What’s Personal Branding & How Do You Build One?

In the current digital age, personal branding is more important than it’s ever been. You know about business brands and may even have brand loyalties when you shop… Think about what companies you recognize right away when looking at their logo.

  • Nike
  • Apple
  • Amazon

but have you given much thought to the world of personal branding?

Take a second and type your name into Google – what comes up?

Does anything come up at all? Is that how you want to be perceived online, or do you want a more favorable online presence?

Now we’ve arrived at the task of curating your personal brand. Let’s Begin.

So What Is Personal Branding?

Your personal brand is how you promote yourself. It is the way you choose to tell your story, display your skills and personality, and it’s also the impression people gain from your online reputation.

You have a unique opportunity to make yourself stand out from others with your personal brand. However, your personal brand isn’t just your Instagram and Facebook accounts, right? All of the work you do online is to benefit your success offline.

Creating a presence that doesn’t serve your offline persona can be a huge waste of time, so be sure to keep that in mind when working. How do you want people to perceive you online, but how will people perceive you in real life?

Why is Building Your Personal Brand Important?

Working on your personal brand is enticing to so many people because it gives them absolute control over the way they’re perceived online. It’s how you present yourself to those you want to work with and connect with professionally, and because of that, it’s an incredibly valuable resource to your professional life.

With a strong personal brand, you have the chance to almost break barriers and connect with an audience of people you currently work with and those you hope to work with. You can highlight your strengths and your passions. A strong personal brand makes people feel like they know you – even if they’ve never met you in person.

Think about someone with a strong personal brand. Elon Musk. Bill Nye. Martha Stewart. Their brands are so strong that I’ll bet simply reading their names brought up tons of visuals and ideas related to who they are.

Elon Musk: Engineer, Tech, SpaceX, Tesla.

Bill Nye: Scientist, Teacher, Environmentalist, “The Science Guy.”

Martha Stewart: Cooking, Businesswoman, Home Decor.

This is the importance of a personal brand in action. A strong personal brand will work FOR you, allowing your target audience to find you easily. Once you’ve established a network in your industry, your brand will only help you take off and skyrocket to success if you play the game right.


In order to build a great personal brand, you have to spend some time getting to know yourself. Most people find it easy to describe who they want to be, but not so easy to describe who they currently are. Self-reflection is key to starting strong with your personal brand.

Another thing you need to spend time thinking about is your target audience. Who you want to attract will definitely play into the brand you create for yourself. The key is to avoid fabricating a false persona. Instead, think of it as showing a specific side of your personality.

Additionally, an incredibly important part of your personal brand is to come across as human as possible. You don’t want to seem like another suit and tie or a blank slate business-person.

Bring yourself into your brand and put the focus on fostering relationships rather than growing sales or business. That will come after you’ve connected with your audience and made them feel comfortable with you.


In our opinion, one of the key factors in growing a strong personal brand is consistency. Show up, give 110% to telling your story, and people will have no choice but to do business with you.

If you’ve read this far, clearly you have a strong interest in growing your personal brand. So why not do it the right way from the start?

If you want the top strategies and tools for personal brand development and growth, schedule a call with us by using the link below and let’s start working with you, for you.

Thanks for reading!


5 Mortgage Marketing Ideas for Loan Officers

Mortgage Marketing Tips For A Successful Loan Officer On Social Media 2020

Let’s Iron Out Your Digital Marketing Strategy

You’re a Loan Officer and you’ve probably been struggling with creative, strategic, ready-to-go marketing ideas you can implement right away…

For Instance, as a Loan Officer, your marketing ideas may seem limited. As a result of this, you’ve probably been putting off things like…

Social Media Marketing, Video Marketing and email marketing for a long time.

However, your job is still to deliver consistent value to your clientele.

In other words, understanding that you should’ve started with this in 2015 and now going into 2020 it’s all about one simple thing


It's Time To Take Action and Create Content for Social Media
Time To Start Putting Yourself Outthere

In Fact, the economy is going to cycle no matter what, and people are not going to stop looking for a place to call “home” no matter what the economy is like.

Therefore your job is simple, be the one to provide the most value to your audience, clientele, and your database.

But, how can we make sure that people are going to call you, after all, there are hundreds if not thousands of options right? …

for one thing, in this short blog, you will find 5 Mortgage Marketing Tips & Ideas that are going to help you

  • Increase your Current Online Presence
  • Grow Your Brand Awareness
  • Generate More Visibility For You
  • Advance the Process of Know, Like & Trust

It’s important to note, not all of these ideas are new…

However, they might be new to you if you haven’t been taking action already. So, let’s begin…

Strategy Tip #1 – Build a Social Media Strategy Specific To A Loan Officer

First of all, a social media strategy is the blueprint plan that conducts all of your social media efforts from a-z.

