7 Mortgage Social Media Content Ideas for Posts on Instagram, Facebook & More
Wondering what types of content you should and should not post on social media platforms as a mortgage lender or broker?
We reached out to mortgage professionals to share their insights into what topics are best to post and which posts to avoid on social media.
What type of social media posts have you found to be the most effective for your lending business?
Quotes
Quotes related to lending are one of the most popular mortgage topics for social media. Some of these quotes aim to inspire or educate, while others inject humor.
“Mortgages are not one-size-fits-all. Finding the best program will depend on the individual’s specific financial situation.”
“Marry the house, date the rate!”
“No one has a crystal ball to know where the market is going, and when.”
“The first step toward success is taken when you refuse to be a captive of the environment in which you first find yourself.” — Mark Caine
“The creditor hath a better memory than the debtor.” – James Howell
“Every person who invests in well-selected real estate in a growing section of a prosperous community adopts the surest and safest method of becoming independent, for real estate is the basis of wealth”. – Theodore Roosevelt, 26th President of the United States
“While I encourage people to save 100% down for a home, a mortgage is the one debt that I don’t frown upon.” — Dave Ramsey
My quote that I use is: “Everyone in the USA pays a mortgage. You can pay for your own or someone else’s.”
Real Estate Statistical Data
Readers especially appreciate real estate market data that comes from reputable industry insiders themselves. Whenever you can, back up what you say with relevant statistics.
Stats would be at the top of my list. They might not always bring the best news, but they are essential.
I frequently share my blog articles on our social media, one of which recently highlighted the challenge of rising mortgage interest rates, averaging above 7% nationwide.
This surge has led to a significant decline in both purchase and refinance loan applications, impacting the spring homebuying season.
These statistics provide a realistic and unfiltered view of the current market conditions.
Understanding this data is essential for making informed decisions about buying or refinancing a home.
We prefer to quote and post links to hard data that is relevant to our audience in our social posts.
For example, our recent post highlights data from the Canadian Real Estate Association (CREA), indicating a promising recovery in home sales provided local homebuyers with a solid resource.
Giving these monthly updates from an authoritative source is extremely useful to the portion of our audience that may be planning to buy a home in the near future.
Mortgage Trends
As per our experts, the latest trends in the lending industry are their go-to type of social media posts for mortgage lenders.
Changes in interest rates and home prices never fail to solicit engaging reactions from social media followers.
I love facts about interest rates and how they relate to home prices throughout the years.
The average consumer thinks home prices will always come down, but historically home prices always go up.
Some of the time it doesn’t go up as high as others, but there has always been a steady increase in price and value over the years.
Any facts related to the interest rates or changes in the industry and in the geographic areas that we operate within tend to do well.
Another format that saw a lot of engagement on Instagram was a post that showed which were the most expensive houses in each U.S. state.
Market trends on specific asset class performance.
Myth Debunking
There are so many fallacies surrounding lending and mortgage that it has become an advocacy for some of our experts to debunk these myths.
Some mortgage brokers rip you off by using these misconceptions, so for reputable lenders, mortgage brokers, and officers it’s essential to educate their audience on staying financially safe.
I like to post about the various myths that homebuyers face, such as needing 20% to put down on a home.
I also like to create reels with tips on what to do to improve your credit score, get out of debt, save more money.
Really anything that is financial-related that will assist people who are struggling with credit and debt.
I also like to post about why interest rates are not important. What is important is the payment we make and the time it takes us to pay off our debt.
I try to debunk rumors on buying a home, such as you need 20% down to purchase a residence.
In an increasing rate environment, I explain that overall rates are not that high compared to the history of mortgage loans.
Helpful Financing Programs
For mortgage brokers, social media posts on different financing programs present an opportunity to promote their services.
At the same time, they are appreciated by borrowers who learn about new opportunities to save money.
I really like posting about different financing programs available that people may not know about.
Most people, in my experience, solely know about conventional financing. Yet there are tons and tons of different programs out there depending on the borrower’s financial situation, and the specific property itself
Providing info on the various programs out there, and who can best benefit from them, has been a favorite of mine.
My most engaging posts are the ones about my company’s realtor partner program.
We partner with realtors to service their clients and in that partnership we are able to allow the realtor to share in the commission from the mortgage.
It’s an amazing program for not only to provide the best customer care to their clients but also to grow their own business with additional commission and marketing.
There is not much deviation between mortgage lending products. However, most homebuyers are unaware of wholesale mortgage rates and continue to pay thousands more in interest due to retail mortgage rates and added loan officer commission.
We love to post about lower wholesale rates without added loan officer commissions. Less than 15% of homebuyers are taking advantage of the tens of thousands in interest savings.
Local News
In mortgage social media marketing, it’s important to cater to your local community.
People like to read news about what’s happening in their local community: this is highly targeted and relevant content.
