Loan Officer Hub blog

Content to close: Why and how to embrace social media as a loan officer

Content creates conversations. Conversations create trust. Trust creates relationships. Relationships create closings. We know trust and relationships are essential in the mortgage industry. You need trust for referral partners to recommend their buyers to you, and you need trust for potential clients to become lifelong ones. Now, more than ever, you have this remarkable ability to create authentic relationships and drive substantial business with potential customers and referral networks…by creating trust virtually!

Social media is not meant to replace in-person meetings or events, but it’s an additional arrow in your quiver for substantial business evolution! Let’s discuss the most common scenario lenders experience and why your online presence is crucial.  

A realtor recommends multiple lenders to their new buyer. Today’s buyer isn’t walking into your office for a meeting; they’re relying on the internet to tell them about you first! They’re running a digital test to see if you are credible and trustworthy as they hit the search button with your name. Curious how your digital resume looks? Try this!

Google ‘loan officer’ and the city and your state. 

Do you show up at the top of lenders with reviews, or do you need to scroll down to find your name? Where is your competition?  If you do not have a Google business page, this is a must.

Google your full name.

What appears? Do your educational videos from YouTube show up? Do Googlers see Instagram posts of you volunteering at the animal shelter or coaching your son’s soccer game? All social platforms, websites, podcasts and articles appear under Google.  It’s a one-stop shop for people to research you.  

Even when we see the opportunities social media provides and the power of the digital resume, many are stuck with that dread of posting because they don’t know where to start. Let me give you some pointers to get you going.

Try the pillar activity!

Start with 3 content pillars that share what you do and who you are. Create topics under these pillars, then cycle these throughout your posts. An example of a pillar could be first-time homebuyers. There are plenty of topics you could discuss under this! Pillars can be personal, too. Ideas could include your favorite hobbies, your love of dogs, the volunteer work you do, or your passion for DIY. Creating content around you as a human allows followers to see your personal side and have meaningful conversations.  Then when you do post about mortgage tips or advice, they see that content in the context of what motivates you daily and who you are as a human being.

Think of the simple questions you get asked as a lender. We are in this industry 24/7 and live and breathe mortgage. Your future client does not. What questions surprise you? What do you wish clients knew to seek out or avoid? This is your roadmap for creating content. 


"Think of the simple questions you get asked as a lender...this is your roadmap for creating content."


Break it down to a 3rd grade level.

There is so much noise in the media and often the information shared is negative and overwhelming. Your clients need you to advise them in simple terms. When you see mortgage articles and information, break it down in simple terms. Educate and empower with this content. Confident buyers make confident offers!

It’s not just your content that creates conversations, it’s others’ content that allows conversations to happen as well!  Are you using your platforms to engage, or are you quietly scrolling by others' posts and occasionally liking them? Do you ever have someone comment on your post or even share it? It’s a rush of gratitude! You remember comments and shares because likes get lost. You might find yourself reciprocating to those who have given you virtual support by sharing and commenting on their content, too.  There are many ways you can develop deeper online connections.

Here are a few engagement ideas:

  • Direct message someone who created a post that inspired you. 
  • Share a connection’s educational reel and give them a shout-out to your audience.
  • Send a podcast to someone and explain why you feel they’d enjoy it.
  • Comment with thoughtful words or ask questions about a recent trip someone shared online.
  • Send a video message to a connection when it’s their birthday instead of writing a typical birthday message on their Facebook wall.

Find meaningful words to genuinely cheer people on virtually. You’ll be amazed at what happens when you begin taking an interest in others!

Social media has helped break boundaries due to geography and permits us to literally connect with anyone on Earth in ways we could only do previously in person.

You never know if a new relationship will form or if you’ll secure your biggest client or referral source!  


The opinions and insights expressed in this blog are solely those of its author, Kayla Kallander, and do not necessarily represent the views of either Mortgage Guaranty Insurance Corporation or any of its parent, affiliates, or subsidiaries (collectively, “MGIC”). Neither MGIC nor any of its officers, directors, employees or agents makes any representations or warranties of any kind regarding the soundness, reliability, accuracy or completeness of any opinion, insight, recommendation, data, or other information contained in this blog, or its suitability for any intended purpose.

Kayla Kallander headshot

Kayla Kallander, the Mortgage Meteorologist

Kayla is known as the “mortgage meteorologist,” helping prepare clients for the uncertain and always-changing scenarios of buying a home.

She is devoted to her customers & referral partners ensuring they receive a memorable experience, inspiring education, and constant communication throughout the home loan journey.

Kayla is an avid social media connector and loves reaching multitudes of people virtually to create and nurture relationships. She mentors others, helping to amplify their brand presence through innovative social media strategies.


Paulina Baque ramos

I am interest in more information

Leave a comment

We review all comments to ensure they align with our commenting policy, so there may be a short delay before your comment appears.