This means you plan everything you want to do, need to do and hope to achieve on social media, it’s about actions and purpose with…

every single post making sure that you are not caught up in the likes, comments and shares but more so focused on the purpose-driven action of each and every single one of your posts.

In addition, your social strategy needs to keep your bottom line alive and well this means every single post needs to be…

  • Educational – People need to learn something about your business, industry, or you in each and every post
  • Motivational – People should be inspired to take action from something they hear, read, or see in your post
  • Informational – People should look at you as a subject matter expert, who provides valuable content, and doesn’t waste their time
Inspire to Challenge Yourself as a Loan Officer
Your Time Is Now

Consequently, we should see a return in our investment (ROI) as well as a return in our engagement (ROE) moreover…

It’s much easier to manage your content and what you deliver to your audience and clients than it is to manage and figure out the social media algorithms, which brings us to…

Loan Officer Social Media Tip#2 Leveraging How Social Media Algorithms Work

Social Media Tips for Loan Officers
It Doesn’t Have To Be Something You Do Alone

Before we get into leveraging social media algorithms let’s understand them first…

These algorithms are a straightforward yet complex way of sorting posts in a user’s feed. They’re based on the relevancy of the post instead of it’s published time.

Additionally, social networks like Instagram, Facebook, LinkedIn & Tik Tok now prioritize which posts will be shown to the user based on the likelihood that they’ll actually care to see it.

So to crack down and leverage the algorithm, we need to

  • Understand Why We’re Posting
  • Know Who We’re Looking To Attract With The Post
  • Have Insights as to When We Should Be Posting
  • Know-How To Target Specific Audiences


In case you don’t know the answer to why You’re posting on social media, we’ll answer it for you…

Because we want to connect with audience members who may be unaware of our products and services

We want to have the opportunity to speak from 1 person to many people while still making sure our message feels very 1 to 1


As a loan officer, the answer is…

  • Real Estate Agents Within Our Network
  • Real Estate Agents Outside of Our Network
  • Another Loan Officer or Loan Officers
  • Potential Borrowers
  • Past Clients

In other words, we’re looking to target and attract anyone who could lead to more business.


Because the algorithms change so much, it’s important that you’re always testing the best posting times.

Of course, you’ll eventually find times that your content performs best in. However, before you discover those times it’s important that you pay attention to your social media insights…

Your insights will tell you exactly what times your audience is most active with your content, what days they respond better and who exactly reacts to your content the most.


In order to target specific audiences, you need to identify which locations you want to be discovered in…

Set your location to 5-10 different locations where you want to be primarily found on. Then, you need to identify a group of hashtags(#) that work best for your content remember…

Your content and how often it shows and who it shows to is based on relevance, this means…

As a loan officer, you don’t want to use a hashtag like #models why? … Do we really need to explain?

Furthermore, the type of content you publish will ultimately determine your level of success on social media visual content is key. Which leads us to…

Loan Officer Content Tip#3 The Use Of Visual Content

As early as 2017, more than 70% of all consumed content on social media platforms was video.

In the second place, there was visual content such as photographs, infographics, case studies and audio files.

Video content gets shared four times the amount of any written material that you’ll find online, even more than this blog…

If you’re not doing video yet, you should be creating content that is shareable.

Loan Officer Keys To Home Owner
It’s Your Job To Give Vision

In addition to creating shareable content, it needs to be valuable remember?

So a good way to do this is by creating photos or infographics that showcase industry updates, with a catchy thought-provoking caption. You can also leverage real estate agents who are using video and…

ask them to host you as a guest of their next video where you’ll give tips on different lending options. Your job is to create content that will get people thinking about you

Way after they’ve seen your video or your post once or twice. This leads us to eliminate away all excuses and starting to script out our content marketing strategy.

Content Structure Tip#4 Script Out Your Content

First of all, you don’t have to be perfect at Social Media for you to capitalize on it.

Following, you don’t need to become some sort of marketing machine to do it right, you simply need…

Being that you’re going to do all of the four bullet points listed above, we recommend that you script out 5 to 10 pieces of content that you want to deliver to your audience each and every single month.

In addition to having 5 to 10 pieces it’s important to remind you that these don’t need to be perfect, they just need to be Educational, Motivational & Informative to some extent.

