Doug Wilber of Denim Social: How to Use Social Selling to Succeed This Season

Doug Wilber is CEO of Denim Social, St. Louis, a social media management software provider for financial institutions. Since joining the Saas provider in 2018, Wilber has led the company’s growth, including securing two rounds of venture funding, forming meaningful industry partnerships, guiding three strategic acquisitions, and overseeing significant increases in both revenue and staff. A financial services veteran, Wilber mentors numerous early-stage fintech companies in St Louis. 

Doug Wilber

It’s not easy out there this spring – for lenders or for buyers. As you consider your marketing strategy, don’t underestimate the potential in social media. 

Between market volatility, ever-changing rates and low inventory, there’s plenty of uncertainty. But one thing is certain; market conditions are making it that much more competitive. That means investing in relationships matters more than ever. And today, that means loan officers need to be proactive and stay in touch via social media. 

Considering 77% of borrowers move forward with the first lender they speak to when they’re looking for a loan, showing up in a prospect or existing clients’ social media feed can not only build trust, it can help you close more deals.

After months of economic headlines and the break-neck pace of rate change, loan applicants are discouraged. This is a critical time for loan officers to educate prospects about loan options and the realities of today’s market. By doing so, you can strengthen relationships, build trust and communicate your expertise, all of which can create short and long term ROI.  

Social media is an essential channel to create connectivity and trust with prospects. Whether you’re just getting started with social selling or are a well-oiled social selling team, it’s important to be aware of present market conditions and adjust your strategy accordingly. 

Here are a few tips to stand out on social this spring buying season: 

Be an empathetic person, not a brand

This is not an easy market for buyers or sellers. Homebuying is inevitably emotional and as many buyers navigate complexity and uncertainty, they may be understandably frustrated. This is why it’s so important that loan officers show up as humans on social media, not just logos. 

Relationships are the heart of the business – people buy from people, after all. You should be a friendly face and trusted confidante on social media.

It’s about more than having a social media profile. Loan officers need to be their authentic selves when posting too. It’s not enough to share brand content, you need to post personalized content. In other words: be a real human on social. 

You should extend the same humanity and empathy on social media as you would to applicants in real life. Acknowledging their frustrations is a great place to start. Ask about their concerns. Provide reassurance. 

Educate applicants

Use social media content as an opportunity to educate applicants. While you might hang on every rate update, everyday applicants are likely confused and overwhelmed by changing mortgage news. Social selling can help establish loan officers as thought leaders. 

You should be on social talking about what’s happening in the market this spring, but remember to use plain, conversational language with the aim to educate followers. In doing so, you’re not only providing value to followers, but also showing off your expertise. 

In practical terms, this could mean posting a current news article on Facebook with a “what it means” POV in the caption. Alternatively, you could share a commentary on a rate change in a quick Instagram video. Regardless of the format, loan officers will have success on social media when you personalize the content and simplify complex concepts for followers. 

Consistently be part of the conversation

If the past few years in the housing market have taught us anything, it’s that things change fast. The same holds true this spring and that means you need to be there for all the ups and downs on social media too. Consistency has always been key for social media success, but when navigating changing market news, it’s more important than ever. 

Social media algorithms favor those who post often and with consistency. That doesn’t mean you have to post every day or try to time the algorithms, but does mean you should stay active and in the conversation. It’s not a set it and forget it kind of thing. 

Don’t be afraid to try something new

The marketplace is unpredictable and social media can be too. When it comes to your social selling strategy, don’t be afraid to try something new. This season may be the perfect time for loan officers to adopt a new social media network, like Instagram for example, or try out new post formats. If you’re not seeing the desired results, try mixing it up. 

Social selling is a critical strategy to keep loan officers competitive in a tight lending environment. Not sure where to start with social selling? Check out Denim Social’s guidebook, How to Launch a Social Selling Program for a Financial Institution.

(Views expressed in this article do not necessarily reflect policies of the Mortgage Bankers Association, nor do they connote an MBA endorsement of a specific company, product or service. MBA NewsLink welcomes your submissions. Inquiries can be sent to Michael Tucker, Editor, at