Mortgage Brokers on Social Media: Does It Work?

📱 97% of homebuyers use the internet to look for homes, and many use social media more than older tools.
🧠 Your brain understands pictures 60,000 times faster than words. This means pictures are very important for hard mortgage ideas.
🔍 70% of Gen Z use TikTok to find things, changing how people learn about mortgages and what they trust.
🏡 People trust individuals more than big companies. Mortgage brokers who are real online get an advantage.
🎥 Regular content series like “Rate Rundowns” and “FAQ Fridays” help brokers stay steady and get known.

How Homebuyers Now Look for Homes

Homebuyers today don't wait for mail or cold calls. Millennials and Gen Z make up most of the housing market, and they have always used digital tools. The National Association of Realtors says that 97% of homebuyers use the internet when they look for a home. Many go to social media first, instead of Google or broker websites. If you are a mortgage broker still relying on old ways to reach people, you are not just behind. You are not seen at all.

Mortgage brokers do well with good relationships. But today, people build relationships online first. Homebuyers want to know things, trust you, and get quick answers. Social media marketing is a good way for mortgage brokers to meet people, teach them, and get them to become clients. This is not just about fancy ads or showing rate sheets. It is about being there often and being clear in a place where people already spend their time and look for things.

Today's online tools let you reach many people in a personal way. A smart mortgage broker teaches first, instead of cold-pitching. They do this by:

Making hard terms simple
Answering real questions from people
Talking about local housing topics

This way of working, based on giving value and being clear, builds trust. When you often explain credit scores, VA loan rules, or FHA down payments, you become more than just someone who offers a service. You become a helpful source people want to follow.

What to Learn from a Market Expert: Steve Hawks

Steve Hawks is not just any real estate agent. He is well-known in the Las Vegas housing market, with over 4,000 deals and among the top 1% nationwide. What makes him special is not just his experience. It's his strong online presence and his way of making content about very local things.

Brokers can learn from him:

📍 Connect your content to local areas. Steve talks about Vegas real estate, from zoning laws to market predictions.
🤝 Tell success stories. Showing what buyers went through and how they won helps people trust you and shows you care.
📰 Keep up with news stories. Hawks stays current on things like how inflation affects prices or details about down payment programs.

Mortgage professionals can do the same by making small, focused content about things like:

Programs for first-time buyers in your city
How interest rate changes affect certain zip codes
Your own thoughts on local housing news or new laws

When you match what you say online with what's happening in your market, you are not just a mortgage expert. You are a trusted person who knows what's going on in the community.

What Homebuyers Today Want: To Be Real, Easy to Reach, and Clear

Buyers today don't trust company mascots or big brand names. Younger people want to see faces, not just logos. They want to hear voices, not just slogans.

The Edelman Trust Barometer says that millennials and Gen Z trust individuals much more than big companies. So, your personal name and what you stand for are more important than your company's name.

🚫 Don't: Post sales ads that sound cold and use confusing words.
✅ Do: Talk in ways that make scary terms easy to understand.

Want to get closer to these buyers? Talk like them:

Use a normal, simple tone
Show your face in Reels or TikToks
Really share what the process is like (even the problems!)

A 25-year-old buying a home for the first time wants someone to guide them, not a strong sales talk. They want to feel like they are messaging a friend who knows a lot, not dealing with stiff forms.

The Strength of Learning Through Fun: Teach First, Sell After

People scroll social media out of curiosity, not to shop. The best content gets people's attention and teaches something useful, but it doesn't feel like a boring lesson.

This is where "edutainment" works well. It mixes learning and fun, making your audience smarter and happy. Studies show that people remember messages better when they enjoy how they get them.

Try these formats that get attention:

🎥 “2 Truths and a Lie” about mortgage loans
📊 Charts that compare renting vs. owning in your city
🛷 Using rollercoaster ideas for adjustable-rate mortgages
😅 Funny short plays about “Mistakes First-Time Buyers Always Make”

The 3M Corporation says your brain takes in pictures 60,000 times faster than words. This means:

A short cartoon video explaining PMI is better than a blog post.
A comic strip showing credit score levels gets more interest than a chart of rates.

Use pictures and stories so buyers who feel lost will remember what you say.

Each social media site brings in different types of buyers and works best with different kinds of content. Here's where mortgage brokers should put their effort to get buyers more involved:

TikTok

📊 Who uses it: Mostly Gen Z (and more and more Millennials)
🎬 What works best: Short, real, quick videos that explain things
💡 Tip: Use words people search for. 70% of Gen Z use TikTok like Google (Adobe, 2023).

Examples:

“Buying a home with $0 down—let’s talk about it!”
A typical day: “What I do as a mortgage broker in Las Vegas”
Quick tips to feel good: “Don’t worry about a 640 credit score—here’s why”

Instagram

💁‍♂️ Who uses it: Millennials and older Gen Z
📸 What works best: Reels, picture slides, live talks
📈 Tip: Use picture slides to teach, Reels to reach more people

Examples:

“Top 3 Mortgage Myths We Need to Clear Up” (picture slides)
Then and now: stories of clients doing well
Story polls: “Are adjustable-rate mortgages hard to get?” → Start a talk

YouTube

📹 Who uses it: Many different ages. Good for how-to videos that stay useful for a long time.
📘 What works best: Long guides and titles that use common search words
🧠 Tip: Best for detailed videos that explain things, like “What You Need for a VA Loan in 2025.”

