Today I’m going to show you how to beat one of your biggest enemies.
Some finfluencers (shortened for financial influencers) have been flooding social media platforms with misinformation for years now, so much so that the FCA are getting involved:
(Source: FCA.org.uk)
The thing is, people are listening to them, and you are losing business because they believe what they’re saying.
But there is a way to win them back.
Rise up against ‘finfluencers’ 👊
These finfluencers are just out for views and likes, nothing more!
Their content often oversimplifies or misrepresents real mortgage advice. 🤦♂️
When your clients listen to them instead of you, it puts their financial health at risk and impacts your business levels.
So, how do you stop losing leads to ‘viral’ misinformation?👇
Here are 4 powerful strategies you can implement right now:
1. Bust the Myths Wide Open 🔍
Finfluencers thrive on clickbaity and misleading headlines e.g.:
“Reduce your mortgage by doing this one thing”
Then proceed to give false information about hoe to overpay
or
“Why mortgages are a scam!”
Scaring the living daylights out of people.
You can set the story straight by:
- Creating a series of short videos or posts that tackle these myths
- Explaining what’s actually true and why
- Ending with: “This is why professional advice matters.”
Create refreshing content that wins people back onside.
2. It’s Fine to Flaunt 🤩
Finfluencers talk loudly, but they don’t have the years of experience you do.
Make sure your audience knows:
- How long you’ve been in the mortgage game
- The number of clients you’ve helped
- A recent case which shows proof, not just theory (figures work well in these videos)
The numbers don’t lie and you being you can back these up!
3. Go Local — Be your Local Expert 🏠
Finfluencers don’t know your market like you do.
Especially your local town.
All they care about is the views, not the people.
Use local knowledge to your advantage:
- Share your local town-specific mortgage tips
- Talk about local property trends, schemes, and lender benefits
- Use your local credibility to build real trust
4. Speak to the Parents 👨👩👧
If the TikTok crowd isn’t your client yet, their parents probably are.
Create content that speaks directly to them:
“Worried your kids are getting mortgage advice from TikTok?”
“Here’s how to protect your kids from financial misinformation”
Parents have money, mortgages, and influence, and they’ll appreciate a professional voice cutting through all the bloody rubbish!
The key?
Keep showing up with clear, helpful, and trustworthy advice.
While the Finfluencers are chasing clicks, you’re getting your audience to know, like and trust you 💬