A loan officer's name usually travels by referral, from an agent, a builder or a past client, and the social accounts get checked after the name arrives rather than before. Two readers matter most: the agent deciding whether to hand you a first file, and the borrower you closed four years ago who is now looking at a bigger house. We do not run a posting retainer for either one; instead we build the link cards and review display on your own site, profiles that show the right company and NMLS ID, and posts trimmed from loan explainers already written for that site.
Book a free consultation →A borrower comparing options late at night is usually typing, not scrolling: into a search box, onto a rate comparison site, or into a text to the agent selling them the house. Catching that search is the job of local search and the pages on your own site, and the mortgage page covers how the rest of a loan office's marketing fits together. Social does a narrower job.
Two groups actually read a loan officer's accounts. The first sends you files: listing and buyer agents, builders' sales staff, title and escrow officers, financial planners and CPAs, now and then a family law attorney. Before a first referral, plenty of them look you up, and what they check is not creative. They want to see that you are licensed in the state they think you are, still at the company they think you are at, and still posting like somebody who answers the phone on a Saturday.
The second group is people you already closed. A borrower takes out a mortgage and may not need another for years, so the value of staying familiar is having your name in front of them when rates drop, a job moves them, or the family outgrows the house.
Imagine half your files come from four agents at two offices. Those four, plus the agents who sit beside them at the Tuesday sales meeting, are close to your whole practical audience. Accounts written to hold that room look nothing like accounts written to chase strangers, and they cost far less to keep up.
In this business a referral often arrives as a link somebody texted, and what shows up on the other end is decided by your website, not by a platform. So most of the social work happens on the site, built into a mortgage broker website from the start rather than billed as an extra, while social media marketing describes the service in general.
The social package often pitched to loan officers is built around a weekly rate graphic, padded out with holiday images, first-time buyer tips and a stock photo of new homeowners on a porch. The rate graphic is the one piece that needs a compliance sign-off every single week, and the rest looks like the package the loan officer across town bought.
What earns attention in this field is the thing you already explain by text every week. Why an appraisal came in under the contract price and what happens next. What a condo questionnaire is and why it is holding up a file. What a self-employed borrower should gather before applying. Agents forward answers like that to their own buyers, and that forwarding is the reach that matters here.
An answer like that is writing, and writing is the one piece of social work we are set up to produce in quantity: 361 in-depth guides sit in our own learning library. Where content marketing is already running, a condo questionnaire explainer written once becomes a week of captions with no second budget, and the same page is material an AI assistant can quote when a borrower asks how condo approval works, which is AI search work. Where nothing is being written, writing for social alone gets quoted flat on its own terms.
What we will not sell you is a set number of posts a month. The material has to come out of your files and your week, so the routine depends on one person at your shop sending a photo and answering a couple of questions when a file closes. Mortgage adds a second constraint: if approval at your firm takes days, the routine leans on evergreen explainers that are still accurate when they clear, rather than market commentary that has gone stale by then.
A post that promotes a loan is an advertisement for credit, and it gets read as one: by whoever approves advertising at your firm before it goes out, and possibly by a state examiner who asks for the advertising file later. That changes what a caption can say.
None of this is legal advice, and we are not your compliance department: your firm and your state decide what you may publish, and that gets settled before the first post rather than after it. Our part is a routine with your reviewer's sign-off built in as a step.
Loan officers change companies often enough that every account needs an owner decided before anything is built on it.
A personal profile belongs to the person, and the people who followed a name leave with it. A company page belongs to the company. Neither is a problem. The trouble starts when nobody decided which one the marketing was being built on. On the day someone moves, the company name, the company's NMLS ID and the old firm's branding all have to change at once, while the officer's own NMLS ID stays the same, and pages still showing the old company keep turning up under that person's name for a long time.
So settle the split early. The company page gets created under a company mailbox that management controls, not under one loan officer's personal login, and a loan officer's own profile stays on a personal email, so it does not go dark when the work inbox is shut off on the last day. Then keep the company name, both NMLS IDs, the phone and the hours matching across the profiles, the site and the listing, which Google Business Profile for mortgage brokers covers.
Then look for what already exists: a page from a previous brokerage, a handle somebody made for a single open house, a page only a former assistant can log into. Reclaim or retire those where the platform allows it before anything new is made, because an agent who finds your name at two companies will not stop to work out which one is current.
