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Mastering Calls to Action: How Loan Officers Can Capture More Leads on Social Media

Calls to action are a crucial, yet often overlooked, part of any successful social media strategy. Keep reading to learn how to write a call to action that will turn your audience from followers to leads and from leads into homeowners!


Blocks on a teal background with three of them next to each other spelling out "CTA"

If you've made it this far, then our call to action (CTA) above already worked its magic! Take a moment to go back to the hook and try to identify what the call to action is. Did you notice how it encouraged you to keep reading? That’s the aim of a well-crafted CTA - to gently and subtly guide your audience towards taking the next step.


In the competitive world of mortgage lending, capturing leads on social media can help you consistently stay ahead of your competitors. One powerful tool at your disposal is the call to action (CTA). When formulated effectively, CTAs can drive engagement, generate leads, and ultimately assist in bringing in more clients. In this blog post, we will explore what a CTA is, how to create an attention-grabbing one, and provide examples of effective CTAs to help you elevate your social media strategy.


What is a Call to Action?


A call to action (CTA) is a prompt that encourages the reader to take a specific action. Whether it's clicking a link, filling out a form, or contacting you for more information, CTAs are tailored to guide your audience towards the next step in their customer journey. You’ll typically find CTAs on websites, social media posts, email campaigns, and advertisements, however today we will be focusing primarily on calls to action on social media. They are crucial because they provide clear direction, helping to transform passive viewers into potential customers, thus driving higher engagement and conversions.


Tips for Writing an Attention-Grabbing Call to Action


Crafting a compelling CTA requires more than just asking your audience to take action. Here are some key elements to consider:


  1. Be Clear and Direct: Your call to action should clearly state what you want your audience to do. Avoid vague language and be as specific as possible about the desired action.

  2. Create a Sense of Urgency: Encourage immediate action by creating a sense of urgency. Phrases like "Apply Now," "Contact Me Today," or "Don't Miss Out" can motivate your audience to respond or complete the next step quickly. This also lessens the chance that your potential lead pushes off doing the intended action and eventually forgets about it or goes with a different loan officer.

  3. Highlight the Benefits: Explain what your audience will gain by taking the action. Whether it's accessing valuable information, taking advantage of lower interest rates, or applying for a lucrative job, make sure the benefits are clear.

  4. Keep it Short and Sweet: CTAs should be concise and to the point, as there is not much time to grab your audiences' attention. Additionally, long-winded prompts can confuse or lose the interest of your audience.

  5. Use Strong Action Words: Verbs like "Discover," "Join," "Grab," "Learn," and "Start" are powerful and can inspire your audience to take the desired action.


By following these tips, you can create CTAs that effectively drive engagement and capture more leads.


Captivating Call to Action Examples


Here are some examples of powerful CTAs that capture attention and create positive results. Feel free to use them as inspiration for your next social media post!


1. Essex Mortgage


Here is an example from our very own Essex Mortgage LinkedIn page! Can you spot the two CTAs used in this post?


Social media post from the Essex Mortgage LinkedIn page encouraging viewers to read Essex's latest blog.

Why this works: The CTA "Check Out Our Blog Post" stands out as the main focus within the graphic. Additionally, the "Read one..." CTA in the caption is direct and provides insight into how the user can benefit from the reading the blog.


2. Mortgage Bankers Association


This example is brought to you by the Mortgage Bankers Association. They do a great job of subtly throwing in a call to action within every single sentence in the caption.


LinkedIn post from the Mortgage Bankers Association telling users to attend their "Compliance Conversations Track" event.



Why it works: MBA creatively uses calls to action while also highlighting the benefits of this event. The "Join us" CTA is very welcoming and warmly invites the viewers to attend the event.








3. Longbridge Financial


Our final example comes from the LinkedIn page of Longbridge Financial. In this here ad, Longbridge uses CTAs in different ways to encourage followers to apply for their open positions.


A social media post from the Longbridge Financial LinkedIn page advertising their open positions.

Why this works: The emphasis of the purpose of the ad and the call to action using green text catches the users attention. Both CTAs in the caption (Submit your resume / apply now) are short, direct, and create a sense of urgency to submit your resume for immediate consideration or apply now.


Using calls to action effectively on social media can significantly boost your lead generation efforts as a loan officer. Remember to experiment with different CTAs and analyze their performance to understand what resonates best with your audience. Now that you have the tools and examples, it's time to implement these tips and capture more leads on social media! And if you're looking for more helpful tips to up your mortgage social media efforts, check out more of our blogs here.

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