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Mortgage Broker News | 19 Aug 2013, 12:00 AM Agree 0
He may have over 14,000 Twitter followers, but Jessi Johnson of Verico mortgagebrokerteam.ca has scaled back on his Twitter activity – now convinced it's a lackluster business development tool.
  • Ron Butler | 19 Aug 2013, 11:39 AM Agree 0
    I think there is gold behind each comment.

    Jessi was likely the earliest social media adapter in our industry as indicated by 14K followers. The fact he is less then entranced by the whole thing I suspect may indicate that it's hard to move on to the "next level" of mortgage volume from social media alone. Our company's own investigations indicate that social media may not be at the inflection point in our culture to totally replace other advertising methods. It may reach that point eventually but not today.

    Scott's comment is just as valid, if social media is an integrated part of a total lead generation approach backed up by direct contact then it is a distinct positive.

    Both of them should be applauded for thinking about new ways to do business. I know brokerages who still think state of the art marketing is a box of Tim's donuts dropped off at a real estate office.
  • @kiltedbroker | 19 Aug 2013, 11:52 AM Agree 0
    Scott Dawson is an amazing example of how you can successfully leverage social media for your business. Scott is approachable and will have a conversation with anyone. He is actually one of the first mortgage professionals I followed in Canada on twitter and have learned a lot from watching him interact socially.

    Without pointing the finger at Jessi Johnson, he plays a game known as "TeamFollowback" - you follow accounts on twitter with the sole intention of having them follow you back. The account is used primarily as a platform to shout your message, rather than engaging people.

    The problem with this is the quality of follower is not there. You have to ask yourself, what good are 14000 followers if most of them are in Singapore or have no intention of ever reading your tweets? Upon first glance, it looks impressive to have that many followers, however as Jessi states correctly "it doesn't drive that much business".

    I am not saying that there is a right or a wrong way to "do social media", or even that Jessi is doing it wrong. What I am saying is that some strategies are considerably more effective than others.
  • @therobcampbell | 19 Aug 2013, 12:04 PM Agree 0
    Let’s not forget that followers can be purchased, so accumulating followers organically is way harder yet yields far more trust and success.
    Purchasing followers is cheap, both in the financial and social-clout sense.
    I only have 1600+ followers, but a great deal of my business has developed from it because I have spent the time to socialize and interact with them.
    I’ve managed to organize a conference last year for 130 local businesses, mostly from Twitter. Zero print ads, and my speakers were sourced and booked through Twitter. I’ve also organized local flashmobs to support small business, and courted a celebrity to visit our City and MC a local event for Charity. All done for zero cost, just time and effort.
    Scott Dawson is a great example of how Twitter can help build awareness in your space.
    Twitter is NOT a magic pill, however it is a great piece of a social pie.
    Quality over quantity.
    “Don’t post often, post Awesome” – Scott Stratten
  • @kiltedbroker | 19 Aug 2013, 12:23 PM Agree 0
    Just in case you don't believe @therobcampbell about purchasing followers: A quick search of Fiverr (a website that people will do anything you want for $5) has some interesting results when you search "twitter followers"

    Check it our for yourself >>> http://bit.ly/14v9gMj
  • Jessi Johnson | 23 Aug 2013, 09:10 PM Agree 0
    You are all making excellent educated points on this topic. @kiltedbroker you couldn't have explained my method better, it certainly works to get followers.

    Most of my followers following local topics and news, I don't add people in Singapore ;)

    Starting aggressively in Social media years ago certainly helped grow that number fast. I simply don't have time to engage in Twitter, I have found Facebook far more successful and enjoyable for this.

    It is true, the numbers of followers is irrelevant, it's the number of leads you obtain from the followers that gauges your "Twitter success".

    From "failed" experienced I have learned there are much better locations to spend your time. 14k in followers is just a pathetic ego trip :)
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