If you’ve been following our blog series, you’re already way ahead of your local competition. We’ve covered why it’s crucial to use a Facebook Professional Profile as a mortgage pro, how to build an engaged audience with content, and how to convert engagement into mortgage leads with high-converting landing pages.  

Now, it’s time to talk about taking your posts to the next level—through boosting. 

Boosting a Facebook post is an easy, effective way to grow your audience and generate mortgage leads without needing any social media marketing or technical expertise. Think of it as a quick way to amplify the reach of your most valuable content with just a few clicks. Here’s how to get started —  

What is a Boosted Post? 

A boosted post is a simple, beginner-friendly way to extend the reach of your Facebook content. With just a few clicks, you can turn any post on your professional profile into an ad that reaches more people—without diving into complex ad settings. 

From Posts to Profits – See LHP3 in Action

What’s a Professional Profile on Facebook? 

Unlike a personal profile designed for sharing updates with friends and family, a professional profile is tailored for balancing both personal and business use. It’s the ideal setup for sharing industry insights, connecting with clients, and building a reputation without blending personal life into their business presence. See this article for information on switching your personal profile to a professional one. 

Unlike regular posts, boosted posts allow you to define a radius, budget, and campaign duration. For mortgage professionals, this means more people (like local potential homebuyers and agent partners) will see your content.  

It’s an accessible, low-effort way to attract leads and engage a broader audience, helping you get the most out of your content on social media.  

Setting Up a Facebook Ad Account (It’s Easier Than You Think!) 

Before you boost your first post, setting up a Facebook Ad Account is essential. This makes it easy to track spending, monitor engagement, and use Facebook’s advertising tools in the future. 

Quick Steps to Set Up Your Account 

• Step 1: Go to Facebook’s Business Manager. [https://business.facebook.com/] 

• Step 2: Add your business name and details, including payment information. 

• Step 3: Link your professional profile to this ad account. 

Once you’re set-up, this one-time task makes future boosts easier and allows you to maximize every dollar you invest in your social media marketing.  

How to Boost a Post in Just a Four Steps 

Now that your ad account is ready, here’s how to boost a post and reach a larger audience: 

Step 1: Choose Your Best Post 

• Pick a post that aligns with what’s relevant in the mortgage world right now. If you’ve shared tips for first-time homebuyers or recent interest rate updates, these are great candidates to boost. Prioritize posts that have already received likes or comments—this shows they’re engaging. 

Step 2: Set Special Ad Category 

• Since your post is related to housing, you’ll need to designate it under Facebook’s “Special Ad Category.” This category is required for ads involving housing, credit, and employment to ensure compliance with Facebook’s policies on fair advertising. 

To do this: 

• • • In the boost settings, look for the “Special Ad Category” option. 

• • • Select “Housing” from the dropdown menu. 

Setting this category helps ensure your ad reaches the right audience while staying within Facebook’s guidelines, so you can maximize visibility without any compliance issues. 

Step 3: Set Your Budget and Duration 

• Start small. Facebook lets you set a daily budget, so you can keep it affordable and test the waters. Run your boost for a few days to see how much reach you can achieve with a minimal investment. 

Step 4: Review and Boost 

• Double-check your settings, make sure the budget, radius, and duration are to your liking, and then hit “Boost.” You’re done! Facebook will start showing your post to your chosen audience, and you can check back to see how it’s performing. 

How LHP3’s Social Media Tools Make It Even Easier 

For mortgage professionals, LHP3’s social media tools simplify the process even more by providing everything you need to create and boost high-quality content. 

High-Quality, Ready-to-Post Content 

LHP3 offers expertly crafted social media content tailored to the mortgage industry. Each post is designed with best practices in mind, including strong visuals, engaging captions, and clear calls-to-action. This means every piece of content you share is optimized for capturing attention and engagement. 

AI Tools for Effortless Custom Content Creation 

Want to create your own content? LHP3’s AI-driven tools help you generate custom content quickly—perfect for sharing unique mortgage updates, educational tips, or market insights that can live directly on your website. This way, you can easily share fresh, relevant content without needing design or copywriting expertise.  