Our clients upon their first month get a 25 video, photo and infographic content layout that helps them understand the level and quality of content that will be produced for them…

if you’d like to learn more just click here

Now that we’ve tried to schedule a call with you, let’s continue…

Finally, it all comes down to automation…

Automation Tip#5 Automate Your Process, Conversations & Career

Loan Officer Automation
Automate Your Business To Advance Conversations & Processes

Since technology enables so much for us, we need to learn to grow and use it to our advantage every step of the way…

In Fact, one big plus to video marketing and content marketing is that you can be multichannel or as we like to call it in our world omnichannel.

This means that while your content can be used in many different platforms in many different ways, so can the content that you produce to be used to advance the process of…

conversations that you’re already having on a day to day basis…what?

To illustrate let’s think about the top 5 questions you get asked on a daily, weekly basis…

  • When Am I Going To Get Approved?
  • What Are The Next Steps?
  • Do I Need Any More Information?
  • What Should I expect Next Time We Talk?
  • What’s A Pre-Approval?

Now, these are just sample questions but in reality…

Despite what you may be telling yourself right now, could you think of your most Frequently Asked Questions (FAQs) and actually create a video, photo and infographic content that speeds up the conversation?

Chances are the answer is yes, and let us ask you this…

If you could save some typing time, talking time, and use it more effectively would you?

The answer is YES. For that reason, what we want you to do is to think about your top 5 FAQs and schedule a call with us HERE

That is to say, WE are going to help you create and produce your first piece of content towards this because if you haven’t already started let’s be honest…

But, you probably aren’t going to this year. So let’s eliminate all friction and get started now.

Loan Officer Bonus: Know Your Ideal Customer First

In conclusion, before we say goodbye we want to make sure that you know exactly who your perfect customer is…

Just imagine the perfect, smoothest transaction you’ve ever had…what are the main qualities of a perfect client?

As a result, when you go through this discovery phase, imagine who you want to be an advisor to, especially who you want to help the most when they’re looking for the house of their dreams.

In other words, pick someone who’s needs and desires you can meet as well as…

Someone who will meet your requirements and expectations.

Talk to you soon.

How To Develop a Personal Brand in 2020

Through Omni-Channel Marketing

How to create a personal brand - omnichannel strategy
Omni-Channel Marketing is the quickest way of building a rapid fire brand, whether it’s for business or personal purposes.

Creating a personal brand no longer depends on just a blog website. There is a variety of effective methods that are available for people in today’s digital age to develop a personal brand. The most effective method to create traffic and scale on brand awareness is through Omni-Channel Marketing efforts.

The definition of marketing has been subjected to many changes over the years. Omni-Channel Marketing has been the most prominent changes and subject matters of them all. 

In recent studies, it’s been identified that marketers in today’s world are moving away from push-based marketing, and they’ve begun to adopt a more personalized marketing technique. In other words, they prefer to have 1 to 1 communication along with the end consumers. This is done through a variety of channels from email, text, social media, and blogs.

In addition, a large number of devices are also being used in the marketing process to ensure that users using a mobile, iPad, laptop, etc.. all see the quality of the content being produced. This is exactly where an Omni-Channel Marketing strategy comes into play.

When you are looking to develop a personal brand, what experts would encourage you to do is…

the process and development of a strategy that covers your entire audience across multiple platforms. It can provide you with outstanding results. At the end of the day provide you with the most insight while letting you cater your strategy to the right audience at all times.


Before we proceed, it’s extremely important for you to have an understanding of what Omni-Channel Marketing Strategy really is. Omni-Channel refers to a significant shift as mentioned earlier. In today’s world, we need to think about creating personalized experiences through a variety of channels and devices.

Consumers are in a position to engage with a company by visiting a physical store, or by accessing their mobile app or website. They will even be able to interact with the company through social media, and online forums. Nowadays we live in a space where companies and personal brands get to share a story and experience with their audience while nurturing the relationship across multiple platforms.

In every single experience, the end consumer goes through you can find consistency. The beauty of an Omni-Channel Strategy comes down to being able to share an Instagram Story behind the scenes, publishing a photo or video of such event and publishing it to places like Facebook, LinkedIn, YouTube and more.

Now that we have an understanding of what Omni- Channel Marketing is, let’s look into how you can develop a personal brand through this strategy.



  1. Maintain your focus
  2. Think from your audience’s point of view
  3. Develop content and messages to address the concerns of your audience
  4. Measure everything (check out our Data Driven Marketing Article on this)
  5. Listen and Respond on preferred channels


Omni-Channel Marketing requires focus. It requires focus to stay on top of every single channel being used in order to convey the same message and cater to different audiences with one common end goal. Distractions in marketing happen all the time, so what we recommend is that you segment your audience. That’s where you should figure out the data points that work well within each channel that your strategy includes. As you segment your audience per channel you will learn and know how to purposely provide content on some pages more than others but you will also be able to use this data to know what pieces of your content resonate the most with the reader, viewer, follower or user.


