Most loan officers know they "should be posting content." So they share a rate graphic on Monday, go silent for two weeks, post a stock photo of a house, and wonder why it doesn't generate leads. Content marketing works — but only with consistency, strategy, and the right expectations.
You don't need to become a full-time content creator. You need a repeatable system that takes 2–3 hours per week and builds an audience that eventually turns into pipeline.
The Content That Actually Works in Mortgage
Forget what marketing gurus tell you about "viral content." In mortgage, your audience is local, specific, and looking for trustworthy information. Here's what resonates:
Educational Content (60% of Your Mix)
This is your bread and butter. Answer the questions borrowers actually ask:
- "How much home can I afford on a $75K salary?"
- "FHA vs conventional — which is better for first-time buyers?"
- "What credit score do I actually need to buy a home?"
- "How much do closing costs really cost in [your state]?"
- "Should I wait for rates to drop or buy now?"
Each of these is a social media post, a short video, a blog article, or all three. The format matters less than the substance. If a borrower learns something useful, they remember who taught them.
Social Proof Content (20% of Your Mix)
Closing day photos (with permission), client testimonials, review screenshots, and "just funded" announcements. This content shows potential borrowers that real people trust you with their mortgage. It's more persuasive than any rate graphic.
Personality and Community Content (20% of Your Mix)
People do business with people they like. Show up at local events. Share your perspective on the market. Post about your community involvement. Let people see the human behind the NMLS number. This content doesn't generate leads directly — it builds the trust layer that makes everything else convert.
The LO who posts 3 helpful pieces of content per week for a year has 150+ touchpoints working for them. That's an audience. That's a brand. That's a pipeline.
Where to Post: Platform Strategy
Facebook and Instagram (Priority 1)
Still the most effective platforms for mortgage content. Your borrowers are here, your realtors are here, and the local community is here. Post to both — Instagram reaches a younger demographic that's entering the homebuying market.
Best formats: short-form video (Reels), carousel posts explaining a concept, Stories for behind-the-scenes content, and standard posts for social proof.
YouTube (Priority 2 — Long-Term Play)
YouTube is the second largest search engine. A library of mortgage education videos will generate leads for years. "FHA loans explained" or "How to buy a house in [City]" — these are searched thousands of times monthly.
You don't need professional production. A smartphone, decent lighting, and genuine expertise is enough. Consistency beats quality — one video per week is better than one perfect video per quarter.
LinkedIn (Priority 3 — Referral Partners)
LinkedIn isn't where you'll find borrowers. It's where you'll find realtors, financial advisors, CPAs, and other referral partners. Post industry insights, market commentary, and content that positions you as a mortgage expert peers want to partner with.
Blog / Website (Foundation Layer)
Your blog feeds everything else. A well-written blog post becomes social content, email content, and an SEO asset that drives Google traffic. Every blog post should target a specific keyword and link to your lead capture pages.
The Weekly Content Calendar
Here's a realistic schedule that takes 2–3 hours per week:
Sample Weekly Schedule
Monday: Educational post — answer a common borrower question
Wednesday: Social proof — closing photo, testimonial, or review
Friday: Market update or personality content — local event, rate commentary, community spotlight
Monthly: One blog post (800+ words) that becomes 4+ social posts
Batch your content creation. Spend 2 hours on Sunday creating the week's content, schedule it with your marketing tools, and you're done. Don't create content in the moment — that leads to inconsistency.
Turning Content Into Leads
Content without a conversion path is just entertainment. Every piece of content should have a next step:
- Blog posts — Include a CTA to get pre-approved, download a guide, or schedule a consultation
- Social posts — "DM me 'RATES' for today's numbers" or link in bio to your landing page
- Videos — End with a clear CTA: "Link in the description to check your rate"
- Email newsletter — Repurpose your best content into a monthly email to your database
Track which content generates the most engagement and leads. Double down on what works. Stop doing what doesn't.
Content Ideas You Can Use Today
Stuck on what to create? Here are 20 topics that work for loan officers:
- The step-by-step homebuying process in [your state]
- How much house you can afford on [salary range] in [city]
- FHA vs Conventional: which is right for you?
- What happens during underwriting (and why it takes time)
- The real cost of waiting to buy
- Down payment assistance programs in [your state]
- 5 things NOT to do after getting pre-approved
- How your credit score affects your mortgage rate
- Closing costs explained in plain English
- Why your pre-approval letter matters in a competitive market
- Renting vs buying: the real math in [city]
- What sellers look for in a strong offer
- How to get your credit ready to buy a home
- The truth about mortgage points
- VA loans: benefits most veterans don't know about
- This week's rate update and what it means for buyers
- Client success story (with permission)
- Common mortgage myths, debunked
- What to expect at closing
- Your local market: what's happening and what's next
Each of these can be a social post, a video, a blog article, or all three. One idea, multiple formats, maximum reach.
Content marketing isn't about going viral. It's about showing up consistently with valuable information until your community sees you as the mortgage expert. Start with three posts a week. Stick with it for six months. The pipeline will follow.