Ready for Boosting to Maximize Reach 

The posts and content you create with LHP3 are designed to be boosted effortlessly, helping you amplify your reach with ease. This means you can quickly take your top-performing content, boost it on Facebook with a few clicks, and expand your audience without needing a deep dive into marketing tactics. 

By incorporating LHP3’s social media tools and AI-powered content creation, you’ll build an online presence that attracts leads, strengthens relationships, and is ready for boosting—all without the usual hassle. 

LHP3 + Facebook: Reaching More People, One Boost at a Time 

Boosting posts on Facebook doesn’t require marketing expertise; it’s about taking simple steps to get your content in front of more people. Even as a new Facebook user, this approach can make a noticeable difference in your mortgage business. With LHP3’s tools, you can streamline your social media efforts, boost posts effortlessly, and reach a wider audience without the guesswork. 

Ready to see the results in action? Watch our video to see exactly how boosting a post works and discover how easy it is to create high-quality social media content with LHP3. Start boosting today, and see how these tools can transform your reach—and your mortgage business! 

Social Media Simplified – See LHP3 in Action

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

You’re probably already using Facebook in some way to connect with clients—maybe sharing industry insights or offering mortgage tips. But here’s the catch: if you’re relying on a personal profile, you’re leaving a lot on the table. Personal profiles might be fine for keeping up with family and friends, but they seriously limit your business and marketing potential. You’re missing out on leads, reducing your visibility, and could even be undermining your credibility. 

Switching to a professional profile isn’t just a smart move—it’s non-negotiable if you’re serious about growing your mortgage business. A professional profile gives you access to powerful business tools, boosts your online presence, and ensures that you’re not just meeting compliance standards, but looking like a true pro while doing it. 

That’s where LHP comes in. Our social media program is designed to help mortgage pros maximize their impact on Facebook, so you’re not just using the platform—you’re owning it. Ready to step up your social media marketing game?  

Social Media Simplified – See LHP3 in Action

Here’s why switching to a professional profile is the first move you need to make: 

Why Mortgage Pros Need to Switch to a Facebook Professional Profile Now 

1. Increased Visibility & Reach

One of the most important benefits of switching to a professional profile is the increased visibility it provides. Facebook’s algorithm prioritizes professional profiles over personal ones, meaning your content is more likely to appear in searches and newsfeeds. By leveraging a professional profile, you significantly expand your reach beyond your personal circle, allowing you to tap into a wider audience. 

This is crucial when it comes to loan officer marketing. A strong social media marketing strategy isn’t just about posting regularly — it’s about making sure the right people see your posts. A professional profile is designed to help you reach potential borrowers, real estate agents, and referral partners who are outside of your immediate network. The more people you reach, the more opportunities you have to convert leads into clients. 

2. Better Tools for Lead Generation

Facebook’s professional profiles come equipped with a range of social media tools that are essential for mortgage professionals. Personal profiles lack access to these advanced business features, including analytics and insights that allow you to track the performance of your content and understand your audience’s behaviors and preferences. 

Another key advantage of a professional profile is that Facebook’s algorithm favors posts from professional accounts, giving them higher visibility than personal profiles.  

This means that your posts are more likely to appear in “Suggested For You” and searches, significantly increasing your chances of engagement. These tools enable you to fine-tune your social media marketing strategy, resulting in higher visibility, engagement, and overall effectiveness in marketing for mortgage companies, especially with the predicted surge in the refinance market. 

3. Compliance and Credibility

Compliance is a critical aspect of loan officer marketing, and using a personal profile for business activities can put you at risk of violating industry regulations. Professional profiles, on the other hand, are built to support business needs and provide the compliance tools necessary to keep you aligned with mortgage industry standards. You can easily include your NMLS number, disclaimers, and business details in a professional profile, ensuring that your marketing efforts remain compliant. 

Beyond compliance, a professional profile enhances your credibility. Clients expect to work with professionals, and by maintaining a professional profile, you signal that you take your business seriously. Credibility is key in any marketing for mortgage companies, and a professional profile gives you a polished, trustworthy online presence. 

The Differences Between Facebook Personal vs. Professional Profiles 

Still unsure whether to switch? Let’s break down the key differences between personal and professional profiles and how they impact your social media marketing strategy: 

Personal Profile: 

– Primarily designed for connecting with friends and family. 

