Ready to engage more clients using Facebook’s best-kept secrets? It’s time to take a closer look at your Facebook Professional Profile. While most mortgage pros are just scratching the surface, Facebook has hidden tools that let you elevate your organic marketing game. With a few clever tricks, you can connect with the right audience, keep your content unmissable, and become a familiar name in your local market.

The mortgage pros who tap into these features gain a serious edge, positioning themselves as trusted experts right in their social circles. Ready to make your Facebook presence work harder for you? Let’s dive into these eight lesser-known tricks that can transform your Professional Profile into a powerful organic marketing tool.

Make Facebook Work for You – Demo LHP3

Facebook’s Hidden Power Moves to Gain Visibility and Leads

1. Facebook’s Evolved Algorithm   

Facebook’s current algorithm uses advanced signals like user engagement, content type, location, and timing to decide what appears in your audience’s feed.  

To work with the algorithm, aim for a balanced content strategy—mix 3-4 engaging, non-sales posts with every promotional one. This approach keeps your followers interested, boosts organic reach, and enhances visibility without overwhelming your audience. 

2. Pinned Posts  

Pinned posts are a simple yet effective way to keep your most important updates front and center. By pinning key posts to the top of your page, you can ensure that new visitors see them first, which is ideal for announcements, promotions, or key information about your services.  

Plus, pinned posts often get indexed by search engines like Google, boosting your visibility on Facebook and beyond. For mortgage pros, a pinned post showcasing your latest rates or homebuyer tips can be a game-changer. 

3. @Mentions & Tags   

Using tags effectively, especially with options like the @everyone tag, can significantly expand your reach. Tags notify followers directly, increasing their chances of seeing and engaging with your content. However, it’s crucial to be strategic with this tool to avoid appearing spammy or intrusive. Instead, tag selectively—for instance, in updates about community events or partnerships with local agents.  

Used wisely, tags can help you build a connected, engaged audience without overwhelming them.

4. Scheduled Posts  

A steady posting schedule is key to staying relevant in your audience’s feeds, and Facebook’s scheduling tools make this easier than ever. With the option to plan posts up to 60 days in advance, you can map out a month or two of content, ensuring consistent visibility without last-minute scrambling. Mortgage pros can schedule market updates, home-buying tips, and other engaging content to keep their page active and engaging, even on busy days. 

5. Use the Search Functionality  

Facebook’s search tool is a powerful resource for finding and joining relevant conversations in your local market where you can offer expertise. By actively participating in these conversations, you establish yourself as a trusted resource while making meaningful connections with potential clients. 

Step Up Your Facebook Game with LHP3 – Demo Now!

6. Facebook Videos 

Facebook’s video platform offers a less crowded stage than YouTube, making it easier for mortgage pros to stand out. Video content tends to get priority in feeds, especially when it’s relevant and engaging.  

Consider repurposing your YouTube videos on Facebook or creating short, informative videos on topics. With the right approach, you can quickly build a dedicated audience and drive organic growth. 

7. Facebook Events 

Events on Facebook come with built-in notifications and sharing options, making them perfect for promoting webinars, open houses, or community events. You can invite previous attendees or friends directly, keeping your audience engaged and informed. 

Recurring events, like monthly Q&A sessions on mortgages, allow you to stay top-of-mind with regular reminders. Events not only increase visibility but also position you as an active, reliable presence in your community. 

8. Categorizing Friend Lists 

Organizing your connections into targeted friend lists—such as clients, real estate partners, or other industry professionals—allows for highly customized messaging. By targeting specific groups with tailored content, you avoid the pitfalls of mass messaging, which can feel impersonal.  

This approach keeps your content relevant to each audience segment, creating more meaningful engagements that can lead to referrals and deeper client relationships. 

Fuel Your Social Media Success with LHP3 

Mastering Facebook’s features can set you up for incredible organic reach, but getting there takes the right tools. That’s where LHP3 steps in. With solutions designed to streamline content creation, drive engagement, and capture leads, LHP3 gives you everything you need to amplify your social media presence effortlessly.  

Here’s how LHP3’s innovative tools support your social media success. 

