How to Build Influence in Today's Digital World

Neal Schaffer explains how mortgage and real estate professionals can build genuine digital influence without massive followings, by creating relatable content, collaborating with local micro-influencers, and showing up consistently on the platforms where their referral partners and clients already spend time. Best for LOs who dismiss social media as irrelevant to their business or who only post rate content that gets zero engagement.

Takeaways you can run this week

• Identify 3-5 referral partners (agents, insurance reps, financial planners) who have 1,000+ followers on any platform, then propose a joint Instagram Live or mutual shout-out post this month to tap into each other's audiences.
• Hire a local photographer via Craigslist or TripAdvisor ($100-$200) for a half-day shoot at 3-4 recognizable local spots with 2-3 wardrobe changes — this gives you 90 days of profile photos so 'I don't have content' is no longer an excuse.
• Build a 9-category Instagram content grid: cap business posts at 2 of every 9 squares; fill the rest with categories like local restaurants, community events, trusted service providers, personal passions, and partner shout-outs.
• Spend 15 minutes daily on your chosen platform engaging — follow 10 people in your local market, leave 10 genuine comments, and respond to everyone who engaged your content — even on days you don't publish new content.
• Create a weekly 'Trusted Local Provider' post (contractor, landscaper, roofer, etc.) drawn from your past-client vendor list — share it on Nextdoor under your name and license credential to build community authority without pitching.
• Blog one locally-targeted post per month using keywords like '[your city] first-time homebuyer tips' or '[your city] home values 2024' — use a freelance writer if needed — then repurpose the link across Facebook and LinkedIn.

The playbook

1. 1. Pick ONE platform where you already spend time (Instagram, LinkedIn, Facebook) — don't start on a new one.
2. 2. Define 6-9 content categories for your profile (e.g., business tips, local restaurants, partner shout-outs, personal hobby, community news, trusted vendors) — limit pure business content to no more than 2 of every 9 posts.
3. 3. Batch-create content: book a $100-$200 photo shoot, visit 4-5 local spots, take 30-50 photos — this is your 90-day content inventory.
4. 4. Build an editorial calendar: assign each content category to specific posting days and schedule posts in advance using a scheduling tool.
5. 5. Commit to a daily 15-minute engagement block: follow new local accounts, comment authentically on 10 posts, reply to all comments on your own content.
6. 6. Identify 3 local accounts with 1,000-10,000 followers (agents, restaurants, community pages) and pitch a collaboration — joint Live, co-post, or mutual shout-out.
7. 7. Track which content categories get the most engagement after 30 days and double down on those while pruning what falls flat.

Worth quoting

“You already have more influence than 90-something percent of people out there without you even realizing it.”

“Social media is all about adding value. You're not pitching — you're adding value.”

Best for

LOs who are on social media but only post rate updates and business content, and wonder why nobody engages or reaches out.