What Content Should Mortgage Brokers Post Online to Attract Clients?
If you are a mortgage broker, you have probably been told many times that you need to post more online. The reality is that it is not about how often you post but about what type of content you share.
The wrong type of content leaves you ignored, invisible, or only liked by other brokers. The right type of content positions you as a trusted adviser, builds long-term authority, and brings in real leads.
For deep-dive training on lead generation, sales, and client retention, visit my YouTube channel where I share proven strategies to grow your mortgage business.
Why Do Most Mortgage Brokers Struggle With Content?
The biggest mistake brokers make is chasing visibility instead of credibility.
Yes, you can get likes on TikTok if you copy trending dances. Yes, you might go viral for a funny meme. But ask yourself: will this make someone trust me with the biggest financial commitment of their life?
Mortgage advice is not about being entertaining. It is about being clear, confident, and credible.
One of my most popular tutorials covers this exact issue: Mortgage Marketing That Actually Works.
Why Should Mortgage Brokers Avoid the Entertainment Trap?
Social media is full of brokers dancing to audios or posting light-hearted memes about interest rates. It may look fun, but entertainment does not build trust.
Your clients want a professional who can simplify complex processes and give them confidence in their decisions. If your content does not make people think this mortgage broker knows what they are talking about, then it is not worth your time.
What Is Authority-Driven Content and Why Does It Work for Mortgage Brokers?
Authority-driven content positions you as the go-to adviser in your market. It demonstrates expertise and gives clients confidence in you.
Examples of authority-driven content include:
Explaining the cost of moving and breaking down fees
Sharing mortgage FAQs for first-time buyers
Showing how income protection fits into the mortgage journey
Giving updates on interest rates, lender criteria, or government schemes
This approach makes conversations about fees, protection, and long-term planning much easier.
For practical examples, watch my video: Mortgage Sales Tips That Skyrocket Income.
Why Should Mortgage Brokers Use Case Studies Instead of Testimonials?
Most brokers post generic testimonials such as:
Great service
Very professional
Highly recommend
These do not stand out.
Instead, share case studies that highlight the story:
The challenge the client faced
The solution you provided
The outcome they achieved
Example: A self-employed client came to me after being turned down by their bank. By packaging the case properly and managing underwriter concerns, we secured approval in three weeks.
This type of storytelling is memorable, relatable, and builds trust.
For a breakdown of how this creates referrals, watch my guide: More Mortgage Referrals Than You Can Deal With.
Should Mortgage Brokers Share Personal Content Online?
Yes, but with purpose.
The mistake many brokers make is posting only technical updates or oversharing personal content with no business link. Both extremes are ineffective.
The best strategy is to share personal content that also reinforces your professional authority.
Examples include:
A post about family time linked to the importance of systems that free up your diary
A weekend walk linked to keeping clarity and focus for client decisions
This balance makes you relatable and authoritative.
To see this type of approach in action, follow me on Instagram where I mix professional insights with personal context.
How Can Mortgage Brokers Build Content for Passive and Active Prospects?
Most brokers only post content for active prospects, which leaves them chasing leads constantly.
There are two groups you need to address:
Active prospects who are ready to buy now
Passive prospects who are not ready yet but are watching and learning
Active content might include topics such as fixed versus tracker rates. Passive content might include advice for people who are two years away from buying.
When you nurture passive prospects, you build brand leads. These are people who remember you when the time comes, without shopping around.
For a roadmap, watch my Mortgage Business Growth Plan.
How Does Content Fit Into a Mortgage Broker Marketing System?
Posting should never be random. It should plug into a repeatable marketing system.
That is why I created the Mortgage Business Mastery System. It covers:
Lead magnets that attract specific client types. You can start with my 30-Day Mortgage Broker Boost.
Onboarding emails that build trust and encourage calls.
Weekly content across awareness, nurture, and lead posts.
YouTube and blogs designed for search traffic.
LinkedIn niche content for specific audiences.
Retention marketing including reviews, newsletters, and post-completion touchpoints.
If you want structured support, you can work with me one-to-one to scale, streamline, and grow your mortgage business.
What Results Can Mortgage Brokers Expect From Posting the Right Content?
Brokers who shift their approach from random to structured content regularly achieve transformational results.
One adviser went from copying generic posts to creating content aligned with their authentic brand, attracting ideal clients and increasing income significantly.
Another broker built consistency with story-driven content and increased protection sales by over 200 percent in a year, gaining industry recognition.
A third broker avoided years of trial and error by implementing a clear strategy and achieved long-term predictable growth in a fraction of the time.
If you are weighing up whether coaching could help, read this: Why You Need a Mortgage Broker Coach.
Final Thoughts: What Content Strategy Works Best for Mortgage Brokers?
The brokers who succeed online are those who:
Avoid the entertainment trap
Post authority-driven content consistently
Share case studies instead of generic testimonials
Mix personal stories with professional context
Nurture both passive and active prospects
This strategy builds a pipeline of clients who trust you before they ever book a call.
If you are just starting out and need to pass CeMAP, I recommend Future in Finance. Use my code ASH50 to save £50 on any course here: Learn CeMAP the Smart Way.
If you have a quick question, leave a comment or message me on Instagram. I am always happy to help.
