Ivanna C. Sukkar, editor

As published in Scotsman Guide's Residential Edition, October 2011.

Do you have a Facebook page? How about a LinkedIn profile? Do you tweet? Do you blog?

And if you do all of these things, how do you manage it all?

Mortgage originators know that this is a relationship-based business. Most of you likely became originators because you like working with and helping people. But in today’s technological age, it’s often difficult to get out there and make new contacts in person. That’s where social media marketing comes into play — in a big way.

Participating in Facebook, LinkedIn, Twitter and other social networking sites, in addition to maintaining your own blog, can keep you in front of hundreds, if not thousands, of prospects at once. In a sense, social networking has revolutionized mortgage originators’ and other professionals’ marketing.

At the same time, being able to reach out to prospects from one’s own computer without actual personal interactions may have made some originators lazy in their marketing efforts.

What’s the right balance? According to the mortgage professionals associate editor Jennifer E. Garrett interviewed for this month’s BackSpace, social media marketing is still work, no matter how much fun it might seem. And it’s necessary work in today’s world.

A common tenet of marketing is that you must meet your prospects where they are. That includes social networking sites as well as Realtors’ offices, chamber of commerce events and via other in-person networking opportunities.

If your marketing efforts have been put aside in the economic downturn, now may be the time to get back on the marketing bandwagon. Amy Hansen of public relations company Seroka offers tips for determining whether you should hire an in-house marketing professional or outsource your efforts — or both. See her article.

* * *

By the way, Scotsman Guide is active on Facebook and Twitter, too. Like us on Facebook, and follow us on Twitter for regular updates and news. We also recently revamped our blog and are seeking guest bloggers. E-mail blogs@scotsmanguide.com if you’d like to contribute.

ivannas@scotsmanguide.com