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Use Social Media to Connect with Commercial Mortgage Borrowers

Commercial Mortgage
Posted on 
May 8, 2018

Social media allows businesses to connect with those interested in their services and products than ever before, and the commercial mortgage industry is no exception. All brokers need to do is to create accounts on social media channels to reach a wide audience of borrowers and referral sources. Not sure which social channels are right for you and your business? Here’s some information about each of the major players:


If you’re looking for something purely professional, LinkedIn is a great choice for commercial mortgage brokers looking to develop relationships with borrowers and referral sources. You can join various industry groups and inform members that you can secure them or their clients the commercial funding they need. Additionally, you can write informative posts about the commercial mortgage process, share content from industry influencers and keep your contacts informed about your recent closings.


There is no social network with a greater reach than Facebook. Despite recent troubles, Facebook still has well over 1 billion users worldwide. It has gotten more difficult for businesses to use Facebook, as the company has begun to prioritize personal connections in its algorithms, but you can create a page for your brokering business and encourage your borrowers and sources to follow you so that they can receive regular updates. Keep in mind that Facebook prioritizes image and video content and plan your posts accordingly.


You now have 280 characters to get your message across, but Twitter is still all about short and sweet messaging. This is a great platform to share industry news, blog posts and recent closings. Take the time to learn about widely-used industry hashtags so that the right people see your posts.


As a Google property, YouTube is the second largest search engine in the world, and many people get their information from the site. Additionally, video content is popular and tends to be prioritized by most social media channels in their algorithms. That means that if you create video content and share it, people are more likely to see it. So, if you’re comfortable in front of a camera, short informational videos about the commercial mortgage industry are a great option.

Social media sites are a unique opportunity for commercial mortgage brokers to develop connections with borrowers and referral sources all over the country. Using just one of these sites regularly will expand your reach and allow you to drive in more leads and close more commercial mortgages.


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