AI-Assisted Blog Writer & Website Builder 

Get started quickly with LHP3’s AI tools that generate relevant blog content for you. Each post comes equipped with lead capture forms, transforming your content into actionable leads. 

Social Media Content Library 

LHP’s library of pre-created posts makes staying active on social media easy. These posts cover essential mortgage topics and help you maintain consistency with minimal effort and drive engagement through integrated lead capture. 

 Landing Page Builder 

 LHP3’s landing pages make creating high-converting pages tailored to Facebook easy. Customizable templates eliminate design hassles, and built-in tracking tools provide insights to optimize your campaigns. 

Quick Start: Drive Local Traffic to Your Website 

1. Create Content with AI Tools

Use the AI Blog Writer to produce locally focused content, like “Top Down Payment Assistance Programs in [Your City].” 

2. Optimize Your Facebook Presence

   Maximize visibility by strategically placing your website link across your Facebook profile and pages:

• • About Section: Add your website URL to your “About” section to make it easily accessible for anyone visiting your page. 

• • Pinned Post: Create a post with your URL and pin it to the top of your profile. This ensures that it’s the first thing visitors see, giving them an immediate path to your website. 

• • Stories: Share your link as a story for extra exposure; stories tend to attract high engagement and visibility. 

• • Group Feature: If you manage a Facebook group, pin your website post in the featured section to keep it visible to all members.    

Discover Organic Growth Made Easy—Watch the Demo! 

Curious how LHP’s tools can supercharge your Facebook marketing without spending a dime on ads? Dive into our video demo to see exactly how our platform boosts your reach locally, captures leads, and makes organic growth effortless. Watch the demo now and transform your social strategy! 

Simplify Facebook Lead Gen – Demo LHP3

Engaging with your audience on Facebook by switching to a professional profile and leveling up the type of content you share is a strong start, but if you’re not converting those clicks into leads, you’re leaving valuable opportunities on the table. Facebook offers an expansive platform for reaching potential borrowers, but without a clear path to conversion, engagement often fizzles out.  

That’s where high-converting landing pages come in. 

Unlike most social media post that are meant for engagement, web traffic, and branding, landing pages are purpose-built to drive conversions and generating leads. By focusing on a single action—whether it’s submitting a form or requesting a quote—landing pages give your audience a direct way to engage with your business. And the beauty of it? You don’t need paid ads to make landing pages work for you; a well-crafted landing page can capture leads from organic engagement alone.  

Social Media Simplified – See LHP3 in Action

Here’s how landing pages bridge the gap between casual interest and actionable engagement.  

Why Landing Pages Are the Secret Sauce for Facebook Lead Capture 

Keep Attention Laser-Focused on Conversion 

Landing pages are the powerhouse in your social media strategy when it comes to driving conversions. While blog links, polls, and other mortgage content work to engage your audience and build trust, mortgage landing pages are designed to take things further—moving followers from interest to action. With a laser-focused call-to-action (CTA) and no extra distractions, landing pages create a streamlined experience that’s all about conversion.   

Tailored Messaging to Speak Directly to Each Audience 

With a landing page, you speak directly to a specific buyer and address exactly what matters to them. Running a campaign for gig worker homebuyer? Customize your page to highlight resources and loan solutions that resonate with their unique needs. Targeting a veteran’s looking to refinance? Adjust your language and offers accordingly. This kind of targeting is what makes landing pages so effective—they meet each visitor where they are, offering something directly relevant to them. 

Maximize Your ROI with Every Click 

Landing pages don’t just enhance Facebook engagement; they turn it into measurable, actionable value. Instead of a passive boost to your profile, a landing page captures contact information so you can build relationships off the platform, add them to your pipeline, and lead them to application.  

Every click that leads to a conversion offers a clear return, and that’s what makes landing pages essential for any mortgage pro serious about growth and lead generation. 

Capture More Qualified Leads Compared to Facebook Forms 

Facebook’s lead gen forms are quick but often fail to generate high-quality leads. With a landing page, you’re attracting visitors who are interested enough to take an additional step, which naturally results in more qualified leads. This extra commitment indicates a higher level of interest and often brings in leads with genuine potential. 