Examples:

“What is Debt-to-Income Ratio?” (includes a chart)
Monthly market summary videos
Playlist: “Basic Mortgages” for first-time buyers

Facebook

👥 Who uses it: Gen X and Boomers
🏘️ What works best: Local posts, client stories, Facebook Live
🛠️ Tip: Talk in community groups. This is where people often suggest others.

Examples:

“How FHA Buyers in Las Vegas Are Getting Their Offers Accepted”
“FAQ Friday”: Answer common mortgage questions from the community as you get them.
Post like a marketplace ad: “3.5% Down? Yes, you can. Let’s talk.”

Using Popular Trends Without Changing Your Voice

You don't have to dance to get noticed a lot. But you should use trends wisely. When mortgage brokers use pop culture, news, or internet trends to shape what they say, more people can find them.

For example:

Taylor Swift is in the news: “Got engaged? Maybe it's time to look at your first home too.”
March Madness is popular: “The biggest mortgage mistakes buyers make when choosing a loan.”
A meme is getting big? Change it to fit common lending questions ("When you find out DTI isn't a drink").

Warning: Don't just chase fame. What matters is if it fits, not just how many people see it. Make sure trendy content connects with your main goals: teaching homebuyers and focusing on your community.

Series You Can Repeat Make It Easier to Be Creative

To avoid getting tired of making content, set up your ideas in a system. Mortgage content does not need to be new every day. It just needs to feel steady and professional.

Here are some ideas for weekly themes:

🏘️ Mortgage Mondays: Explain programs or tips in 60 seconds.
📉 Hard Word Tuesdays: Explain one mortgage term with pictures.
🔁 Win Wednesday: Show stories of clients doing well.
📊 Rate Look Friday: Information on rate trends or a quick market view.

When buyers expect good content on a set schedule, they will come to you, not Google, for information. That is how you get homebuyers truly involved.

Build Trust in Your Area: Local Content Works Best

General mortgage advice is helpful, but local content is strong. It talks right to what your target buyer cares about in their area.

Examples:

“3 Vegas Zip Codes Where Homes Are Still Less Than $300K”
“How Raiders Games Make It Hard to Schedule Home Appraisals”
“Buying on the Strip or West Henderson—Which Loans Are Best?”

Try working with:

Real estate agents
Local builders
Coffee shops where your target audience spends time online

Posts focused on your local area make you seem like part of the neighborhood, not just a seller trying to make a deal.

Make It a Conversation: Talk More, Count Likes Less

Likes are good, but talking to people leads to sales. Think of your content as ways to start talks, not just news.

Ask:

“What mortgage word always confuses you?”
“Would you rather get help with a down payment or a lower rate?”
“Rent in [city] costs how much? Tell us in the comments.”

When people interact with your posts, it helps the algorithms. And conversations build your standing. If you answer every message, comment, and share, you quickly gain trust. Be a real person. That's your best strength.

One Mortgage Broker, Many Jobs: Tips for Making Content Alone

No team? That’s fine.

📱 Tools to make content quickly:

CapCut and InShot for editing videos on your phone
Canva templates for designing posts
Buffer or Meta Business Suite for setting up posts ahead of time
Auto captions and voiceovers with phone apps

The best way to do it:

Film 6–8 short videos at one time in an afternoon.
Plan content a month early using a theme calendar.
Be steady. Two to three good posts a week are better than zero or one now and then.

Use Facts, Not Just Feelings, to Help You Grow

Keep track of your successes. Numbers show what works well and what does not.

📊 Look at:

How many people finish watching (TikToks and Reels do best when short and fast)
Saves/Shares (this shows deeper value, not just quick scrolling)
Comments/Replies (these help your posts get seen more by the site's rules)

Tools:

TikTok Analytics to see how much of your videos people watch
Meta Insights for details on Facebook and Instagram
Google My Business for local search words

Change things, try again, do more of what works. Do this like you would with how you give loans.

What Not to Do to Avoid Problems

Here are some common mistakes that stop you from growing:

❌ Talking only about yourself. Give value first.
❌ Using too many short forms that no one knows. Make everything clear.
❌ Not being steady. Ignoring your followers quickly breaks trust.
❌ Trying to go viral instead of being helpful. Go for real value, not just popularity numbers.

The main aim is not to be perfect. It is to be there.

Easy Monthly Content Plan for Mortgage Brokers

Here is a simple plan to start with:

Week 1: Clear up three mortgage myths. Use a short video.
Week 2: Share a story of a client or how the process went. Use picture slides.
Week 3: Give a current rate update and why it matters in your area. Use a chart or video.
Week 4: Take part in a trend while explaining it. Use a TikTok style.

Once you get going, add live question-and-answer sessions, interviews, and special content.

Final Thoughts: Brokers as People Who Build Their Community

Mortgage brokers now compete on more than just rates. They compete on how much they know, how easy they are to reach, and how much people trust them.

Social media marketing gives mortgage experts a special way to find homebuyers where they are, talk in their way, and get many homebuyers truly involved. If you are a long-time expert like Steve Hawks or just starting, your content can make connections that help close deals.

Do not try to take the place of relationships. Try to make them bigger.

References

National Association of Realtors. (2023). Home Buyers and Sellers Generational Trends Report. https://www.nar.realtor/research-and-statistics/research-reports
Edelman. (2023). Edelman Trust Barometer. https://www.edelman.com/trust
3M Corporation. (2022). Visual Communication Through Infographics.
Adobe. (2023). Future of Marketing Survey.
Pew Research Center. (2022). Social Media Use in 2022.

How Homebuyers Now Look for Homes

What to Learn from a Market Expert: Steve Hawks

What Homebuyers Today Want: To Be Real, Easy to Reach, and Clear