A well-written company profile on social media platforms and directory websites can help you generate leads.

Your company, like most private lending companies, probably has a profile on various directory websites, social media platforms, and other online marketing channels. You may have even created a profile for a conference’s mobile app.

In addition, you likely have personal profiles, or bios, on many of these same platforms.

But are these profiles working for you as powerfully as they could be? Are they generating leads?

Let’s take a look at how to put your profile to work for you.

What To Include

The whole point of having an online profile is business development. As such, most of the content should first focus on what your company offers. Here are some of the items that loan originators should include:

• Company name. It’s OK to restate your company name at the beginning of the profile, even though it probably already appears, along with your logo, at the top of the page or screen. If your company is known by a shorter version, add it in parentheses after the full name and use the shorter version throughout the rest of the bio.
• Loan types. Mention the types of loans you provide: bridge loans, fix-and-flip, ground-up construction, long-term rental, land development, junior liens, etc. Don’t hesitate to get specific. For example, if “bridge loans” seems a bit broad, you can elaborate: “Short-term financing for a property purchase, refinance or equity cash out.”
• Where you lend. In which states or metro areas do you lend? If it’s more than a handful of states, it may be best to use a region instead (e.g., Northeast, West Coast, DMV, New England, etc.).
• Property types. Do you lend on residential, multifamily, core commercial real estate, or specialty commercial properties? Instead of simply saying “non-owner occupied residential,” consider stating “residential investment properties.” It’s not necessary to include condos, townhomes, and 2-4 units. Most people know these are residential properties.
• Benefits of doing business with you. What differentiates your company from your competitors? Most lenders can fund fast. Go deeper than that. Mention your company values. If you target brokers, mention that they will be protected.
• Capital structure. You don’t have to reveal your capital sources, but do clarify that you’re a direct lender. If you’re not, mention that you have access to capital. If you manage a fund, include it too—it may attract accredited investors.
• What year was your company established? If it’s too recent, add how many years of combined experience the company’s principals have in real estate or lending.
• Loan volume. Mention how many loans you’ve funded since inception, or in the last year. It shows your experience, transparency, and the size of your lending operation. Some borrowers and brokers may prefer to work with a smaller lending firm, and some want to do business with the big national lenders. If you’re seeking additional capital, this may help attract capital providers that want to work with lenders of a particular size.
• Office location. Even if you lend nationally, most people will want to know where the company is based. If you have multiple offices throughout the country, or regional sales representatives, mention those locations.

Create Multiple Versions

Each platform will allow a maximum number of characters. Create a few versions of your bio so it will fit each of them. Below are some sample profiles of different lengths.

Short version (28 words, 192 characters)

“XYZ Funding is a direct private lender for residential property investors in the Southeast and Texas. We offer high leverage, fast closings, competitive pricing, and excellent customer service.”

Medium version (98 words, 591 characters)

“XYZ Funding, based in Miami, is a direct private lender serving real estate investors in the Southeast and Texas. We specialize in rehab and ground-up construction loans for all types of residential investment properties, with loan amounts ranging from $100,000 to $5 million. We can fund up to 90% of purchase and 100% of construction costs. XYZ takes pride in providing excellent service, with very competitive pricing, and we always execute on schedule. We have funded over $200 million in loans since 2015, with over 150 clients. Our team of private lending experts is ready to discuss your next project.”

Long version (187 words, 1,129 characters)

“XYZ Funding is a direct private lender serving real estate investors in Florida, Georgia, Alabama, the Carolinas, and Texas. We specialize in rehab and ground-up construction loans for all types of residential investment properties, with loan amounts ranging from $100,000 to $5 million. We can fund up to 90% of purchase and 100% of rehab/construction costs, and draws are paid out very fast. XYZ takes pride in providing excellent service to our borrowers and brokers, with very competitive pricing, and we execute on time.

We have lots of capital in our fund, and we make all the funding decisions in-house. Our company was established in 2015, and we have funded over $200 million in loans for over 150 satisfied clients that continue to partner with us for their projects. We are headquartered in Miami but have additional offices in Atlanta, Charlotte, and Dallas. Our founders had rehabbed and built over 100 homes before founding XYZ and understand the needs of real estate investors.

We have built a great team of lending professionals who love helping investors and brokers succeed. We look forward to being your private lending partner.”

Individual Versus Company

If you’re writing a profile for an individual rather than a company, you will still use the content of the company bio. Simply add a few words to the beginning of the profile, and maybe to the end too. For the beginning, just mentioning your role or title is enough. For example: “I’m the Business Development Manager at XYZ Funding, a direct private lending …” and then fill in the rest with your company profile that’s the appropriate length for the platform.

If you want to add a little something to the end, it could be a short call to action such as “Send me a message, and let’s schedule a call” or “I look forward to helping you close your next deal.”

Creating a strong company profile and personal bio can be a painful task. But if you follow these guidelines and invest the time upfront to generate an effective message, you should see an increase in your leads.