How Mortgage Consultants Can Use Social Media to Generate New Leads

Read Time: 6min

Whether it’s through word of mouth or building relationships, we all know the traditional methods used to generate leads. But have you ever considered using social media to get enough leads every month to keep the pipeline full? There are 223 million people on social media in the United States according to Statista. That’s 67 percent of the population. Additionally, there are 255 million American consumers who shop online. That’s a huge audience at your disposal.

I know what you are thinking. You already have established relationships with businesses. Why do something different? We know that 90 percent of home buyers start online when searching for a home according to NAR. If more people are now living online, that’s where potential customers are going. Don’t get left behind.

Using Social Media to Gain Business

Have you ever heard of the humble brag? Social media is a bunch of humble bragging. You’ve all seen the post on social: “It felt so good seeing that man’s face when I gave him my last $3.” Clearly, the poster just wants people to know how good they were in the moment. These humble brags happen in homebuying all the time. It usually starts with, “I did a thing,” and the homebuyer is holding a key in front of a house. However, if you sold a consumer a mortgage for their new house, you could respond with: “Congratulations! It was a pleasure working with you. I can’t wait to work with you again.” Now, all their friends see that humble brag and the person who got them there (Hint: that’s you!). And guess what? That’s where your future customers live.

Get Tactical and Targeted in Two Steps

All you need are two tactical steps to get started:

  1. Identify your audience. (You are not trying to get every single buyer. You just need to find your individual niche! Maybe that’s first-time homebuyers, or seasoned buyers looking to refinance. Regardless of your focus, you don’t need to scatter your content if you know where and how to reach your niche audience.)
  2. Draft a content and cadence plan. (Structure is key for social media, so finding the time to be intentional will help you stay organized and consistent. Try committing to posting two times a week for three months and build from there.)

How You Start at the Top of the Funnel Matters

Once you’ve taken your first strategic steps, it’s time to start creating content. In content creation, there are two types of content. First, top of the funnel content is about spreading your brand awareness about your product and services. Think of it as the first step in a buyer’s journey to making a purchase. Bottom of the funnel is all about converting those leads into customers, which is where the money is made. But top of the funnel is how the money is made, which makes it just as important.

Often when mortgage consultants try to build brand awareness on social, they post: “Call me, and I can help you buy a house.” If someone came up to you and said that to you, it would be awkward, right? Why? Because they don’t know you! Why would they call you or take an email from you? Much like meeting someone for the first time in person, you need to build a foundation and introduce yourself before jumping into business.

Using social media for the top of funnel requires posting entertaining and educational content consistently, so potential buyers get to know you. Remember that social media is a recreational platform. It needs to be entertaining and educational. If you are going to be there, you need to post content in the same vein of your customers who are consuming it.

In other words, don’t post something like this on social: “I helped the third person close this month.” I don’t care. Let’s turn that around. Something like, “I’m so proud of the Turners for looking at 17 homes on nights and weekends because one of the parents works third shift. Now, they are the first ones in their family to own a home and have built generational wealth. I love working with families like this, and it’s my fifth one this year.” This works because you’re wrapping the closing up in a story. You didn’t make it about you, and it was engaging. Always keep in mind that people want to be inspired on social media.

Attract Attention and Create Trust

Now that you have your audience’s attention with top of funnel content, what’s next? What’s the goal? To keep people’s attention, create trust and establish a consistent need for your voice via value or entertainment. You don’t always have to be funny. You can provide education and information but always ask yourself this question: How does this add value to my potential customer? If it doesn’t, cut it.

Now, how do you measure your success? Shares and saves. What do shares and saves mean on social? It’s a social endorsement if someone shares your content. It means that your content resonated so much with somebody that they wanted to share it with somebody else.

Create Clear and Concise Content

Once you’ve established yourself in top of funnel content, you’ll need to start working on a bottom of funnel strategy. Bottom of the funnel needs to be simple. This content provides clear calls of action and less fluff. The goal of this content should always push the consumer to either click to learn more, download or use to sign up. You want to provide information that leads to further contact.

What does all of this look like in action? It needs to be visual and intentionally built to stop the scroll. Create quality content consistently by posting one video a week. That’s eight videos in two months. All you need is a cell phone, tripod and good lighting. Pro-tip: Remember to look at the camera lens and not at yourself.

Driving in the Leads

Finally, how do you drive in leads? Make a digital investment. Are you willing to invest in your online presence? For example, the cost of a billboard in Kansas City is $1,450 to $2,000 per month, according to What metrics do you get from that? You get impressions based on what companies assume people have seen when driving past. If you spend the same amount on social, you could get 14.3 million impressions, 365 downloads and 2,000 clicks to your website, according to Facebook for Business. It’s all measurable.

Three Key Action Steps

What should you do now before you start investing in social media? Generate content tactically and consistently, so when you are ready to put money behind it, you have a well-oiled machine and know exactly what resonates with your audience. Start with these three steps:

  1. Consistently post entertaining and educational content targeted to your buyers.
  2. Give clear calls of action that make it easy for potential buyers to provide their information.
  3. Social is here to stay. Invest the time and money needed to add it as a lucrative tool for your business

Traditional methods of generating leads still works, but why not use social media to keep that pipeline full? Social media can be underpriced, but its success is measurable. All you need to do to get started is identify your audience and draft that content and cadence plan. Post entertaining and educational content, so potential buyers can get to know you. Follow it up with clear calls of action, and let it work for you. Wyndham Capital Mortgage’s exclusive MOS system Wildfire can help you get started with digital designs for social media, co-branded content and support posting on social. Join our talented team at

Adam is the owner and president of Ace Creatives and has 10+ years of social media experience (and some MySpace experience before that). Storytelling has always been a passion of his, from grade school presentations to rehashing tales of his professional basketball career; social media has allowed him to do what uses loves on a day-to-day basis. He now uses this passion to educate others via a national speaking circuit covering all aspects of social media and storytelling.

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