Social media videos for loan officers: How to build your mortgage business
Social media videos for loan officers have become one of the most powerful tools for generating leads and building lasting client relationships. When Mandy Phillips, Branch Manager at Omega Mortgage Group, started creating content on TikTok in 2022, she had no idea it would transform her business. What began as practice videos to “get the awkwardness out” quickly evolved into a lead generation machine that now drives over 50% of her mortgage business.
If you’re a loan officer struggling to stand out in an increasingly competitive market, social media videos might be the game-changer you’ve been looking for. Here’s how to build your mortgage business through strategic video content creation.
For a deep dive into these topics, you can check out the podcast episode below with Mandy Philips:
Watch or listen to the full episode with Mandy Philips, CMO at Omega Mortgage Group, on the Local Marketing Lab podcast:
Getting started with video marketing for loan officers
Why social media videos work so well for loan officers
The mortgage process is complex and intimidating for most borrowers. Social media videos for loan officers create an opportunity to educate, build trust, and stay top-of-mind with potential clients long before they’re ready to apply for a loan.
“I can’t tell you the number of individuals that have come to me and they say something like, ‘I’ve been following you for a year. I’ve been following you for two years and I’m finally ready,’” Mandy Phillips explains. “I just happened to be the person they thought of because they saw me the most frequently.”
This nurturing happens naturally through consistent video content. Unlike traditional email campaigns or advertising, social media allows you to build relationships with people who don’t even realize they’re being nurtured until they’re ready to buy.
The two-content strategy that drives results
Mandy Phillips has found success with a simple two-pronged approach to social media videos for loan officers:
1. Educational Q&A Videos
These are straightforward videos where you speak directly to the camera, answering real questions from your audience. Think of them as mini-consultations where you’re positioned as the mortgage expert solving common problems.
What they look like: You’re sitting at your desk, in your car, or standing in your office, speaking directly to the camera. No fancy graphics or editing required—just you sharing your expertise in a conversational way. Here’s an example:
How to create them: Start by saving screenshots of questions you receive via comments, emails, or during client conversations. Each question becomes a video topic. Frame your response as if you’re talking to a friend who needs mortgage advice.
Content ideas for educational videos:
- “What credit score do you actually need for a conventional loan?”
- “Here’s what happens between pre-approval and closing”
- “Why your mortgage payment includes more than just principal and interest”
- “The real reason your interest rate might be higher than advertised”
- “Three documents every first-time buyer should prepare before applying”
The key advantage: While these videos might not rack up thousands of views, they attract the right audience—people actively thinking about getting a mortgage. These viewers are more likely to become actual clients because they’re seeking specific information about the loan process.
Pro tip: End each educational video with a soft call-to-action like “Drop a comment if you have questions about your specific situation” or “Send me a message if you’d like to discuss your mortgage options.”
2. Relatable Scenario Skits
These short, entertaining videos showcase the funny, frustrating, or surprising moments that happen during the mortgage process. They’re designed to make people laugh, relate, and share with friends who might be going through similar experiences.
What they look like: These are more creative and can include acting out scenarios, using props, or creating before-and-after situations. You might play both the loan officer and the client, or demonstrate common misconceptions about mortgages. Here’s an example:
How to create them: Think about the most common misconceptions, funny moments, or “aha” realizations your clients have during the mortgage process. Turn these into short, punchy videos that entertain while educating.
Content ideas for scenario videos:
- “What borrowers think pre-approval means vs. what it actually means”
- Demonstrating how small credit score improvements can save thousands
- The difference between what clients expect their mortgage payment to be vs. reality
- “Things no one tells you about homeowners insurance”
The key advantage: These videos are highly shareable and help grow your follower base. People tag friends who are house hunting, which expands your reach organically. They also humanize you as a loan officer and make the mortgage process feel less intimidating.
Pro tip: Keep these videos under 60 seconds and focus on one clear message. The goal is to entertain first, educate second.
Balancing both content types of social media videos for loan officers
The magic happens when you use both video types strategically. Social media videos for loan officers works best when you alternate between educational content that attracts serious prospects and entertaining content that grows your audience.
A successful weekly content calendar might look like:
- Monday: Educational Q&A about down payments
- Wednesday: Funny scenario about rate shopping
- Friday: Educational explanation of the underwriting process
- Sunday: Relatable content about closing day emotions
This approach ensures you’re consistently providing value while keeping your content engaging enough to maintain and grow your audience. The educational videos establish your expertise, while the scenario videos make you memorable and shareable.
Remember, both types of videos serve the same ultimate goal: building trust with potential borrowers who will think of you when they’re ready to get serious about a mortgage.
