Changing Face Of Social Media

If you're using social media to promote your mortgage business, it's time to rethink what you're using it for.

For years, we've focused on likes, followers and engagement.

But social media is changing.

People are increasingly using platforms such as TikTok, Instagram and YouTube to discover information, find answers and research businesses. At the same time, Google and AI tools such as ChatGPT are changing how people search for information.

This creates a new opportunity for brokers.

It's becoming less about how many people engage with your content and more about whether the right people can find you — and whether they trust you when they do.

So your content needs to:

• Answer real questions

• Use clear, human language

• Demonstrate your expertise

• Show your personality

• Help people understand the mortgage process

The brokers who consistently create useful, trustworthy content will increasingly have an advantage.

Because people don't just buy from people they know.

They buy from people they can find and trust.

This is a reset, not just another social media trend.

And there's much more to come on how mortgage brokers can make the most of it.