The Top Social Media Platforms For Mortgage Lenders

a lender is researching the top social media platforms

With how important social media marketing is for most industries these days, it makes sense to use it to connect to home buyers. When your time, energy, and budget are limited, however, how do you decide where to focus your efforts? Having your own website and representation on the biggest mortgage platforms matters, social media marketing provides you a true opportunity to connect with potential clients and create a recognizable and trusted name for yourself.

The following five social media platforms are the most popular in the world. Learn the pros and cons of using each one, and discover how they can help you succeed.


Facebook remains the most popular social media platform in the world, especially for adults in the age ranges most likely to be in the market for a new house. It has over 2 billion users globally. Of course, the amount of people in your particular location where you are in the business of financing homes will be considerably less. Still, for both first-time and repeat home buyers, they give you the most potential reach.

They offer multiple ways to connect with followers and attract more attention for your mortgage brand. Create a business account, start a group, and consider Facebook advertising. They offer affordable options for generating leads.


If you are looking to connect with first time hombuyers, Instagram is where you should start. It attracts a younger demographic than Facebook. The majority of IG users are under the age of 35. One of the most attractive things about this growing social media site is the focus on photos, videos, and other graphics. This gives you the opportunity to connect more fully with your target audience.


Although it gets less attention these days, over 325 million people still use it every month. This social platform practically launched the idea of hashtags, which means you have a lot of keyword targeting to do in order to market here effectively. Use popular ones like #realestate, location-specific ones, and you can even create your own. Consumers reportedly appreciate being able to access the companies they do business with here. One tip to tweet effectively is to focus on volume.


Although the original purpose of this social media platform was to connect professionals with networking and career opportunities, it has evolved into something more. Instead of marketing directly to potential homebuyers and sellers, it gives you the opportunity to create strong online presence and establish yourself as an expert in the mortgage field. Also, you can use LinkedIn to create professional connections with referral partners in your area such as mortgage lenders, home inspection experts, and similar people who are tangentially associated with the real estate field.


When it comes to marketing, Pinterest lags behind the others because it has a more specific focus and target demographic. The vast majority of users on this site are women looking for information of interest to them. Unlike other platforms that have a robust marketing format, Pinterest is more for displaying interesting information or graphics. When creating a complete social media strategy for real estate, you can leave this one out if you do not have the time or energy to include it.

Ideally, you should put your business out on as many platforms as possible. Recycle and re-purpose the content you post specifically for each site. This makes managing your overall social media strategy easier and less time-consuming.

When it comes to marketing your mortgage business successfully, social media platforms, posting, and management are at the top of the list of must-do activities. They not only provide an extra space for your usual marketing efforts but also create a type of promotion web with every part doing what it’s best at. A multi-focus strategy optimizes your efforts and helps you truly success with mortgage marketing.

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