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LinkedIn may be the tool that many mortgage brokers have been neglecting and much to their detriment. When evaluating what the most successful mortgage brokers in the US do, one common denominator is that they unlock the power of LinkedIn.
In fact, 49% of originators use social media to reach millennials and Gen Z. LinkedIn stands out for its trustworthiness, professional positioning, and the opportunity to build a personal brand according to the 2024 Loan Originators Survey Report by MGIC and Loan Officer Hub.
LinkedIn, and social media in general, is a constantly evolving form of media and networking that might seem overwhelming at times. This leaves many brokers wondering if the return on their time investment is truly worth the effort to build a presence and network on the platform.
Let’s discuss why LinkedIn is more than a social network. It is a powerful and unique tool for mortgage professionals to build their reputation and brand, build relationships, add contacts, and best of all: Generate Leads.
Busting the Myth of LinkedIn as a Social Network
LinkedIn isn’t just a social network in the popular sense. Also, it doesn’t appear to ever have intended to be one. Instead, LinkedIn is a professional power tool and one that can be leveraged to great effect by mortgage industry professionals in particular.
After all, LinkedIn has been around for over 20 years now and has over 1 billion users in more than 200 countries. It has become a central part of business networking and is used by a variety of professionals. This includes recruiters seeking to bolster their ranks with qualified talent in an ever-competitive market.
Yes, LinkedIn can be used to share news, messages, and what photos of what you ate for dinner like other social media, but that isn’t where its true value rests. Let’s dive into that value and most importantly how brokers, realtors and MLOs can utilize it to take their performance, and income, to the next level.
LinkedIn Networking Profile Strategies
LinkedIn profiles are often described as ‘digital business cards’ and this is fairly accurate. Much like traditional business cards, your LinkedIn profile should be designed to make a positive first impression on viewers. This is especially true of those who are seeking information about you before you’ve actually met.
Your profile has many features and can be thoroughly customized to represent you, your background, your network of contacts, your achievements, and more. We spoke to A&D Mortgage Social Media Marketing team and listed their suggestions for setting up your profile for maximum effectiveness.
A professional headshot that will show you in your best light. You don’t need to be a model, but you should have an image that illustrates your confidence and personability.
An About section with a compelling story that will capture a viewer’s attention and keep it. You want leave your viewers wanting to know more.
A detailed list of achievements along with work history. Don’t skimp on your achievements as you never know which of your activities and accomplishments will resonate with people. Youth baseball “Coach of the Year” may not be a professional achievement, but it will have an impact on parents, fans of baseball, and others. It also speaks to your character.
Recommendations and endorsements from peers are also important, especially if the viewer knows any of the people providing them. Be sure to ‘swap’ these with your colleagues but also be genuine.
Take Your Business to the Next Level Using LinkedIn
It is no secret that referrals and word-of-mouth marketing are powerful. Nielsen reports that 92% of consumers trust referrals from people they know and that people are four times more likely to buy when they learn about it from friends and family.
This phenomenon is not just data driven but also intuitive. When you choose a new internet provider or a place to service your car, who do you trust more: their website or your Uncle Frank? Well, as long as he’s not the ‘weird’ uncle. According to Annex Cloud, the Word-of Mouth Marketing Association estimates that 2.4 billion brand-related conversations happen each day.
In the B2B sphere, LinkedIn amplifies this power. Utilizing word-of-mouth and referrals is what makes LinkedIn so valuable for your business. Relationships and trust matter and that will never go away regardless of digital advancements. The key is utilizing the technology we have such as LinkedIn to take full advantage in building our businesses and growing our referral network
Networking remains the #1 strategy, but it doesn’t stop at in-person events. With 36% of originators using social posts to connect with real estate agents, LinkedIn has become a natural extension of those offline relationships.
Specifically, we have compiled a list of strategies and hacks that utilize LinkedIn in elevating mortgage professionals and their businesses to the next level.
Mortgage Industry and LinkedIn = More Closings
Where LinkedIn shines best is its synergy of mortgage industry professionals. No other social media platform can match its ability to connect realtors, brokers, and mortgage loan originators in one place and then boost their performance collectively.
The power to assist this triad of actors in the homebuying market makes LinkedIn a must for everyone involved in the process including mortgage lenders like A&D Mortgage. We spoke to our social media marketing specialists, to gather their suggestions and LinkedIn lifehacks. They had some very specific strategies for mortgage professionals.
