Every loan officer knows they "should" be on social media. Very few know what to do once they get there. The result? A burst of random posts, crickets, and a decision that "social media doesn't work for mortgage."
It does work. But not the same way on every platform, and not if you're treating it like a billboard. Here's what actually works, platform by platform, for loan officers in 2026.
Facebook: Still the Workhorse
Facebook isn't sexy anymore, but it's still where the majority of homebuyers spend time — especially the 30-55 age demographic that makes up your core market. It's also the best platform for local community engagement.
What Works on Facebook
- Client success stories — closing photos, first-time buyer celebrations (with permission)
- Local market updates — rate commentary, housing inventory, neighborhood spotlights
- Educational content — myth-busting posts, "did you know" facts about mortgages
- Community engagement — share local events, support small businesses, join neighborhood groups
Skip the rate sheets and corporate compliance posts. Nobody scrolls Facebook to see today's rates formatted in a table. Lead with stories, end with value.
Facebook Pro Tip
Join 3-5 local community Facebook groups and become a helpful presence — answer housing questions, share local insights. Don't pitch. When someone asks "does anyone know a good lender?" you'll be the one everyone tags.
Instagram: Visual Storytelling
Instagram rewards consistency and personality. It's less about mortgage education and more about letting people see the human behind the license. If Facebook is your town square, Instagram is your personal magazine.
What Works on Instagram
- Reels — short tips (30-60 seconds), day-in-the-life, myth-busting. Reels get 3-5x the reach of static posts
- Stories — behind-the-scenes, polls ("first-time buyers, what's your biggest fear?"), Q&A sessions
- Carousel posts — step-by-step guides ("5 Steps to Get Pre-Approved"), before/after scenarios
- Personal content — your life outside mortgages (within reason). People buy from people they like
The biggest mistake LOs make on Instagram is posting only mortgage content. Your feed should be roughly 60% value/education, 20% social proof, and 20% personal. Mix it up.
LinkedIn: B2B and Realtor Relationships
LinkedIn is underrated for loan officers. It's not where borrowers find you — it's where realtors, financial planners, and referral partners discover you. If realtor referrals are a core part of your business, LinkedIn should be a priority.
What Works on LinkedIn
- Industry commentary — your take on rate movements, market shifts, regulatory changes
- Case studies — how you solved a complex deal (no client names, of course)
- Thought leadership — opinions on where the industry is heading
- Realtor-focused content — tips for agents, co-marketing ideas, partnership value propositions
LinkedIn's algorithm rewards comments and engagement. Spend 10 minutes a day commenting on realtor and industry posts. It's more effective than publishing your own content in isolation.
YouTube: The Long Game
YouTube is a search engine, not a social network. That distinction matters. People go to YouTube with questions: "How much house can I afford?" "What's PMI?" "First-time buyer mistakes." If you answer those questions, you'll generate leads for years from a single video.
What Works on YouTube
- Educational videos — 5-10 minute explanations of mortgage topics
- Local market content — "Moving to [Your City]? Here's What to Know About Housing"
- Process walkthroughs — what to expect from application to closing
- Rate update videos — weekly or bi-weekly market commentary
You don't need professional production. A good mic, decent lighting, and genuine expertise beat a studio setup with surface-level content every time. See our full guide on video marketing for loan officers.
TikTok: High Risk, High Reward
TikTok's reach is unmatched — a single video can get 100K+ views with zero followers. But the audience skews younger, and the content style is very different from what most LOs are comfortable with. It works best for LOs targeting first-time buyers or building long-term brand awareness.
What Works on TikTok
- Myth-busting — "You DON'T need 20% down" performs incredibly well
- Quick tips — 15-30 second actionable advice
- Trending audio — mortgage-related takes on trending sounds/formats
- Humor — self-deprecating mortgage industry humor lands well
Don't try to be on every platform. Pick two, do them well, and use automation to stay consistent. Two platforms done right beats five done poorly.
The System Behind the Content
Here's what separates LOs who succeed on social media from those who burn out: a system. Not willpower. Not motivation. A repeatable process that runs whether you feel like posting or not.
- Batch create — dedicate 2 hours once a month to create all your content
- Schedule everything — use your marketing tools to queue posts in advance
- Repurpose ruthlessly — one video becomes a Reel, a LinkedIn post, a blog excerpt, and an email snippet
- Engage daily — 10 minutes of comments and replies. This is non-negotiable
- Track what works — check your analytics monthly and double down on what gets engagement
Social media isn't a creative endeavor — it's a time management challenge. Systematize it, and it becomes one of the most cost-effective lead generation tools in your arsenal.
Need help building the system? Empower LO integrates your CRM, social scheduling, and follow-up automation so your social media efforts actually convert into pipeline.