Back to All Stories

Social Media Marketing Tools That Help Loan Officers Maximize Their Online Presence

May 28, 2021

Social media marketing tools that boost your presence on social media can help you stand out from the crowd. With the right social media management tools and strategy in place, loan officers can position themselves as subject-matter experts while building a loyal audience for many years to come. Not to mention, creating an additional lead generation source is extremely helpful in expanding relationships and driving new loan opportunities. 

There are many loan officers out there unwilling to take the time to learn the basics of social media. Many loan officers are not posting at all and feel that social media marketing tools are far too complex. However, there are simple strategies you can use to drive success online. 

Here are 7 of the latest social media tools to help you expand your digital marketing efforts and maximize your presence on social media:

1. Focus on Solving Industry Issues


Close More Deals With Surefire's SMS Text Feature!

Text messaging has become the cornerstone of direct phone communication and borrowers expect you to respond- and FAST.

The most effective tactic in social media is providing solutions to common problems. Creating content that is solution-based, establishes authority and credibility with your audience moving forward. 

Here is a simple framework to help you create topics and social content that is solution-based.  

  • Identify common issues in the mortgage industry. 
  • Brainstorm solutions and list them out. 
  • Create problem-solution topics and promote individually moving forward. 

The goal is to leave your audience with new information that puts them in a better position moving forward.

2. Create a Social Media Calendar

Creating a social media calendar will help you schedule your posts and curate your topics. It also keeps you posting on a consistent basis, the key to building a loyal audience. 

Topics should position you as a thought leader in your space and encourage followers to engage with your posts. Social followers tend to engage the most when they are provided with useful, relevant, and uplifting information. The key is looking for opportunities to engage with followers and closely monitoring the analytics to see what topics are resonating with your audience. 

Assigning topics to certain days will help originators create an ongoing cadence, boost follower count growth, and will create more time to work on other tasks. 

3. Use Video Snippets

93% of marketers say they have landed a new customer from video marketing on social media

A mortgage marketing CRM like Surefire allows you to create and launch video messages right inside the platform with Power Video. With personalization in mind, you can easily create short video snippets and send them directly to borrowers or post them across several social platforms at the same time. Topics can include market updates, loan milestone updates, birthday messages and instructional videos. 

Adding video to your social strategy is one of the most powerful ways to generate attention and reach your audience. Video is a fantastic tool to hook your audience and drive conversions.

4. Promote Your Reviews

Sharing ratings and reviews across your social media channels is a great way to build social proof and promote your personal brand. According to a study from iPerceptions, 63% of customers are more likely to buy from someone that has user reviews. 

Many loan officers are benefitting from (formerly SocialSurvey) to gather borrower testimonials and promote them online. If you are currently not using, it is a powerful tool that allows you to share your reviews across many platforms like Mortgage Coach, MBS Highway, LinkedIn, Facebook, and Twitter. 

Ratings and reviews can drive conversion and will help drive confidence with your borrowers. They are also extremely helpful when it comes to enhancing relationships with realtors and referral partners.

5. Get Visual

According to, visual content is 40 times more likely to get shared on social media than other types of content. Social audiences tend to engage much more with visuals than textual content. Facebook posts with images see 230% more engagement than those without. 

Posting the following items can help you drive ongoing engagement and keep the visuals authentic: 

  • Team photos or videos
  • Borrower testimonials
  • Photos of events
  • Behind-the-scenes photos and videos
  • Quote photos
  • Infographics that solve an industry problem
  • Single Property Sites

Surefire can help you share all these items across platforms such as Linkedin, FB, Instagram, and Twitter. The Surefire platform can deploy your own content or provide an award-winning content library that you can use when posting to your social channels. 

Try and stay away from using stock photos and imagery on the web as much as possible. These items can take away from your personality and can water down your posts. Followers appreciate authenticity and will engage with visual content that is relevant, meaningful, and personal. 

6. Monitor Your Channels and Respond Quickly to PM’s, Tags, and Questions

Always be looking for opportunities to connect with your audience. 

Two-way engagement is important on social media. When a follower takes the time to ask you a question or tags you in a post, they are essentially seeking your expertise and inviting you to a conversation. You can also do the same, asking questions at the end of your posts to help initiate a conversation with your followers. 

Responding quickly to tags and private messages builds a community focused on engagement. Engagement can uncover new opportunities. Be sure and consistently monitor all of your social media channels, responding quickly and authentically.

7. Use Omnichannel Social Media Marketing

Having a presence across several social platforms should be a key part of your social strategy. 

Showcasing your brand on sites like Linkedin, Twitter and Facebook will help you increase your reach and give your clients the ability to engage with you inside a social channel that is most comfortable for them. 

A CRM like Surefire will help you launch and maintain many of these strategies. To learn more about Surefire and how we are helping wholesale mortgage companies drive performance, contact us today at to learn more.


Rick Webster

Vice President, Client Strategy

A seasoned digital marketing executive and mortgage veteran, Rick has spent over 20 years leading successful teams and guiding hundreds of marketers at large global brands, mortgage companies, and advertising agencies. With a background in marketing automation and financial technology, Rick helps marketing teams drive results with the latest strategies.


Free Ebook

Get instant access to tried-and-true mortgage marketing strategies and guides with Mortgage Marketing University.


Custom Look Book

See how Surefire effortlessly develops content tailored to your brand.  Sign up for a free look book today.


Get the Demo

You have what it takes to be a top mortgage lender and Surefire has what it takes to get you there. Learn How!

Pin It on Pinterest

Share This