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Most mortgage professionals think they’re posting for their clients – but end up accidentally creating content that appeals more to their peers instead.
Which means if your posts are filled with acronyms, industry jargon, or closing photos without context…your ideal client might be scrolling right past.
Just because a post gets likes and comments doesn’t necessarily mean it’s helping your audience feel more confident, educated, or ready to reach out.
Let’s fix that. Here’s a clear, actionable guide to what clients actually want to see – plus example ideas you can steal to post today.
1. Clear, Simple Education (That’s Actually Helpful)
Clients don’t want to be experts – they want to feel confident about putting their trust in you to be the expert for them.
✅ Before you hit "post," ask yourself: Am I explaining things in a way a high school student could understand?
Post content that:
- Breaks down loan options in everyday language (your clients don’t care what HELOC stands for, they want to know when and why they should use one)
- Answers common, basic questions (especially the one you get asked 6 times a week!)
- Provides guidance, but in a way that feels real, relatable, and fun
Real examples:
- FHA vs. Conventional: How to Know Which One Is Best for You
- Go back to the basics...but make it fun
- Quick & funny skits: What NOT to do after getting pre-approved...
📌 Pro Tip: Try using analogies, skits, stories, and visuals to make abstract concepts easier to understand, remember, and stay engaged with. (Ex. “How the Mortgage Process is Like Golf” or "Entering Your Homebuying Era: Taylor Swift Style")
🧐 Self-check: Scroll your last 10 posts. Do at least 2 provide valuable advice in plain, jargon-free language?
2. Relatable Stories That Build Trust
Information can get boring. Stories connect.
Okay, great, you closed another loan. That’s exciting – for you. But for your clients? Big whoop.
Unless you give them a reason to care.
Like sharing how that client started with less-than-optimal credit but ended up saving thousands with your help. Or how you saved a deal last-minute with a bridge loan. Or helped a family upgrade homes without tripling their payment.
Don’t just share what you achieved – tell the story:
- What the situation was
- What challenges they faced
- How you were able to guide them through it and what the outcome was
Real examples:
- This first-time buyer thought they couldn’t qualify, here’s what we did
- Quick “client win”: How I helped this family buy a home sight unseen
- Direct responses to home buyer questions or experiences
✨ This type of content shows you’re reliable, not just knowledgeable. And reliability leads to referrals.
📌 Pro Tip: Start a "client wins" folder in your notes app to track stories in real time.
🧐 Self-check: Do you have a running list of client success stories to pull from? If not, start building one.
3. Content That Reduces Fear
Buying a home is emotional. Your job? Help people feel safe reaching out.
✅ Ask yourself: Does my content address real fears, or am I avoiding the tough conversations?
Post content that:
- Acknowledges common fears (“Worried about high rates?”)
- Reassures them with real solutions (“Let’s talk about buydowns, seller credits, and creative options”)
- Shows that working with you makes the process easier
Real examples:
- Worried About Rates? Let’s Talk About Buydown Strategies
- Sharing stories about how you navigate real situations with clients (yes, even the tough ones)
- Breaking down the WHY behind confusing rules and processes
📌 Pro Tip: Reassurance = conversion. The more you address concerns directly, the easier it becomes to build trust.
🧐 Self-check: Are you regularly educating through reassurance in your content? If not, start there.
4. Local Market Knowledge
Clients want local, niche expertise – not advice that's so generic it isn't useful.
They want someone who knows their area of expertise inside and out – someone who can tell them more than a Google search can.
✅ Ask yourself: Am I showing that I’m a local expert or blending in with national noise?
Post content that highlights:
- Neighborhoods and communities
- Area-specific market trends and stats
- City or county-level programs, grants, or events
Real examples:
- What $500K Gets You in [City] (turn this into a full video series for each state!)
- Open House tour: Inside This [Neighborhood] Hidden Gem Listing
- Post: New Down Payment Assistance Program in [County]
🧐 Self-check: Would a stranger know where you're located and who you serve just by glancing at your profile and last 6 posts?
5. Real you = real connections
People connect with people.
The more “you” in your content, the more trust you build.
Inject personality, behind-the-scenes moments, and values into your feed. (And spoiler alert: These posts will often perform better than your "business" content.)
✅ Ask yourself: If someone scrolls my feed, will they get a feel for who I really am?
Share things like:
- Favorite coffee shops or go-to local spots
- Blooper reels or funny behind-the-scenes moments
- Why you got into this business
Real examples:
- My go-to spot for writing pre-approvals: [Coffee Shop]
- Personal anecdotes and commentary
- Insider industry insights
📌 Pro Tip: These posts often get the most engagement, because they feel real. That engagement = reach. And reach = more eyeballs on your business posts, too.
🧐 Self-check: Start with one personal or personality-driven post a week. (And yes, Stories count!)
Bottom Line: Better Content = Better Clients
Your content doesn’t have to be boring – and it definitely doesn’t have to be confusing.
You also don’t need to go viral to see results. You just need to create content that builds trust, educates clearly, and connects emotionally.
New to SocialCoach?
There’s a smarter way to create & share content consistently — without adding hours of work to your plate.
SocialCoach makes it simple with tools built specifically for mortgage and real estate pros:
✅ Running low on content ideas? Get customizable video scripts and ready-to-share content prompts that make planning effortless.
✅ Frustrated with DIY video edits? Save hours with done-for-you video editing that so you can show up confidently with pro-quality content.
✅ Struggling to keep up with posting? Easily schedule content to auto-post to multiple social platforms from one place.
Book a 15-minute demo to see how SocialCoach replaces multiple tools with one integrated platform designed for mortgage and real estate professionals.
Looking for more help getting started?
Join our next SocialCoach Boot Camp — a free, 4-week virtual course to help you:
- Optimize your profiles
- Level up your video skills
- Build a content plan that works for you
And the best part? It’s FREE.
Register for our next session here
