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Most loan officers and real estate agents write their video titles, post captions, or profile summaries based on what sounds good — or ask ChatGPT to “make it better” for them.
But if you want your content to actually show up in Google, Instagram, or AI tools like ChatGPT and Perplexity, you need keywords.
And not just any keywords — the ones your audience is already searching for.
Why Keywords Matter More Than Ever
🚨 96% of homebuyers begin their journey online (NAR)
🚨 46% of searches have local intent (Search Engine Roundtable)
🚨 Google now indexes Instagram + Facebook professional posts (Meta, 2024)
With AI search on the rise and Google surfacing more social media content in results, adding the right keywords to your content is no longer optional — it’s essential.
So if you want your content to...
➡️ Show up in search results
➡️ Attract the right audience
➡️ Speak directly to a specific buyer or seller
It’s time to stop guessing — and start optimizing.
And if you're not sure where to start?
Here are 3 easy ways to find and integrate strategic keywords that your audience is already searching into your social media profile and content👇
🔍 Step 1: How to Find High‑Performing Keywords in Under 5 Minutes
How do you find keywords that will help you rank significantly better for real estate or mortgage searches?
Here are three easy ways to get started 👇
1. Use Google Autocomplete
Type in your niche (e.g. “Down payment assistance in Colorado”) and take note of the search queries that automatically fill in for you.
🎯 Pro Tip: Keyword tools like AnswerThePublic.com (3 free searches per day) make this even easier by turning autocomplete suggestions into easy-to-read lists.
(Yes, it's really that easy.)
Because those suggestions?
They're based on what real people are searching.
Pro Tip: Watch this short video to see where to find the “People also ask” and “Related searches” sections on Google to source easy content ideas and keywords.
2. Try the same thing on Instagram, TikTok, or YouTube
Search your topic or keywords using the platform's search bar, then pay attention to what auto-fills – both in the search bar, and the recommended results.
Those are search trends your audience is curious about.
Pro Tip: If you haven't already, try this:
- Search "Creator Search Insights" on TikTok, then follow these instructions to see which search terms are currently seeing a rapid increase in search traffic
3. Reverse-Engineer High-Performing Videos
When searching your niche topic on the social media platforms, look at the content that shows up.
What keywords do they use in the title?
What keywords are in their captions or on-screen text?
Take note — if it worked for them, it might work for you too.
💡 Pro Tip: Include your city, neighborhood, and buyer type (e.g. “FHA loans in Phoenix AZ”) to tap into actionable search intent
So, to recap, the 3 easiest ways to find keywords in under 5 minutes are:
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Google Autocomplete – Type in your topic and watch what fills in; these are real queries people make. (Or use a free keyword tool like AnswerthePublic.com)
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Instagram or TikTok search bars – Especially useful if your platform content serves local audiences.
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High-performing content suggestions – Scan the top titles for common phrases people use that are already working well.
✅ Step 2: Where to Place Keywords in Your Social Media Content
Once you’ve found your keywords, it's important to place them strategically in your content.
Here are the places in your content that the algorithms are looking at:
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Video title & thumbnail – This is prime SEO real estate, plus your first chance to stop the scroll and signal relevance.
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Spoken in your video – Yes, social media (and AI tools) listen to what you say in your content
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Captions & hashtags – Reinforces SEO and context for both social algorithms and search engines
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Alt-text & pinned comments – These are often overlooked but help indexing and accessibility.
🚨 Reminder: As of July 2025, Google now indexes Instagram and Facebook posts from public professional accounts — so your captions, hashtags, and alt text now have real search power.
Not sure if this setting is turned on for your account? Watch here to make sure you're not missing out on free SEO from your content.
📱 Step 3: Choose Platforms That Actually Show Up in Search Engine Results
Not all platforms are created equal when it comes to SEO.
Here’s which platforms currently surface the highest in search results:
🥇 YouTube
Still the #1 platform for appearing in search. Use keyword-rich titles, spoken words, and captions.