– Limited in terms of networking reach and discoverability. 

– Lacks business tools, analytics, and lead-generation capabilities. 

– Does not offer compliance features often required in lending. 

Professional Profile: 

– Optimized for business, offering tools that enhance visibility, reach, and credibility. 

– Provides access to advanced social media tools such as lead forms, ad accounts, and analytics. 

– Helps mortgage professionals adhere to industry compliance standards. 

– Allows you to build a more polished, credible online presence. 

Steps to Transition to Facebook’s Professional Profile 

Making the switch to a professional profile is simple. Here’s a step-by-step guide to help you get started: 

1. Go to Your Profile Settings: Log into your Facebook account and click the settings menu at the top right of your profile. You can also access your settings by clicking the 3-dot menu on the right.
2. Switch to Professional Mode: From the drop-down menu, select “Switch to Professional Mode.” 
3. Customize Your Profile: Update your profile with business details like your NMLS number, a professional bio, and a high-quality profile photo.
4. Explore Business Tools: Once you’ve activated professional mode, take advantage of Facebook’s lead-generation tools, insights, and setting up an ad account to drive your marketing efforts forward.

How LHP3 Supports Your Social Media Efforts 

Once you’ve made the switch, maintaining an active professional profile is key to keeping your audience engaged. However, finding the time to post regularly and create custom content can be challenging, especially when your focus is on helping clients secure loans. 

That’s where LHP comes in. Our platform offers a library of pre-branded social media content that’s ready to go, complete with your NMLS number, profile image, and business branding.

No more scrambling for what to post next—our content keeps you fresh and relevant with minimal effort. 

In addition, our AI-powered tools help you quickly create custom content tailored to your unique brand. These social media tools make it easy to maintain an active presence on platforms like Facebook without spending hours on content creation. Whether you need a quick update or a fully personalized post, LHP has you covered. 

With LHP, you’ll always have the content you need to fuel your social media marketing strategy and grow your mortgage business. 

Maximize Facebook Marketing Potential with LHP3 – Your Next Move 

Now is the time to elevate your mortgage marketing efforts. By switching to a professional profile, you can boost your visibility, strengthen your credibility, and ensure your marketing stays compliant.  

But the switch alone isn’t enough—you need high-quality, consistent social media content to truly leverage your professional profile’s potential. 

Our LHP3 provides an all-in-one solution with the tools and high-quality content needed to enhance your social media marketing strategy. Get a demo of LHP3 today and see how our platform can help you generate greater engagement, amplify your online presence, and build a stronger connection with your audience on Facebook. 

Built for Online Marketing – Demo LHP3

While it’s not entirely clear whether social media signals directly impact Google’s ranking algorithm, what’s certain is that social media can indirectly improve your website’s ranking.

Loan officers who tap into the power of social media are more likely to see an improvement in their overall search engine rankings and, as a result, increase mortgage lead generation. In this post, we’ll break down how social media can boost your website’s local search ranking and share some loan officer marketing ideas for boosting SEO that you can start using immediately. 

The Connection Between Social Media and SEO 

Before getting into strategies, let’s clarify how social media impacts SEO. It’s a common misconception that simply being active on social media directly improves your Google search rankings. In reality, the relationship between social media and SEO is more nuanced. 

Google has openly stated that social media signals such as likes, shares, and followers aren’t direct ranking factors. However, that doesn’t mean social media isn’t valuable for SEO.  

Done-For-You Social Media for Loan Officers

Here are a few ways social media indirectly impacts SEO for mortgage websites: 

1. Increased Website Traffic: Sharing your content on social media platforms like Facebook, Instagram, X, and LinkedIn brings more eyes to your site. Increased traffic signals to Google that your site is valuable.
2. Content Resharing Leads to Backlinks: When your content gets shared, it increases the chances of earning backlinks from reputable sites, building your site’s authority. Backlinks remain one of the most important ranking factors.
3. Brand Visibility and Engagement: The more people engage with your content, the more your brand gets recognized. High engagement can enhance your authority and credibility, factors that Google considers for ranking.

