Ideas on TOF content for mortgage brokers?

I've recently started my own business as a mortgage broker and conveyancing agent, and with it, a new Instagram/TikTok/YouTube account.

My USP is that I know both the mortgage and real estate sides, so unlike most mortgage brokers in my country, I can help avoid pitfalls that commonly occur.

Currently, 90% of my business comes from real estate agent referrals, and the remainder is word of mouth from clients, which is much slower (but still good). I'd like to bring in more direct clients (mainly because I don't want to be paying out referrals on every case) but I'd also like to find some success with social media.

I'm reviewing my content and doing some courses and training. It seems most of my content is very much MOF and BOF. Education, answering client questions, sharing tips and tricks, but realistically, I should be pushing more TOF to get reach, and allow followers to have the MOF & BOF.

I don't want to do paid marketing until I have a better understanding of what's working and landing, but with everything under 500 views, I'm definitely not there.

I'm struggling with TOF ideas, though. I have one, I'm going to record a few of them this weekend, and trial them over the coming weeks. And I'm going to try some more personal brand/opinion style pieces rather than just education.

Any ideas on what would be good TOF content for mortgages? I've played with Claude & Chat GPT, but, as expected, they're not really great ideas, and it's more pushing me to topics.

Or even, if anyone knows how to connect Claude to social media and do the reports on trending content in certain niches.

Any help is appreciated.

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Upbeat_Opinion_3465•25 days ago•1

Most mortgage content jumps straight to education, but TOF usually works better when people feel recognized before they feel taught. I would test three buckets: mistakes buyers make before they ever talk to a broker, quick opinions on rate chatter or property myths, and short stories about deals that almost went sideways because someone missed a boring detail. Those travel better than generic finance tips because they create curiosity first.

I would also turn your edge into repeatable series instead of random posts. One series on buyer mistakes, one on "what agents never tell buyers early enough," and one on "things that can quietly hurt approval odds." If people comment with "wait, really?" or save the post, that's your signal to build the deeper MOF follow-up. I would not worry about trend tooling yet. Twenty to thirty solid reps and a pattern in watch time and saves will teach you more than another course.

SameProcedure3173•23 days ago•1

Your instinct is right. Your stuff is too MOF/BOF, so it only resonates with people already shopping for a mortgage. TOF has to hook people who aren't even thinking about a home loan yet.

The trick for finance TOF is to lead with the life moment, not the product. Some angles that work for brokers:

- "Things nobody tells you before buying your first home" (your dual mortgage and real-estate edge is gold here, pitfalls are scroll-stoppers)

- Reaction style: react to a bad piece of property or mortgage advice going around and explain why it's wrong

- "I'm a broker, here's the mistake that cost a client real money," story-driven, no jargon

- Local angle: "what's actually happening in [your city] housing right now," which ties trends to a place

On the ChatGPT/Claude thing, you nailed the real problem. They give you generic topics because they have no idea what's actually popping in the mortgage and real-estate niche this week. One trick that consistently lifts these for me: pull a concrete, recent web reference into the script, an actual rate change or a specific local stat the viewer wouldn't have known.

It signals you did the research and it lands. What you described (connect it to social, report trending niche content) is basically what I work on at SagaAI (disclosure: I'm on the team), it watches what's going viral in your specific niche and turns it into ready scripts.

But the manual version works too: save 15 mortgage/real-estate videos that blew up recently, reverse-engineer the hook, and refill that template with your own pitfalls.

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