Your LinkedIn page looks tidy. You post on Facebook now and then. Yet the phone stays quiet. Sound familiar?

People tend to do a little homework before trusting anyone with their money. They might check a lender’s reviews, look through a RoboForex profile while comparing trading brokers, or scroll through a mortgage broker’s posts to see how they explain things. Different services, same habit: get a feel for who you’re dealing with before making contact.

That’s why social media rarely works like an instant lead machine for mortgage brokers. Someone might watch a couple of your videos today and come back months later, when buying a home goes from a vague idea to an actual plan. Your job is to be the broker they remember.

Here’s what helps.

Publish often enough to stay visible

Borrowers check more than your website before they call. A profile that hasn’t been updated in months can make even a busy broker look out of touch.

Keep a schedule you can actually manage. Three useful posts a week beat a frantic run of daily updates followed by silence. Save the questions you hear on calls. Each one could become a post, a quick video or a simple chart.

Educate, don’t sell

“Great rates. Fast approval. Call today.” Most people scroll straight past that.

Explain the difference between an offset account and a redraw facility. Talk through what can affect borrowing power, or why pre-approval isn’t a promise from the lender. These are the questions clients ask when no one’s watching.

Give a clear answer and let people decide what to do next. The less you push, the easier it is for them to trust you. If you use jargon, explain it like you would to someone sitting across your desk.

Use graphs that tell a story

A photo of a nice house might catch someone’s eye. A clear graph showing how repayments change with interest rates could help them plan.

Keep charts simple, label the numbers, and use reliable data. Add one line on what it means for borrowers in your market. People should understand the point without squinting at a wall of figures.

Write for the clients you want

A first-home buyer in Sydney has different questions from a self-employed borrower in Perth. Your posts should sound like you know that.

If you work locally, cover your area. If you deal with investors, explain cash flow and loan features. For first-home buyers, focus on deposits, fees and the steps before settlement.

You don’t need to impress everyone. You need the right reader to think, “That’s exactly what I wanted to know.”

Play the long game

Most people won’t book a call after one post. They may save a video, send it to a partner or follow you for weeks before they get in touch.

Reply to comments. Answer DMs like a person, not a sales script. Keep talking to past clients too; a useful update can lead to a refinance conversation or a referral.

A Cotality survey linked regular client contact with more enquiries, stronger relationships and referrals. Staying useful keeps you in mind.

Use short videos to reach younger buyers

TikTok and Instagram Reels let people hear your voice before they ever meet you. LinkedIn is a smart place to build ties with agents, accountants and other referral partners.

You don’t need a studio. As mortgage broker Luke Ashby told Australian Broker, less polished videos can feel more relatable. Pick one question, film a short answer on your phone and add captions. Keep the opening direct: “Can you buy a home with a smaller deposit?”

Don’t chase every trend or post five times a day just to feed an algorithm. Pay attention to the questions, saves and messages your videos get.

Make it easy to take the next step

Put your service area and contact details in your bio. Give people a clear way to book a chat. Track where enquiries come from instead of judging everything by likes.

A simple call to action works: ‘Save this checklist’ or ‘Send me your question.’ If you run ads, send people to a helpful page that matches the post, not a generic homepage.

And keep the basics right. Check any rate or loan claim, protect client details and stick to general information on public posts. A public post can’t replace a proper assessment of someone’s needs.

A helpful post may not win a client today. It can make you the first person they contact when they’re ready.