Using Social Media Platforms to Connect with Different Audiences: A Guide for Reverse Mortgage Loan Professionals

In today's fast-paced digital world, maintaining an online presence is essential for any professional, especially for those in the financial sector. For a reverse mortgage loan officer, leveraging various social media platforms can make the difference between reaching your desired audience and getting lost in the digital shuffle. Here, with content tips for reverse mortgage, we delve into how best to use LinkedIn, Facebook, Twitter, and Instagram, tailoring content for each platform's unique audience and strengths.

Content Tips for Reverse Mortgage Professionals

Many of you know that LinkedIn is my FAVORITE networking tool – it’s how I’ve gotten 80% of my clients over the last 12 years or so! When used with a “B2B” state of mind, you can craft interesting content that is valuable to your potential referral partners and build trust.

LinkedIn Objective: Building professional connections for referral partnerships.

Target Audience: Financial advisors, Realtors®, CPAs, Fiduciaries, and other professionals in the finance industry.

Types of Content:

Educational Articles: Share well-researched pieces about the benefits of reverse mortgages, debunking common myths and addressing concerns that financial advisors may have.
Case Studies: Showcase success stories where reverse mortgages have benefited clients, highlighting the advisor's role in the process.
Industry News: Stay updated with the latest in the mortgage and finance sector, commenting on how these changes might affect the reverse mortgage landscape.
Webinars and Seminars: Promote or recap offline and online events that focus on educating financial professionals about the intricacies of reverse mortgages.
Professional Achievements: Received an award or recognition? Share it here to establish credibility.

Follow our LinkedIn page dedicated to content for reverse mortgage professionals. Click here to follow.

mother daughter selfie social media content tips for reverse mortgage

Facebook

While there is always to possibility of meeting a potential referral partner like on LinkedIn, Facebook is a “consumer-based” platform. Whereas you wouldn’t post cute kitty cat videos on LinkedIn, it’s perfectly acceptable to do so on Facebook. Think about what your potential clients would like to know about you to begin liking and trusting you. Here, you want to show your personality, your likes and your families/pets. On Facebook, here are content tips for reverse mortgage.

Facebook objective: Engaging older consumers for potential client opportunities and building your network

Target Audience: Older adults, retirees, and those nearing retirement age. Also, adult children of aging parents

Types of Content:

Personal Stories: Share testimonials or narratives of individuals who've benefited from reverse mortgages. Include personal experiences that have impacted you as they relate to reverse mortgages or aging parents.
Family and furry friends – for most older Facebook users, they are on the platform to engage with THEIR families and share their adorable pets. If this resonates with you and your lifestyle, these types of posts are a good idea.
Informative Videos: Use simple graphics and animations to explain how reverse mortgages work.
FAQs: Address common questions and misconceptions in an easy-to-understand format.
Engaging Polls and Quizzes: Encourage interaction by asking questions related to retirement planning and home ownership.
Local Community Events: Promote or share events catering to older consumers, offering them financial advice or insights.
Humor and motivation – people love to share funny or motivating posts with their friends. The key to humor, is to keep it appropriate for your followers and not go too far right or left when it comes to light or dark humor!

Twitter (X)

Twitter has changed quite a bit over the last few years, but still remains a social media powerhouse. Inventor of the #Hashtag, Twitter is known for quick bites and controversial posts. (Learn more about Hashtags here)

Twitter objective: Quick Updates and News

Target Audience: A broader demographic but can be tailored for older consumers and their adult children.

Types of Content:

News Snippets: Share bite-sized updates or news about the reverse mortgage industry, aging, retirement or health.
Engaging Stats: Use compelling statistics to highlight the benefits of reverse mortgages, social security facts, financial facts and Baby Boomer stats.
Quick Tips: Offer concise advice on retirement planning, mortgage management, myths and facts, aging health and lifestyle tips.
Retweet Relevant Content: Share content from reputable finance sources or news outlets to build credibility.
Interact with Followers: Engage in conversations, answer queries, and participate in trending discussions related to finance.

Instagram

Instagram is maturing and so is the audience demographic. While you may not find a lot of seniors on the platform, you will find their adult children, Realtors®, financial advisors and other potential referral partners. It is a well-rounded platform, but keep in mind the audience is on there for personal pleasure, not to be sold to.

Instagram objective: Visual Storytelling

Target Audience: A more diverse demographic, including older consumers and their families. Potential referral partners.

Types of Content:

Infographics: Share visually appealing data about reverse mortgages and retirement planning.
Client Testimonials: Use video snippets or image quotes to share positive experiences.
Motivational and aging quotes
Lifestyle tips and thoughtful messages about aging and living a healthy retirement
Behind-the-Scenes: Showcase the human side of your business, introducing team members or giving office tours.
Lifestyle Imagery: Depict the comfortable lifestyles that a reverse mortgage can help facilitate, resonating with dreams of a peaceful retirement.
Interactive Stories: Use polls, quizzes, and Q&A sessions to engage directly with your followers, addressing their queries in real time.
Humor

A note about presenting content:

If you’re not sure how to deliver your content, consider this:

Text only posts get the least amount of engagement.
Image posts gets much more engagement than text.
Video is the king of getting more views AND engagement!

Each of the platforms allow direct upload of video now and no one expects (or really wants) a polished, over-produced video in their feed. If you choose video, make it authentic and natural. Utilize the first 3 seconds to say something compelling to get them to stop scrolling and listen to what you have to say.

Each social media platform offers a unique way to engage with your audience. By tailoring content to fit the platform and its users, a reverse mortgage loan officer can effectively reach and influence both referral partners (B2B) and older consumers (B2C). Remember, it's not just about promoting your service, but also about providing valuable information, building trust, and fostering genuine relationships. We hope you enjoyed these content tips for reverse mortgage!

Easy-to-Use Reverse Mortgage Social Media Content

Don't struggle with your social media content - we've created it for you! Templates, ready-to-share images and pre-written content. Check it out below!