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Picture this: You snap the perfect photo, and you’re hopelessly trying to come up with a clever caption, but nothing comes to mind. Does this sound familiar? 

Being a social media expert doesn't come naturally for everyone, and you may never find that perfect moment when you can sound as catchy as one of the Kardashians. 

But, by taking a leap of faith (and a bit of practice), you'll be a social media machine in no time.

So what?  By now, you’re wondering the value of spending precious time you don't have on social media platforms?

It's all about relationships. Relationships, relationships, relationships. Social media is all about creating meaningful connections which grow into lifelong relationships. Who doesn’t want that?

Don't let your customers get lost in an overloaded database. Did you know that your borrowers will do approximately 11 loans in their lifetime? That's a whole lot of loans that shouldn't slip through the cracks and end up with a competitor. It’s time to grab the bull by the horns and rein your customers in for the long haul.


[Check out the Borrower Retention Playbook.]


Harnessing the power of social media marketing as a loan officer can be one of the most effective ways to cultivate, sustain and strengthen your relationships with your valued customers throughout their lifetime. 

Here are some industry best practices and ways you can work on leveraging the power of social media to your advantage: 

Social Media Marketing for Loan Officers

We’re not going to lie. There are lots of posts on social media that are cringeworthy. So as a professional, you will have to put thought into all of the content you create. In the fintech space, this can be tricky. Attempting to keep up with the latest regulations might make you question what’s okay to say and word choices you’ll want to avoid. 

What’s worse, the last thing you want to sound like is Generic Genie (sorry to all the Genie’s out there). Yet, establishing your voice so that you sound unique might pose other obstacles.

So, how do you establish trust, thought leadership, and credibility with your audience by not sharing generic messaging? We’ll show you how. 

For example, how many times have you gotten a message like this via email, Facebook Messenger, Twitter, or Instagram?


"Hey Frank,"

Happy Birthday. Hope it's your best year yet. 



[Your neighborhood LO] 

Kelly wants to keep you on her radar, but she might not have time to create customized messaging. 

Now here's a message that may have caught your attention,

Happy Birthday, Frank!

I'm so grateful that our love for In and Out led to a chance encounter. 

Here's a treat for you to enjoy [gift card in the mail!]—animal-style fries on me.

Take care,


The next time you decide to purchase a new home or refinance, you’ll be sure to call Kelly directly. 

Customization matters. Connections and relationships matter. 

Here are three simple steps to change the way your borrowers view your messaging: 

  1. Humanize your personal and company brand - this is a big one. Make sure your customers can put a face to a name and get to know you. Also, treat your customers like they are human, not just another commission. 

  • Tell a story. When creating a communication strategy to engage with your customer base, you'll want to captivate by telling an authentic and believable story. No, we're not talking about classic children's folklore. It's time to relay your brand's story. Have a clear vision, and share your company's mission in a meaningful and unique way.  
  • Ask customers questions and offer encouragement. In a competitive housing market, it can be stressful for a buyer. Today, house hunters can spend months making multiple offers on their dream home all to be outbid by another buyer. So offer your customers words of encouragement, teach them about the best home buyer practices, or connect them with your referral partners. 
  • Stay relevant. No, your customers or prospects aren't interested in what you had for dinner last night or that you went sailing in San Tropez last week - we get enough FOMO from our high school classmates. Highlight big wins for customers, such as a photo of them in front of their new home or share how you helped them with a cash-out to expand their backyard and make it more pup-friendly. 


  1. Build Trust: Reinforce yourself as a professional, and quickly you’ll come to find that prospects and past borrowers will begin to trust you. A referral or review on your platform might bring in new business, open up your network, and positively impact your ROI. Accelerate earned trust and credibility, and position yourself as a thought-leader. In the process, you'll deepen relationships and build a community that will be vital to repeatedly keep your customers coming back to you for a loan.  


  1. Drive Research: Try your hand at advertising. Luckily, there are tools at your disposal - like Denim Social. Easily see what ads convert, and you can then begin to test new ideas. 


Time for Transformation 

There's nothing more powerful than developing meaningful relationships with your customers. Now, more than ever - people are engaging on social media platforms across the board. On average, people spend 2-3 hours per day on social media. 

It's not hard to transform yourself into a social media maven. All you have to do is stay true to your humanized brand and personalized persona, and your customers will follow.