How Mortgage Professionals Can Use Organic, Trend-Driven Content to Grow Online

Most mortgage loan officers and real estate agents approach social media the same way:

• Post educational tips

• Share generic market updates

• Hope someone engages

Here’s the problem: generic education rarely drives engagement. The content is technically useful, but it’s often skipped, scrolled past, or ignored.

The key to creating social media that actually works? Organic, relatable, and fun moments that foster connection.

Why Mortgage Content Doesn’t Have to Be Boring

Last week at our Mortgage Marketing Event, we experienced this first-hand.

With dozens of sessions, networking opportunities, and vendors competing for attention, our original plan to have attendees stop by our booth to create videos wasn’t getting the traction we hoped for.

Then our team started a playful “fit check” video. We jokingly showed off our outfits, brands, and personal style – just for fun.

That little organic moment sparked an idea: why not get attendees involved? After all, people love showing off their style.

So we took the idea into the hallways and invited anyone who wanted to participate.

The result:

• Dozens of participants created short clips

• We compiled them into a single, highly shareable video

• Each participant engaged with the video, commenting, liking, and sharing

Because the content was fun, inclusive, and organic, engagement skyrocketed. The video reached far beyond our original audience because people shared it to show off themselves and their experience at the event.

Why Context Beats Generic Tips Every Time

Here’s the bigger lesson for mortgage and real estate professionals: context and storytelling are more impactful than just facts.

• People connect with stories, personalities, and shared experiences

• Adding your own insights, case studies, or personal anecdotes makes educational content more impactful

• When you combine education with entertainment, relatability, or even humor, your content becomes something your audience wants to engage with

For mortgage and real estate professionals, this can mean:

• Turning a market update into a funny skit or trend-based joke

• Using pop culture references your audience already knows, like Taylor Swift’s new album or relating the mortgage process to football in time for the Superbowl

• Sharing small behind-the-scenes moments that feel personal, human, and approachable

When content feels like a chore, your audience can often tell. But when it feels fun, creative, and is something you're genuinely excited to share, your audience is more likely to respond – which helps your posts naturally reach more people.

How to Turn Organic Moments Into Social Media Wins

• Find your niche, but make it fun: What do you love talking about? Whether it's golf, local community events, pop culture, or market insights, incorporate topics you enjoy in your content – it makes posting feel less like work, AND attracts clients you relate to or enjoy working with.

  Example: This real estate agent went viral for playing hide-and-seek in her listings.

• Make education entertaining: Market insights are valuable, but a playful twist or skit makes them more shareable. 

  Example: Jordan Nutter, a mortgage professional, frequently uses short skits to explain complex mortgage scenarios to make the information memorable and entertaining for viewers.

• Leverage trends thoughtfully: Use trending formats or popular shows to make content feel fresh, while keeping it relevant to your audience and brand.

  Example: This real estate pro jumped on a trend that spins the title of a popular TV show (as of Summer 2025) The Summer I Turned Pretty to tie it into their brand to make this post more relatable and shareable.

• Create interactive moments: Encourage participation by incorporating challenges, quick Q&A, or mini-games – anything that makes your audience feel included and excited to join in the fun. 

  Example: This loan officer does a great job of asking a question that her audience was excited to answer.

• Repurpose content strategically for maximum reach: Capture moments and turn them into clips, captions, or multi-post series to extend reach without creating extra work. 

  Example: This loan officer does a great job of creating a variety of content that educates but still feels personal

Why This Matters for Loan Officers and Real Estate Agents

Organic, fun content does more than entertain:

• It builds trust and connection with your audience.

• It makes your brand memorable and relatable.

• It drives engagement and shares, expanding your reach.

• It turns social media from a chore into a relationship-building tool.

Selling is transactional. Connection is transformational. Organic moments create connections that turn into leads, referrals, and loyal clients.

TL;DR – The Main Takeaway

Don’t overthink content creation. Look for moments of fun, creativity, and connection. Capture them, share them, and let your personality shine. Your audience will engage, share, and remember you.

For mortgage professionals and real estate agents, this approach transforms social media from a chore into a tool for building relationships, credibility, and reach.

Remember: selling is transactional, but connection is transformational.

Want the latest social media strategy tips?

Check out our latest social media strategy sessions on our YouTube channel for more easy, trending content ideas.

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