The Role of Social Media in Local SEO 

For loan officers, Local SEO is critical. Unlike national SEO strategies, Local SEO focuses on optimizing your online presence to attract clients within your geo-targeted area. When done effectively, local SEO can position your business at the top of search results –even above nationally recognized mega lenders –when potential clients are searching for mortgage services in a geographic area. 

Marketing Tip: When people search on mobile devices, the results are automatically tailored to their location. Even desktop searches tend to prioritize local businesses. This means loan officers can outrank big lenders in local search results by focusing on location-based SEO strategies. 

Using Social Media to Drive Local SEO and Generate Leads 

1. Geo-Targeted Posts: Creating location-specific content on social media helps establish your relevance to a particular area. For example, when you publish a Facebook post discussing housing trends in your city or neighborhood, you increase your chances of being found by local users.
2. Local Hashtags and Tags: Incorporating local hashtags in your social media posts makes your content more discoverable to people searching for services in your area. For instance, hashtags like #SanAntonioRealEstate or #SanDiegoMortgage will help you show up in local searches.
3. Collaboration with Local Agents and Influencers: Partnering with local real estate agents and referral partners can boost your online presence by reaching their audience, thereby increasing the visibility of your content in local searches.

Marketing Tip: Consistently include location-specific keywords in your social media bios and posts. For instance, adding “San Antonio loan originator” to your LinkedIn profile will help with local visibility. 

AI-Powered Website Builder – See Demo Now!

Leveraging Social Media for Mortgage Lead Generation 

Now that we’ve covered the SEO benefits let’s focus on how social media can be a powerful tool for mortgage lead generation. You can attract potential clients organically by consistently posting relevant, engaging content on platforms like Facebook, LinkedIn, X, and Instagram. 

Here are some actionable social media strategies to generate more mortgage leads through social media marketing: 

1. Post Educational Content: People searching for mortgages often look for reliable information. Posting educational content, like blog posts explaining the differences between FHA and VA loans or tips for first-time homebuyers, positions you as an expert in the field. Drive traffic back to your site by sharing snippets of this content with links in your social posts.
2. Share Financial Wellness and Homeownership Tips: Go beyond just talking about mortgages by offering broader financial advice, such as budgeting tips, saving for a down payment, or improving credit scores. Content that supports overall financial wellness can provide extra value to your audience and position you as a helpful resource in their homeownership journey, not just a loan officer. This builds trust and keeps your audience engaged with your brand.

3. Share Local Market Insights: As a loan officer, providing updates on local housing market trends is a great way to engage your audience. Share data, infographics, or insights about home values, interest rates, or real estate opportunities in your area. This hyper-local content boosts your credibility and enhances your local SEO efforts, driving more traffic to your website.

4. Collaborate with Real Estate Agents and Referral Partners: Use social media to collaborate with them by sharing each other’s content, creating co-branded posts, or other types of content. This strengthens your relationship and exposes your business to their audience.

5. Share Client Testimonials and Success Stories: Highlighting positive client experiences is a powerful way to build trust and credibility. Share testimonials and success stories of past clients who found their dream homes with your help. A branded graphic with a direct-quote review, video testimonials, or before-and-after stories can make an even bigger impact. Don’t forget to include a link to your site for prospects to learn more about your services.

6. Engage with Your Audience: Interaction is key to driving leads. Engage with your followers by answering questions, responding to comments, and creating polls or surveys. The more you engage, the more trust you build with your audience, making them more likely to reach out when they need mortgage services.

7. Share Community-Focused Content: Go beyond self-promotion by highlighting local events, businesses, or causes that matter to your community. Whether it’s supporting a charity, promoting a neighborhood event, or featuring a local business, this type of content shows that you’re invested in the community. It helps build goodwill and keeps your brand top of mind without being overly promotional.