It is important for you to make sure that you regularly review the experience that your audiences go through on your set campaigns. This will help you get a clear understanding of the effects associated with the marketing method. With the feedback that you get, it is also possible for you to introduce appropriate changes, which can assist you to take your marketing initiatives to the next level.


Your message and the content that you produce are a key factor in personal branding especially when you have an Omni-Channel approach. However, you need to make sure that you are creating the appropriate content for the right channels.

In other words, the content and message that you create should be positioned to address the specific topics, pain points and emotions of your audience.

When you notice that a person or a group of individuals pay more attention to a specific subject matter…you know that you should create follow up content in other platforms to have your audience expand and follow you into other channels as well. Doing this will help you get their attention with minimum hassle.

The end result is that you will be able to take one step closer to your audience and you’ll be able to share your message consistently across different channels.


In marketing, if you’re not measuring everything you’re losing. You’re expected to use the data available to you everywhere and use those results to your advantage. For example: Say you’ve noticed that on Instagram you receive 50 visits to your profile per week. You’re only posting 2 photos per week. Your goal is to increase the number of visits to your profile per week to 250 so what you would implement in an omnichannel strategy is

  • More posts = More views
  • More posts = More impressions
  • More posts = More website clicks
  • More posts = More reach

Once you’ve done this for 2 weeks you notice that your average visits per week have increased to 200. Now you have a strategy in place that tells you how much you’ve done, and how much more there is to do. Pay attention to your analytics and see what people respond to most.

Furthermore, the data that you can see is very big nowadays as well. Therefore, as you look to develop a personal brand through Omni-channel Marketing efforts

you should become increasingly savvy about the best methods that are available to you in order to leverage data. You should never make data become invasive. It’s extremely important to measure everything if you’re looking to take them to the next level.


The most commonly known issue is failing to listen to your audience. You need to make sure that while you’re developing your brand, you are taking the time to listen, and respond to your audience. If more people react to you on Facebook, that is where your efforts should be driven towards more overtime. Remember that audiences prefer to get to know about your personal brands in channels that they’re most familiar with.

Then you’ll be able to interact with them at a comfortable spot for them.

In conclusion, now you have a clear idea of how to use Omni-channel marketing for personal branding. If you can focus on these five tips, you will be able to end up with the best possible results. They will never leave you with any regrets and you will absolutely love the results that you are getting.

Want to learn how to develop your personal brand? Jump on a call with one of our experts here

You can also schedule your free consultation with our marketing strategists directly here calendly.com/topshotpro

Data Driven Digital Marketing

Digital Marketing Success is contingent on a Data Driven Marketing Metrics

Traditional marketing methods are no longer in a position to deliver the best possible results for business owners and marketers who are looking to compete in a world where Digital Marketing is expected to surpass traditional marketing in 2019. Therefore, you need to look at the marketing methods, which are proven to deliver positive results in today’s world. That’s where data driven marketing comes into play. 


This chart represents the step by step overview of a full digital marketing campaign. TopshotPro enables it’s clients with full transparency every step of the way in order to properly track and measure a Digital Marketing campaign and it’s success.

First and foremost, let’s get a clear understanding of what data driven marketing is. Then you will be able to have a clear understanding about all the benefits that come along with it. Data driven marketing can simply be defined as the process, where the online marketing strategy extracts all the important information from big data, collected via customer engagements and interactions, to predict the future behaviors that can be expected to take place. In other words, you will be focusing more on understanding the data that you have now and building something greater with it. Then you generate meaningful information out of data and align your marketing campaigns accordingly. Therefore, you will be able to receive positive results out of the time and effort that you spend on each marketing campaign.

Businesses and organizations use data driven marketing for a variety of purposes. The primary objective of all those entities is to personalize and enhance the overall customer experience in an effective manner to ultimately lead to a conversion of some sort.


In order to make the most rational and educated decisions in a competitive market place, both business owners and marketers need to position themselves in the trenches of each campaign that they are launching. So, if you’re asking yourself if business owners or marketers truly dive deep into data driven marketing strategies the answer is Yes, a considerable percentage of business owners and marketers have already learned to embrace it. Here are some stats, which will help you to get a better understanding about just how invested people are in data driven marketing strategies.