There is no social media management sold here. Nothing is billed per post or by the month for posting, so our price list has no social line at all; the work attaches to services that already carry a published price.
Paid social rarely comes first for a broker. Our paid work leads with search ads, covered under Google Ads, because the borrower worth paying to reach is already typing a loan program and a city into a search box. When a goal really does call for a feed, agencies commonly bill it as a percentage of spend or as a flat fee; ours is a flat quote after a free consult. Meta runs ads for mortgage loans under a restricted special ad category that narrows targeting, and, in keeping with fair lending rules, nothing we build aims an ad toward or away from anyone by a protected characteristic.
Ongoing work runs a month at a time with no long-term contract. The site, the writing and the business accounts are yours, and any ad account is opened in the company's name rather than under one loan officer's login.
What we do not do: staff a daily posting desk, sit in your comments and direct messages answering borrowers, produce video, run influencer campaigns, or sell followers. Nor will we promise a number, whether followers, engagement, applications or funded loans, or a date for any of it: reach is set by each platform, and a loan closes for reasons no post controls. What you can check instead is the tagged traffic, profile by profile and agent by agent.
The method is on how we build. The free website report card grades the page an agent would be forwarding, and what should you pay estimates a site build or a search program, though it does not price social work. A free homepage mockup is on offer too, yours to keep whether we work together or not. Call or text (407) 694-2055 with questions about your own profiles, or book a free consult. We are Orlando-based and have been working with local service businesses nationwide since 2008.
Agents, most of the time. A first referral often follows somebody looking you up, so the accounts an agent, a builder or a title contact checks are the ones worth keeping current. Borrowers read them too, usually after they already have your name from a search or a referral. Ask two or three agents who send you files where they would look you up, and keep that one fresh before opening any other.
That is your firm's call, not ours, and plenty of firms say no on social entirely. Where it is allowed, the required disclosures have to ride along on the image, not only in the caption. The bigger practical problem is age: a rate graphic can keep circulating as a screenshot long after the rate itself is gone. A post explaining what moves a quote from one day to the next stays accurate far longer.
Only with the family's written consent, collected before anything is posted, and only once the table is clear. Closing documents, a check, a laptop screen and a folder with the property address on it all slip into these photos easily. A thumbs-up by text is not consent your firm could produce a year later, so the routine calls for your firm's photo release, signed at the table.
Often, with care. On the platform, a review is the borrower's own statement; reposted by you, whatever it says about a rate, a payment or how quickly the loan closed reads as your advertising claim, so it goes through your firm's review like any other ad. Get the borrower's written permission before their name appears in your feed, since reposting it announces who your customer was. A review praising how you handled the process raises fewer questions than one praising the rate.
Not by itself, but the rules follow the content rather than the account type. Once a personal profile markets loans, firms generally treat it as advertising, with identification, disclosure and record keeping attached. A post about your weekend is personal; add a line inviting refinance calls and it has become an ad. Decide up front which profiles are used for business, and put that decision in writing.
Move it off the platform without discussing the file there. Borrowers do sometimes send a pay stub or a Social Security number to whichever inbox answers first, and a social inbox is unlikely to be on your firm's list of approved places to receive it. The routine we write includes a stock reply pointing to a phone call or your secure document upload, and names who checks the inbox. We do not monitor it ourselves.
That is the standalone version: profiles claimed or reclaimed, the new company name and NMLS ID placed where your firm wants them, old pages retired where the platform allows it, a starter set of posts, and a one-page routine so the account keeps moving. It is quoted flat after a free consult, once we have seen what exists under your name, and nothing about it bills monthly. The site side, if you want it later, is part of a custom build priced at $3,500 to $12,000+ one time.
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In a free consult we text your pre-approval page to a phone and look at the card it makes, check every profile under your name for the right company and NMLS ID, and tell you which of it is worth fixing before any posting starts. Text the page agents forward most to (407) 694-2055, or call the same number.
Book a free consultation → Or call/text directly: (407) 694-2055Tell us a little about the business and we will come back with an honest read: what we would fix first, what it costs, and whether you need us at all. Prefer to see work before you talk numbers? Get a free homepage mockup, built for your business, yours to keep either way.
Brandon reads every one of these himself. You will hear back shortly with an honest read on what we would do first, what it costs, and whether it is worth it for you.