Social media for mortgage brokers: what to post and how to stay compliant

Buyers start looking long before they call a broker. Social media lets them learn from you while they save, so you are the obvious call when they find a home. Referral partners, such as estate agents and solicitors, are your other audience.

Three to four posts a week is realistic. Film several short explainers in one session and post them over the month.

• Monday: one step of the process, such as what an agreement in principle is.
• Tuesday: a myth or common mistake, such as applying for credit just before a mortgage.
• Wednesday: a client story, with written permission, and no figures they have not agreed to share.
• Thursday: a person. You, your case manager or a referral partner.
• Friday: local market colour, such as a new development or a first-time buyer event.

Process content is your strongest material because the process is what scares people. Answer the questions you hear on every first call, and show the documents, timelines and people involved.

Keep rates, payments and deposit figures out of everyday posts. In both the UK and the US, mentioning numbers can turn a simple post into an advert that needs extra information. Talk about the process and invite people to get in touch for figures that fit them.

• "Keys day" photos with the client's written permission.
• Document checklists for employed, self-employed and first-time buyers.
• Timeline posts: from offer accepted to completion or closing.
• Jargon explained: loan to value, remortgage, escrow, survey or appraisal, in general terms.
• Partner posts featuring estate agents, solicitors and surveyors you work with.
• Team posts showing who answers the phone and who chases the lender.

UK: the FCA's social media guidance (FG24/1) lists MCOB 3A, the mortgage financial promotion rules, among the sector rules that apply to social posts. It says each promotion must be fair, clear and not misleading and compliant on its own, should give a balanced view of benefits and risks, and that some promotions need a prescribed risk warning displayed prominently. Simple image advertising that only shows your name, logo, contact point and the types of service you offer is likely to be exempt from many financial promotion rules, though the FCA says that exemption does not extend to every sector sourcebook. MCOB 3A.2.1R requires communications to be fair, clear and not misleading. If you are part of a network, ask its compliance team which posts it needs to approve.

US: Regulation Z (12 CFR 1026.24) says that if an ad states a rate, it must state it as an annual percentage rate. Mentioning a down payment, the number of payments or repayment period, a payment amount or a finance charge triggers extra disclosures: the down payment, the repayment terms and the APR. It also restricts the word "fixed" in ads for adjustable-rate loans and bars implying a government loan programme that is not one. Regulation N (12 CFR Part 1014) bans material misrepresentations in any commercial communication about a mortgage, including about rates, fees, payments, eligibility and pre-approval, and requires you to keep copies of materially different communications for 24 months.

If you boost posts on Facebook or Instagram, Meta has a Special Ad Category called Financial products and services for advertisers promoting financial products and services. It limits audience selection tools to help protect people from unlawful discrimination, so choose it when you set up the campaign.

This is general information, not legal advice. Check with your network, compliance adviser or a lawyer before posting anything with numbers.

• No rates, payments or deposit amounts in casual posts unless compliance has approved the full wording.
• Never say anyone is "guaranteed" or "pre-approved" in a public post.
• Do not use government logos or styles that suggest an official programme.
• Keep a copy of every promotional post and its approval.

Sources: FCA FG24/1 full guidance (PDF), checked 15 October 2026; FCA Handbook MCOB 3A.2: Fair, clear and not misleading communications, checked 15 October 2026; CFPB: Regulation Z, 12 CFR 1026.24 Advertising, checked 15 October 2026; 12 CFR Part 1014: Mortgage Acts and Practices, Advertising (Regulation N), eCFR, checked 15 October 2026; Meta Business Help Center: How to Choose a Special Ad Category, checked 15 October 2026

Reviews matter a great deal to brokers because buyers compare several before calling. Ask at completion or closing, when the client is happiest, and ask everyone the same way. Google prohibits incentives for reviews and selectively asking only happy clients, and the US FTC's rule bans buying reviews of a particular sentiment.

Comments often turn into personal finance questions. Answer with general information and invite the person to a private conversation; never discuss income, credit history or a specific case in public.

1. Send your review link with the completion or closing message.
2. Thank reviewers by first name and mention nothing about their loan.
3. For a complaint, apologise for the experience and give a named contact.
4. Move any question about someone's own situation into a private message or call.

Sources: Google Business Profile Help: Tips to get more reviews, checked 15 October 2026; Google Maps user-generated content policy: fake engagement, checked 15 October 2026; FTC final rule banning fake reviews and testimonials (August 2024), checked 15 October 2026

Use four pillars: process, proof, people and local market. Keep a running list of questions from first calls; it will fill most of your calendar.

Disclosure: this guide is published by Zolyp, an AI social media manager. Zolyp plans a calendar around your content pillars, writes and designs each post, and schedules it to Instagram, Facebook, LinkedIn, Google Business, X, TikTok, YouTube, Pinterest, and Threads. You start in review-everything mode, so nothing goes live without your approval. Brand Brain can hold banned words, such as "guaranteed approval", and your standard disclaimers. Zolyp does not check posts against FCA, CFPB or network rules, so have compliance approve anything with numbers. Plans start at $29/mo.

1. Week 1: list ten questions from recent first calls and pick four to answer.
2. Week 2: film the explainers in one session and send any numbers to compliance.
3. Week 3: share a client story with permission and feature a referral partner.
4. Week 4: reply to reviews, check which posts brought enquiries and plan next month.