Referral partners are critical for lenders. They keep your sales pipeline stocked and prime your leads ahead of time.
LinkedIn and Zillow are two great sources for achieving this type of B2B relationship. Instead of relying solely on in-person networking, you can connect with potential referral partners online.
Here’s another surprising, but beneficial aspect of LinkedIn and Zillow—you may be one of the few lenders active in the given market. That makes it incredibly easy to connect with new realtors, CPAs, builders and bankers on the social sites.
Sounds pretty effective doesn’t it? Read on to discover how to achieve the best results from LinkedIn and Zillow.
Make Them Work to Your Advantage
Start with LinkedIn. This professional network is a breeze to break into. If you don’t have an account already, sign up and set up your profile. If you’re already a part of the network, take a few moments to add any new accomplishments or skills to your page.
To attract quality referral partners, add known connections and join groups that focus on your industry or related fields.
Remember—your LinkedIn profile should be like an interactive resume. That means using a professional headshot, an engaging tagline and treating the account like your professional home base.
Post blog content on LinkedIn
Already have a few blog posts posted on your professional website? Go on and publish them on LinkedIn too. This technique allows you to get more mileage out of your posts and direct more visitors to your site.
As you develop new blogs, use popular buyer questions as starter topics. Share your material with referral partners while commenting on their posts.
Remember to keep your profile fresh by adding new connections, testimonials, publications and skills.
Participate in targeted group discussions
Always, always give value first. Make it a goal to participate in a few pertinent discussions a day and stay consistent with your schedule. To begin, join 3 to 4 consistently active groups.
Contribute by sharing news about an upcoming event, offering a good tip or asking for advice on your own queries.
Look for trigger sales opportunities
As you hammer out your LinkedIn technique, you’ll likely see more connection requests and views coming in. Many buyers will take a look at your LinkedIn profile before doing anything else.
So, keep an eye out for trigger sales opportunities. Some of the most common ones are a job promotion, career move, birth of a child or big move.
Use Co-marketing Techniques
It’s always easier to share the marketing load with another professional. By partnering with another person in a related field, you can maximize your ROI on digital marketing efforts and costs.
Zillow offers an Agent and Lender Co-marketing program. This program allows lenders to show up in advertising with a Premier Agent by sharing the costs of marketing with the Agent. Agents select how much they require a lender to contribute to become a co-marketing partner (up to 50 percent).
Essentially, you get double your marketing payoff and establish a quality referral partner while cutting down on overall costs. Consider it cost and results-effective.
Nurture Your Relationships
Building a referral partner relationship requires some tending and nurturing. Flash-in-the-pan partnerships typically have short-term results and little ROI. To keep your referral network growing and healthy, follow these best practices:
- Be available
- Be friendly
- Be knowledgeable
- By helpful
- Be candid
- Always follow compliance regulations
For more expert tips on using social media, check out our post, 6 Tips to Promoting Your Business on Social Media for Free.
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