Essential Social Media Tips for Mortgage Brokers
With so many new hashtags, challenges, apps, and memes, it can be hard to keep up with what’s relevant on social media. But if we’ve learned anything over the past decade or so, it’s that social media is here to stay. In order to grow your business and reach new generations of borrowers in an increasingly connected world, social media is a must. Does that mean you have to participate in every trend that goes viral? Of course not, but learning how to strategically and authentically use social media to build your business can be the difference between treading water and thriving in the digital era. Try these social media tips for mortgage brokers to make the most of every online opportunity.
Mortgage broker tips for Facebook
Facebook may technically be called Meta now, but old habits die hard. Facebook has been around for decades, so you may already feel pretty comfortable with the platform. However, using Facebook for business presents different challenges than simply using your own personal account.
Post frequently
The more content you post, the more Facebook’s algorithm will be able to accurately gauge which users to show your content to. That being said, don’t spam. Aim for one or two posts a day at most. Using a few hashtags (3-6) can also help Facebook show your content to people who are more likely to engage with it.
Don’t lean too heavily on trends
Timely content matters on every platform, but Facebook is not necessarily known for having the most up-to-date pulse on pop culture. Especially given the nature of its algorithm, users who don’t follow your Facebook page might not see your posts until several weeks after they’ve been published—at which point any given social media trend has likely come and gone.
Don’t limit yourself to posts
One of the biggest differentiators of Facebook is the unique communities it creates. Posts are a must of course, but as a mortgage broker, you should also be engaging with local event pages, joining relevant Facebook groups, and using Facebook stories for less polished content with more personality.
Mortgage broker tips for Instagram
Instagram is currently owned by Meta, and as a result, its algorithm functions very similarly to Facebook’s. There’s a good chance any content you post will take a while to make its way to people’s feeds, so don’t rely too heavily on trending content. Here’s what you should do:
Post more videos
Instagram’s algorithm favors video content over static posts. Reels especially tend to perform best, but Instagram stories and even live streams can also be strategic tools for establishing your expertise in an authentic way that users can relate to. The good news is that these days videos don’t need to be a whole production. In fact, using your phone to shoot a quick video of yourself talking about the benefits of a specific loan type could even generate more engagement than a professionally produced ad. Ultimately, even though you’re a business, Instagram likes it when your posts feel like they were made by a person.
Post high-quality photos
Where Facebook is all about connecting to community, Instagram is a more aspirational, lifestyle-focused platform. Eye-catching visuals are key, so if you’re not posting a video, make sure that each static image stands out. Beyond single stand-out images, Instagram now allows you to post up to 20 photos in a carousel. This offers a great opportunity for well-designed infographics covering more complex topics.
Mortgage broker tips for TikTok
Out of all the current social platforms, TikTok is likely the one most professionals struggle with. TikTok is relatively new to the scene, but it’s also one of the top five most used social media platforms in the world. In fact, much of the content that drives engagement on Facebook and Instagram is actually content that’s been reposted from TikTok. And while over a third of TikTok’s users are under the age of 24, people of all ages engage with the app using trending audio clips, videos, and more combined with in-app editing tools for unique, low-production video content.
Lean into trending audio and formats
While it’s important to maintain professionalism, don’t be afraid to have a little more fun with your TikTok content than you would on, say, LinkedIn. Add that song to your video, do that TikTok dance, duet with that viral clip. If it’s authentic to your business and provides value to your audience, there’s a good chance it could help you build your following and engage with new prospects.
Get niche
One of the biggest challenges for mortgage brokers on social media is that industry topics are often too niche to appeal to a wide audience. Rather than trying to water your content down to appeal to everyone,, don’t be afraid to lean into all the details that make your business unique. You would be surprised at the amount of extremely niche topics that end up generating their own “community” on TikTok. There’s truly a market for anything on this platform.
Mortgage broker tips for X (formerly Twitter)
X, formally known as Twitter, can be a tricky one. X is likely not going to be where you connect with most of your borrowers, but it can be a great tool for engaging in industry conversations and establishing your expertise as a mortgage broker. For example, you’ve probably noticed that when you enter a topic in a search engine, some of the top results are often tweets. So, posting relevant content about your loan products, mortgage trends, and more can actually help you reach borrowers or networking connections who might not necessarily be looking for answers on X directly.
Mortgage broker tips for LinkedIn
Built specifically for business and networking, LinkedIn is certainly the most professional of the social platforms. Here you’ll find millions of people looking to grow their networks, find jobs, or hire top performers. This platform isn’t necessarily where you’ll reach borrowers, but rather fellow mortgage professionals whose connections can help you grow your business. Posts like industry-relevant articles, interviews with experts, and your thoughts on trending industry topics will be your bread and butter on LinkedIn.
Evergreen social media tips for mortgage brokers
Given the nature of social media, it can be difficult to pinpoint any social media tips for mortgage brokers that stand the test of time. As platforms and trends evolve, here are a few rules of thumb to keep in mind:
- Don’t assume social media is just for younger audiences. Potential borrowers of all generations are active on most platforms. And even if you only reach younger audiences on social, those are your future borrowers.
- Don’t take yourself too seriously. Professionalism is important, but so is being relatable to your followers.
- Don’t try to be everything to everyone. Find your niche and lean into it.
- Stay informed on the nuances of each platform. What works well on Facebook isn’t always applicable to TikTok, and vice versa.
- Be patient. Growing a following on any social media platform takes time and consistent posting.
- Understand which metrics matter. Having a lot of followers doesn’t mean much if those followers don’t engage with your content.
- Make sure your profiles and posts on all platforms include your licensing details and any necessary disclosures according to your company and regulatory requirements.
Learning how to strategically and authentically use social media to build your business can be the difference between treading water and thriving in the digital era.
