Build Trust, Not Just Ads
This guide provides a clear, step-by-step framework for brokers to build a professional brand and generate leads using social media. The focus is on creating a high-trust presence that turns your expertise into your most powerful marketing asset.
Demonstrate Expertise
Generously share valuable knowledge to demystify the mortgage process. When you empower clients with understanding, you build foundational trust.
Build Authority
Position yourself as the definitive expert in your niche. Consistent, insightful content showcases your deep understanding of the market.
Nurture Relationships
Use content to guide prospects over time, from initial awareness to active engagement, without resorting to a hard sell. Play the long game.
Choose Your Digital Handshake
Don't be everywhere at once. Focus your limited time on the platforms that best align with your business goals. Use the filters below to compare your options and decide on the right strategy for you.
LinkedIn: The Professional Powerhouse
Goal: Build professional authority & generate B2B referrals.
Primary Audience: Referral Partners (Accountants, Agents, Planners), Industry Peers.
Content Style: Professional, insightful, analytical, and text-focused. Share market analysis, commentary on RBA decisions, and articles on complex lending scenarios.
Key to Success: Consistent sharing of high-value articles and analysis that demonstrates deep industry expertise.
Facebook & Instagram: The Community Hub
Goal: Build brand trust, generate B2C leads & foster community.
Primary Audience: Local Community, Potential Clients (e.g., First Home Buyers), Past Clients.
Content Style: Relatable, helpful, interactive, and highly visual. Share client success stories, simplify jargon, and run polls.
Key to Success: Authentic community engagement and sharing educational content that humanizes your brand.
The Broker's Content Blueprint
A sustainable content strategy ensures your posts are consistently valuable. The "3 E's" framework—Educate, Engage, and Endorse—builds community and provides the social proof needed to convert followers into clients.
Educate (50%)
Be a generous expert. Translate complex jargon into simple, understandable language to build immense trust. Create "Jargon Busters" (LVR, LMI), explain the loan process, and interpret market news for your clients.
Engage (30%)
Social media is a two-way street. Ask insightful questions, run polls, champion other local businesses, and share behind-the-scenes glimpses to humanize your brand and foster community.
Endorse (20%)
Leverage your greatest asset: happy clients. Share success stories and testimonials (with explicit permission!) to provide powerful social proof and validate your skills and service.
Marketing on the Clock: Time-Saving Tips
Content Batching
Dedicate a few hours once a month to plan and create all your posts. This reduces daily stress and ensures consistency.
Scheduling Tools
Use tools like Buffer, Hootsuite, or native platform schedulers to automate your posting. Your online presence stays active even when you're busy.
Repurposing Content
Turn one blog post into five Facebook posts, an Instagram carousel, and a short video. Create once, publish everywhere.
Compliance is Key
Your online activity is a public extension of your professional practice and is subject to strict laws. A misstep can have severe consequences. Use this checklist to navigate the regulatory landscape safely.
Social Media Compliance Checklist
ALWAYS DO THIS:
Include your full name and ACL/CR number in your profile bio.
Add a general advice disclaimer to all educational or market-related posts.
Display the comparison rate whenever you mention a specific interest rate.
Get explicit, written permission from clients before posting their stories.
Focus on explaining the "what" and "how" (factual info), not what people "should do" (advice).
NEVER DO THIS:
Never promise or guarantee loan approval or specific financial returns.
Never give specific product recommendations in a public post.
Never post a client's details without their prior written consent.
Never make claims that are exaggerated, unsubstantiated, or misleading.