Social media is constantly causing changes in the way businesses to interact with their clients, and Instagram stories are proving to be one of the best new ways to interact with a community authentically and seamlessly. Building this genuine connection is proving to be more and more important with younger generations, making it a crucial tool for mortgage lenders as more Millennials and Gen Z enter the housing market.
With over 80% of people using Instagram to research products and services and over 500 million people watching Instagram stories every day, it’s clear why this tool is gaining popularity. Stories offer multiple ways for an audience to interact with your content and are a low-cost and effort way to improve your marketing with a big payoff. That improved interaction is at the core of why Stories are more and more prevalent.
Stories, at their core, are a way to peel back some of the formalities of traditional marketing and give the community an inside look at the business. Younger generations appreciate this as they do not respond well to a lot of marketing, acutely aware of when they’re being “sold to.” They appreciate seeing the humanity behind a business or insight into their daily workings. Instagram Stories takes this a step farther by letting you ask questions directly to your audience or highlight updates and deals you might be running.
There are a variety of “Stickers” you can add to a story post. “Stickers” can range from simple text to fully interactive functions on your post. Through “Stickers,” you can ask questions directly to people who view your story. There are also tools to generate polls and create fun or informational quizzes.
As more and more people age into the housing market, they find the concept of homeownership intimidating or difficult to approach. Many do not know how the mortgage process works or think the process is so unapproachable they may not even try. For this reason, any effort a lending service can make to show the human side of their business and even have some fun with their community can go a long way.
Another effect is creating more of a sense of brand loyalty and recognition. When someone engages in a brand authentically, they are more likely to recommend it to others. This means more recognition of your brand within your community. Depending on the content on your Instagram Story, some people may tune in just to see what content you are featuring or chat with others within your community.
Overall, Instagram Stories are another tool in the toolbox of modern marketers. But one offers lending companies a unique opportunity to demystify the mortgage process and create authentic connections within a community. The authenticity of your brand and its place within your community are crucial factors to the people entering the market right now, so Stories may just be the right tool for you.
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