Social Media Done Right: Crafting Authentic Content that Brings in Business
Let’s be honest for a second—social media can feel like a complete waste of time sometimes, right? You post something and wait for the likes and… crickets. Or worse, you scroll through other people’s posts and wonder how they’re all crushing it while you’re just trying to figure out how to get more than 12 people to see your latest content.
But here’s the thing: social media doesn’t have to suck. When you do it right, it can be one of the most powerful tools in your business arsenal. The trick is authenticity. You need to stop pretending you’re something you’re not and start showing up as yourself. Because guess what? Your clients want the real you.
So, how do you craft content that doesn’t just get likes but actually brings in business? Let’s dive in.
Stop Selling, Start Sharing Value
If you’re using social media to just post “Look at me, I’m a loan officer” with a side of “Rates are at X%, give me a call”—you’re doing it wrong. Seriously. People don’t care about your rates unless it’s relevant to their lives. You need to start thinking about how you can be helpful, not just transactional.
Here’s the key: share value. Share tips, insights, and content that helps your audience solve a problem or learn something new. Talk about how to get a better mortgage rate, what to look for when buying a home, or how to boost credit scores. Give them something they can use. When you provide real value, people will remember you—not just for the information you shared, but for the fact that you were genuinely helpful.
Be Real. Be YOU.
If you’ve been hiding behind “perfect” pictures or copy-pasting the same boilerplate content that everyone else uses, stop it. The most successful social media accounts aren’t the ones with the most polished images—they’re the ones that show the real, unfiltered you.
If you’re having a tough day or a funny moment with a client, share it. People connect with people, not robots. Post behind-the-scenes moments of your daily life as a loan officer. Show your process, your wins, your struggles, and everything in between.
The more human you are, the more likely people will want to work with you. You know why? Because they trust you. Authenticity builds trust, and trust leads to business.
Stop Chasing Perfection, Focus on Consistency
If you’re waiting for the perfect moment to post or stressing over every single word in your caption, let me tell you right now: You’re wasting time. Social media doesn’t need to be perfect; it needs to be consistent.
You don’t need a fancy camera, a perfectly curated feed, or a professional editing team to create solid content. You just need to show up. Whether it’s a quick story showing how you helped a client, a post about a recent closing, or a shareable tip on home loans—consistency is what matters most.
The more you post, the more you’ll connect with people. Don’t worry about making every post an award-winning piece of content. Focus on getting your message out there and staying top of mind for your audience.
Engage, Engage, Engage
Social media isn’t a one-way street. If you want to build relationships, you’ve got to do more than just post content. You need to engage with your audience.
Reply to comments. Respond to DMs. Ask questions. Start conversations. The more you interact with people, the more you’ll build a community around your brand.
When someone comments on your post, don’t just “like” it. Take a second and reply—make them feel heard. This builds loyalty, and loyalty is what turns followers into clients.
Use Your Stories to Create Personal Connections
If you’re not using Stories, you’re missing out. Stories are the perfect place to show off your personality, whether it’s a quick “Behind the Scenes” of your office life or a personal story about why you’re passionate about helping people with mortgages.
You can share quick tips, shout out your clients, or even do a poll or quiz to get engagement. The best part? Stories disappear after 24 hours, so you can post more frequently without feeling like you’re spamming people.
And the more personal you get in your Stories, the more people will feel like they know you. And the more they know you, the more they’ll trust you.
Leverage Testimonials and Success Stories
Nothing beats social proof when it comes to building trust and credibility. Share testimonials from clients who had a great experience working with you. Use their words, but also share their journey—how you helped them achieve their goals, get a great mortgage, or close the deal of their dreams.
But don’t just stop at the written word—videos are gold. If you can get a client on video sharing their experience with you, it’s even more powerful. It’s real, it’s relatable, and it’s trust-building.
Call to Action: Don’t Forget to Ask for the Business
This might sound obvious, but too many loan officers post without actually asking for the business. A great piece of content should always include a call to action. Whether it’s “Reach out for a free consultation,” “Send me a DM for your pre-approval,” or “Comment below with your biggest mortgage question,” always give your audience something to do next.
But, and this is important—don’t make it feel salesy. Keep it natural. You’re offering value, and you’re asking them to take the next step with you. If they trust you, they’ll follow through.
Track and Adjust Based on What Works
You’re not a mind reader. So, how do you know what content works best? You track it.
Use your platform’s analytics to see what type of posts get the most engagement. Which stories are getting the most views? Which captions are getting the most comments? Once you know what resonates, do more of that. And don’t be afraid to experiment with different types of content—video, photos, carousels, etc.
When you track what works and tweak your content accordingly, you’ll start to see better results—and more business.
Social Media Doesn’t Have to Suck
Social media can be an absolute powerhouse for your mortgage business, but only if you’re doing it authentically and consistently. Stop worrying about the “perfect” post. Start showing up as you are, sharing value, and engaging with your audience.
The more you lean into being real and helpful, the more you’ll build relationships that translate into business. And that, my friend, is how you turn social media from a time-suck into a lead-generating machine.
