How Can Mortgage Brokers Use Instagram Stories to Build Trust Quickly?
How Can Mortgage Brokers Use Instagram Stories to Build Trust Quickly?
If you are a mortgage broker looking to generate more leads, charge fees with confidence, and sell more protection, then Instagram Stories could be your secret weapon.
Most mortgage brokers pour their energy into feed posts and reels. Those are great for awareness, but they often do not move the needle on conversions. Instagram Stories, however, are where trust is built, relationships are nurtured, and clients are won.
So let us break down exactly how mortgage brokers can use Instagram Stories to build trust fast and turn followers into clients.
What Makes Instagram Stories So Valuable for Mortgage Brokers?
Instagram Stories are 24-hour snippets that sit at the very top of the app. They can be short videos, photos, polls, or Q&A boxes. Unlike reels or posts, Stories are only shown to your followers, the people who already chose to connect with you.
That makes them a powerful nurture tool for mortgage brokers. Instead of trying to attract new eyes, you are deepening the connection with the audience you already have. In the Mortgage Business Mastery System, this is what I would call the nurture stage, where you move people from simply being aware of you to actually trusting you enough to work with you.
Got a quick question? Drop me a message on Instagram I am always happy to help.
How Do Instagram Stories Help Mortgage Brokers Show the “Unpolished You”?
One of the biggest mistakes I see mortgage brokers make on social media is trying to look too polished. Perfect studio videos and scripted posts might look professional, but they do not always build trust.
Stories let mortgage brokers be human. You can show the real side of your day:
A quick update from your office
A walk to the coffee shop before client calls
A short clip explaining how you are preparing a mortgage application
When you show the unpolished version of yourself, clients see the human behind the broker. That makes them far more likely to trust you, and trust is the foundation of fee-paying, protection-buying clients.
How Do Instagram Stories Build Daily Familiarity With Mortgage Clients?
Marketing is all about touchpoints. Studies show it takes 8 to 10 brand touchpoints before someone feels confident enough to buy.
For mortgage brokers, Instagram Stories are an easy way to hit those touchpoints daily. While you might only post on your feed once a day, you can post multiple Stories throughout the day. That repeated visibility makes people feel like they already know you.
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How Can Mortgage Brokers Use Stories to Educate Casually?
Education builds authority, and Stories are a perfect way for mortgage brokers to share small insights without producing long-form content.
You can:
Answer FAQs such as “How much deposit do first-time buyers really need?”
Bust myths such as “Do I have to stay with my current bank to remortgage?”
Explain jargon such as “What is a Decision in Principle?”
These bite-sized lessons position you as the expert. And because Stories feel casual, they do not come across as salesy. For mortgage brokers trying to grow authority and trust, this is a no-brainer.
If you are brand new and want to build authority from day one, start with The New Broker Success Framework which is a complete roadmap from passing CeMAP to building a sustainable career as a mortgage adviser.
How Do Instagram Stories Create Conversations That Lead to Mortgage Clients?
Stories are not just for broadcasting, they are for engagement. Mortgage brokers can use interactive features such as:
Polls: “Would you buy now or wait?”
Sliders: “How confident do you feel about mortgages?”
Q&A boxes: “Ask me one mortgage question today”
Every interaction is a potential lead. For example, if someone votes “buy now,” you can DM them: “Great to hear you are looking. Have you had mortgage advice yet?”
This turns a passive viewer into an active conversation, and active conversations are the first step toward new mortgage business.
How Do Instagram Stories Humanise a Mortgage Broker’s Brand?
At its core, buying a home is not just about numbers. It is about family, security, and lifestyle.
If your content is only focused on rates and criteria, you are missing the emotional side of why clients choose a mortgage broker. Stories allow you to show your personality, family life, or the behind-the-scenes of your business.
You do not have to overshare, but showing that you are a real person makes your brand relatable. Clients do not just want expertise, they want to work with a broker they feel comfortable with. Stories humanise your brand in a way that no blog post or polished video ever could.
Why Do Instagram Stories Convert Better for Mortgage Brokers Than Posts?
The psychology is simple:
Posts and reels create awareness. They get you in front of strangers
Stories create trust and conversions. They build intimacy with people who already follow you
When a follower consistently sees you in Stories, talking about mortgages, protection, and the home-buying journey, they start to feel like they know you personally. That is when they book a call, pay your broker fee, and take your advice seriously.
If you want to scale beyond “just getting by,” my 1:1 coaching dives deep into strategies like this. Work with me to streamline your processes, build authority, and grow your mortgage business with the Mortgage Business Mastery System.
How Can Mortgage Brokers Start Using Instagram Stories Effectively?
If you are new to Stories, do not overcomplicate it. Here is a simple plan mortgage brokers can use today:
Post daily. Even one Story keeps you front of mind
Mix personal and professional. Share client tips alongside snippets of your day
Use interactive stickers. Polls, sliders, and Q&As drive engagement
Show your face. Talking directly to camera builds instant connection
Stay consistent. Stories work because of frequency, not perfection
And if you are still working on the foundations, from CeMAP through to your first client wins, I recommend Future in Finance for CeMAP training. Use code ASH50 for £50 off any course.
How Can Instagram Stories Fit Into a Mortgage Broker’s Wider Marketing Strategy?
Stories are one piece of your bigger marketing system. In the Mortgage Marketing Mastery System, I teach that your content strategy should have three layers:
Content for awareness such as feed posts, reels, YouTube videos
Stories for nurture and conversions
Email sequences for long-term follow-up
When you combine these three, you build a pipeline that consistently generates referrals, brand leads, and demand leads, the three pillars of the Lead Tripod Framework.
Final Thought: Should Mortgage Brokers Ignore Instagram Stories?
The short answer: absolutely not.
If you are a mortgage broker and you are not using Stories, you are missing one of the fastest, easiest, and most effective ways to build trust with your audience. Stories are not about polished production. They are about showing up, being human, educating, and creating conversations that convert.
And in a business where trust is everything, Stories might just be your most valuable tool.
PS – The New Broker Success Playbook: Grab the full roadmap here from passing CeMAP to building a long-term, sustainable mortgage career.
