My partner bought a swimming costume recently.
Not a cheap one.
A proper “treat yourself” purchase from a brand that positions itself really well on Instagram.
Good-looking website. Premium imagery. High price tag.
After a few weeks, we found the material was faulty.
She sent it back.
They sent a replacement.
The material was faulty again.
Expensive doesn’t always mean better.
And to top it all off, the customer service wasn’t great either.
For the price point, you’d expect more.
But the brand looks the part.
And that perception of quality, built entirely on price and presentation, is doing a lot of the heavy lifting.
It got me thinking about trust.
Because in your world, people are handing over one of the biggest financial decisions of their life.
They’re not picking a mortgage adviser based on the swankiest website or the best photos.
They’re picking someone they trust.
So here are three types of posts that will build that trust, without you needing to be flashy about it.
1. Early Days Case Study
Go back to year one.
Find a client story from when you were just getting started.
Maybe it was a tricky case.
Maybe it was someone who didn’t think they could get a mortgage at all.
Tell that story.
You don’t need polished graphics or a professional video for this one.
You just need to show people that you’ve been solving real problems for real people for a long time.
That’s what builds trust.
2. Your Reviews, in Numbers
Not just one glowing testimonial.
The total.
“I have 94 Google reviews, 47 Facebook reviews and a 5-star rating on VouchedFor.”
Platforms like Google, Facebook, Trustpilot and VouchedFor exist for this exact reason.
Use them.
A single number, the sum of people who trusted you enough to leave a review.
3. The “Who I’m Not For” Post
This one is rare.
Which is exactly why it works.
Most advisers write content trying to appeal to everyone.
Try writing one that doesn’t.
Something like: “I won’t rush you into a product just to hit a target. If that’s what you’re looking for, I’m probably not your adviser.”
Honesty like that is disarming.
People read it and immediately think, that’s actually exactly who I want.
Expensive doesn’t mean trustworthy.
But consistent, honest content?
That does.
Here’s to more honesty on social media.
And better quality swimwear.
Chris