While financial advisors have long been using social media to reach people, standing out from other financial advisors and connecting with prospects online can be challenging. Kenzo Gan, a two-year MDRT member from Mandaluyong City, Philippines, has found that humanizing one’s posts makes them more engaging and resonates better with the audience.
While he uses Instagram primarily to share his personal experiences and daily activities with his friends and family, it has caught the attention of prospects. “Instagram is not just an album reflecting certain moments but inspires my followers based on my personal and professional lives.”
It is good to enrich your content by adding a personal touch. Celebrating life’s triumphs is an approach that Gan considers when he publishes his content. “I share unfiltered and organic selfie videos. Despite having a busy day, I always share highlights, such as closing another policy with a client, preparing meals for my partner, and working out. This way, my audience would see the authenticity of living life and thriving.”
As more people view Gan’s Instagram stories and posts, he judiciously checks whom he can prospect among his followers through direct messaging. “When I ask them how they are doing, their initial response is that they enjoy consuming my content, which breaks the ice, and they are responsive to my messages.”
Gan has a magic question to start conversations about insurance. “Where do you work?” The answer gives him an indication if they already have an insurance policy because of their line of work, salary range, and a sense of the products he should offer them. “After I’ve won my prospect’s confidence, I discuss the products relevant to their needs.”
While social media can provide support and recognition, negativity can rear its ugly head. “Luckily, I have not received any negative feedback yet. I think it is because they find my content inspiring. My posts motivate them to do better regarding their finances and career. When someone asks for advice, I give the best actionable answer possible and welcome interaction with my followers. My platform exceeded my expectations because I didn’t expect my content to help build my credibility as a financial advisor, which helps close cases. It has had a welcome force multiplier effect.”
While some worry about presenting a personal brand or image online, Gan encourages peers to simply be themselves. “There shouldn’t be any conflict between us as people and financial advisors. Our social media content must be unfiltered and show our real selves,” Gan shared.
Contact: MDRTeditorial@teamlewis.com