Social Media for Mortgage Brokers: Your Complete Guide to Building a Remarkable Brand

Social media is fast becoming one of the most important discovery channels for consumers. It is behaving much more like a search engine. A significant portion of the population is turning to platforms like TikTok, YouTube and Instagram to find information, research businesses, and discover local professionals.

Yet, many still treat social media as the least important marketing channel.

This guide is your wake-up call. It's time to hop on the train before it’s too late.
This complete guide to mortgage broker social media will show you how to leverage social media to its full potential. We'll go beyond basic posting and discuss everything from social SEO and employee advocacy to content strategy and automation.

We'll show you how to master social media for loan officers to build your brand and grow your business.

Why is social media important for mortgage brokers?

Social media is no longer an optional add-on; it's a necessity. It is where you can build trust, establish credibility, and connect with potential clients on a personal level.

• Build trust and credibility: In an industry built on trust, social media allows you to show your expertise and personality. By consistently sharing valuable content, you position yourself as a reliable and knowledgeable professional.
• Become a local expert: Social media lets you connect with your community. You can share local market trends and highlight neighbourhood businesses. This helps you become the go-to expert for anyone looking to buy or refinance in your area.
• Grow your business: A massive 78% of mortgage loan officers who use social media gain new business from it. Your social profiles act as a new discovery channel. They help you generate leads and nurture relationships long before a client is ready to apply for a loan.

Challenges of managing social media for mortgage teams

Managing social media for an entire team of loan officers presents unique challenges. This is especially true when it comes to maintaining a consistent brand while allowing for individual personalisation. These are the most common pain points for mortgage companies:

• Inconsistent posting and brand control: Loan officers often don't have time to post consistently. They may also post off-brand content. This makes it difficult for marketing teams to maintain control and brand standards.

• Time-consuming scheduling: Marketing teams spend countless hours manually customizing and scheduling posts for each loan officer. This wastes time and slows down campaign execution.

• Lack of centralised oversight: Without a central calendar or reporting dashboard, it is nearly impossible to see what's being posted. You cannot track performance across all individual accounts.

• Poor visibility and reporting: Loan officers often cannot see how social media activity supports their pipeline. Marketing teams struggle to prove social media ROI, making it harder to get buy-in from management.

How to build your mortgage broker social media strategy

A successful social media strategy starts with a clear plan. Here's how to build one that sets you up for success.

Find your audience and platforms

Before you post, you must know who you are talking to.

• Is your target audience first-time homebuyers or veterans?
• Where do they live? 
• What are their pain points?
• How old are they?

These are just some of the questions that will help you better understand not just on which platform they're active, but also what type of content they're expecting to see.

• Facebook: Ideal for reaching a broad audience and building a community.

• LinkedIn: The best platform for professional networking and building authority.

• Instagram and TikTok: Perfect for engaging, short-form video content.

Content strategy: What to post

Think of your content as a way to provide value, not just sell. A good rule of thumb is the 80/20 rule: 80% educational and value-add content and 20% promotional.

But, that's not where your strategy should end. Defining your soial media content pillars is a must! These topic buckets will help you categorise and track content (if you're using a tool like Sendible). It will help you plan months worth of content and outline evergreen content that you can use to populate content calendars up to two years in advance!

• Educational content: Share tips on improving credit scores, explain complex mortgage terms, or debunk common home-buying myths. A great example of educational content comes from The Mortgage Mum, a UK-based mortgage broker. For example, her Instagram carousel posts explain the different types of mortgages in an easy-to-understand way. She simplifies a complex topic with clear visuals and text. It's a perfect example of educational content that provides value.

• High-quality visuals: Use high-quality images, infographics, and short-form video content. A video can explain a complex topic, while an infographic can simplify mortgage processes.
• Relatable content: Share personal stories, celebrate client victories, or highlight local businesses you love. Or, if you're up for it, share fun stories to hop on trending sounds. Scott Betley is relying heavily on short-form video strategy. And that has secured him a massive following of over 160k on Instagram and a staggering 870+k on TikTok. Check out his profile to better study his mix of fun, educational, and expertise content.

How to manage and scale your mortgage business effortlessly

Managing social media for a team of loan officers can be challenging. A social media management tool, like Sendible, can help you automate and scale your social media efforts.

• Centralised control with flexibility: Sendible provides you with a single dashboard to oversee all loan officers' accounts. You can schedule content on their behalf. You also make it easier for them to post with smart posting.

• Streamline your workflow: Tired of copying and pasting for dozens of users? Sendible’s Profile lists and Custom Tags let marketing teams publish one post and personalise it for multiple loan officers in seconds.

• Keep your brand consistent: Sendible's approval workflows make it easy to manage your brand. You can notify loan officers via email to approve or reject content in a single click—no login needed. You can also use the Tasks and Calendar features to collaborate with your team.

• Show your results with custom reports: Sendible's automated reports can show performance by user, campaign, or channel. You can even add Google Analytics data to see how social media contributes to leads and website traffic.

• Simplify onboarding with secure access: You can give each loan officer a white-labelled sign-up link. They can onboard themselves with the correct roles and profiles, eliminating the headache of manual setup. You can also use Client Connect to add their social profiles securely, without them having to share their passwords.

• Smarter scheduling: Sendible's Queues can distribute posts at different times. You can also randomise evergreen content for better engagement and reach. Smart Queues allow you schedule content up to two years in advance, as well as to recycle it once the content runs out. 

Actionable next steps: A social media checklist for mortgage brokers

1. Define your brand: What do you want to be known for? What kind of audience are you trying to attract?

2. Choose your platforms: Focus on the platforms where your target audience is most active. It’s better to do one or two platforms well than to do all of them poorly.

3. Plan your content: Create a content calendar that includes educational, relatable, and promotional posts. Make sure you use high-quality visuals and video.

4. Schedule consistently: Consistency is key to building an audience. Use a social media management tool to schedule posts in bulk and ensure you're always visible.

5. Analyse your performance: Regularly check your analytics to see what's working and what's not. Adjust your strategy based on the data.

Wrapping it up

Social media is a powerful tool for loan officers and mortgage teams to generate leads and build a strong brand. It helps you stand out in a crowded market. It also positions you as a trusted authority.

While managing social media for a team can be complex, technology can simplify the process. A tool like Sendible can help you scale your efforts. This allows you to focus on what you do best: helping people find their perfect home.

Ready to take control of your social media?

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