- Don’t chase numbers building your network. Build real connections. Adding 200+ random people isn’t a strategy. Add 20 people who actually matter: people in the mortgage industry, those you can help and those who might help you.
- Stories work. Even if you think you have nothing to share. Every small win, fail, or daily moment can be a story. Numbers make it better. “Closed the deal in 9 days” is great. Even “drank 57 cups of coffee this week” works.
Side note 1: Share the process. People love a behind-the-scenes look.
Side note 2: Real people > stock images. Photos of humans doing real things (talking, working, sipping coffee) always beat charts and slides. Videos? Even better. Want attention? Show yourself. - Leave comments. Especially on posts in your network. Engagement on LinkedIn goes both ways. Even short, thoughtful comments get your profile noticed and can start new conversations.
- LinkedIn is weird, but it works. Yes, it can feel ‘cringey’. But yes, it’s still worth it. It’s not going anywhere and will only keep growing.
- Numbers look better. So, if a metric can be quantified, write it out. For example, ‘My sales grew by 400%’, ‘we doubled our reach’, or ‘Business scaled from 5,000 to 100,000.’
LinkedIn Strategies for Realtors
LinkedIn provides a plethora of options for realtors to network, show off their listings, promote closings, etc. Additionally, there are learning tools available that are perfect for real estate professionals. These include training forums on digital marketing for real estate and LinkedIn Learning courses on negotiation.
Some other great features that can be utilized by realtors include:
- Using carousel posts for home listings
- Posting success stories with images and videos
- Sharing off-market deals to appeal to real estate investors
By taking advantage of these and the network tools available on LinkedIn, realtors can expand their contacts, develop relationships, and grow their reach. Best of all, it can all be done connecting with people you might not normally encounter.
LinkedIn Strategies for MLOs
MLOs need to manage many moving parts. LinkedIn is geared towards helping keep process moving forward and putting out fires while on the go. The mobile app puts LinkedIn’s power in your hand. InMail, group chats, and even voice and video messaging become increasingly useful when juggling multiple projects.
Another takeaway from the 2024 Loan Originators Survey Report by MGIC and Loan Officer Hub is that, among the top platforms loan officers use for business, LinkedIn ranks second at 43% behind Facebook at 67%, but in front of Instagram at 34%.
MLOs can also increase their skills base with LinkedIn Learning’s mortgage centered courses for beginners or to stay up to date on changes and advancements in the industry. The LinkedIn Learning Library can connect you with courses that best fit your needs all while the Sales Navigator filters your lead list.
LinkedIn Strategies for Brokers
LinkedIn can be a powerful tool in a broker’s belt and without an excessive amount of effort. Use it to build your reputation, check out your competition, connect with others in your industry such as realtors and MLOs, share your stories and expertise. Here are some of the ways brokers can leverage LinkedIn to reap significant rewards.
Market Trends & Information
Many different professionals gather market intelligence using LinkedIn and the mortgage industry is no exception. Use your Newsfeed to keep up to date with what others in the industry are doing.
Follow influencers and pay attention to what they have to say, and be sure to comment and ask questions about their content. Join finance and mortgage groups and share your experiences with like-minded people.
Networking to Expand Your Client Base
Use LinkedIn to connect with realtors, referral partners, and developers to build your network and your business. Be sure to customize your profile with relevant keywords and engage with your existing community. This will help ‘feed the algorithm’ in your favor. You’ll be found more often by people in the industry.
Use offline events and opportunities to share your LinkedIn profile as well. Attend open house events, chamber of commerce, and industry events to meet and share your LinkedIn profile and then keep in touch online with those you meet.
Client Reviews & Recommendations
We discussed this earlier, but it can’t be stressed enough. A client recommendation is gold for your reputation and overall image. Testimonials will often be your bread and butter in converting leads into clients and into increased business. Once the ball gets rolling, it is difficult to stop but keep it rolling by using other strategies outlined here.
Harnessing the Power of LinkedIn to Build Your Network
Few social networks have the reach and power of LinkedIn, but just as Rome wasn’t built in a day, neither will your business network. You’ll need to develop a plan and work that plan to convert your labor into a successful network that will ultimately generate loads of leads. Keeping these themes in mind will play a great role in your journey.
1. Be Active: Consistency Builds Confidence
People appreciate a hard worker, even if they don’t display wealth on their sleeves, their work ethic will draw people into their orbit. Your LinkedIn page is no different and it is a direct reflection of your commitment to building your brand.
