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mortgage social media shifting landscape

Social Media Landscape Shifts for 2022 and How Mortgage Lenders Can Adapt

Feb 20, 2022

The social media landscape is an ever-changing, ever-growing spectacle. And whether we love it or hate it, its importance to mortgage lenders is growing. Here are four trends that lenders can embrace in 2022 to maximize the impact of their social media marketing.

Videos Will Continue to Feature Prominently in the Social Media Landscape.


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Videos, particularly the short-form, vertical-format videos we see in stories, will continue to grow in importance.

Videos posted in stories (available on FaceBook, Instagram, SnapChat and Twitter, among others) are popular because they are quick both to post and to view. They feature prominently when the apps are opened, and friends and followers often are notified when their contacts post a story. These features increase their visibility.

No matter the form – either long or short – videos have increased in popularity over the years. YouTube remains one of the most popular social media channels. It’s common for lenders to promote their YouTube channel on other social media sites.

Mortgage lenders who wish to use videos in their social media marketing will get the highest quality and most efficient results by creating and posting videos within the social media apps themselves. However, lenders need to be aware of remaining compliant. Sharing YouTube or other videos from within a mortgage CRM that has mortgage compliance controls may be a safer option.

LinkedIn Will Move Beyond the Job Search.

Since the start of the pandemic and the switch to a work-from-home culture, many professionals have visited LinkedIn more frequently. And it’s not just because of the job changes that came from the “Great Resignation” era. Professionals are also becoming more aware of the importance of building a personal brand that transcends the work they do for one company.

In 2022, LinkedIn will be a great place not only to find a community of like-minded professionals but also to showcase thought leadership and establish yourself as an expert in the mortgage industry. Even if you don’t offer to write home loans directly for your LinkedIn network, your leadership in the area will put you top of mind when the need arises.

Creators Will Thrive in the New Social Media Landscape.

Finally. The tide is turning away from the mega-influencers toward smaller, more authentic communities with shared interests. Creators (people who come up with original content for social media channels, often in video format) are becoming more popular than the influencers, who primarily advertise sponsored products.

How can lenders take advantage? There’s always the option of becoming a creator. Why not film and showcase videos highlighting the loan process: How do I complete a mortgage application? What is a loan estimate? What documentation should I gather? Beyond the mortgage process, think about providing tips for anything related to owning a home, from maintenance to renovations to homeowners insurance.

These types of videos are perfect to post in a YouTube channel and share across other social media platforms. As mentioned previously, these links can be added to a landing page and distributed through a strong mortgage CRM, which will also have built-in mortgage compliance controls.

And if you don’t want to become a creator yourself, consider aligning yourself with creators with similar interests. You can share their content or like and comment on their posts.

2022 is a time to be yourself on social media – and take care of yourself, too.

These days more than ever, social media marketing efforts should project honesty and authenticity. Now that we’ve all seen each other in our “natural habitats” (our homes during Zoom meetings), we’re done with the filters that tried to make everything look perfect.

More frequently, individuals are using their social media platforms to talk about how they’re taking care of themselves and supporting those around them (though the humble brag is out!). Businesses are more likely to let their employees speak for them – to showcase business values by demonstrating the values of the individuals who comprise their teams.

This authenticity helps existing clients and prospects get to know lenders as people rather than just a means to a business transaction. That personal knowledge can create a stickiness that will keep borrowers coming back for future transactions and referring their friends and family members.

If you’re ready to see how Surefire, the mortgage industry’s most used CRM, can help you find your spot in the 2022 social media landscape, register for a demo today.

Brian Larrabee
Brian Larrabee
Content Director

Brian’s entire professional career has centered in real estate. He’s designed, built and brokered homes. He’s provided over half a billion dollars in mortgage loan financing to everyone from first time-buyers to the CEOs of Fortune 500 companies He’s a published author with articles in periodicals,

hedge fund websites and trade publications. Brian has traveled the country and been on broadcast radio to speak in front of hundreds of his industry contemporaries. He’s also created and developed hundreds of educational products from print to digital used throughout the U.S. and beyond, which make the process of buying and financing a home easier for all. Brian is a father, real estate investor, outdoorsman, pilot, skier, golfer and plays ice hockey in several men’s leagues every week of the year.

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