Happy Sunday, dropplets!
I have a quick one this week. But don’t mistake that for low impact.
Oh, The Irony…
You spend your days making the case for ownership.
Renting is throwing money away. Building equity beats paying someone else's mortgage. “Fire your landlord today!”
You say it so often it's practically automatic.
And then you go build your entire business on Instagram. On Facebook. On platforms you do not own, cannot control, and could lose access to tomorrow without warning.
I want that last statement to marinate for a minute.
Your audience is your greatest asset, and you’re likely ignoring it or, at the very least, not giving it the attention it deserves.
Right now, every person who follows you, engages with your content, or watches your videos is sitting on someone else's platform. You have no direct line to them. No way to reach them if the algorithm shifts, the account gets flagged, or the platform decides to change the rules.
And they WILL change the rules, because they always do.
What You Actually Need
You need a “List Building” strategy, and you need to act with a sense of urgency. You can simply start with an email list. A text list. A database of real people with real contact information that lives somewhere you control.
Not complicated. Not expensive. And in the new economy, it is not optional.
Every person who comes into your orbit is a potential customer, a potential referral, or a relationship worth keeping. The question is whether you're pulling them into something you own or leaving them on someone else's platform.
Most loan officers keep them on the platform and expect them to reach out. But the data shows you need to put in a lot of touches before consumers will start to trust you enough to take the next step.
You can no longer afford to treat your audience like an afterthought, and you need to start treating it as the asset it is. Own the relationship. Own the list.
Not sure where to start?
I put together a List Building 101 guide specifically for mortgage pros. Simple framework, no B.S. (And it comes with a special gift)
Start your List Building activities today, and I will see you next Sunday.
Have a great week!
-Frazier
P.S. If you have 10 minutes, listen to the last two episodes of Growth Notes where I go deeper into this topic. Enjoy!
