One of the biggest content pitfalls in the mortgage industry, according to Latour, is the over-reliance on rate updates and industry jargon-heavy posts. While market updates are important, they can be dense and unengaging for the average consumer.

"A lot of people follow rate updates too much, and they become very boring," Latour explains. "Content should focus more on storytelling and providing insights that people can actually use."

Another challenge mortgage professionals face is the fear of narrowing their focus too much. Many believe that if they specialize in a niche, they will alienate potential clients. However, Latour argues the opposite.

"The more niche you get, the stronger your business will be," he says. "People want to work with experts who deeply understand their specific needs."

Latour takes a unique approach to ghostwriting. Instead of simply writing on behalf of his clients, he conducts in-depth interviews that capture their authentic voice.

"I consider myself more of a co-writer than a ghostwriter," he explains. "We do one-on-one interviews, where I put myself in the reader’s shoes and ask the questions they would want answered. From there, I take that conversation and repurpose it into content, ensuring it maintains my client’s voice."

By recording these conversations and lifting direct quotes, Latour ensures that the final content remains personal and true to his client’s perspective. He avoids what he calls "ghost thinking," or injecting his own ideas into the content, instead reflecting his clients’ real thoughts and experiences.

For mortgage professionals looking to build their brand on social media, Latour recommends starting with two key types of content:

1. Transformation Stories — Sharing personal journeys, challenges, and successes helps humanize a brand and makes professionals more relatable. These don’t have to be decades-long stories — even small wins or lessons learned from a recent transaction can be powerful.
2. Client Success Stories — Highlighting how a broker or loan officer helped a client overcome obstacles provides social proof and allows potential clients to see themselves in similar situations.

He also advises mortgage professionals to avoid getting caught up in political or regulatory debates on social media, as these can alienate potential clients and distract from their core business value.

Beyond content strategy, Latour emphasizes the importance of formatting in online writing.

"One of my biggest pet peeves is seeing long blocks of text," he says. "People are scrolling on their phones, and if they see a dense paragraph, they’ll keep scrolling. Breaking up content with short sentences and spacing makes it much more readable."

For those wondering whether they’re ready to bring in a ghostwriter, Latour suggests considering how much time they can realistically dedicate to content creation.

"If you’re aiming to land high-ticket clients and need to maintain a consistent presence online, hiring a ghostwriter can help shorten sales cycles and keep your name top-of-mind," he says.

And while AI tools like ChatGPT can help generate content ideas, Latour cautions against relying on them for execution.

"By definition, AI-generated content is average," he explains. "It’s trained on large amounts of data, and most of that writing is mediocre. The last thing you want is your content to sound like everyone else’s."

Latour is passionate about helping mortgage professionals tell their stories in an authentic and effective way. His advice? Treat content creation as an essential part of business development, just like networking or lead generation.

For those looking to level up their online presence, Latour recommends checking out The Art and Business of Writing Online by Nicholas Cole, a book that has been instrumental in shaping his own approach to content creation.

"Writing isn’t something everyone has to do themselves," he says. "Just like you outsource processing or marketing, bringing in a professional to help with content can be a game-changer."

✅ Niche Down to Stand Out
Loan officers often fear being too specific in their messaging, but niching down can actually attract more qualified leads and build trust faster.

✅ Storytelling Beats Rate Updates
Content that shares personal transformation or client success stories resonates far more than dense market commentary.

✅ Formatting Matters
Even great content can get ignored if it’s presented in dense paragraphs — break up text to make it more readable, especially on mobile.

✅ Avoid Over-Reliance on AI
Tools like ChatGPT are helpful for brainstorming but produce generic content; authentic voice and perspective are still king.

Listen to Take It To The Max! with LaDonna Lockard, exclusively for National Mortgage Professional. Listen to the full episode below for even more of Dylan's insight.