A mortgage sales team grown from 80 to 250 loan officers, with the LinkedIn influence to match.
Lief Boyd, Chief Production Officer for Retail Sales at a mortgage company, wanted to grow his influence in the industry and use it to recruit top performers who would grow the company’s production.
Where Lief Boyd started.
Lief wanted to be known as a subject-matter expert, show his leadership and promote his company’s culture online. But he didn’t have the time or know-how for promotion and strategy, he was uneasy about self-promotion, and he had no resources to produce the video he needed to grow a following.
His digital footprint was too small to reach the loan officers he wanted to recruit, and those producers didn’t yet know or trust the company.
What we built.
The programs we put in place.
Video that shows expertise
Videos that showcase Lief’s professional knowledge, built on three E’s: educational, emotional and entertaining.
Promotion to the right people
Promotion of that video content to the loan officers he wanted to reach.
Network growth
Building social capital with his current network while expanding it.
Leadership and culture
Content that highlights his leadership, explains why producers would want to join, and gives them an open path to connect.
What changed.
Lief tripled his LinkedIn following, from about 2,000 to 6,000 followers: 200% growth in under three months. Monthly visits to his profile from target loan officer recruits rose from 50 to 1,000.
The sales team grew from 80 loan officers to 250, and current employees engaged more with the company’s culture.
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