Many mortgage brokers know that social media platforms like Facebook and Instagram can be a powerful tool for building trust and attracting new clients. But for many brokers, actually creating and posting content can pose a huge block.
It’s not the strategy that’s the issue, but the confidence and technical know-how needed to turn your idea into a professional-looking post with a clear message.
If you're still figuring out which platforms are best for reaching your audience, take a look at our full guide: A guide to social media platforms for brokers.
Even something as simple as ‘create a post with a nice graphic’ can feel like a stretch if you’ve never done it before. You’re not alone in feeling that way. The good news is, it’s a lot easier than you might think.
This blog will walk you through:
● How to think strategically about your Facebook and Instagram content.
● What kind of posts work best.
● How to use a free design tool like Canva.
● And exactly how to publish your post on Facebook or Instagram.
Let’s break it down.
Before you write a single word or open a design tool, make sure you’re clear on who you’re posting for.
Are you speaking to first-time buyers who don’t know where to start? Remortgagers worried about rising rates? Self-employed clients who’ve been told no one too many times?
The clearer you are about your audience, the easier it is to shape your message. A post written with one type of client in mind will always land better than something that casts the net too widely.
There are lots of options for creating Facebook content, like reels, polls and carousels (more on that below), but you don’t need to master them all. If you’re just starting out, the simplest and most effective format is a single image with a short caption.
It’s quick to make, easy to read and gets your message across without fuss. Once you’re more confident, you can experiment with other formats.
You don’t need a marketing budget or design skills to get started. With a handful of free tools, you can get most of the work done yourself. Here’s where to start:
Canva offers pre-made templates for your Facebook and Instagram posts. Just add your own text.
Both these platforms offer extensive free libraries of professional photos you can drop directly into your Canva template.
This is a free tool that lets you post and schedule content on both Facebook and Instagram. If you’ve never used it before, this Getting Started Guide will walk you through the basics.
Because both platforms are connected under Meta, you only need to create your content once and can share it across both in just a few clicks.
Here are two post examples you can adapt to suit your audience. Just copy, tweak, and post.
This type of post works well when you want to show you understand a common worry and have a way to help.
Sample caption:
Feeling overwhelmed by the mortgage process?
The right advice could save you thousands over the lifetime of your mortgage. Many people don’t realise how much simpler the journey can be with a broker’s support.
I work with first-time buyers to cut through the confusion and find the right deal for their first home.
If you’d like to explore your options, send me a message or click the link in my bio for a free chat.
This is a type of content that’s often overlooked but hugely valuable. Sharing news about lender changes keeps clients informed and positions you as the expert.
Sample caption:
Dreaming of your first home? Struggling to save a big deposit?
Just £5k could unlock your first home. This unique first-time buyer mortgage might turn that dream into a reality.
Some lenders will let you borrow up to X times your income or more, meaning you may be able to borrow more than you thought.
Polls are a fun, interactive feature available on Instagram and Facebook Stories (and in Facebook Groups). They’re quick to create and appear right at the top of people’s feeds, making them a great way to capture attention.
Not only do they encourage interaction, but every response generated can give you deeper insights into their behaviours, needs and wants from a mortgage broker.
Sample caption:
What do you find most confusing about buying your first home?
A) How big a deposit you need
B) The steps in the process
C) How much you can borrow
D) Other (share below)
To get started, just add a photo or video to your story or group, tap the stickers and choose ‘Poll’. You can then fill in your questions and answers, and share. It lets your followers vote instantly, keeping them engaged with your content in real-time.
Here’s a quick way to turn your caption into something visually appealing:
1. Head to www.canva.com and create a free account.
2. Click “Create a design” and select “Instagram Post” or “Facebook Post.”
3. Choose a template that suits your style.
4. Replace the text with your own caption.
5. Optional: Add your logo or contact details.
6. Download it as a PNG file.
That’s all it takes to create a polished, branded image, ready to share.
Now that you have your image and message, here’s how to publish it.
1. Log in to Facebook and go to your Business Page.
2. Click “Create Post” at the top.
3. Paste your caption into the text box.
4. Click “Photo/Video” and upload the image you made in Canva.
5. Add hashtags or a link if you like (optional).
6. Click “Post”.
Instagram works slightly differently, so here’s how to publish your content there:
1. Open the Instagram app or Meta Business Suite.
2. Tap “Create Post.”
3. Upload your Canva image.
4. Paste your caption and add hashtags.
5. Links in captions won’t work, so if you’re directing people to your website or booking page, tell them to use the link in your bio.
6. You can post immediately or schedule it through Meta Business Suite.
If you want to schedule it for later, you can do that through Meta Business Suite, also free from Facebook.
You don’t need to reinvent the wheel with every post. Clients tend to prefer practical updates and straightforward advice. Here are a few tried-and-tested ideas to start you off:
● Announce lender product changes.
● Share quick tips buyers often ask you about.
● Explain common terms like ‘agreement in principle’ or ‘LTV’.
● Clear up a common myth about deposits or rates.
Often the obvious things you take for granted are exactly what your audience wants to know.
Tip: You can use polls or questions to gather insights that’ll help you come up with better, more relevant content in the future. For example, if multiple people respond to or interact with a poll about saving for a deposit, you could follow up with a post sharing practical tips on government schemes, budgeting strategies, or ways to boost savings faster.
With a bit of planning, you can create a whole month’s worth of content in under an hour using this guide.
If you’re gaining confidence, you can always expand your output to include things like carousels and stories.
There are plenty of ways to share social media content, and each format has its own strengths:
● Single image post – best for quick updates, announcements, or sharing one clear message.
● Carousel post – useful when you want to break down a process step by step (for example, “5 things to do before applying for a mortgage”).
● Poll – a simple way to boost engagement and start a conversation (for example, “Would you move to save money on your mortgage?”).
● Short video – great for building trust, answering common questions, or showing your personality.
Remember, it’s best to start small. Use one of the templates above, pair it with a simple Canva image, and publish once a week. Consistency is much more important than perfection; those small, regular posts will gradually build trust and help keep you front of mind.
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