You know you need to be on social media. But with countless platforms and an endless feed of content, knowing what to post can be a huge challenge.
Many mortgage brokers and loan officers get stuck in a loop of posting their latest listings or interest rate updates. This approach rarely builds trust or attracts new clients.
Effective mortgage social media content isn't about selling; it's about building a community and demonstrating your expertise.
This guide will help you create a mortgage social media content strategy that works. We'll give you over 20 specific post ideas. You'll also learn how to repurpose your content for different platforms and how to manage it all efficiently.
Before you start posting, define your content pillars. These are the core topics that will guide your content creation. Having 3-4 pillars ensures your content is consistent and relevant to your target audience.
Here are three popular content pillars to get you started:
Educational content: Your audience has questions. You have the answers. This pillar is all about sharing your knowledge. Think of it as "Mortgage 101."
Personal and relatable content: People want to work with people, not just a company. This pillar helps you humanise your brand and build trust.
Community-focused content: Being a local expert is a massive advantage. This pillar helps you connect with your community. It also positions you as an active member of the local economy.
Coming up wth ideas every day can be very exhausting, and it often leads to frustration and giving up on social media. That's why it's important to create a social media content calendar where you'll add your draft posts. All categorised in content pillars, of course.
Here are some ideas, broken down by popular content pillars, to get you started.
Educational mortgage social media posts establish your expertise and answer common questions without a sales pitch. Use them to provide value, answer burning queries, simplify hard-to-understand news and break down complex ideas. The posts are your way of empowering your target audience to make the best possible decision. That's why these are so great for building trust and genuine connections. Most of these posts can be treated as evergreen, recycable posts.
Debunk mortgage myths: Create a video or carousel post to clear up common misconceptions.
Explain key terms: Use an infographic or a short post to define confusing terms like APR, escrow, or debt-to-income ratio.
Answer FAQs: Turn a list of your most asked questions into a series of posts.
Create a step-by-step guide: Break down the home-buying or refinancing process into simple steps.
Share a "what to know before" list: Help potential clients prepare for their first meeting with you.
Highlight a key benefit: Explain the benefits of a specific type of loan, like an FHA loan or a VA loan.
Real-life example: Mortgage banker Scott Betley from "That Mortgage Guy" posts engaging videos on TikTok and Instagram explaining complex topics in a simple, digestible way. He tackles recent news and explains what potential effects they might have on buyers. He shares actionable tips on how to get a loan, build a house, and sometimes, he just hops on trending sounds and shares a fun real-life story.
Remember that people buy from people. So in order for your audience not to see you as a person in a suit who's potentially looking to get more money out of them, show them the real you. Share your story, who you are, who your clients are, what your relationship with them looks like, how do you go about your day, how do you approach different work situations. The best thing is that these are yet another group of evergreen posts that you can use to build your content library.
Share a client success story: Highlight a client’s journey from application to getting their new home keys. Always ask for permission first.
Post a "day in the life": Take your audience behind the scenes. Show them what a typical workday looks like for you.
Celebrate a personal milestone: Share a photo of you with your family or celebrating a professional achievement.
Introduce a team member: If you work with a team, spotlight a colleague to show the human side of your business.
Post a short video about why you love your job: Explain why you're passionate about helping people get into their homes.
Real-life example: The Mortgage Mum often shares client stories and personal experiences on her Instagram and Facebook profiles. This, combined with educational carousels, is one of the best ways to build a strong community around a brand.
These posts connect you to your local community and establish your local expertise.
Highlight a local business: Take a photo at your favourite coffee shop. Tag them in your post and tell your audience why you love it.
Share a fun fact about a local neighbourhood: Talk about a new park, restaurant, or historical landmark.
Post about a community event: If you attend a local event, share photos or a short video.
Showcase a new listing: Share a post about a new home on the market in your area. This is a great way to collaborate with a real estate agent.
Create a local-focused series: For example, "Best parks in [Your City]" or "Top 5 places to get a pizza in [Your City]."
These posts encourage your audience to comment and share, boosting your reach.
Run a poll or Q&A: Use the features on Instagram, Facebook, or X to ask your audience a question. A good example: "Rent or buy? Let us know what you think!"
Ask for advice or recommendations: Ask your audience for tips on things like new restaurants or weekend activities.
Run a contest or giveaway: Partner with a local business for a fun giveaway that promotes both of your brands.
Use a "this or that" post: Create a simple graphic with two choices and ask your audience to pick their favourite. For example, "Fixed-rate or adjustable-rate mortgage?"
I know you don't have a lot of time. After all, you'd rather be spending time on closing new deals than creating content. I get that! But, keep in mind that the original top of the funnel sources are going down, and social media IS the new search engine.
So, what do you do when you don't have a lot of time but you need to post consistently to multiple social media networks?
You start repurposing content.
Yes, you can create on post and share it to all social media networks. You can even quickly tailor them in bulk or one by one through our Smart Compose Box.
Or, you can mix and match it a bit, so you get multiple formats that you can post at different times on different days (even weeks or months if it's evergreen content) so your audience doesn't see same things over and over again.
Here are some idea on how to do it:
Blog post to social media: Turn a long blog post on "5 Things to Know Before You Apply for a Mortgage" into:
Video to text: Take a short video you recorded for TikTok or Instagram Reels. Then:
Case study to a story:
With a list of ideas and a clear strategy, the next step is managing your workflow. A social media management tool, like Sendible, can automate and streamline your process.
Content Curation and Evergreen content: Use a Content library to save all your best-performing posts and ideas. Then, use Smart Queues to schedule them to go out automatically.
Bulk scheduling: Create weeks or even months of content in one sitting with bulk scheduling. This helps you stay consistent even on your busiest days.
Visual calendar: The Calendar view gives you a clear overview of all your planned content. You can see your entire content strategy at a glance.
Team collaboration: If you work with a marketing team, use approval workflows to ensure every post is on-brand. They can approve or reject content without even needing to log in.
Mastering social media for your mortgage business is a marathon, not a sprint. It requires strategy, a variety of content, and consistency. The key is to move past thinking of social media as a sales tool and start seeing it as a community-building tool.
By focusing on providing value, sharing real stories, and leveraging the right tools, you can turn your social media profiles into powerful lead-generation channels. They will also become a powerful discovery channel for potential new clients.
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