BONUS: Practical Tips for Loan Officers to Improve SEO 

With all this in mind, here are some practical tips to help you get started with social media marketing to improve your SEO: 

1. Link Back to Your Website: Make sure every social media post that shares a blog, article, or resource links directly back to your website. Whether it’s a call to action at the end of a post or a direct link in the content, driving traffic from your social channels to your site helps boost your website’s SEO performance over time.
2. Post Consistently: Consistency is key when it comes to social media marketing. Create a content calendar to ensure you’re regularly posting valuable content, such as mortgage tips, client success stories, or local housing market updates.
3. Incorporate Eye-Catching Graphics: Visual content like branded images catch more attention than text alone. Well-designed graphics not only drive engagement but are also more likely to be shared, expanding your reach and boosting SEO.
4. Optimize Your Profiles: Your social media profiles should be optimized for SEO for mortgage websites, meaning they include keywords that support your website’s SEO. Include relevant keywords like “loan originator,” “mortgage broker,” and your local area in your bio and profile descriptions. This will make it easier for search engines to index your profiles, increasing your visibility.
5. Repurpose Your Best Content: Don’t let your best-performing content go to waste. Repurpose them into shorter snippets or videos to reshare on social media and continually drive traffic back to your site.

How LHP-3 AI-Powered Website Builder Simplifies Social Media Management 

Managing your social media presence doesn’t have to be time-consuming or complicated. With LenderHomePage’s LHP-3 AI-powered website builder, you can easily maintain a professional, engaging presence across all your social platforms—without the hassle.  

Here’s how the LHP-3 social media feature can help you elevate your marketing efforts: 

1. Ready-to-Go, Branded Content: LHP-3 delivers professional, branded content that’s ready to post. It’s designed to engage your audience and keep your name top of mind. Whether it’s market insights, mortgage tips, or client success stories, the platform provides high-quality, relevant content that aligns with your business.

2. Create Custom, Branded Content in Minutes: Even if you’re not a content expert, LHP-3 makes it easy to create custom posts that speak directly to your audience’s needs. The platform’s streamlined content creation tools allow you to personalize posts for your market in just a few clicks. Whether you want to share local housing trends or promote your mortgage services, LHP-3 ensures your content hits the mark.

3. Publish Across All Platforms with a Few Clicks: LHP-3 allows you to publish your content across multiple social media platforms with minimal effort. This ensures your brand stays visible and consistent without spending hours creating and posting.

By using the LHP-3 AI-powered platform, you can keep your social media efforts on track, maintain a steady stream of content, and ensure your online presence is both professional and engaging. It’s the perfect solution for loan officers looking to grow their brand while saving time. 

Mastering Social Media Marketing to Boost Local SEO  

While social media may not directly influence Google’s ranking algorithm, it plays a crucial role in driving traffic, building backlinks, and improving brand visibility—all of which can indirectly boost your website’s SEO. By leveraging social media for Local SEO and mortgage lead generation, loan officers and mortgage brokers can stay ahead of the competition and attract more clients. 

Want an easier way to manage your social media and improve your online presence? Discover how LHP-3’s AI-powered social media tools can help you automate posts, engage with your audience, and drive more leads. Click below to see it in action! 

Discover Our Loan Officer Solutions: On-Demand Demo

Many mistakenly believe that SEO and social media are two different entities when, in reality, they’re two sides of the mortgage marketing “coin.”

If you are a loan officer or mortgage broker handling your brand’s marketing on your own, keep reading to learn about social media’s impact on your mortgage website. Our mortgage SEO strategies, backed by an active and impactful social media presence, can significantly improve search engine rankings and increase website traffic, ultimately producing more leads in your pipeline.

Done-For-You Mortgage Social Media

Social Media’s Impact on Website SEO

‘Social SEO’ is a marketing term you may have come across. It refers to the site’s search engine ranking resulting from your social media content.

While Google has mentioned that social media doesn’t directly impact a website’s SEO, many studies suggest otherwise. For example, a recent Hootsuite study revealed that content backed by social promotion performed 22% better in search engines than content with no social promotion.

Other search engines, however, have openly shared that social media signals influence their ranking algorithms.

The truth is that social media and SEO are closely integrated.

In fact, marketers consider social media platforms themselves to be a form of mini search engine. Platforms like YouTube and Facebook receive a couple of billion searches a day! Therefore, would it be unreasonable to assume that those billion searches are influencing search engine rankings, too?

An active social media presence helps to get your business in front of the prospect’s eyes –whether that’s on the social media platform itself or through its SEO impact.

