Social Media for Mortgage Companies:

Effective Strategies for Success

Social media for mortgage companies is one of the best tools for personalized marketing and organic visibility. Whether you’re a mortgage lender, broker, or real estate professional, a strategic social media presence helps you connect with current clients and attract new ones (hello, higher client retention and revenue 👋).

Platforms like Facebook, Twitter, LinkedIn, and Instagram offer fantastic opportunities for your mortgage business to showcase your expertise, share valuable insights, and build trust with your audience. Yet, creating a strong social media presence in the mortgage sector can be challenging.

Whether you’re starting from scratch or already have a social media strategy that’s not yielding the results you want, you’ve come to the right place. In this complete guide to social media marketing for mortgage companies, we’ll equip you with actionable strategies and best practices to make your social media channels irresistible!

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The Incredible Benefits of Social Media for Mortgage Companies

Before we dig deeper into the best social media platforms and strategies, let’s first clarify the benefits of social media marketing for your mortgage company.

Enhanced Visibility

Social media platforms are a game-changer for mortgage companies aiming to boost visibility and connect with younger audiences, including Gen Z and young millennials, who now wield considerable purchasing power. Recent research shows that Gen Z’s global buying power is a staggering $450 billion, with 58% having made a purchase based on something they saw on social media.

By harnessing the power of platforms like Instagram, TikTok, and Twitter, mortgage companies can engage younger clients with customized content and relevant messaging to extend their reach. Traditional marketing channels such as print ads in newspapers or magazines and direct mail campaigns are less effective with younger generations.

Additionally, collaborating with referral partners can further enhance your reach and credibility. It’s time to embrace the new wave of marketing and leverage both social media and strategic partnerships to drive growth!

Humanize Your Brand​

Social media marketing allows you to humanize your mortgage company and forge genuine emotional connections with your target audience. In the mortgage sector, the process can often overwhelm and intimidate people.

Building a relatable online presence by sharing real stories, offering helpful tips, and having meaningful conversations helps mortgage companies simplify the mortgage process and build trust with potential clients.

Social Media Marketing for alternative lenders
Social Media Strategy for alternative lenders

Build Trust and Credibility

Social media is no longer a nice-to-have for mortgage companies. Consumers now expect businesses, including mortgage providers, to have a presence on different social media platforms. If potential clients search for your brand online and can’t find you, it can raise skepticism and diminish trust in your company.

In turn, maintaining an active and engaging online presence makes your brand appear transparent, accessible, and eager to connect with potential clients on a more personal level. This builds trust over time, reassuring your target audience that they are dealing with a reputable and credible mortgage provider that values relationships and open communication.

Increase Conversions

Ultimately, the biggest benefit of social media marketing for mortgage companies is that it helps you attract new clients and drive revenue.

Research shows that 61% of organizations using social selling see revenue growth. By strategically growing your social media accounts, mortgage companies can effectively nurture leads and encourage them to take desired actions, such as signing up for a newsletter, scheduling a consultation, or starting a mortgage application. Combined with social media being a low-cost digital marketing strategy, investing in your social media communications is bound to result in an impressive ROI.

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Best Platforms for Social Media Marketing for Mortgage Companies

One of the challenges in crafting a high-performing social media strategy for mortgage companies is navigating the myriad social channels available. Should you focus on LinkedIn, Instagram, Facebook, or explore other platforms? Or is it better to build a strong presence across all social media channels?

There isn’t a one-size-fits-all answer, but consistency is essential for social media growth.

The rule of thumb is to target as many social media channels as you can realistically manage. If that’s just one platform, concentrate on developing a robust strategy for that platform and staying consistent. Avoid spreading yourself too thin across multiple platforms if you can’t maintain regular posts!

LinkedIn​

LinkedIn as an example of social media for mortgage companies.

LinkedIn is a leading professional networking platform designed for career growth, industry connections, and showcasing expertise. For those in the mortgage sector, including loan officers, it’s an essential tool for establishing authority, engaging in relevant networking opportunities, staying updated on industry trends, and connecting with other professionals and clients in the field. It ranks among the top social media channels for mortgage professionals.

Instagram

Instagram as an example of a creative social media platform for mortgage companies.

You can share photos, videos, and stories on Instagram to connect and interact with your audience. It gives mortgage companies a unique opportunity to engage with your target audience in a visually appealing and interactive way. This makes Instagram an excellent platform for showcasing the human side of your brand and simplifying complex mortgage topics into easy-to-understand content.

Instagram emphasizes authenticity and creativity. It’s a space where mortgage professionals can experiment with their content, sharing short videos, behind-the-scenes glimpses, client success stories, and more. If you want to connect with millennials and Gen Z, Instagram is a fantastic social media platform for you.

