LinkedIn is the world’s largest professional networking platform, having over 134.5 million active daily users in 2024. First launched in 2003, LinkedIn today has evolved into a powerful tool for professionals to gain leads in their industry.

But how do you stand out on this highly-successful platform? What sort of content should you be posting as a mortgage broker? This blog focuses on the best forms of LinkedIn content that you can post that helps drive engagement and ensure you’re a resounding success on the platform.

Why is LinkedIn important for mortgage brokers?

LinkedIn is a powerful professional platform that can help your business grow, establish new connections in the mortgage industry and help you to generate more leads. This is achieved through the different forms of LinkedIn content that you post. Your content should showcase your expertise and credibility, helping to build brand awareness. This is critical for the future success of your business, helping you to gain more referral opportunities and grow your business further. Quite simply, you must be present and active on LinkedIn to help you become more successful.

What are the content guidelines for LinkedIn posts?

Before we explore the types of content that drives engagement, let’s consider LinkedIn best practices for producing content. LinkedIn recommends you create original, professional, relevant and interesting content to gain engagement. Don’t create spam posts that will artificially inflate your engagement.

What forms of LinkedIn content are there?

There are many different types of content that you can post on LinkedIn that helps drive engagement and spark meaningful connections:

• Polls

Polls are a powerful content idea. They are a form of market research and lead generation source for you. And they enable frank and open discussions within your network because they have the potential to contain some controversial viewpoints especially if a topic is trending. This is the kind of content that goes viral on LinkedIn. Your engagement with your network has the potential to blow up if you hit the right topic.

• Newsletters

Newsletters are an extremely effective way for you to share your expertise and increase your engagement with your LinkedIn community. You should publish high-quality content in your newsletters and your trust and credibility will grow. LinkedIn loves newsletters and they haven recently launched a new newsletter tool [June, 2024] that helps improve the user experience and engagement. The latest update has enhanced notifications that helps to encourage even faster engagement.

• Document or carousels

These multi-image posts are highly engaging and combine text with the images, enabling you to tell a story with your content. They’re perfect for showcasing a service, highlighting a step-by-step process such as the mortgage process, or even introducing members of your team in an entertaining way.

• Post about your wins, awards and celebrations

LinkedIn is a highly supportive community and they love to hear about all the positive things you’ve achieved in your business. Don’t be afraid to let your network know when you’ve achieved something you’re proud of. It shows your expertise, builds trust and highlights you’re a success. The post will generate likes, comments and shares and reach a wider audience. This does wonders for your image in the mortgage world and your own self-esteem.

• Videos

Videos are extremely popular in the LinkedIn world. Users are 20 times more likely to share videos than any other form of content. Share educational videos that explain mortgage terms, step-by-step guides, client testimonials and expert interviews. Video is far more engaging for this sort of content than a simple text post.

• Collaborative posts

Post about any new partnerships you’ve formed such as with estate agents or any work you do with charities. This showcases your business values and how you’re giving back to the community, helping to build empathetic connections. Include photos to show what you’ve been up to. Tag relevant people and businesses to reach a wider audience and see how your engagement increases.

• Thought-leadership articles and industry insight content

Sometimes a simple text post is all it takes to increase your engagement rates and get people interested. Your valuable and insightful knowledge of the mortgage industry can provide a unique perspective on trending topics and spark meaningful conversations and connections.

• Infographics

Infographics are popular on LinkedIn. They’re a powerful form of content as they can communicate complex and dry information in an engaging way. This form of content is perfect for you as a mortgage broker. People are likely to share this sort of content with their network.

• Events

Make people aware of any relevant events happening with you or in the mortgage industry. This helps with networking opportunities.

WEBPRO Mortgage offers a social media marketing service that can help drive engagement for your business. Contact us now to find out more.

How do you structure content on LinkedIn?

For maximum impact, you must structure your LinkedIn content and write it in an engaging way to spark interest. Start off with a captivating hook to get people interested in what you have to say. Use headings to break the content up into easily read digestible chunks. The ideal length of a text post is about 200-250 words.

How do you format content on LinkedIn?

• Use lots of white space
• Use bullets when necessary
• Use short sentences and paragraphs

Recap: LinkedIn is a powerful professional social network that you should be using for your mortgage broker business. By posting relevant content you can drive engagement and get more eyes on your business. Post content that’s known to be successful in driving engagement such as using carousels and videos, post valuable and unique content such as newsletters and thought-leadership articles. Celebrate your achievements. For uninspiring content that needs to be shared consider using infographics. Make sure you structure and format LinkedIn content correctly otherwise people won’t read it.

WEBPRO knows

In 2020 Mark Lerner found that a carousel post generated an engagement rate of 24.42% whereas a standard text post had an engagement rate of just 6.67%. Don’t underestimate what this form of content can do for your business.