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A Loan Officer’s guide to social media marketing

Having a digital or social media presence MATTERS, especially for Mortgage Loan Officers. Why?

You have a service to offer, and building an online presence will help you accomplish 3 things for your business in loan origination:

  1. Position you as a leader in the mortgage industry
  2. Build trust with potential clients
  3. Generate & convert leads

Social media is the best tool you can use to find new prospects, build your credibility and ultimately, scale your loan origination career. On top of that, it’s completely free to use!

Let’s take your Loan Officer Marketing to the next level. Here are some content strategies you can use for your social media platforms right now, along with successful content examples for each.

Educational posts for loan officers 

Educational content is a powerful tool to share information in a quick, easily-digestible way for your audience, and it’s one of the most crucial content strategies out there. Why?

Educational content is evergreen content. Even years after posting this content, it will stay fresh and relevant, and always bring value to your target audience.

There are different methods of teaching your audience through social media, whether that’s through videos like IG Reels and TikToks or photos like infographics and stock images. Here are some educational post examples that worked well for our clients.

Posting informative content positions you as a leader in your field, strengthens your credibility and gives you an advantage over your competitors. Best of all, it never expires! 

Educational Content Ideas for Loan Officers to Use Right Now

Want to start posting right away? Here are some content ideas that you can use for your social media platforms.

  • Home buying checklists
  • Mortgage key terms
  • Home buying tips
  • Common myths about getting a mortgage
  • Home loan requirements
  • Benefits of homeownership
  • Housing market update
  • Home loan process

As long as the content is related to home buying, mortgages and everything in between — there are endless possibilities.

Client testimonials & reviews to promote your brand 

Client testimonials are a great way to show your audience who you are in the eyes of your clients. These reviews are key to helping you stand out among other Loan Officers, and it shows what you can do for potential clients. This increases brand awareness and builds trust with your audience.

Example: Instagram Stock Post

New mortgage products announcements

Introducing a new loan product to your audience can increase awareness of the product and the benefits it may provide for home buyers. Making a post on social media about the loan product is the best way to gain exposure and bring in potential leads for your business.

Example: Instagram Video

Client closing photos to increase credibility

Client closing photos convey to your audience how much you value seeing your clients through to the end. It also highlights how being a loan officer is a people’s business — it’s all about the clients and helping them achieve their dreams of homeownership. These photos show the most fun part of your job: seeing happy clients close on their dream homes!

Example: Instagram Client Photo

Neighborhood highlights 

A great technique to show your audience where you operate is to create video tours of the areas you service. This makes it possible to generate leads and bring in referrals. If a potential customer is thinking of buying a home in that particular area, they will know who to call to get pre-approved — and hopefully, that’s you.

Example: Instagram Video

Funny memes about your business

Posting a meme about the business can show more of your personality and sense of humor. People don’t always want to see mortgage-related content. Striking a balance between educational content and personal content is a good way to keep your audience engaged. Don’t just sell, sell, sell. It’s time to connect with your audience.

Example: Instagram Stock Post

Inspirational quotes to showcase your passion 

Using inspirational quotes on a post is great for encouraging or inspiring your audience. Depending on what the quote says, it can also show others what you value. This further builds trust, relatability and authenticity with your audience.

Example: Instagram Stock Post

Be genuine, you’re more than just a loan officer 

Don’t forget that this is YOUR social media page!

People want to do business with people, not companies.

While educational content is important, building a brand for yourself is just as crucial. Don’t be afraid to let your personality shine through. Make content about the things you love — your hobbies, interests, family, etc. Be authentically YOU and you will be able to stand out among other Loan Officers. 

Example: Instagram Photo

Example: Instagram Photo

People want to see who you are, on and off the clock. Your personal brand is what will ultimately turn a warm lead into a paying customer. Learn more about building your brand and why it matters on our podcast episode here (although this is targeted toward realtors, the same can apply to Loan Officers).

Being ‘social’ is the key to engagement

The goal for all social media platforms is to engage with your audience. The more engagement there is on your post, the more likely that post will be put in front of new audiences. 

Encourage your audience to engage by enticing them to like, comment, share or save the post. To do this, you will need to do at least one of the following for each post:

  • Ask your target audience a question
  • Make content that is valuable & relevant
  • Get them to take action through a CTA

Not sure how to do this? Check out our blog here for tips on creating content that drives sales and improves conversions for your business.

Scale Your Loan Origination Career Today

Without an online presence, you risk losing leads that you could have otherwise found through social media. Your social media page is a great opportunity to show others who you are, what you do and how you can help them achieve their dreams of homeownership.

Remember, people want to work with other people they know, like and trust. So, make sure you are being authentic and relatable to your target audience.

Are you ready to elevate your Loan Officer career through Social Media Marketing? 

If you are unsure of how to fully take advantage of this marketing strategy, or simply don’t have time to put in the work, let the marketing experts at TopShotPro create, produce and distribute high-quality, consistent content for you. Get in touch with us here.

Michael Rivero

Michael Rivero

Co Founder of TopShotPro a passionate innovator in the marketing industry, with a unique eye for Brand development, strategy, growth, and leadership communications.