NFM Lending has launched an influencer division co-headed by the creator that has ranked No. 1 in a “mortgage” on TikTok, Scott Betley.
As a loan officer with 720,000 followers on TikTok as of January 5, Betley has been promoted to vice president and co-creator of the unit along with NFM’s Chief Business Development Officer Greg Sher.
Under the name @thatmortgageguy, Betley's TikTok videos have gotten as many as 5 million views. His “likes” number 7.5 million. He also posts on other social media channels where he uses variations of that handle.
“We are going to take social media by storm,” Betley said in an interview. “I'm developing an ebook on the strategy that I’ve developed on what works and what doesn't on socials, and I'm pouring all of that into mentorships with our team.”
Betley, who joined the company last spring and made his first TikTok video in December 2019, said NFM has already begun hiring loan officers who will be part of the new division, and he’s seen promising growth in the number of followers they attract.
While other lenders have
“The mortgage industry isn’t really tapping into socials like it could. It’s completely wide open and we want to be the first on the scene,” Betley said.
Sher, who anticipates the potential of the division will materialize in one to three years, first approached Betley about collaborating in 2020, according to the company’s release.
“I thought the idea of lead generation through influencers had potential, but you never really know until you start the engines and get going,” Sher said in the release. “This new division has all the makings of a watershed moment for NFM.”
