10 Ways Mortgage Brokers Can Use Social Media to Attract Clients in 2023

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Mortgage brokers and companies can use social media to put themselves in front of potential clients, and for little to no cost. This makes social media one of the best online marketing channels for mortgage brokers in 2023. Today, we’ll explore the benefits of using social media in 2023 — and ten ways you can go about it.

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Benefits of Using Social Media for Marketing

We’ll get to the social media marketing ideas and strategies in just a moment. But first, let’s explore some of the reasons why a mortgage company would want to use it in the first place.

Here are some of the benefits of using platforms like Twitter, LinkedIn and Facebook:

  • You can reach a huge audience. Social media allows you to reach a much wider audience than traditional mortgage marketing methods. According to the Pew Research Center, “around seven-in-ten Americans use social media to connect with one another, engage with news content, share information and entertain themselves.”
  • You can engage with your audience. Social media gives you the opportunity to engage with your audience in a more personal way, when compared to traditional advertising. You can respond to comments and messages, and even hold live Q&A sessions to address any questions or concerns potential customers may have.
  • You can build trust and credibility: By sharing high-quality content and helpful information on social media, you can build trust and credibility with potential customers. This is especially important for mortgage companies, who often have to overcome a certain wariness among consumers in order to connect.
  • You can target specific demographics. These days, most social media platforms offer targeting options that allow you to reach specific demographics. For instance, you could target your ads or promoted content by age and location. These social media marketing features can help mortgage companies reach specific types of home buyers or borrowers.
  • You can track and measure success. Social media platforms offer a range of analytics tools that allow you to track and measure the success of your campaigns. Using these tools, you can determine what’s working and what’s not, and adjust your strategy as needed.
  • You don’t have to spend much. Some mortgage companies use social media for free, without running ad campaigns. This makes it a cost-effective way to reach potential customers, especially when compared to costly channels like direct mail, print, and pay-per-click.
  • You can stay “top of mind.” By regularly posting on social media, a mortgage company can position itself with a specific audience.

These are not the only benefits of using social media to promote your products and services. You could enjoy other benefits as well, depending on how you use these platforms. A little creativity can go a long way!

Social Media Ideas & Strategies for Mortgage Companies

As you can see, social media offers many benefits to mortgage companies, brokers, and loan officers. And you probably knew that already. The question is, how do you use it to your advantage? Where do you even start?

Here are some ways mortgage brokers can use social media for marketing:

  1. Share updates and industry insights. You could use social media to share updates about mortgage rates, home prices, and other trends that are relevant to potential clients. This is arguably one of the best ways to use social networks, because it offers something of genuine value to your target audience (instead of a straight-up sales pitch).
  2. Engage with potential clients. Social media can make it easier to connect with potential clients and build relationships. You can respond to their comments and messages, and answer questions about mortgages or the local real estate market.
  3. Use paid advertising features. Many social media platforms offer paid advertising options that allow you to target specific demographics and locations. You can use these types of ads to drive traffic to your website, or to promote specific mortgage products or services.
  4. Use Twitter hashtags to connect with others. By using relevant hashtags on Twitter, you can connect with other mortgage professionals and potential clients within your niche and service area.
  5. Use Instagram and Pinterest to share infographics. Instagram and Pinterest are visual platforms that can be particularly effective for mortgage professionals. You can use them share high-quality photos and infographics relating to your mortgage offerings. For instance, a lender could create an infographic that explains VA loan qualification criteria, or a snapshot of the local real estate market.
  6. Use LinkedIn to network with real estate professionals. LinkedIn is a professional networking platform that can help mortgage companies generate referrals from real estate agents. You can use LinkedIn to connect with other mortgage or real estate professionals, and to establish credibility through your profile, testimonials, posts, etc.
  7. Use live video to educate and inform potential clients. Many social media platforms offer live video options. These features can help you engage potential clients in real-time. You could use live video to answer consumer questions, deliver a webinar, or provide information about specific mortgage products and services.
  8. Use social media to gather testimonials. Client reviews and testimonials can be a powerful way to build trust with potential clients and showcase your expertise. You can use social media to gather reviews and testimonials from past clients and then share them on your profile or website.
  9. Share tips, guides and other resources. Mortgage companies can use social media to share helpful information with home buyers and homeowners. This, in turn, can help you establish yourself as a knowledge leader. You can share blog articles, infographics, videos, and other types of content that provide value to your audience.
  10. Use Twitter to stay up-to-date on industry news and trends. Twitter can help you stay up-to-date on industry news and trends, while also connecting with other industry professionals. You can follow relevant Twitter accounts to create a stream of news, updates and information.

How We Can Help: Content Services and More

Original content goes hand-in-hand with social media marketing, and it’s a great way to attract potential clients to your mortgage company.

For instance, you could create in-depth reports on current real estate market conditions in the areas you serve, publish them onto your blog, and share them through Twitter, LinkedIn, etc.

And that’s where we come in. We specialize in creating original, high-quality content for mortgage brokers. We’ve been doing it for nearly 20 years and have it down to a science. So please contact us if you need help with your blog content!

Brandon Cornett

Brandon Cornett is a real estate market analyst, blogger, and creator of the Home Buying Institute. He also provides blogging services for mortgage professionals across the U.S.