YouTube

YouTube as an example of a social media marketing platform for mortgage companies.

YouTube is a video-sharing social media platform where you can find and share a wide variety of content, from educational tutorials to entertainment videos. For mortgage companies looking to establish thought leadership, YouTube is an excellent platform. You can create long-form videos featuring insights, tutorials, and advice on mortgage-related topics, and you can also take advantage of monetization options.

Facebook

Facebook as a social media platform for mortgage sector.

Launched in 2004, Facebook enables mortgage companies to share content, engage in discussions, and build their community. Its robust advertising tools allow mortgage businesses to promote their services, offer educational content, and boost brand awareness and customer acquisition. Features like Facebook Groups help facilitate community building and lead discussions on mortgage-related topics.

As one of the oldest social media platforms, Facebook boasts over 3.065 billion users. However, it’s worth noting that it’s not as popular with younger audiences, who tend to use platforms like Instagram and LinkedIn more frequently.

TikTok

TikTok as an example of a social media platform for mortgage companies.

TikTok is a short-form video-sharing app that people use primarily for entertaining content. It’s an innovative platform for mortgage companies looking to reach younger demographics like Gen Z and millennials. Creating social media campaigns on TikTok allows you to make the mortgage process more approachable and relatable, helping to differentiate your brand in a crowded market.

X (Formerly Twitter)

X (formerly Twitter) as an example of a social media platform for mortgage companies.

X, formerly known as Twitter, was acquired by Elon Musk in 2023, with plans to transform it into an “everything app” offering a broad range of functions from messaging and video creation to banking and shopping. X presents promising opportunities for business leaders in the mortgage industry, allowing you to share mortgage industry news, engage with your audience, and drive sales and ROI through social media ads.

 

Pinterest

Pinterest as an example of a social media platform for mortgage companies.

Pinterest is a social media site where mortgage companies can share visual content—known as “pins”—to drive traffic to their website. Pinterest’s search-based platform allows users to discover content based on their interests and intentions, enabling you to reach people actively seeking mortgage advice or inspiration.

You can repurpose your existing content, such as blog posts, articles, and guides, into Pinterest-friendly formats and images. For example, our Pinterest account for the financial blog “How to FIRE” generates over 119,000 monthly views and drives significant traffic to our site. A similar approach could effectively boost your mortgage company’s visibility and engagement. Check out the full case study here!

How to Build a High-Converting Social Media Strategy for Mortgage Companies

Once you’ve identified the social media platforms you want to use to reach new clients and build more personal connections with your existing customers, it’s time to craft a high-converting social media marketing strategy. Here’s how to do it.

1. Define Your Target Audience

The very first step to creating successful social media campaigns is getting crystal clear on who your target audience is. In the competitive mortgage sector, vague messaging won’t be effective. You need to speak directly to your target audience and understand their demographics, interests, and pain points so you can craft tailored messaging specific to their lives and needs.

For mortgage companies, this might involve segmenting your audience based on factors such as age, income level, life stage, and home-buying goals. For example, a company specializing in first-time homebuyer programs might target young couples and individuals looking to purchase their first home, while a firm focusing on luxury mortgages might target high-net-worth individuals seeking premium properties.

When you define your target audience, you can create content that addresses their specific needs and desires, increase engagement, trust, and conversions.

2. Start with a Social Media Audit

Before you dive into creating your digital marketing strategy and brainstorming social media posts, it’s crucial to take a close look at your existing social media channels, assess their effectiveness, and identify areas for improvement. Here’s how you can conduct a comprehensive social media audit for your mortgage company:

1. Inventory Your Accounts: Compile a list of all social media accounts associated with your mortgage brand, including platforms like LinkedIn, Instagram, Facebook, YouTube, TikTok, and any others.

2. Review Your Social Media Profiles: Ensure that your social media profiles are complete and consistent with your branding and messaging guidelines. Check for up-to-date contact information, a strong bio or description, and cohesive branded visuals, such as your logo and cover images.

3. Assess Audience Engagement: Examine key metrics like follower count, engagement rate, and post performance to gauge the effectiveness of your current social media efforts. This will help you understand which types of content resonate most with your audience and which platforms drive the highest engagement.

4. Evaluate Content Quality: Review your existing content, including images, videos, and graphics, to see if it aligns with your brand identity, messaging, and objectives. Identify any necessary changes for future content.

5. Do Competitor Analysis: Look at what other mortgage companies are doing on social media. Identify trends, strategies, and best practices, and brainstorm ways to differentiate your brand and stand out in the market.

6. Set Your Goals: Establish clear goals and objectives for your social media strategy that align with your overall business vision. Determine how you will track progress, especially for goals like “building brand awareness” that are harder to quantify.