🥈 Instagram (Professional Accounts)
Now shows up in Google results — especially Reels and carousel posts with keyword captions.
🥉 Facebook (Business Pages)
Posts from public professional pages are now indexable. Use geo-tags and alt text.
⚠️ LinkedIn
Good for name-based and article searches, but videos and posts currently rank lower.
💡 Pro Tip: Post your content across all three major platforms (YouTube, Instagram, Facebook) to triple your chances of showing up in AI and search results.
Need help making this easier? Schedule and auto-post your content across social platforms from one easy-to-use app with SocialCoach – so you can save time while staying visible everywhere.
Easy Keyword Strategy Checklist
Here’s your simplified SEO checklist:
| ✅ Tactic | 🔍 Purpose |
|---|---|
|
Find local, relevant keywords |
Show up for what your audience is already searching |
|
Place them in titles, captions, audio, & alt text |
Improve your discoverability |
|
Prioritize platforms that show up in search |
Multiply your chances of being seen |
|
Cross-post content |
Increase reach without extra effort |
You don’t need to go viral – you just need your content to be visible.
Frequently Asked Questions (FAQs)
❓ What are keywords in social media and why do they matter for real estate agents and loan officers?
Keywords are the specific words and phrases your target audience is already searching for online. Using them strategically in your social media posts, profile, and videos helps you show up in Google, Instagram, and AI-generated search results – so the right people can find you when they’re ready to buy, sell, or refinance.
❓ How do I find the best keywords for mortgage or real estate content?
Start by using Google Autocomplete, TikTok Creator Search Insights, and YouTube search suggestions. These free tools show you what people are actually typing into search bars—so you can use those phrases in your posts, videos, and captions to match their intent.
❓ Where should I put keywords in my social media posts?
Use keywords in these key places:
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Your video title AND on-screen text
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Spoken content in your video (AI tools can “hear” it!)
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Post captions and hashtags
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Alt-text on images
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Pinned comments for added reinforcement
This improves your discoverability both on social platforms and in search engines like Google.
❓ Which platforms help my content show up in Google and AI searches?
The best platforms for search visibility are:
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YouTube – Highly indexable and great for long-term SEO
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Instagram and Facebook (public business accounts) – Now indexed by Google as of July 2025
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LinkedIn – Posts and profiles may appear in name or brand-related searches
Cross-posting your videos across all three gives you maximum exposure.
❓ Can AI tools like ChatGPT and Perplexity find my content?
Yes – if your name, location, and content appear on indexed sources like blogs, social media posts, YouTube, or business listings. AI pulls from what it can access on the open web, so adding keywords and publishing consistently increases your chances of showing up in conversational search results.
❓ How can I make keyword research easier without paid SEO tools?
Use these free methods:
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Google autocomplete + “People also ask” sections
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TikTok Creator Search Insights
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Title and tag analysis on top-performing videos on social platforms
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Free keyword tools like AnswerThePublic
They’ll help you find the most relevant topics and phrases in under 5 minutes.
❓ What is SocialCoach Boot Camp and how can it help with keyword strategy?
SocialCoach Boot Camp is a free 4-week social media training program built for real estate agents and mortgage pros. You’ll learn how to:
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Optimize your profile for local and AI search visibility
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Structure your video content to attract and convert
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Identify which platforms to focus on
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Create a consistent content plan that works for you
If you’re looking for help building a better content plan that’s sustainable, strategic, and actually fun — our 4-week Social Media Boot Camp starts the first Wednesday of every month.
🔗 Click here to save your spot for Boot Camp (it's FREE) →
Want to save hours every week and look more professional on video?
With SocialCoach’s Video Catalyst service, we:
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Eliminate recording stress with built-in scripts and teleprompter
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Clean up mistakes and add attention-grabbing captions, stickers, and thumbnails
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Auto-post your content across all your platforms — so you stay consistent without the burnout
👉 Learn more about Video Catalyst
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