If you’re a mortgage broker creating social media content, you’re probably making one critical mistake: You’re posting information that matters to you, not information that matters to your audience.

It’s a subtle but devastating difference.

Most brokers share market updates, rate changes, and industry news thinking their followers will instantly understand the implications. They won’t. So if your content doesn’t bridge that gap, it gets scrolled past – every single time.

The solution? A simple framework that will change how you think about content forever: the “And?” framework.

To make your mortgage broker social media content genuinely effective, you need to understand what your audience actually wants to know, and not just what the industry is talking about.

What Is the “And?” Framework?

The “And?” framework is deceptively simple. Every time you create a piece of content, ask yourself one question:

And?

That’s it.

Let’s look at some examples:

✔ “Rates are changing” → And? What does that mean for homebuyers right now?
✔ “There’s a base rate update” → And? How does this affect someone’s mortgage options?
✔ “The market is cooling” → And? Should people act now or wait?

Without that “And?”, your content is just noise. With it, your content becomes genuinely useful.

Why Most Mortgage Brokers Get This Wrong

Here’s the uncomfortable truth: most brokers don’t think like their audience.

You live and breathe mortgage markets. You understand rate movements, lending criteria, and economic indicators. You can connect the dots instantly. Your audience can’t – and they shouldn’t have to.

A regular homebuyer doesn’t know the mortgage market the way you do.
Most people aren’t tracking rate movements or lender criteria at all.
And even when they see an update, they rarely understand what it means for them.

When a broker posts “rates dropped 0.25%,” what’s the homebuyer thinking?

❓Is that good or bad?
❓Does it affect me?
❓Should I do something about it?
❓When?

Without answers, they scroll on. Your expertise goes unnoticed. And worse, they might reach out to a competitor who does explain it clearly.

How to Answer the “And?” in Your Content

This simple shift is one of the fastest ways to improve your mortgage broker social media content without posting more or overcomplicating your strategy.

Every piece of content you share should answer three critical questions for your audience:

1. How does this impact them?

Make the connection explicit. Don’t assume they’ll figure it out. Translate industry jargon into real-world impact. If rates are dropping, tell them what that means for their monthly payment, their refinancing options, or their buying power.

2. What should they consider doing next?

Give them direction. Should they act now? Book a consultation? Wait for more movement? Lock in a rate? People want to know what the right move is, and you’re the expert. Guide them.

3. Why does this information matter at all?

Context matters. A homebuyer needs to understand why you’re sharing this information and why they should care. Connect it to their goals-whether that’s buying their first home, refinancing, or building equity faster.

This simple shift is one of the fastest ways to improve your mortgage broker social media content without posting more or overcomplicating your strategy.

The Difference Between Broker Content and Audience Content

Here’s the key distinction:

Broker-focused content: “The Bank of England announced a rate hold. This is significant for lending criteria moving forward.”

Audience-focused content: “The Bank of England held rates steady. Here’s what that means for your mortgage application, your borrowing power, and whether now’s the time to move on that property you’ve been watching.”

One speaks to other brokers. One actually helps people.

Your job isn’t to keep your peers updated on market movements. Your job is to help your audience understand what’s happening and why it matters to their specific situation.

How This Framework Changes Your Social Media Strategy

When you apply this, your content becomes clearer and more relevant.
As a result, your audience actually pays attention instead of scrolling past.
Ultimately, that’s what begins to build trust.

Your content stops being generic market commentary and starts being genuinely useful advice. Your audience stops scrolling past and starts paying attention. They start seeing you as the expert who actually gets their situation, not just someone sharing headlines.

This is how you build trust on social media. Not through constant selling, but through constant clarity.

The brokers winning on social right now aren’t the ones posting the most updates. They’re the ones posting the most relevant updates – updates that answer the “And?” before their audience even has to ask.

Putting the “And?” Framework Into Practice

Start today. Before you hit post on anything, run through this checklist:

✔ Does my audience instantly understand how this affects them?
✔ Have I given them a clear next step or consideration?
✔ Have I explained why this matters?
✔ If someone had to choose between reading this and scrolling, would they choose this?

If you can’t answer yes to all of these, go back and edit. Make it relevant. Make it clear. Make it worth their time.

Final Thoughts

Your social media content doesn’t need to be longer, flashier, or more frequent. It needs to be smarter.

The “And?” framework isn’t complicated, but it’s powerful. It shifts your entire mindset from “what do I want to tell people?” to “what does my audience actually need to know?”

That simple shift – that’s what changes everything.

And if you’d like for someone to do the work for you, get in touch via our contact form, or book a free consultation!