I’ve carried out over 100 social media audits for mortgage brokers and estate agents.
And three things come up almost every single time.
Not occasionally. Not now and then. Every. Single. Time.
Here they are, and more importantly, here’s how to fix them.
1. Your bio isn’t selling you
Most bios I look at say something like “helping you find the right mortgage” or “your local estate agent.”
That tells me nothing.
And it definitely won’t make someone want to get in touch.
Your bio is often the first thing a potential client reads. Use it.
Try the WRAP framework. One line each:
Who you are & who you help: “Mortgage broker helping first-time buyers in Leeds” beats “financial professional” every time.
Role/USP: What you actually do and why someone should pick you over anyone else.
Authority: Back it up with a number. 50 five-star Google reviews. 300 mortgages arranged. 12 years in the industry. Something that makes someone think “okay, this person knows what they’re doing.”
Prompt: Tell them exactly what to do next. DM me. Download the guide. Book a call. Don’t make them guess.
Four lines. That’s it.
Your bio can go from a placeholder to something that actually converts.
2. You’re only posting about your service
Every post is “here’s what I do” or “call me for a mortgage.”
People don’t buy from people who sell at them. They buy from people they trust.
And trust is built through education and entertainment, not consistent promotions.
Yes, you can still talk about your services. But make it around 20% of what you post. Not 100%.
If every post is a sales post, people switch off.
Give them a reason to keep following you.
3. You never talk about your wins
We’re British. We’re terrible at this.
Posting “I just helped a client get a mortgage after being declined twice by other brokers” feels like showing off.
It isn’t.
It’s proof.
Your future clients need to see that you can solve problems like theirs.
Case studies and client wins are the most powerful content you can post.
You don’t have to be arrogant about it. Keep it focused on the client. Keep it human.
But start talking about your wins, because most of your competitors aren’t.
Three things. None of them complicated.
The question is: which one are you guilty of?
Chris