Top Social Media Strategies to Improve SEO

Now that we’ve covered what social SEO means, let’s dive into some expert tips on improving SEO for mortgage brokers using top social media sites such as Facebook, X (Twitter), Instagram, LinkedIn, TikTok, etc.

Sustain Visibility of Your Top-Performing Content

Social media provides a continuous opportunity to share your best content to bring new traffic. So instead of a one-time post on your website, which will get buried under an array of other posts in just a month or less, you’ll reignite interest and extend the life of each piece of content.

Plus, it gives you more chances to reengage your audience in a topic you already know matters to them!

Want to get even more life out of your content? Invite your followers and referral partners to reshare the post on their social media.

The traffic generated to the content, plus the time spent on your site, all vouch toward your boosting the visibility of your mortgage website, resulting in a boost to your organic search engine ranking.

AI-Driven SEO Websites: On-Demand Demo

Capitalize on Social Media to Share Glowing Reviews and Elevate Your SEO

The public actively searches out business reviews and considers them necessary to learn about a company’s reputation. So it’s not surprising that search engines prioritize businesses with favorable reputations by ranking them higher in search results.

So, how can you use social media to do the same?

Ask your top clients to follow you on your socials. Chances are they will comment on your posts and support you, boosting your buzz and rep! Having social profiles also allows clients to tag you when they want to commend your service.

As long as your social media community praises your services and uses terms related to your industry (mortgage, loan officer, real estate, etc.), the public and search engines will quickly pick up on this to influence your ranking within related searches.

Harness the Power of Social Media to Boost Backlink Prospects

In the world of SEO, having another website link to your site matters. This is called backlinking. Social media opens up an avenue for backlinking by creating opportunities to connect with content creators who also own websites.

You’ll want to do this in an organic and valuable way. Simply messaging or tagging other content creators on a post without developing a relationship first is unlikely to yield results.

It might even get you blocked by the creator!

Instead, engage with their content and build a rapport. Research their site and see where you can add value to their platform that makes sense for your business as well. When you’ve found where you can provide value and you have the content that will fill the gap, share it with them!

They will have a tough time passing on linking to your content now that familiarity and confidence have been established.

Use Social Media To Get Your Content Indexed Faster

Did you know that search engines prioritize indexing content that generates the most clicks in the least amount of time? This tells Google and other search engines that a particular piece of content is important and should be shown in front of more people.

That’s why you should make it a key goal to post your content often on social media so you increase the chances for more clicks to your blogs and pages.

Pro tip: Use social media in tandem with the manual indexing feature in Google Search Console for lightning-fast indexing!

Fast-Track SEO Success: LHP3 Website Templates

Social Media Helps to Establish Authority –A Key Factor in SEO Ranking

Google prioritizes subject authority. It wants to present the most helpful content to its searchers, using every avenue at your disposal to send signals that you are an authority in this industry for your location is a must.

And as you might’ve guessed, social media helps with this aspect too!

There are many types of posts you can share on your socials to present yourself as an expert in your niche, including:

• A reel where you demystify the home loan process in three steps
• Mythbuster carousel posts about why people opt to rent rather than buy
• Client stories about how you led them through multiple hurdles (reels or posts)
• Not only will you increase SEO authority with more backlinks, but with more content circulation, others recognize how valuable your content is.

BUT…

Make sure authority doesn’t stop after someone clicks to go to your website. If a potential mortgage client has high expectations about your mortgage services and is led to a difficult-to-navigate website, overlapping design elements, inconsistent messaging, etc., chances are you’ll never get the lead!

Even details like page speed can affect your SEO ranking!

If you need to redesign your website to better convert your site visitors, consider using a mortgage website template. LenderHomePage’s library of SEO-optimized website templates includes all the features that every mortgage brand needs on their website, including:

• Built-in lead funnels
• Lead magnets with professionally drafted eBooks
• Interview-Style digital 1003
• Landing pages for your paid campaigns
• Interactive mortgage calculator, client testimonial engine,  and more.

Open Up Referral Partnership Opportunities

Social media is meant to connect people in general and not just to connect businesses to their target audience. Remember, thousands of companies have business profiles on top social media sites. This makes it easy for you to seek out new partnership opportunities for client referrals.