7. Create Your Social Media Strategy: With a solid understanding of your current efforts and future goals, develop a strategy to bridge the gap. Refine your content strategy, build more effective processes, and explore innovative solutions like influencer marketing or paid ads.

Don’t skip these important steps! Building a strong foundation is key to reaching your goals on social media. Whether you’re a mortgage advisor, a real estate professional, or the CEO of a mortgage startup, conducting a thorough audit and developing a strategic plan will help you effectively reach and retain clients.

3. Research Rules for Compliance

Before you start sharing content with your target audience, it’s crucial to conduct thorough research on compliance regulations to ensure you adhere to legal, HR, and industry-specific guidelines. The mortgage sector is highly regulated, and overlooking compliance requirements can result in severe consequences, including legal penalties, reputational damage, and loss of customer trust.

If you have a legal or compliance team, work closely with them to develop and implement social media policies and procedures that mitigate risk and ensure compliance.

4. Create Compelling Content

The most important aspect of social media for mortgage companies? Creating compelling content that resonates with your target audience and drives engagement. Achieving this requires a balance between informative, engaging, and visually appealing content that speaks directly to your ideal customers.

Experiment with a mix of videos, images, and graphics in your digital marketing content to add variety and determine what works best with your audience’s preferences and consumption habits. Leveraging user-generated content, client testimonials, and success stories can also help humanize your brand and build authenticity and trust.

You don’t need to post every day across multiple platforms. Focus on creating high-quality social media content and maintaining a consistent posting schedule, even if it’s just once a week! If you need help managing your social media marketing for mortgage services, learn more about our Copywriting services.

5. Use Storytelling

Storytelling is a powerful digital marketing strategy that helps you forge an emotional connection with your potential customers, enhance brand memorability, and influence buying decisions.

By incorporating narratives into your content, you can evoke empathy and trust among your social media followers, making financial concepts more accessible and engaging. In an industry often dominated by numbers and jargon, storytelling allows financial services providers to illustrate the real-life impact of financial decisions, inspiring action and fostering meaningful connections.

You can infuse storytelling into your social media content in various ways, such as sharing client success stories, personal anecdotes from team members, or case studies that highlight financial journeys. Experiment to discover what resonates most with your target audience.

6. Engage with Followers

To grow your mortgage social media accounts, you need to go beyond just posting regularly. It’s essential to engage with your audience and create a sense of community on your platform. By actively responding to comments, messages, and inquiries, you show your commitment to customer satisfaction and position your brand as accessible and responsive. In digital marketing, personal connections can make a significant impact.

Make engaging with your social media following a regular practice. Initiate conversations, seek feedback, and ask questions to foster meaningful interactions. This shows a genuine interest in understanding and addressing your audience’s needs. You can also host live Q&A sessions, conduct polls or surveys, and feature user-generated content.

Ultimately, prioritize two-way communication to build a loyal and engaged online community! For more insights on effective digital marketing strategies, tune into our Behind the Clicks Podcast.

7. Stay Consistent

When it comes to social media marketing for mortgage companies, consistency is key. If you go dark on your social media platforms for days or even weeks, your audience may start to feel disconnected from your brand or even lose trust in your services.

That’s why it’s crucial to create a realistic content plan that ensures your social media efforts remain consistent and aligned with your overall marketing objectives. Some mortgage companies commit to an unsustainably high posting frequency, which can lead to a sporadic and inconsistent content schedule. It’s more effective to maintain a steady flow of high-quality content that resonates with your audience. You don’t need to post on your feed every day!

Consider repurposing content for different social media channels to maximize your reach and engagement without compromising quality. For example, turn a blog post or a YouTube video into a series of short clips for TikTok or Instagram Reels, share key insights as infographics on Pinterest or Instagram, and adapt some written content into a LinkedIn article.

8. Experiment and Analyze Data

 

Ultimately, social media is an experiment! There’s no right or wrong way to approach it (within reasonable limits, of course), so it’s crucial to try out different strategies and analyze your data to find what works best. Test various content formats, posting times, and engagement tactics to identify what resonates most with your audience and refine your approach.

Track relevant metrics such as engagement rates, follower growth, and website traffic to understand what’s working and what isn’t, so you can optimize your social media strategy. It’s important to have a system for storing and analyzing your data over time. For instance, at SJ Digital Solutions, we use a project management tool called ClickUp to keep our data organized and accessible.

Additional SEO Services for mortgage companies We Offer

Our Framework for mortgage companies Content Marketing

VISION

When you’re ready to have your financial brand grow through your content, we’re here to help you become more visible as an authority in your niche by creating your content backed by our three pillars below.

Our goals when implementing content marketing strategies for mortgage companies are to increase traffic, leads, and conversions for your organization. Allow us to operate in our areas of expertise by creating content that converts and optimizes your content with SEO. 

