What's in this article?
Most mortgage companies today have a social media presence, but not all are doing it well.
Hopefully, that’s an encouraging message for lenders and brokers at a time when many digital channels are fully saturated with content.
How are you expected to stand out when everyone’s doing the same thing?
In this article, we’ll show you how to make the most of your mortgage social media posts, including the types of posts that drive engagement and platform-specific strategies.
First things first: Who is your target audience?
Most of our mortgage marketing articles start with discussing your target audience.
We’re not trying to sound like a broken record; we just want to emphasize the importance of understanding who you’re creating content for—otherwise, you won’t be able to reach the right people.
Mortgage professionals serve a broad range of clients, including:
- First-time homebuyers
- Refinancers
- Real estate investors
- Retirees looking to downsize
- Military families seeking a VA loan
- Self-employed individuals
- High-net-worth individuals
Segmenting your audience
Lenders and brokers must segment their audience based on demographics and existing customer personas to effectively engage with these diverse groups.
From there, you can create more targeted content that directly addresses their needs and concerns.
Key elements of effective mortgage social media posts
Four main elements are driving the most effective mortgage social media posts:
- Visual content
- Compelling copy
- Strong calls-to-action (CTAs)
- Consistent branding
Let’s take a look at each of these elements in more detail.
Visual content
Visual content especially benefits the mortgage industry, where confusing concepts can be difficult to convey in text alone.
The following types of visual content can help you capture attention, boost engagement, and increase shareability:
- Images: Should be visually appealing, relevant, and professional
- Infographics: Break down complex information into easily digestible visuals, such as the steps of the home-buying process or loan comparisons
- Videos: Short, engaging videos quickly grab attention, while longer videos can dive deeper into topics like mortgage tips or market trends
Compelling copy
What makes written content compelling?
Let’s break it down:
- Impactful messages: Compelling copywriting involves crafting messages that resonate with your audience, speak to their needs, and motivate them to take action
- Tone and voice: The tone of your copy should align with your brand and audience and remain consistent across posts helps to build trust and reinforce your brand identity
- Headlines and hooks: Your headlines should be concise, clear, and engaging enough to make users stop and take notice, such as questions, statistics, or bold statements
Strong CTAs
Solid and clear CTAs tell your audience what to do next, whether you want them to contact you, download a guide, or sign up for a newsletter.
Personalize your CTAs based on your content and audience, such as:
- “Find out if you qualify.”
- “Check today’s rates.”
- “See how much you can save.”
The placement and design of your CTAs are as important as what you say—make sure they are easily visible and flow naturally with your content.
Consistent branding
We already mentioned consistency with tone and voice, but you also should make sure to maintain consistency in the following ways:
- Brand colors, fonts, and logos
- Company values and unique selling points
- Across all social platforms
This consistency helps to create a cohesive brand experience for your audience, no matter where they encounter your content.
Types of posts that drive engagement
Engagement is an important social media metric because it algorithmically increases your brand’s visibility on platforms, builds trust, and offers insights into what your audience cares about.
The most engagement-driving posts in 2024 include.
Educational posts
Educational content helps your audience make informed decisions about mortgages and homebuying.
This might look like:
- Tips on mortgage rates
- Explaining loan types
- Guiding the homebuying process
You can also address common challenges, such as understanding credit scores or saving for a down payment.
Success stories and testimonials
Sharing the positive experiences of past clients provides social proof that your services deliver results.
These stories highlight your expertise and humanize your brand, making it more relatable and trustworthy.
This type of content includes:
- Stories of clients who successfully navigated the mortgage process with your help
- Use of photos or videos to show clients in their new homes or celebrate a refinance
- Case studies that detail the challenges a client faced, the solutions you provided, and the outcomes they achieved
Interactive content
Interactive content is an excellent way to boost engagement on social media.
Polls, quizzes, and Q&A sessions are among the most popular ways to encourage engagement and interaction.
Promotional posts
Promotional posts drive specific actions, such as signing up for a webinar, attending an event, or taking advantage of a limited-time offer.
These posts should be clear, compelling, and time-sensitive to encourage immediate action from your audience, such as:
- Announcing special rates
- Webinars and events
- Giveaways and contests
Ensure to follow platform-specific promotion guidelines and include clear instructions on how to enter.
Local market insights
Speaking or writing about local market insights helps position you as a knowledgeable and trustworthy expert in your community.
You can showcase these insights with the following:
- Posts that highlight current market trends, such as changes in home prices, inventory levels, or interest rates in your area
- Sharing specific areas within your market
- Posting information about local events or your involvement in the community
Platform-specific strategies
Understanding each social media platform’s unique characteristics and audience behaviors will help you make the most impact.
Each platform—whether it’s Facebook, Instagram, LinkedIn, or X (formerly Twitter)—has its own best practices, from content formats to posting times and audience engagement tactics.
Tailoring your approach to fit each platform ensures that your content resonates with the right audience most effectively.
Frequently asked questions about mortgage social media posts
Educational content, client success stories, interactive posts, and visually engaging media tend to perform well on social media.
These posts attract attention, encourage interaction, and provide value, helping to build trust and engagement with your audience.
As a mortgage loan officer (MLO), you can advertise through targeted social media ads, particularly on platforms like Facebook, Instagram, and LinkedIn.
Focus on promoting educational content, special offers, and testimonials while adhering to industry regulations and ensuring clear, compliant messaging highlighting your unique value proposition.
Content that addresses specific pain points, offers clear solutions, and includes a strong call to action (CTA) tends to convert best.
Educational posts, client testimonials, and limited-time offers, especially when paired with visually engaging elements, are particularly effective at driving conversions on social media.
Revamp your social strategy with Kaleidico mortgage marketing
Are you ready to create the most effective and engaging mortgage social media posts?
Impactful content strategies require a multi-disciplinary approach, including traffic generation through SEO blog content, PPC, email marketing, social media, and more.
Kaleidico can help you bring in more leads who naturally align with your services.