How mortgage brokers can use AI with social media

Added 15/01/24 - 2 min read

Social media offers mortgage brokers a fantastic opportunity to build relationships, generate leads and establish themselves as thought leaders in the sector.

But simply having a profile on Facebook, X and other platforms isn’t enough - you need to utilise them effectively.

That can seem a daunting task if you’re not a professional marketer, or you don’t have an in-house marketing team.

However, artificial intelligence can help you overcome this challenge, and enable you to get results on your socials without having to use too much time and resources.

Generating content

Social media engagement relies on you sharing diverse and engaging content, such as videos, infographics and blog posts.

AI-powered tools can help you create this content, so you have the means to create a steady stream of compelling posts for your audience.

Data analytics and insights

Once you’ve published and shared your content, it’s important to be able to measure how well it is performing, so you know what’s working and what isn’t.

Using AI-driven analytics tools to get this information means you can refine your content strategy accordingly, understand how audiences are responding to your posts and identify the peak engagement times.

Automated scheduling and posting

Once you’ve found out when you’re getting the best engagement on your social platforms, you can use AI tools to schedule and post content at these peak times.

That helps to ensure you’re consistently engaging with and maximising the opportunity to target your followers without having to devote too much time and resources to this task.

Chatbots for customer service

AI-driven chatbots can be integrated with your social media platforms, so you can respond to client queries straight away.

Chatbots are a great tool for providing answers to common questions, and therefore free up time for you and your team to focus on more complex tasks that demand human knowledge and experience, such as face-to-face client meetings.

Ultimately, this is the key benefit of using AI.

You’re a mortgage broker, not a marketing specialist, so it makes good business sense to turn to tools that allow you to carry out effective marketing, and at the same time, focus on what you’re really good at.

However, we should stress that while AI can make life easier in many ways, brokers are still subject to the same compliance and regulatory obligations.

For instance, using AI tools may have data protection implications, or they may be required to be transparent with clients over how certain decisions were made.

It may therefore be worth drawing up an AI use policy that reflects your legal requirements and responsibilities, and making sure that all colleagues understand it before they use AI tools to perform important tasks.