  • 51% marketers focus on data driven strategies based on a Digital Marketing survey released earlier this year.
  • 45% of marketers do it to acquire new customers.
  • 43% of them do it to integrate data across multiple platforms.
  • 37% do it to enrich data quality and completeness.
  • 34% of marketers do it to segment their specific target markets


Now you know what data driven marketing is. Let’s look at the most prominent benefits that data driven marketing can provide to you. Then you will be convinced to make appropriate adjustments in your current digital marketing campaigns to get the most out of the available data. 

Your Digital Marketing Campaign should be unique to your goals and objectives.

1) Personalizing your Campaigns for Conversions of Interaction, Investment and Engagement

As a business owner or a marketer, now that you are aware that traditional marketing methods are no longer in a position to deliver the best possible results. It’s time that you start looking into personalized digital marketing campaigns. A Data driven marketing strategy will be able to help you with that. With the data that you have, you will find it as an easy task to send the right message to the right audience. You can learn and see what your core audience engages with the most and you can also observe when your audience engages most so that you can do it at the perfect time as well. Therefore, you can experience guaranteed results at the end of the day through consistent optimization.

Data driven marketing can provide tremendous assistance to your brand to customize the marketing campaigns. Then there is a possibility to convert all the business leads via a better understanding of complete customer profile. You may have heard of the term “Imaginary Customer Profile” You can identify your perfect lead through optimizing for the right KPI’s (Key Performing Indicators) within these personalized campaigns. When you run such a marketing campaigns, you will be able to experience the maximum return out of your investment. Hence, you don’t need to worry about anything when you are spending your time, effort and money on a marketing campaign that has a purpose in mind, with hard data to understand it.

  • 87% of the marketers believe that data is one of the most underutilized assets in their organizations. 

2) Clarity is Key for performing campaigns

Another prominent benefit that you can get from a data driven marketing campaign is that it can ensure the clarity in your promotional campaigns. If you look at your business’ database today, you will notice that there is a wealth of information contained within that you may already be aware about, but you have not actually utilized it to its full potential just yet. With the help of data, you will be able to understand the most actionable and accurate information about your current and past prospects as well as your list of customers. That’s why it has become essential for you to go ahead with a data driven approach. Then you will be able to identify and group the target audiences in an effective manner, remember we were just talking about segmenting your audience? By doing so you will end up with highly effective results through capitalizing on the information provided and segmented for each campaign that you are running. 

3) Omni-Channel Marketing, learn it, experience it

The data driven marketing campaigns that you design can run across multiple networks, such as Social Media channels like Facebook, Instagram, TikTok, Twitter, Snapchat, and LinkedIn as well as Search Engines to maximize visibility such as Google, Bing, Yahoo.  As of now, you might only be focusing on the email’s campaigns or one of the mentioned channels. However, there are plenty of other aspects as mentioned, which you need to be focused on as well. While you are running your marketing campaigns you should be able to automate the marketing campaigns that you run on these multiple channels. Therefore, you can ensure that your message is delivered to the target audiences in a consistent manner. You will be able to improve the reach in an effective manner as well and it will help you to make your business visible to a higher number of potential customers, each platform has its core users and you will be able to address every single one of them while growing your brands awareness. 

Customer Success is where your Brand Succeeds, Data Driven Marketing can enable the best routes to reach your goals & objectives both long term and short term.

4)  Give your customers an experience to learn about your brand

The marketing campaigns of today’s world are all about customer experience, interaction and engagement. If you can deliver a better customer experience, you will find it as an easy task to attract them towards your business on a more consistent basis. Data Driven marketing strategies are meant to enable optimal awareness, visibility and conversions by contributing towards the betterment of your business. For example, when you give out a customer satisfaction survey, they will tend to go ahead and fill that for you. This will help you to understand the specific areas, in which your business is performing and areas in which your business needs to be better.

5) Implement and Deploy a Better Digital Marketing Strategy for Your Product/Service Development

Finally, you need to keep in mind that data driven marketing has the ability to provide great assistance to the improvement of your product development process. Many businesses that used data driven marketing in the past have been able to reduce the product failure rates. The results can be applied across businesses that fall under all industries. With the help of data driven marketing, you will be able to get a better understanding about your perfect target audience. Hence, you can create better products and services, which would fit perfectly well into the market

Now you have a clear understanding about what data driven marketing is and what benefits you can experience out of it. Now it is up to you to go ahead and get the most out of data driven marketing. The time and effort you spend on it can provide you with outstanding results in the long run. If you’re curious to learn more about data driven marketing strategies or would like to look over some of your current campaigns and define KPIs that matter don’t hesitate to get in contact with us. 

Michael Rivero
TopshotPro - Branding & Digital Marketing
Director of Branding