Not all platforms are built equal, especially when it comes to mortgage broker marketing. Some channels will fill your calendar with booked calls. Others will chew through hours of your week and deliver nothing but tire-kickers and ghosted DMs.
We’ve ranked every major social and marketing platform using a simple, battle-tested tier system (S–F) based on data from all the brokers we’ve worked with at Mober.
TikTok has potential for virality, but the conversion rate is garbage for most brokers. The platform’s audience is younger and attention spans are shorter. You’ll get floods of “one-day” buyers who aren’t even close to ready. It can still work for brand awareness or first-home buyer niches, but expect a lot of window shoppers.
Best For:
Awareness, testing viral hooks, and targeting a younger audience
Weakness:
Low quality + low intent leads and minimal direct ROI compared to other platforms
Organic reach on Facebook has dropped significantly, but it still has its place, particularly for promoting articles and running retargeting campaigns. Static image posts and link shares tend to outperform videos here, making it useful for driving traffic to your blogs, sharing updates, or staying visible to older audiences. Facebook Groups can also be powerful for building a tight-knit community, though growing and maintaining an active one takes SERIOUS time and consistency.
Best For:
Warm audience content, targeting older demographics and promoting news
Weakness: Poor algorithm for video content, and hard to build an engaged audience
YouTube is the trust machine. If you seriously want to be the go-to broker in your niche, YouTube (and Instagram) is the place to do it. Long-form content builds credibility in a way short clips never can. A viewer who spends 6 minutes watching your video already trusts you more than someone who’s seen 20 TikToks. A major upside to YouTube is the longevity of your content, you see a video that you post today can rank for years if the algorithm thinks it’s valuable enough, there is also a minimal amount of competition on YouTube compared to other platforms.
Best For:
Authority, Trust building, high-quality audience, SEO backlinks
Weakness: EXTREME amount of time, effort and money to see returns, slow burn (Difficult to go viral)
Instagram is still the go-to platform for mortgage brokers in 2026, and for good reason. It blends attention and intent better than anything else out there. It’s fast, visual, and built for connection, which is exactly how people choose service providers now. Not through polished brands, but through real people they relate to and trust. The audience is spot on too… professionals, first-home buyers, parents, and investors aged 22 to 55. Show up with value, show your face, and stay consistent. That’s how brokers turn followers into leads, and leads into clients.
Best For:
Brand building, inbound leads, showcasing expertise, and client trust.
Weakness:
Posting generic templates: (you need a real personality on here), inconsistent posting, selling services on organic content.
If you work with white-collar professionals, business owners, or investors, LinkedIn is where you want to be. If that’s not your audience, skip it, it’s not built for mass market reach. LinkedIn is a slower burn, but the relationships you build here are high trust and high value. It rewards brokers who engage, comment, and share smart insights, not ads. The goal isn’t to sell, it’s to show you understand the game. When professionals see your content and think, “This broker gets it,” you’re on the right track.
Best For:
Targeting investors, commercial or professional niches, building referral partnerships
Weakness:
Avoid sending spammy cold DMs or generic AI-generated posts
If you’re in a local suburban market, SEO is still one of the best long-term plays. Ranking in the Google Maps pack for “Mortgage Broker [Suburb]” is money. But if you’re going for statewide or national ranking, prepare for years of grind and BIG spend, especially against long-established firms. You’ll need to be posting detailed blogs constantly about every little topic you can think of, you’ll also need to make sure you’re getting consistent traffic to your blogs by spreading them across other social platforms.
Best For:
Local broker rankings, high-intent leads and long-term business growth
Weakness:
Expensive + time-consuming to scale nationally
Still the king of direct response for brokers. When structured correctly, Meta Ads are the single most reliable source to book calls on autopilot. But the keyword is right, it’s not about boosting posts and hoping for the best.
Here’s how the actual funnel setup should look:
Ad grabs attention > Landing page prompts them to book > calendar locks in a call > nurture before meeting to boost show-up rate > meeting
Yes, you can run lead forms to get volume, and they will flood you with contacts. But most of those leads will be junk, and some of them will even forget submitting their details. So if you're not following up fast or nurturing them properly, expect no-shows and ghosting.
Best For:
Consistent bookings, cost-effective leads, low time commitment
Weakness:
Facebook lead form spam + can be a money sink if done incorrectly
Your professional network is free marketing with unlimited upside. Accountants, real estate agents, financial planners, insurance agents, buyer's agents, they’re all sitting on your next hundred deals. When you build real win-win partnerships and actually nurture them, you unlock networks for free. Don’t think of it as a referral, think of it as borrowed influence, the client being sent to you is likely heavily influenced by your referral partner, so take advantage of this trust and provide an elite service.
Client referrals are also elite, but these don’t just come from great service. Clients forget fast, unless you keep showing up in their inbox or feed post-settlement. That’s why consistent social and email content together drive more referrals. After every deal settles, someone from your team should personally follow up, ask for a review, and open the door for referrals.
Best For:
High-quality & high-converting leads, VERY cost-effective
Weakness:
Time-consuming, if done incorrectly, relationships can become transactional, leading to low-quality partnerships
Email might not be sexy, but it’s deadly effective, especially when you write like a human. Email is the one platform you own, no algorithms, no guesswork, just a direct connection. Most brokers either ignore email or send out corporate junk that nobody reads. Big mistake.
Done properly and consistently, emails keep past clients warm for repeat business, and nudges slow-leads to finally book.
Want to see how to build an email engine that actually converts? Check out our full breakdown in this blog.
Best For:
Lead nurturing, reactivation of slow leads, staying top of mind with past clients
Weakness:
Generic newsletters and corporate jargon will get ignored! Write like a human or don’t bother.
Not every platform deserves your energy. The goal isn’t to be everywhere, it’s simply to dominate the few platforms that work best for your niche.
For most mortgage broker’s serious about growth, the winning combo looks like this:
Instagram + Meta Ads + Email + Referrals
That mix builds authority, scales leads, and keeps your calendar full without chasing people.
If you focus your time and energy on these 4 pillars for long enough, you’re bound to start seeing some nice growth for your brokerage without burning yourself out.
At Mober, we build marketing systems specifically for brokers, from Meta ads, funnels, and content, to automation and email nurturing that generates real booked calls (not vanity metrics). We’ve helped MPA Top 100 brokers sharpen their marketing systems and scaled brokers past $200M+ in volume using the exact strategies you’ve just read. If you're ready to attract better leads and close more deals, book a free strategy consultation with our team today.