require life skills to make multiple decisions, including the location where they would like to purchase property, and understand their borrowing power, and provide sufficient information to the broker so they can submit a home loan application on their behalf.

“Brokers need to make sure that their leads are sticky enough to want to come on the whole journey,” Roper said.

“There’s nothing worse for a broker than having three meetings with a lead, only for the client to leave. Brokers get paid by settlement, not by the hour. It would be a waste if the lead never reaches the settlement stage.”

Roper suggested that brokers must provide solutions and hope in their videos and other content to inspire home buyers to contact them.

He said: “A lead will not contact you if they’ve left a video feeling like home ownership is not an option for them in the near future.

“To generate leads, tell home buyers that you have the solution for their problems. Don’t forget to include a call to action so that your leads contact you straightaway.”

To hear more from Rob Roper about how you can generate leads by building a captivating presence on social media through video marketing, come along to the Lead Generation Bootcamp 2024.

It will be held on the following dates:

• Thursday, 16 May at Sofitel on Collins in Melbourne, Victoria.

• Thursday, 23 May at Montage in Sydney, NSW.

Click here to book tickets and don’t miss out!

For more information, including agenda and speakers, click here.