Facebook Marketing Strategies for Mortgage Brokers and Loan Officers to Promote Non-QM Loans

In today’s competitive mortgage landscape, non-QM loans have emerged as a crucial offering that caters to a diverse range of borrowers who may not qualify for traditional mortgage products. As a mortgage professional, effectively marketing these loan products is vital to reach your target audience, build credibility, and ultimately, grow your business. Social media platforms, particularly Facebook, have become indispensable tools for marketing, networking, and establishing your presence in the industry. With its extensive user base and a variety of promotional tools, Facebook enables mortgage brokers and loan officers to connect with potential clients, showcase their expertise in non-QM loans, and build lasting relationships. In this article, we’ll delve into various Facebook marketing strategies that you can leverage to successfully promote non-QM loans and expand your clientele.

Creating a Professional Facebook Business Page

A well-designed and informative Facebook business page serves as the foundation of your marketing strategy and the primary touchpoint for potential clients interested in non-QM loans. To set up a successful page that effectively showcases your services and expertise, consider the following steps:
  1. Complete your page information: Fill out all necessary details on your business page, including your contact information, website, business hours, and a brief description of your services. Providing accurate and comprehensive information not only helps clients get in touch with you but also boosts the credibility of your page.
  2. Craft a compelling “About” section: The “About” section should succinctly describe your business, your expertise in non-QM loans, and the value you bring to your clients. Make sure your unique selling points are highlighted to distinguish your services from competitors.
  3. Use high-quality, branded images: Invest in professional photography or design services to create visually appealing profile and cover photos that reflect your brand identity. Consistent branding across your page and other marketing materials helps reinforce your brand image and makes your business more memorable.
  4. Customize your page with relevant tabs and sections: Organize your page by adding tabs and sections that are relevant to your mortgage services. For example, you can include a “Services” tab detailing the types of non-QM loans you offer or a “Testimonials” tab showcasing client reviews.
  5. Develop a content strategy: Plan and schedule regular updates for your page, ensuring a mix of informative and engaging content about non-QM loans. Consistency is key; maintain a posting schedule to keep your audience engaged and informed.
  6. Optimize your page for search: Incorporate relevant keywords related to non-QM loans and mortgage services in your page’s content, title, and description. This will improve your page’s visibility in both Facebook and Google search results, attracting more potential clients.
  7. Add call-to-action (CTA) buttons: Encourage visitors to take action by incorporating CTA buttons, such as “Contact Us,” “Learn More,” or “Book a Consultation,” that guide them to your website, email, or booking form.

Sharing Valuable Content

Content is the cornerstone of your Facebook marketing strategy. Sharing valuable, informative, and engaging content not only establishes your expertise in non-QM loans but also keeps your audience interested and encourages them to share your content with their network. Consider the following approaches when developing your content strategy:
  1. Educational articles and blog posts: Share well-researched and informative articles about non-QM loans, their benefits, and their potential applications. Topics can include understanding the different types of non-QM loans, comparing non-QM loans to traditional mortgage products, and how borrowers with unique financial situations can benefit from non-QM loans.
  2. Success stories and case studies: Share real-life examples of clients who have successfully obtained non-QM loans through your services. These stories can illustrate the advantages of non-QM loans and showcase your expertise in helping clients navigate the lending process. Ensure that you maintain client confidentiality and obtain permission before sharing any personal information.
  3. Industry news, updates, and insights: Keep your audience informed about the latest developments in the mortgage industry, particularly those related to non-QM loans. Sharing relevant news and updates demonstrates your knowledge of the industry and helps position you as a reliable source of information for your audience.
  4. Multimedia content: Diversify your content formats to make it more engaging and shareable. Incorporate images, infographics, and videos to explain complex topics or to visually showcase the benefits of non-QM loans. Videos, in particular, can be highly effective in delivering information in an easily digestible format and can be repurposed for other platforms such as YouTube or LinkedIn.
  5. Tips and best practices: Offer practical advice and tips on various aspects of non-QM loans, such as the application process, documentation requirements, and selecting the right loan product for different borrower profiles. This type of content can be highly valuable for mortgage brokers and loan officers looking to expand their knowledge and offerings.
  6. Curated content: Share relevant content from reputable sources within the industry, such as articles from financial news websites, blog posts from mortgage experts, or regulatory updates. Curating content can save you time while still providing valuable information to your audience.
  7. Engaging questions and polls: Encourage interaction and engagement by asking your audience for their opinions, experiences, or questions related to non-QM loans. Create polls to gauge their interest in specific topics or to gather feedback on your services.