We love to post and share information highlighting local business. Doing so helps us build a sense of trust within a community.
It demonstrates a commitment to the local economy, and we also believe it resonates well with clients and potential homebuyers as a form of added value.
There are a number of grant programs that are area-specific that I would consider to be “hidden gems” and not every company has the ability to offer them.
I try to be funny or give a tip that many people who are buying don’t know or didn’t realize about mortgages.
We try to post not only info about what we are doing, but educational information that viewers want and need.
Questions
An effective mortgage lending marketing trick to engage your audience is to post questions about borrowing, our experts suggested.
This way, the professionals get a feel of the public pulse, which they can use to improve their products and services.
I like to post questions about why you should trust your lender.
I believe we should create a relationship with our lender that establishes trust, just like we establish trust in our doctors and pastors.
We need to be able to ask our lender any credit question and know they are telling us the truth.
Questions surrounding the biggest challenges people face when it comes to securing a mortgage loan, or challenges when it comes to saving for a down payment perform well.
As a mortgage broker, I work with several different lenders.
If a borrower is looking for a structure I’m unable to find within the lenders I work with, asking my network if anyone else has a product that could work has been a great way to strengthen my relationships and get a ton of engagement.
A go-to of ours is: “Clients, what financial tips do you wish you knew before getting a mortgage?”
We like to navigate the answers and discover the hurdles that our potential clients might face.
Our focus is to provide useful information to consumers as opposed to asking questions for the purpose of engagement.
However, our posted questions are usually rhetorical to reinforce a fact or realign misinformation.
Questions also related to what real estate investors are looking for in today’s market when it comes to financing.
“What are your homeownership goals?”
Past experiences so people can learn from them.
5 Things to Keep Out of Your Loan Officer Social Media Content
It’s easy to post whatever you like on social media platforms, but as a professional, you have a responsibility to your audience to put out only factual content.
Our experts let us in on what not to post on social media as a lender or mortgage broker.
#1 Specific Mortgage Rates
Actual rates should not be posted as they are different for every person. We are all unique individuals with varying circumstances when it comes to our finances.
If anyone quotes a rate to you without taking an application and running a credit report, they are not being truthful with you.
They are only stating what their lowest rate may be. That does not mean it is the rate you personally will qualify for.
Lenders should always be careful about posting rates, payment, etc. There are so many factors that come into play when quoting programs and rates, and not one program will fit everyone.
I believe that if you use misleading tactics to generate business, in the long run you will lose.
I believe honesty is the best policy and if you start off your relationship with your clients with honest and complete information, you will have a client for life.
Rates. Trends are good, but specified posts every day aren’t effective because rates change constantly.
Anything to do with specific rates. Anything that is not CFPB-compliant.
#2 Promises
Try to keep your posts neutral and unbiased. Don’t post your personal opinion on any one type of lending product, and never make false or unrealistically claims about what you can do for clients.
Be authentic, speak in digestible language, and always prioritize engaging the audience over advertising your services.
When an individual feels they took something useful from your post, they are more likely to comment, like, and share and get it in front of more eyes that will possibly be interested in your services.
This approach comes off as much more authentic to viewers.
Guaranteed results. We avoid making promises of guaranteed outcomes or unrealistic expectations regarding loan approvals or interest rates.
Don’t over-promise and don’t offer products you are not using yourself.
#3 Political Content
Lending professionals should exercise discernment in their social media presence, steering clear of several key areas:
1. Content related to political and religious themes should be carefully avoided. These topics can polarize your audience and detract from the universal appeal of your brand.
It’s essential to maintain a neutral stance in these areas to ensure your message resonates broadly and positively.
2. It’s also critical to steer clear of content that could devalue your brand.
This includes anything that might come across as cheapening or undermining the professionalism and integrity your brand represents.
Every post should contribute to enhancing your brand’s perceived value and trustworthiness in the eyes of your audience.
3. While staying abreast of global trends is important, blindly following them in an attempt to appear “trendy” can backfire.
It’s vital to evaluate each trend’s relevance and potential impact on your brand before adopting it.
The goal is to be perceived as forward-thinking and innovative, yet still deeply aligned with your core brand values and the interests of your target audience.
Strategic selectivity in trend adoption demonstrates market savvy and thought leadership, positioning your brand as a knowledgeable and discerning authority in the mortgage industry.
Avoiding hot topics such as political views or the type of person that might benefit most from a particular product is something I’m very conscious of.
I’ve found it more effective to outline the specifics of different programs and see if it sparks interest, rather than try to promote a certain product to a specific group of people.
Political opinions that are not related to anything mortgage-related or that pertains to their business.
#4 Market Predictions
You always want to avoid making unverified or speculative financial predictions. Stick to sharing factual information and market trends supported by credible sources.
#5 Bragging About Your Personal Wealth
Personal stories about what they buy with their money or advertising their personal wealth.
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