Using Influencers to Reach First-Time Homebuyers: A Guide for Mortgage Brokers
Helping someone buy their first home is a big responsibility. It’s not just about finding the right numbers – it’s about being the person they believe in. For younger buyers, that belief often starts online.
Instead of leading with sales talk, today’s mortgage professionals are finding value in partnerships with local influencers. Not celebrities or polished spokespersons, but real people who’ve built communities by being honest, helpful, and accessible.
Why Influencers Actually Matter Here
Let’s be real, many first-time buyers don’t fully understand what a mortgage broker does. And they won’t read a 1,500-word article to figure it out. But if someone they follow on Instagram breaks it down in a short video, they’ll watch. They might even reach out.
Influencers aren’t replacing mortgage brokers. They’re setting the stage, making the process less intimidating. And that’s where opportunity lives.
Influencer Marketing when done right, it places your name in conversations people are already having about buying their first home. So, if you’re looking to form meaningful partnerships that nudge people from interest to action, here’s how to start that process naturally.
Work with People Who Speak to First-Time Buyers
Skip the mega influencers with vague audiences. Instead, look for creators who:
- Focus on money, lifestyle, or home tips
- Are located in or around your market
- Get real engagement, not just likes
A creator with 8,000 followers in your city can drive better conversations than someone with 200,000 scattered across the country.
Avoid the Ad Talk
Trust fades the moment something sounds like an ad. Encourage your influencer partners to tell their story: how they saved for a home, how they learned to compare rates, or how they figured out what “pre-approval” actually meant.
You’re not asking for a plug – you’re building trust by proximity.
Keep it Local, Keep it Relevant
If a creator is regularly posting about neighbourhood hangouts, real estate trends in your city, or the actual cost of living on their block, that’s gold. Their audience is likely local, which gives your name more weight when mentioned.
Offer Something That Helps, Not Just Sells
Give them something useful to share: a one-page PDF on “5 Things to Ask Before Choosing a Mortgage,” or a link to a quick quiz on loan types. Better yet, host a short, no-pitch Q&A session just for their followers.
Track What Works – Quietly
You don’t need a major analytics system. Just use a dedicated landing page or intake form so you can see how people found you. If someone schedules a call and mentions the influencer, you’ll know.
Tips Before You Start
- Stay Honest: Keep things within regulatory guidelines. No pressure tactics, no guarantees.
- Be Picky: Choose influencers whose tone and style match how you work.
- Think Long-Term: Building awareness isn’t a one-and-done deal. Repeat mentions matter.
People follow people. If someone they trust recommends you – not because they’re paid to, but because they had a good experience, it sticks. And for someone standing at the edge of a big decision like buying a home, that kind of signal often makes all the difference.
More…
- Social Media Marketing For Mortgage Brokers: Lender Crate’s Ultimate Guide – Lender Crate
- A Mortgage Brokers Guide to Using Social Media | Linkedin
- 50 Innovative Mortgage Marketing Strategies for 2025: Beyond the Basics
- Mortgage Influencers – Here’s Their Top Home Finance Advice on TikTok
- Leveraging Social Media to Generate Mortgage Leads – MFSTPO
