Bill Gates said he’d always choose a lazy person to do a hard job because they’ll find an easy way to do it.
And after working with hundreds of mortgage advisers who swear they “don’t have time” for social media, I’ve cracked the code…
Here’s the laziest way to win on social media
In three simple steps
One: Stop trying to appeal to everyone.
Think about your favourite type of client
You know those first-time buyers who actually listen to your advice?
The ones who don’t ghost you after the first call?
Make content ONLY for them.
Not “anyone who needs a mortgage.”
Them specifically.
Two: Show your actual face 10x more
Your logo is great for some things
But it isn’t as powerful as your face.
Your logo can’t upload a selfie with your morning coffee
Or get annoyed when the wifi goes down.
You do.
That’s what people remember.
Three: Mix business with personality.
Share the advice, yes.
But also share the weekend ritual.
The ‘freezing at the kid’s football match’ thoughts.
The honest moment when a client asked you something so bizarre you had to Google it.
The mortgage broker with a personality…
She’s getting leads from clients who resonate with her posts.
Her competitor, who’s posting about the latest interest rates, isn’t speaking to anyone.
Here’s to winning by being lazy.
Chris