Complete Guide to Mortgage Lead Generation on Social Media

Complete Guide to Mortgage Lead Generation on Social Media

Table of contents

If you are looking to make your mark in the mortgage industry, then you need to focus on your social media presence and use it to your advantage. With over 4.26 billion people using social media every day and that number expected to increase to six billion by 2027, social media platforms offer the perfect opportunity for mortgage loan officers to reach and engage with a much larger audience, helping to create a steady flow of new leads.

Top strategies for mortgage lead generation on social media include creating engaging educational content to build trust with prospective borrowers across Twitter, LinkedIn, Facebook, and Instagram. 

Key Takeaways

  • To get the most out of social media, it is important to create and implement a specific marketing strategy that promotes lead generation and helps boost your bottom line.
  • A social media marketing strategy involves more than simply making posts to your chosen social media platforms. The best social media marketing strategies help to build your brand, allow you to share important information, encourage engagement, help drive traffic to your website, and create a steady flow of qualified leads.
  • Deciding which social media platforms you are comfortable with using and best fit your marketing strategy and target audience is essential to social media marketing success.

What is social media marketing?

Social media marketing is a form of digital marketing that takes advantage of social networks to help businesses achieve specific marketing goals and increase their reach to a much larger audience. By leveraging social media platforms, loan officers and mortgage brokers can share industry information, help build brand recognition, increase traffic to their websites, create a steady stream of qualified leads, and help boost their bottom line.

Why use social media for mortgage lead generation?

When creating a marketing strategy, it is important to take advantage of many different marketing opportunities that allow you to reach and best engage with your target audience. While social media should not be your only digital marketing tool, it is definitely a component that every loan officer should use to their advantage. Implementing a strong social media marketing plan allows you to:

  • Develop a free form of marketing that can deliver results.
  • Create an easy way for leads to connect with your business.
  • Help you reach a larger audience than other marketing methods may offer.
  • Share a wide range of valuable content with your clients and prospects.

7 social media platforms for the mortgage industry

Which social media platforms you choose to include in your marketing strategy depend on which platforms you are most comfortable with and which ones will best help you reach your target audience through content marketing. Here we look at some of the most popular social media platforms and how they can work for your marketing strategy.

1. Facebook

Facebook is the most popular social media platform with over 2.9 billion active users each month. This easy-to-use social media platform that allows you to share written and video content while actively engaging with your audience. The connection with Facebook Messenger offers an easy way for prospects to connect directly with you. If your target audience is a younger crowd, however, you may want to direct your attention to other social media platforms as those under 30 have shifted away from these social media platforms.

2. Instagram

Instagram boasts over one billion monthly users and is considered one of the most visual social media platforms. This social media platform boasts a much younger audience, with the vast majority under 40. The use of visual creation and selfie-style videos can be beneficial for bringing in new users and helping to engage your audience.

3. Twitter

Twitter has more than 340 million active users, with many of those turning to the social media platform multiple times a day. The average user is between 35 and 65. This platform is great for sharing links to your valuable content or video, creating opinion polls to engage, and promoting discussion threads that include your target audience.

4. LinkedIn

With over 800 million users, LinkedIn is a professional social media platform designed to connect professionals and B2B lead generation. If you are looking to connect and build a network of local businesses and referrals that can foster a networking community that allows you to reach more potential customers, then LinkedIn should definitely be included in your marketing strategy.

5. TikTok

Short-form video content is the only way to engage through TikTok. This popular social media platform has quickly gained traction in the under-35 demographic. To get the most out of TikTok marketing, you need to be able to create bite-sized pieces of information or educational content that is entertaining and engaging.

6. Pinterest

Pinterest is a social media platform that essentially works as an online bookmarking tool for users. With over 430 million active users, Pinterest is most popular among women. In order to best leverage Pinterest as a loan officer, you want to target local borrowers by offering quality pins that cover everything from mortgage and real estate content to information about local schools, neighborhoods, and community offerings.

7. YouTube

As a video-only platform, YouTube allows loan officers to publish informative content videos in order to attract followers. With more than two billion monthly users and 74% of American adults saying they use this video social media platform, creating a business channel and providing regular content can help increase your audience reach and expand your lead generation potential.

Mortgage officer checking her social media on mobile phone

How to get organic mortgage leads from social media

While all of these social media platforms offer advertising opportunities that can also be a part of your marketing strategy, we are focusing on organic mortgage lead generation from social media. Organic social media lead generation is the engagement of your audience without any paid promotion. In order to make the most of organic social media marketing, you will need to create content that helps you and your business stand out. The following tips can help you establish an organic social media strategy that really works.

Optimize your profile

When adding social media marketing to your strategy, it is important to create a professional social media profile that highlights your business and includes everything a prospect needs to connect with you. This includes everything from a brand logo to the URL of your business and a business phone number.

Write to engage your audience

Before you create a social media marketing campaign, you must determine your target audience. For example, do you focus on first-time borrowers or seniors looking to refinance? Your target market determines which social media platforms are best to target as well as what content you want to share. Make sure your posts include information that your target audience is looking for.

Create specific landing pages

A landing page is a specific page on your website where a prospect lands as a direct result of your marketing campaigns. The primary goal of a landing page is to encourage users to take a specific action in order to gain qualified leads and increase conversion. A landing page offers a specific CTA, such as a free mortgage checklist for first-time homebuyers that requires a sign-up.

Don’t forget your call to action (CTA)

Always include a call to action in your posts. Using the same “Call me for quote” CTA may get old and repetitive so consider mixing things up a bit. For example, if you are sharing a pre-qualification calculator, you can include a CTA that simply asks them to try it out and see how much home they can afford in today’s market. While they may not be in the market to buy now, they will connect this tool to your name and will be more likely to connect when they need your services.

Keep your posts industry-specific

No doubt you are familiar with social media and likely have personal social media accounts. However, when it comes to your professional social media marketing, you want to leave personal posts on your personal account. Keep your business posts industry related and, if you want to share personal information, make sure it is industry related.

Offer industry news

One of the most beneficial social media posts you can offer clients and prospects is breaking industry news. If interest rates are at historically low levels, let your followers know about these changes and what they may mean for them.

Keep your tone family-friendly

In most cases, social media platforms tend to be very casual. While you want to create content that fits with this casual atmosphere, as a loan officer promoting your business, you also want to remain professional. While posting industry news and educational loan information is given, it may be beneficial to share the occasional mortgage-related meme to help you stand out. However, you want to make sure that all your posts, even those with humor, remain at a family-friendly level.

Keep your readers engaged

Social media users like to be engaged. Think of how many times you have answered polls or questions through your personal social media accounts. Creating polls or questions associated with home purchasing or home ownership through your business profile allows you to not only engage with prospects but also gain a better understanding of your target audience.

Help your audience address concerns

Touching on a pain point is essential in social media mortgage marketing. For example, if you target first-time homebuyers, then offering information about how to boost credit scores or understanding the mortgage process are great ways to target their pain points.

Using social media to your advantage

Social media platforms offer mortgage loan officers a unique way to generate organic leads and boost revenue. When choosing which social media platforms to consider, find the ones that you are most comfortable with and that attract your target audience. Find ways to engage with your target audience through different posting options in order to achieve the best results.

Boost your lead generation with a marketing powerhouse

Good Vibe Squad offers the premiere marketing and lead generation solution for loan originators all over the United States. We deliver quality leads straight to your pipeline and equip you with the tools and coaching you need to convert them. See why we’re the #1 lender-preferred growth partner.

To learn more, book a strategy call today.

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