To find new partners to work with, look for other brands within the mortgage industry that have a decent following but aren’t your direct competitors. However, keep in mind that if your business profile has 20 followers, chances are that a brand with 5,000+ followers won’t want to partner with you. In the end, both of you should provide equal value for each other’s business, so try to find other accounts with a similar amount of followers as yours.

Once you find a company you are interested in partnering with, DM them asking to collaborate.

Types of collaborations can include:

Content collaborations: Split a piece of content in half so your partner encourages their audience to go to your website to read the rest, and vice versa. (ex. In an article about refinancing tips, go over three tips on your website and send your audience to your partner’s website to read the other three tips. Your partner will do the same for you.).

Client referrals: Ask your partner to refer their clients to you for their loan process, and make sure you do the same for them.

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Gain Insight Into Your Followers’ Needs to Provide Tailored Content

If you think about it, social media is one of the few options that provide you with a community where you can get to know your audience better. When you create interactive content that encourages your followers to respond to you or ask questions, you can learn more about their interests.

There are also a number of social media features that help you learn about what’s trending in the mortgage industry, including hashtags, top posts, and others’ blog content.

This can help you brainstorm topics for new content that your audience wants to see. Creating content on trending topics will likely garner more impressions and clicks to your mortgage content through Google.

Through indirect means, social media can help you improve your search engine ranking and helps you gain more traction on your quality content.

If you don’t know how to start creating top-notch social content, or you don’t have a design team to create social graphics for your brand, try using a mortgage social media service –included in every LHP3 Website! That way, you don’t have to worry about reinventing the wheel and brainstorming new ideas for top-performing posts.

LenderHomePage’s social media program includes done-for-you posts to generate social engagement, leads, and followers. Our posts include powerful call-to-actions to ensure your audience is enticed to click and be led to your website. Request a demo of our all-new AI-driven mortgage websites with social media today!

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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

Digital presence is vital to your success. Consumers turn to the internet when they want to learn more about a loan officer or a particular loan product, making it crucial for LOs to have a robust digital presence. How easily your business is found online, how effective you are at conveying trust, authority, and value, and how well you connect and engage with current and potential borrowers will all determine your business longevity from this point forward.

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Digital presence is the modern lender’s differentiator.

Digital presence includes all online platforms and content you have control over – such as your website, social media profiles, email campaigns, etc. It also involves those you may have no control over, such as online reviews, testimonials, and general feedback. The same goes for both web and mobile presence.

Check out these recent stats on digital presence and consumer online behavior:

• The average consumer reads 10 online reviews before making a decision. (Hubspot, 2020)
• 88% of consumers trust online testimonials as much as personal recommendations. (Hubspot, 2021)
• 63% of consumers need to hear company claims 3-5x before accepting it. (MarketingBlender, 2020)
• Facebook is the most widely used social media platform. About 68% of US adults report that they are Facebook users (Pewinternet, 2018)
• 81 percent of US adults aged 30 to 49 are active social media users. This number falls slightly to 73 percent for those aged 50 to 64 and 45% for 65 and above. (Pew Research Center, 2021)
• 71% of consumers who had a positive experience with a brand on social media are likely to recommend the brand to others (Lyfe Marketing, 2019)
• Businesses average 67% more leads every month if they have a company blog than those who don’t. (Learn Hub, 2020)
• 59% of consumers cite at least one online channel as a source of initial awareness. (Responsify, 2022)
• Consumer’s online activity begins with a search 97% of the time. (Compare Hare, 2020)
• 18% of local searches on mobile devices lead to a conversion within a day. (Junto, 2022)

However, building your mortgage business’s digital presence can seem daunting. With so many platforms, terms, and varying trends, staying on top of it can be challenging –especially if you don’t know how to do it or tell if your actions are successful.

Even online-savvy LOs can mistakingly think they have this “digital presence thing down” when, in reality, they’ve simply blurred the line between personal social media use and digital reputation management (hint: they are not the same).

This ebook will lay out the first foundational steps for creating a robust digital presence.

We’ll go over everything from how to improve your website traffic to social media content with the highest engagement to increasing your presence in the inbox! But first, let’s review why digital presence is so paramount to your success strategy.