Turning Independent Loan Officers into Brand Advocates: A Social Publishing Strategy for Real Estate
ABOUT 11 Capital
11 Capital is a real estate investment company focused on acquiring and investing in multifamily and self-storage assets across the Western U.S. Headquartered in Kirkland, Washington, the firm operates through platforms including 11Residential and Glacier West Self Storage, and works with a network of loan officers and brokers, many of whom run their own independent real estate businesses.
THE CHALLENGE
11 Capital’s network includes 1099 loan officers and brokers who are independent contractors rather than employees. The firm wanted to bring this network into social media so content could be created centrally and amplified out through these individuals to promote loans and other
products, but had no centralized social publishing process or employee advocacy program to make that happen.
THE SOLUTION
11 Capital chose MarketBeam for the flexibility it offered across both sides of the problem: social publishing of corporate content to internal teams for advocacy, and extending that same content out to 1099 loan officers and brokers so they could promote new products and
promotions in their own networks. LinkedIn and Facebook became the primary channels. The fit was strong enough that 11 Capital began offering social media support itself as a service to attract new loan officers.
THE RESULTS
75.00%
Facebook generated total traffic.
20.83%
X (Twitter) generated total traffic.
4.17%
LinkedIn generated total traffic.
THE BENEFITS
- One consistent voice across LinkedIn and Facebook instead of a disconnected, ad hoc approach
- A social publishing and advocacy program that became a recruiting edge for new loan officers
- Brokers and realtors grew their personal brands and brought in more business
- Stronger relationships with the independent contractor network at the center of 11 Capital's business
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