Most loan officers know they should be posting content. Very few actually do it consistently. And of those who do, even fewer post the right content at the right time.
Here's the truth: mortgage content marketing isn't about going viral. It's about staying visible to people who will need a mortgage in the next 6 to 18 months. That's your sphere, your past clients, your referral partners, and the strangers scrolling Instagram at 10pm wondering if they can afford a house.
This guide gives you a concrete loan officer content strategy you can execute this week. No fluff, no "just be authentic" advice. Actual post types, timing, and a system to keep it running without burning out.
Let's diagnose the problem before we fix it. Loan officers fail at content for three reasons:
The fix isn't complicated. You need a repeatable content framework, a posting schedule, and a tool that makes execution painless.
Every piece of content you create should fall into one of these five categories. Rotate through them weekly and you'll never run out of ideas.
This is your bread and butter. Explain the mortgage process in plain English. Break down concepts that confuse buyers.
Educational content builds trust. When someone learns from you, they remember you when it's time to apply.
Closing photos, client testimonials, milestone celebrations. These posts do double duty: they make your past clients feel valued and they show prospects that you actually close loans.
"Just helped a first-time buyer close on their home after 6 months of credit repair work. Started at a 580 score, closed at 640. This is why I do what I do."
Stories like that are 10x more powerful than "another happy client!" with a generic photo.
Rate movements, housing inventory changes, local market trends. Keep these short and actionable. Don't just report the news. Tell people what it means for them.
Bad: "Rates dropped to 6.25% this week."
Good: "Rates dropped to 6.25%. For a $400K loan, that saves $87/month compared to last month. If you've been on the fence, here's what that looks like."
People buy from people they know and like. Show your process. Show your workspace. Show the chaos of a Friday afternoon rush to get docs signed. This content humanizes you.
Local restaurant recommendations. Neighborhood spotlights. Events you're attending. This content positions you as a local expert, not just a loan machine. Realtors love sharing this stuff too, which expands your reach.
5 stories per week (casual, low effort). 4 educational posts per month. 3 social proof posts per month. 2 market updates per month. 1 personal/community post per month. That's roughly 3 feed posts per week plus daily stories. Totally manageable.
Timing matters more than most LOs think. Not because of algorithm hacks, but because of buyer psychology.
Mortgage content marketing should follow the real estate cycle:
You don't need to be everywhere. Pick two platforms and dominate them.
Still the best platform for mortgage content if you're targeting 30-55 year olds. Your sphere lives here. Facebook Groups (especially local ones) are goldmines for visibility. Post in your feed AND engage in groups.
Best for visual content and stories. Reels get massive reach. A 30-second "mortgage tip of the day" reel can outperform a week of static posts. Use stories for behind-the-scenes and polls.
Underrated for mortgage professionals. This is where your referral partners hang out: realtors, financial advisors, CPAs. Post here to build B2B relationships, not to reach borrowers directly.
Long game, massive payoff. A library of mortgage education videos becomes a 24/7 lead generation machine. Start with one video per week answering common buyer questions.
Here's the batch creation system that actually works:
Here's where most LOs leave money on the table. They create content but don't connect it to a lead capture system. HighLevel changes that.
HighLevel's built-in Social Planner lets you schedule posts to Facebook, Instagram, LinkedIn, and Google Business Profile from one dashboard. No need for Hootsuite or Buffer. It's included in your subscription.
The real power is connecting content to funnels. Here's the workflow:
That's a complete content-to-lead system. No manual follow-up required for the initial touch.
Every piece of content you create can be repurposed into email sequences. Wrote a great post about FHA loans? Turn it into a 3-email nurture series for first-time buyers. HighLevel makes this trivially easy with its campaign builder.
One blog post becomes: 1 email newsletter, 3 social media posts, 1 short video script, and 5 story slides. Create once, distribute everywhere. HighLevel's Social Planner handles the distribution. Your automation handles the follow-up.
Stuck on what to post? Here are 15 ready-to-use ideas:
Don't just post and pray. Track these metrics monthly:
The goal isn't vanity metrics. It's conversations that turn into applications. If a post gets 10 likes but 2 DMs, that's better than 200 likes and zero conversations.
Mortgage content marketing works. But only if you actually do it. Pick two platforms, commit to the 5-4-3-2-1 formula, batch your content monthly, and let HighLevel handle the scheduling and follow-up.
The LOs who start now will own their local market in 12 months. The ones who keep saying "I should really start posting" will still be buying leads from Zillow at $30 a pop.
Your move.
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