Social media is a powerful platform for building relationships, demonstrating expertise and generating leads. In today’s competitive market, loan officers (LOs) need to maintain an online presence to stay top of mind with potential homebuyers.
To help you get the most results for your efforts, here’s a breakdown of the key components of a great social media post, as well as some examples of content to use for engaging your audience right away:
1. Lead with a strong hook
The first few lines of a social post are the most important for grabbing attention, so make them count. Here are a few hooks every mortgage loan officer can leverage:
- Ask a compelling question: Did you know you could purchase a home with as little as a 3% down payment? Calculate if you should buy now or wait.
- Share a surprising fact: Did you know it could take 27 years for a typical middle-class family to save a 20% down payment? I know how to help renters buy much sooner!
- Share a relatable success story about homebuyers you’ve helped: Just helped a couple overcome a low appraisal on their dream home.
2. Provide valuable insights
Once you have their attention, deliver useful information that addresses their pain points. As an LO, you can provide expertise on topics such as:
- Common mistakes first-time homebuyers make and how to avoid them
- How to improve your credit scores before applying for a mortgage
- Ways you can use MI strategically to increase financial options
TIP: Make your storytelling digestible by using bullet points or short paragraphs.
3. Be yourself
People connect with people, not just facts. Social media is the perfect medium to share your personal experiences, client success stories (with approval, of course), or your thoughts on industry trends. Being authentic builds trust and connects with your audience.
TIP: Create a video to significantly enhance your engagement and reach. Studies show video posts on LinkedIn are 5 times more engaging than text or image posts.
4. Catch their eye with visuals
Posts with visuals, such as images, infographics, or short videos, tend to perform better than plain text. Consider using:
- A well-designed infographic that visually explains a topic
- A short video breaking down mortgage myths
- A personal photo with a caption sharing a recent client success story
TIP: Share an infographic from the Mortgage Connects knowledge hub
5. Use a call to action (CTA)
A great social post doesn’t just inform – it invites interaction. Encourage your audience to comment, share or reach out by using a clear CTA, such as:
- “What’s your biggest concern about the homebuying process? Drop your questions below!”
- “Thinking about buying a home? Let’s chat about your best options—send me a message!”
- “If you found this helpful, share it with someone who’s thinking about buying a home this year.”
6. Be consistent
Posting regularly is key to staying visible and relevant. Aim for at least 2 to 3 posts per week.
7. Create distinct types of content
A well-rounded social media strategy includes a mix of topics to connect with your audience. Here are some ideas:
- Educational posts – Break down complex mortgage industry topics (or homebuying tips) into easy-to-understand insights. TIP: Share homebuyer resources from Readynest
- Market updates – Share housing trends or industry news to keep your audience informed
- Success stories & testimonials – To inspire others and make homeownership feel achievable, showcase happy clients who successfully secured a mortgage
- Behind-the-scenes content – Offer a glimpse of your day-to-day work, including closings, team collaborations and industry events
- Polls & interactive content – Encourage engagement by asking your audience for their thoughts on different mortgage-related topics
- Personal reflections – Share your journey, career lessons, or motivation for helping homebuyers
- Q&A posts – Answer common mortgage-related questions to position yourself as an expert
8. Review your post before making it live
To ensure that your post is as successful as it can be, ask yourself these 4 questions (and don’t forget to proofread it!):
- Is this easy to understand?
- Is the post too long to read quickly?
- What is the goal of the post?
- Could a reader act on this now?
By crafting well-structured social media posts that include these essential components, LOs can engage potential homebuyers, establish credibility, and ultimately, generate business. Try implementing these strategies when creating your next post.
For more tips and resources, go to the Mortgage Connects knowledge hub. For a steady stream of consumer content, subscribe to Readynest.
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