Loan officers have more marketing tools than ever before. Video, social media, AI, email, CRMs, and content platforms can all help grow a mortgage business.

But tools only work when they are used with the right strategy.

In a recent conversation with Deven Gillen, Laura Brandao, president and owner of MLB Wholesale, shared a powerful reminder for loan officers: this is still a relationship business. Whether you are using social media, video, AI, or old-school phone calls, people still do business with people they know, like, and trust.

That means your marketing should not be built around copying someone else or chasing viral attention. It should be built around showing up consistently as yourself.

Be Yourself Before You Try to Be Everywhere

One of the biggest mistakes loan officers make on social media is trying to act like someone else.

They see another creator performing well, so they copy their style. They read a marketing book and suddenly change their tone. They watch a competitor’s video and try to become a completely different version of themselves.

The problem is that people can feel when your marketing does not match who you are in real life.

Laura’s advice is simple: be yourself.

Your energy, personality, and expertise will naturally attract the right agents, referral partners, clients, and community connections. But if your message changes every week, people will struggle to understand who you are and why they should trust you.

As Deven Gillen explains on Hova Digital, loan officers build stronger brands when their online presence feels aligned with how they actually communicate in person.

Build a Past Client System Before Rates Move

Many loan officers wait until rates drop to reach out to past clients. By then, it is usually too late.

If rates are already moving, other lenders are likely contacting those same clients. The better strategy is to set expectations before the loan even closes.

Laura recommends creating a follow-up process during the current transaction. Before closing, tell the client exactly what will happen next. Let them know you will check in 30 days after closing to make sure they understand where to make the first payment and that their escrow setup looks right.

Then schedule another follow-up after the first payment. Then set a six-month review before the loan closes.

This changes everything.

Instead of reaching out later and feeling awkward, you have already framed the relationship as ongoing. The client understands that working with you includes long-term guidance, not just one transaction.

Stop Chasing Virality and Start Building Familiarity

Going viral sounds exciting, but it is not a reliable mortgage marketing strategy.

Most loan officers do not need millions of strangers to see their content. They need the right agents, clients, referral partners, and local community members to see them consistently.

Laura’s message was clear: consistency matters.

She recommends loan officers show up on social media at least five days a week, especially if they work directly with consumers. Weekend visibility can also matter because that is when many buyers, homeowners, and families are thinking about real estate, open houses, and financial decisions.

The goal is not to post just for attention. The goal is to stay top of mind.

If people do not see you, they can forget you. But when they regularly see your face, hear your message, and get a peek into your personality, you become more familiar.

And familiarity builds trust.

Video Does Not Have to Be Perfect

A lot of loan officers avoid video because they overthink it.

They worry about how they look, how they sound, what their hair looks like, whether the lighting is perfect, or whether they said something slightly wrong.

Laura shared a practical approach: record one take and send it to someone else to edit. She does not sit there rewatching every video and judging herself.

That is a lesson loan officers can apply immediately.

You do not need to obsess over every detail. You need to get the message recorded, clean it up if needed, and keep moving.

According to Deven Gillen on Hova Digital, some of the best-performing loan officer videos are simple, clear, and authentic. Clean captions and removing awkward pauses are often enough. The message matters more than the production.

Do Not Let Negative Comments Stop You

Social media can come with criticism. Some people may leave negative comments, judge your appearance, or disagree with your content.

Laura’s perspective is important: successful people are usually too busy building their own business to spend time tearing others down.

That does not mean you should ignore every issue. If something needs to be addressed, handle it professionally and positively. But do not let negative comments pull you away from the larger goal.

Your focus should be on growing your business, helping your clients, supporting your community, and staying consistent.

The people who need your message will not care if everything is perfect. They will care that you showed up and helped them understand something important.

The Loan Officers Who Stay Consistent Win

The mortgage industry will keep changing. Rates will move. Technology will evolve. Social platforms will shift. AI will become more common.

But the foundation will stay the same.

Loan officers who are authentic, consistent, and relationship-focused will always have an advantage.

Show up as yourself. Build a follow-up system before closing. Stay visible even when nothing exciting is happening. Record the video even if it is not perfect. Keep helping people.

That is how loan officers become known, trusted, and remembered.

Sources

HovaDigital.com
Hova Digital Blog