Social Media for Mortgage Advice—Here’s What You Need to Know

Jun 30

If you’re like many Albertans planning to buy a home or refinance in the near future, chances are you’ve already searched for mortgage information online. In fact, according to the latest 2025 mortgage consumer trends, a growing number of Canadians are now using social media platforms—not banks—as their primary source of mortgage-related information.

According to recent research, 54% of Canadians used social media in 2025 to gather mortgage information. That’s nearly double the number from 2024, when only 29% reported doing the same. It’s a clear sign that buyers and homeowners are looking for faster, more relatable, and easier-to-digest content.

📱 Social Media Is Now a Go-To Mortgage Resource

This shift makes sense. Today’s mortgage consumers want:

Straightforward information
Quick, digestible content
Real voices, not corporate jargon
Advice that feels relevant and local

Rather than flipping through pamphlets or booking formal consultations, Canadians are scrolling through Instagram, watching YouTube videos, and clicking through Facebook posts to educate themselves about down payments, pre-approvals, mortgage renewals, and more.

🎥 YouTube Is Now the 1 Platform

In a surprising turn, YouTube overtook Facebook as the most-used social platform for mortgage research:

30% of Canadians used YouTube
27% consulted Facebook

Platforms like YouTube offer in-depth videos that walk viewers through complex topics like fixed vs. variable rates, how to qualify for a mortgage, or what documents you need to apply.

Meanwhile, platforms like Instagram and Facebook are still hugely popular for shorter content, quick tips, and direct Q&A with local mortgage brokers (like me!).

👀 Who’s Doing the Research?

The rise in social media mortgage research is especially strong among:

First-time homebuyers looking to understand the basics
Younger buyers who are already social media natives
Homeowners looking to refinance who want to compare options quickly

These groups are more likely to engage with mortgage professionals on social media and trust content that’s clear, current, and created by real people—not just corporate banks.

🤳 What It Means for You

If you’ve landed on this blog post through Instagram, Facebook, or YouTube—you're part of this shift. The good news? There’s more access to clear, local, and practical mortgage information than ever before.

But with more content comes more noise. That’s why it helps to follow trusted sources who understand your local market—especially if you're buying in Alberta or renewing a mortgage in cities like Edmonton, Calgary, or Red Deer.