Engaging with Your Audience

Active engagement on Facebook is essential for building trust, credibility, and strong relationships with your audience. By fostering genuine connections with your followers, you can better understand their needs, address their concerns, and position yourself as a reliable and knowledgeable resource for non-QM loans. Consider the following strategies for engaging with your audience on Facebook:
  1. Timely responses to comments and messages: Make it a priority to respond to comments on your posts and direct messages from potential clients or industry peers. Prompt replies demonstrate your commitment to customer service and help to build trust with your audience.
  2. Encourage audience interaction: Craft your content and posts in a way that encourages your audience to share their experiences, ask questions, and engage with your brand. For example, you can ask open-ended questions related to non-QM loans or create discussion threads on relevant topics.
  3. Use Facebook Live: Hosting live video sessions, such as Q&A sessions, webinars, or panel discussions on non-QM loans, can offer valuable insights and tips for mortgage professionals. Facebook Live allows you to interact with your audience in real-time, answer their questions, and showcase your expertise.
  4. Share user-generated content: Encourage your clients and followers to share their experiences with non-QM loans or your services. Share their stories, testimonials, or even photos (with their permission) on your page to showcase your impact and success in helping clients navigate the non-QM lending process.
  5. Recognize and celebrate milestones: Celebrate significant milestones, such as closing a challenging non-QM loan or reaching a specific number of followers on your page, by sharing the achievements with your audience. This not only fosters a sense of community but also highlights your accomplishments in the industry.
  6. Host giveaways and contests: Organize giveaways or contests related to your services or the mortgage industry to increase engagement and boost your brand visibility. For example, you could offer a free consultation or a gift card to a local business for participants who share their non-QM loan success stories or answer a quiz about non-QM lending.
  7. Collaborate with industry influencers and experts: Partner with other mortgage professionals, real estate agents, or financial experts to create joint content, such as interviews, guest blog posts, or co-hosted webinars. Collaborations can help you reach a broader audience and strengthen your credibility in the non-QM lending space.

Utilizing Facebook Groups

Facebook Groups are online communities where users with shared interests or goals can connect, share information, and engage in discussions. These groups provide excellent opportunities for mortgage brokers and loan officers to network with industry professionals, potential clients, and stay updated on the latest trends and news related to non-QM loans. Consider the following strategies to effectively leverage Facebook Groups in your marketing efforts:
  1. Research and join relevant groups: Identify and join Facebook Groups that are relevant to your target audience and the mortgage industry. Look for groups that cater to mortgage brokers, loan officers, real estate professionals, and even potential borrowers interested in non-QM loans. Joining these groups can help you connect with like-minded professionals and potential clients.
  2. Actively participate in group discussions: Engage with group members by participating in ongoing discussions, answering questions, and sharing valuable insights related to non-QM loans. Your active participation can help establish your expertise and credibility within the group, making you a valuable resource for other members.
  3. Share your content strategically: Share your educational content, success stories, and industry updates within these groups to further demonstrate your knowledge and expertise in non-QM lending. However, be mindful of each group’s rules and guidelines regarding self-promotion and ensure that your content adds value to the group without appearing overly salesy.
  4. Create your own Facebook Group: Consider starting your own Facebook Group focused on non-QM loans and related topics. This can help you create a dedicated community where mortgage professionals and potential clients can come together to discuss, learn, and share their experiences with non-QM lending. As the group owner and administrator, you can position yourself as a thought leader in the non-QM loan space.
  5. Network with industry influencers and experts: Connect with influential professionals within the industry, such as other mortgage brokers, real estate agents, or financial advisors, by engaging with their content and participating in group discussions. Building relationships with industry influencers can help expand your network and increase your visibility in the non-QM lending market.
  6. Monitor group trends and discussions: Regularly monitor the discussions and trends within the groups you join. This can help you identify common questions, concerns, or misconceptions about non-QM loans and guide your content strategy to address these topics more effectively.
  7. Offer exclusive content or promotions to group members: To build loyalty and engagement within the groups, consider offering exclusive content, such as ebooks, webinars, or special promotions, specifically for group members. This can help you add value to the group while also generating interest in your services.
If you are a mortgage broker or loan officer looking to add non-qm loans to your product mix, visit our Rate Signup page today.

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