Post consistently on your LinkedIn page. Articles and stories are great, but don’t skimp on comments of other’s posts. Develop a routine of nurturing your page like a garden. You don’t need to spend all day there, but a little bit of attention daily goes a long way.
Remember that just as consistency builds confidence in people, inconsistency breeds doubt. Stay on track.
2. You are the Brand
Your regular posts should be about you, your interactions with clients, and what part of your life that you choose to share. Your personal brand isn’t going to grow by posting other people’s content all the time.
People might be genuinely interested in your work process. You may take your daily work for granted, but if you actually describe what you do during a day, you’ll find some readers who are fascinated by it – it’s like getting a peek into someone else’s life.
It is great to share the posts of others, especially if they are in your network, but don’t overdo it. Be sure to include references to how you know the people whose posts you are sharing. For example: Check out my friend Bill. He opened a new bistro in the city center. I helped Bill buy his first house and I’m excited about his success.
Now you are associated with the post and not just plugging a new place to eat. Also, more of your friends will visit Bill’s Bistro because they know something more about it.
Speaking of Bill, when was the last time you spoke with him? Be sure to maintain regular contact with your clients and potential clients. Don’t just reach out when you need something. Nobody cares what you know until they know how much you care.
Use a customer relationship management (CRM) program to help with this challenge. The more contacts in your network, the harder it is to manage those connections. CRMs can be pricey and often aren’t built for the mortgage industry. However, A&D Mortgage partners have access to the free LEADer CRM designed specifically for the mortgage industry.
Serious Mortgage Professionals are on LinkedIn
If you’re serious about becoming the best realtor, MLO, or broker you can be, then LinkedIn should be part of your grand strategy. An active presence will demonstrate to others that you’re a contact worth having.
We reached out to Brian Vieaux, a mortgage professional with a great presence on LinkedIn, to add some additional nuggets of wisdom to this topic. Brian was kind enough to share some strategies.
Brian Vieaux:
“If you’re in mortgage or real estate and not actively using LinkedIn, you’re missing the most powerful referral network that exists outside of your local market.
I’ve been on LinkedIn for over 16 years, but I didn’t start using it strategically until the last few. Like many, I started with a profile and occasional scrolls. Today, LinkedIn is my primary platform for building relationships, driving brand awareness, and opening doors that traditional cold calls never could.
Two strategies that work (that I actually use)
1. Show Up Before You Sell
Two months ago, I identified a company I wanted to do business with. But instead of immediately pitching them, I started intentionally engaging with their content. I didn’t just like posts—I left real comments. I shared thoughtful perspectives. I gave without expecting anything back.
A few weeks in, I dropped a personal DM:
‘Your post about XYZ really hit home. I appreciate your perspective.’
A week later, they DM me:
‘All of a sudden, I see you in my feed every day.’
That ‘all of a sudden’ led to a demo request and ultimately a deal that’s now in contracting.
That’s not luck. That’s strategic consistency.
2. Create Content With a Purpose
I’ve posted on LinkedIn every single day for over 797 consecutive days. That’s more than 5,700 posts, 21,000+ DMs, and more conversations than I can count. But here’s the thing—every post isn’t about selling. It’s about serving. Educating. Entertaining. Asking questions. Creating a brand people trust before they ever need my product.
My feed blends mortgage strategy, fintech innovation, real estate partnerships, and yes –some humor, some life, and some philosophy. Why? Because people don’t buy from logos. They buy from humans.
What’s changed over the years?
LinkedIn used to be a digital resume. Now it’s a stage. It’s no longer about who you know, it’s about who knows you, and why they trust you.
The mortgage and real estate industry has always been relationship-driven. What’s changed is where those relationships form. Increasingly, it’s not at open houses or conferences. It’s in the comments section. In your DMs. In your content.
Final thought
People love to call it ‘overnight success.’ But what they don’t see is the 16 years, the 34,000+ connections, the daily discipline, and the long game.
So, if you’re just getting started?
Plant the seed today.
Because “all of a sudden” always starts with intentional consistency.”
Get Started Putting These Strategies into Practice
Armed with all this excellent information and strategies, you’re ready to start or restart your LinkedIn journey and unlock its potential. Update your profile today and start connecting with industry peers!
Be diligent and utilize LinkedIn to grow your network, find business building opportunities, and stay one step ahead of the competition in any market environment. Don’t forget to add A&D Mortgage to your network so we can take part in your success going forward.
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