Getting started: The 5-video batch method
The biggest hurdle for most loan officers isn’t knowing what to create—it’s actually starting. Here’s a proven approach that overcomes initial camera anxiety and builds momentum:
Step 1: Choose your isolation zone. Find a space where no one else is around—your office on a weekend, your car in a quiet parking lot, or your home office after hours. Removing the fear of judgment is crucial for getting comfortable on camera.
Step 2: Turn off all distractions. Put your phone on do-not-disturb, close your email, and eliminate anything that might interrupt your flow. You need uninterrupted focus time to push through the initial awkwardness.
Step 3: Prepare your content list. Before you start filming, write down five specific questions or topics you want to address. Having a clear plan prevents you from freezing up when the camera starts rolling.
Step 4: Commit to completing all five videos. Don’t stop after one or two—push through until you have five complete videos. This initial batch gives you nearly two weeks of content and builds the confidence you need to continue.
Step 5: Master one editing skill. Learn to trim the awkward pause at the beginning of your videos. This simple edit dramatically improves watchability and makes your content feel more professional.
The beauty of this batch approach to social media videos for loan officers is that it creates a sustainable workflow. Once you have your first five videos, you can post every other day while planning your next filming session.
Platform strategy: Where to focus your efforts
Different social media platforms serve different purposes for your social media videos for loan officers strategy. Here’s how to maximize each one:
TikTok: Your growth engine
- Best for: Reaching younger demographics (millennials and Gen Z)
- Content that works: Quick tips, myth-busting, relatable scenarios
- Posting frequency: Daily if possible, minimum 3-4 times per week
- Key advantage: Highest potential for viral reach and rapid follower growth
Instagram: Professional Networking
- Best for: Building your professional brand and reaching local audiences
- Content that works: Behind-the-scenes content, client success stories, educational carousels
- Posting frequency: 3-4 times per week
- Key advantage: Strong local discovery and professional credibility
Facebook: Relationship Building
- Best for: Connecting with local community and referral sources
- Content that works: Educational posts, community involvement, market updates
- Posting frequency: 2-3 times per week
- Key advantage: Excellent for local reach and building trust with older demographics
YouTube: Long-Form Authority
- Best for: Detailed educational content and SEO benefits
- Content that works: In-depth mortgage explanations, market analysis, Q&A sessions
- Posting frequency: Weekly or bi-weekly
- Key advantage: Content remains discoverable long-term through search
The key to effective social media videos for loan officers across platforms is repurposing content smartly. Create one piece of content and adapt it for each platform’s unique audience and format preferences.
Overcoming common implementation barriers
“I don’t have professional equipment.” Your smartphone is sufficient for creating effective social media videos for loan officers. Focus on good lighting (face a window) and clear audio rather than expensive equipment. Authenticity resonates more than production value.
“I’m not comfortable on camera.” This improves dramatically with practice. Start with topics you’re passionate about—your expertise will shine through and reduce self-consciousness. Remember, your audience wants to see a real person, not a perfect performer.
“I don’t have time for content creation.” Batch creation solves this problem. Spending 3-4 hours monthly filming content is more efficient than trying to create videos daily. Think of it as an investment that pays dividends throughout the month.
“I don’t know what my audience wants to hear.” Start with questions you answer repeatedly for clients. These are proven topics that your audience cares about. As you create more content, pay attention to comments and engagement to guide future topics.
Your next steps: Building momentum
Success with social media videos for loan officers comes from consistent action, not perfect execution. Here’s your implementation roadmap:
Week 1: Foundation
- Choose your primary platform (TikTok for growth, Facebook for local reach)
- Create a list of 20 frequently asked questions from clients
- Set up your filming space and test your phone’s video quality
Week 2: Content Creation
- Block out 3-4 hours for your first batch filming session
- Create five videos using your question list
- Learn basic editing: trimming beginnings and adding captions
Week 3: Publishing and Optimization
- Post your first video and commit to every-other-day schedule
- Engage with comments and save new questions for future content
- Analyze which content performs best
Week 4: Expansion
- Plan your second batch of five videos
- Consider expanding to a second platform
- Explore collaboration opportunities with local professionals
Month 2 and Beyond: Scaling
- Increase posting frequency as you become more comfortable
- Experiment with different content types and formats
- Track lead generation and client acquisition from social media
The mortgage industry rewards relationship builders, and social media videos for loan officers are an effective way to build relationships at scale. Your expertise combined with consistent video content creates a powerful combination that attracts prospects, nurtures relationships, and generates referrals.
The question isn’t whether video content works for loan officers—it’s whether you’re ready to start building the authentic, trusted presence that turns social media followers into mortgage clients. Your first video won’t be perfect, but it will be the foundation for transforming your mortgage business.
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