Proven Practices for High-Converting Landing Pages 

Ready to build your landing page? Here are some high-impact tips to keep in mind: 

1. Hook Your Audience with a Clear Headline

The headline is your page’s first impression, so make it count. A strong headline tells visitors exactly what they’ll gain and why they should act now. Focus on benefits, keep it concise, and make sure it aligns with the specific prospective borrower you’re targeting. 

2. Direct Action with a Strong, Visible Call-To-Action

A landing page without a bold, action-oriented CTA is like a sales pitch without a close. The CTA should be prominent, straightforward, and unmissable—tell visitors what they’ll get and how they can take action. 

3. Prioritize Clean, User-Friendly Design

The best landing pages are visually uncluttered and focused. Limit text, use clean visuals, and make sure your CTA button stands out. A visitor should know within seconds exactly what to do next, without distractions pulling them away. 

4. Optimize for Mobile

With more users browsing Facebook on mobile than ever, mobile optimization is a non-negotiable. Make sure your landing page loads quickly, looks great, and is easy to navigate on smaller screens. 

5. Showcase Social Proof to Build Trust

Adding testimonials or client success stories gives visitors the assurance that others have benefited from your services, boosting their confidence in taking action.   

How LHP3’s Landing Page Builder Makes It Easy for Mortgage Pros 

Creating a landing page doesn’t have to be a heavy lift. With LHP3’s Landing Page Builder, you can build and launch high-converting, branded landing pages in minutes. Our AI-powered website builder is designed with mortgage professionals in mind, offering pre-built landing page templates you can customize without any coding skills. Each template is optimized to encourage conversion, and the built-in lead capture forms let you collect contact information instantly.   

Plus, with easy tracking and seamless CRM integration, you can automatically capture and organize lead information, keeping your follow-ups timely and personalized. This data-driven approach not only shows you what’s working but also helps you fine-tune future campaigns, making each landing page more effective at converting visitors into valuable leads. 

Ready to See How Landing Pages Can Transform Your Facebook Engagement? 

Explore how the LHP3 and the Landing Page Builder can help you take your social media strategy to the next level. By converting Facebook engagement into actionable leads, you’re not just boosting your online presence—you’re driving real business growth. See this quick demo video and start capturing the leads you’ve been missing out on. 

Built for Online Marketing – Demo LHP3

Starting Oct 12, 2022, Facebook will discontinue its “Special Ad Audiences” feature for ad targeting. This major announcement poses a significant hurdle for all financial institutions –including brokers and loan officers –who use Facebook ads as part of their lead generation.

Register for “New Facebook Ads” Webinar

How does this affect Mortgage Ads?

The ‘special ads audiences” is a tool that allowed advertisers to define their target audience. This category only applied to ad campaigns that dealt with credit, employment, politics, and housing, and it aimed to help advertisers define their audience while minimizing possible discriminatory practices that would violate federal laws. 

Facebook ads in the above-mentioned categories were required to use the “special ads audience” tool, according to Meta ad policies. However, this tool will no longer be available beginning Oct 12.

Any ads currently using the “special ads audience” tool will also pause.

Why is Facebook changing its ad policies?

This major update is part of a settlement agreement with the DOJ where Meta (Facebook) was accused of algorithmic discrimination. It was alleged that Meta’s mortgage and housing advertising algorithm discriminated against users based on race, color, religion, sex, disability, familial status, and national origin.

The complaint also asserted that Meta’s advertising algorithms partially relied on those factors that are protected under the FHA.

Are Mortgage Ads a thing of the past?? 

(spoiler alert: No, they’re not!!)

While this change creates a significant obstacle for Facebook mortgage marketing, it does not mean mortgage ads on Facebook are dead!

Advertisers will still be allowed to run mortgage ads to their page followers and will be able to market their page to grow their following — all of which stress how critical it is to grow your digital presence and real estate partnerships. 

At LenderHomePage, we’ve long understood the power of leveraging these factors for business stability and scalability.

This is what it takes to win in all markets despite policy changes.

Join us for a special webinar this Thurs, Oct 14. Led by our the Voice of Customer champion, Kwe Parker, this not-to-be-missed live webinar will give you the insight and tools you need to leverage Facebook advertising in 2023. 

Register for “New Facebook Ads” Webinar