For loan officers, social media has become one of the most effective ways to build credibility, connect with homebuyers and generate high-quality leads.
Social media’s importance in homebuying is obvious from the latest National Association of REALTORS® Technology Survey:
- 87% of Realtors report using Facebook in their real estate business (62% use Instagram, 48% are on LinkedIn and 25% leverage YouTube).
- 52% of Realtor respondents rank social media as the most effective tool for generating quality leads — surpassing all other tools, including customer relationship management (CRM) software and Multiple Listing Service (MLS) platforms.
The fact that real estate professionals rely so heavily on social media is a clear indication of how many prospective homebuyers are active online — forming impressions and making decisions based on the content they find on sites like Facebook, Instagram and LinkedIn.
Many mortgage loan officers are also creating meaningful engagement with prospective homebuyers to build trust, generate leads and boost customer referrals. Social media is key to expanding your network of informal referral partners, including real estate agents.
As a former head of marketing in the housing industry, my approach to social media is to create authentic, value-added content to truly drive customer engagement. Unlike advertising, not every social media post is intended to sell a product. Often, the goal of my posts is to share news about the housing market, including insights into the capital markets, data on local real estate trends and commentary on mortgage rates and their impact on homebuyers.
Helping your social media followers better understand the mortgage market builds credibility and positions you as a trusted resource. But social media is only one part of this approach. In an industry built on trust and relationships, connecting person-to-person remains extremely valuable. This can include speaking at industry events, taking on leadership roles in industry-relations groups and organizations and partnering with Realtors in presenting educational events for first-time homebuyers through in-person meetings or remote video sessions.
Sharing meaningful data via your social media — and your community involvement, leadership roles and events — sets you apart as an expert who is actively impacting the mortgage space. That kind of visibility builds credibility and helps your audience see the value you bring. And when your social media efforts also reflect your expertise and relationships, people take notice and engage.
If you’re just getting started with social media, my advice is to keep it simple:
- Commit to posting consistently. Choose one platform (Facebook or LinkedIn are great places to start), and begin with a couple of updates each week. Then, gradually increase your output to find the frequency that works best for you and your audience.
- Share homebuyers’ tips, market updates, community news and success stories (including testimonials from new homebuyers). Focus on your community and the specific types of customers you serve, such as first-time buyers, business owners or those looking in specific neighborhoods.
- Use attention-grabbing visuals whenever possible, including videos, infographics and charts to communicate complex information effectively and capture your audience’s interest. Always tag your professional partners in these posts.
- Engage with your audience. Create a series of “Mortgage Minutes” tackling common misconceptions, such as “lenders always require large down payments” or “the lowest rate is always the best deal.”
- Let your personality shine through! Authenticity builds trust, and trust builds business!
Again, developing a regular schedule for social media updates is crucial. Social media is a long game where one of the most important elements is being visible to the right audience.
This is what makes social media one of the most powerful tools MLOs can leverage to connect with prospects and win referrals. By sharing knowledge, engaging with your network and showing up consistently, you position yourself as a go-to resource in your community and among your professional network.
If you’re looking for inspiration or want to see how I approach it, feel free to connect with me. Let’s keep the conversation going and continue to raise the bar for the impact we can have on our industry.
About the Author
Michelle Mendez
Arch MI Account Manager, Florida
A mortgage industry veteran, Michelle Mendez serves as Arch MI’s Account Manager for Eastern Florida and currently holds the position of President of the Mortgage Bankers Association of Central Florida. She is also an active mentor for RISE Women in Mortgage, a program of the Florida Association of Mortgage Professionals.
Michelle excels in building strong relationships with decision-makers, collaborating seamlessly across teams and leading high-performing sales teams to success. Her passion lies in staying ahead of industry trends and harnessing data-driven insights to shape impactful marketing strategies.
Follow Michelle on LinkedIn.