When you take these two things off your plate, you can focus your time, energy, and resources on YOUR areas of expertise. It’s time to stop stressing and overburdening your internal team. Outsource this area of your business to us and get it right the first time. Because not only are we experts at content and SEO, we’re experts in the finance niche. 

STRATEGY

You deserve to experience what it’s like to work with us because we understand the big picture. A piece of mortgage companies content marketing is never one and done. 

We create content that connects to your audience, your other content, and your overall sales and marketing goals.

EXECUTION

Allow us to implement your strategy by taking massive action with one or multiple of our packages.

It’s time for you to save hours spent researching, crafting, ideating, and guessing because when it comes to your content ranking, it’s not just about your great ideas. It’s about how you execute your ideas.

ANALYTICS

We constantly keep a pulse on what’s going on data-wise in the mortgage companies industry and keep you informed too.

We do this by regularly monitoring analytics through Google Analytics and Google Search Console, sending reports to our clients, taking action based on the data, and keeping content fresh and updated over time.

We’d never claim to be experts, but we are aware of the strict compliance standards within the financial industry. Moreover, refreshing content is crucial since numbers, regulations, etc., change in the mortgage companies industry sometimes yearly.

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Turn leads into customers and get started today. We’ve partnered with investment banks around the globe with digital marketing campaigns, including SEO, content creation, lead generation, and beyond. Get results with the pros in your niche – we’re not a generic agency that works with everyone.

Connect with a Certified Conversion Copywriter to Grow on Social Media Platforms

Creating high-quality content for social media can be both time-consuming and overwhelming. Balancing social media marketing with your core responsibilities in the mortgage industry can make it challenging to maintain a consistent presence.

If you’re struggling with content creation or posting inconsistently, SJ Digital Solutions can help. Our SEO-driven Copywriting Service is designed specifically for mortgage companies. We specialize in crafting engaging copy that attracts and converts qualified leads, seamlessly drawing them from Google right to your virtual doorstep.

Ready to enhance your social media strategy and generate leads on platforms like LinkedIn, Instagram, and Facebook? Discover how our copywriting services can help you achieve your marketing goals with impactful, high-quality content!

Still Curious?

Frequently asked questions

A: Social media is a powerful tool for mortgage companies looking to enhance brand awareness, generate more leads, drive traffic to their website, and build a loyal community interested in their services. Mortgage brands can leverage platforms like LinkedIn, Instagram, and Facebook to connect with potential clients, share educational content on topics such as home buying and mortgage tips, and provide customer support.

A: There’s no one-size-fits-all best social media platform for mortgage companies. It depends on your specific goals, target audience, and brand personality. LinkedIn is ideal for professional networking and B2B engagement. Instagram and Facebook are excellent for visual storytelling and community-building. Pinterest works well for sharing financial tips and infographics, as well as driving traffic to your blog or website. TikTok offers a chance to create innovative content and connect with a younger audience. Ultimately, success on any platform hinges on maintaining consistency with your content and engaging authentically with your target audience.

A: Social media can help mortgage companies boost brand visibility, engage with clients more personally, and establish themselves as industry thought leaders. It’s an excellent way for mortgage providers to humanize their brand, especially since the mortgage process can often seem intimidating to consumers. Social media also enables real-time interactions with clients and customers, fostering relationship-building and delivering high-quality customer service. Additionally, social media keeps you informed about local real estate market trends, competitor activities, and consumer behaviors, allowing you to make data-driven decisions.

A: The mortgage industry is highly competitive, so developing and testing a creative social media strategy is crucial to stand out in a crowded market. Start by defining your target audience and crafting messaging tailored to their home-buying goals and concerns. Create compelling content that educates and inspires your community, utilizing various formats like images, videos, and graphics. Prioritize providing value, building relationships, and actively engaging with your followers. Continuously experiment and track your performance to understand what resonates and identify areas for improvement.

A: Social media is a powerful tool for all types of mortgage companies, from brokers to lenders. Platforms like LinkedIn, Instagram, and Facebook can help you reach new audiences, particularly younger ones such as millennials and Gen Z. These platforms allow you to humanize your brand, build trust with potential clients, and ultimately drive conversions. Overall, social media offers a cost-effective digital marketing strategy that delivers a strong ROI.

A: There are numerous ways mortgage companies can leverage social media to expand their brand, authority, and audience. For instance, a mortgage advisor might share educational videos and posts on topics like home-buying tips, strategies for securing the best mortgage rates, or advice on improving credit scores. Mortgage marketers can also explore various strategies for growth, such as influencer partnerships or targeted ads. Overall, social media offers diverse opportunities for mortgage companies—experiment with different approaches to find what delivers the best results!