If you’re running a mortgage branch today, marketing has to be front-of-mind if you want to compete. And an integral component of any effective marketing strategy is social media. 

A strong social media presence puts you in direct contact with your target audience. Often, this audience is actively searching social channels for information related to your industry. For example, 79% of Millennials and Gen Zers have gotten financial advice from social media and 62% feel empowered by access to this advice. 

The problem many mortgage professionals face is they don’t have the knowledge or time to put social media to work for them. They need to focus on running their business and earning a mortgage branch manager salary that allows them to reach their personal and professional goals. 

The good news is, the fundamentals aren’t complex, and understanding them can help you reach more potential clients. Keep reading to learn how you can use social media to grow your branch.

The Importance of Trust in Mortgage Lending

When a homebuyer comes to you for a loan, they’re putting a lot on the line. Mortgages are huge and often stressful financial decisions that impact your client’s lives for years. This means they need to have complete trust in you on a professional and personal level. 

Part of this trust is attached to your business’s reputation. Your clients need to know you’re running a reputable branch and that you get results. 

They also want to know if you’re approachable, if you value client relationships, and if you have a passion for mortgage lending. Unfortunately, some loan officers go after mortgage branch manager jobs but only care about their bottom line. This won’t cut it if you want to run a business with a good reputation. 

Using Social Media Content to Build Trust and Credibility 

In 2024, it’s not good enough to simply advertise your services. Consumers need to trust your brand. Social media plays an important role in achieving this. 

When people can interact with your business, they get a better sense of who you and your team are. This helps build credibility and transparency. 

A good social media presence is all about interaction. It serves as a space for existing and potential clients to learn more about what your branch is doing and communicate with you. 

This occurs through different forms of content, including: 

• Engaging stories about your business
• Mortgage industry news 
• Client testimonials
• Success stories 
• Product and service offerings

In addition to building a larger following on social media, high-quality content promotes interaction through comments and sharing. This is a chance for you to start engaging with potential clients and generating leads. 

It’s important to note that your social media content needs to be relevant, useful, and carry your brand identity. After all, it’s a reflection of your business and may form many people’s first impression of you. 

Establishing Brand Presence

Boosting your brand’s viability online is important, especially if you’re just starting out. This isn’t something loan officers consider when starting new mortgage branch manager jobs, but it’s crucial to your success. 

Social media is the perfect tool if you want to get your name out there and start building your reputation. It’s fast and doesn’t cost much. 

For an established mortgage branch, an active social media presence is like leaving a paper trail. Done correctly, your accounts show the long history of your work and industry knowledge. 

Let’s look at some ways you can use social media to increase your business’s visibility online. 

Consistency is Key 

As a business, a quiet social media account isn’t helping you reach a larger audience. It’s important to create a schedule and publish content regularly. 

It’s also important to ensure your branding is consistent across each of your social media channels. Logos, photos, and tone of voice should all be the same. 

Place an Emphasis on Visuals 

Incorporating things like infographics and videos into your social media strategy will help you make a bigger impact. It makes what you have to say easier to digest and more engaging. 

One study found that 72% of consumers would rather watch a video than read about a product. Creating branded videos will help give your target audience a better idea of who you are and how you can help them. 

Pick the Right Platforms 

Focusing on the social media platforms your target audience prefers will help you reach more people and grow your brand awareness. For example, Gen Zers enjoy Instagram and TikTok, while baby boomers are more active on Facebook. 

Stay Engaged With Your Audience 

When your social media audience engages with you, it’s important to keep the conversation going. Make it a point to respond to comments, direct messages, and mentions. 

An Emphasis on Value 

The quality of your social media channels and the content on them is of the utmost importance. Consumers today put in the time to research the brands they do business with, which means your content needs to establish you as an industry authority. Valuable content also helps you rank better in search engines. 

Time and Personal Investment in Social Media Management

Growing your branch with a solid social media strategy doesn’t happen overnight. It takes time and commitment. Unfortunately, most mortgage branch manager jobs don’t allow you the bandwidth to commit to this.

An effective social media presence involves many moving parts, including: 

• A strategy 
• Content creation 
• Ongoing engagement 
• Paid advertising 
• Analytics 

Depending on how aggressive you want to be, all this work could require dedicated personnel. This is where some branch managers run into a problem. Hiring the right people for social media management isn’t an option. 

MortgageRights’s Solution to Social Media Challenges 

We understand the responsibility that comes with mortgage branch manager jobs. We also know how important high-quality social media is to a growing business. This is why we created a marketing support system that takes the workload off you. 

Our complimentary services are there to help you leverage the power of social media so you can concentrate on running your branch. A dedicated team will develop engaging content for you and publish it to your channels every day. This ensures your accounts stay active and you keep propelling your brand recognition. 

Our professionals tailor all content to your brand identity and work to promote your specific mortgage loan services to your target audience. The best part is, you don’t have to lift a finger. 

This is all part of our done-for-you mortgage marketing support that also includes: 

• Search engine optimization (SEO) 
• Print and web design 
• Branded materials like pens and mugs
• Lead management system 
• Client retention programs
• Marketing reports 

It’s our goal to help you grow your branch by doing what you love most – originating loans. We’ll remove the stress of building a social media presence so you can focus on success. 

We Offer Unparalleled Mortgage Branch Manager Jobs 

At MortgageRight, we understand the power of social media. We also understand that mortgage branch manager jobs can be demanding, requiring you to focus on day-to-day operations. 

Our marketing support systems are in place to allow you the freedom to run your business the way you want. This is something you won’t find anywhere else. 

Schedule a live demo to learn more about MortgageRight’s unique platform.