💬 Introduction
When it comes to generating leads, Facebook is still king — yet most advisers are barely scratching the surface of what’s possible.
In this powerful deep-dive session, Wealthy Adviser Club founder Terry Blackburn breaks down how to use Facebook the right way — not with lifeless corporate posts, but with powerful storytelling, smart engagement, and systems that actually bring clients to your inbox.
Because here’s the truth:
“It doesn’t matter how good you are if nobody knows who you are.”
You could be the best adviser in the country — but if your prospects never see you, you’ll lose to the broker down the road who simply shows up more often online.
This blog will show you exactly how to fix that.
📊 Why Facebook Still Matters
With over 3 billion monthly active users, Facebook remains the most used social media platform on the planet.
And whether your clients are:
- Company directors
- First-time buyers
- Self-employed professionals
- Landlords or investors
…they’re all there.
It’s not about whether your audience uses Facebook — it’s about whether you’re using it correctly.
Big brands collectively spend over $145 billion per year on Facebook advertising.
They wouldn’t if it didn’t work.
So if the biggest companies in the world are investing in Facebook — why shouldn’t you?
“Every big brand on the planet is on Facebook — and they’re spending billions. That tells you everything you need to know. It works.”
⚙️ Facebook vs Other Platforms
Not all social media platforms behave the same way.
Terry explains the differences clearly:
| Platform | Ideal Content Style | User Behaviour |
| Longer posts, detailed stories, discussions | Analytical, curious, more engagement | |
| Visual content, reels, carousels | Fast scrolling, visual-first | |
| Professional tone, thought leadership | Business-focused, higher-value conversations |
👉 Key Takeaway:
Use different content for different platforms.
The copy-and-paste method doesn’t work.
💡 The Creator vs Consumer Mindset
Social media has two types of people:
- Consumers – who scroll endlessly and waste time
- Creators – who post, engage, and generate opportunity
If you want to build a pipeline of leads, you must become a creator.
“Stop doom-scrolling. Every minute spent consuming could be a minute creating something that brings you business.”
When you’re active online with intention — posting, commenting, and engaging with purpose — Facebook becomes a lead generation machine.
📘 What Works on Facebook (and What Doesn’t)
🚫 What Doesn’t Work:
- Generic “Come see us for life insurance” posts
- Corporate images of houses and hands
- Overused “free mortgage review” graphics
- Copy-paste posts with no story or emotion
They don’t work because they’re everywhere.
Your audience has seen them 1,000 times — and their brain has learned to scroll past.
✅ What Works:
Stories, emotion, personality, and education.
The posts that convert best are:
- Client Success Stories
- Personal Stories (about you or your team)
- “Did You Know” Educational Posts
- Community Engagement Posts
- Reviews & Testimonials
- Polls, Questions & Discussions
- Behind-the-Scenes Stories
Let’s break these down 👇
🧩 1. Client Success Stories
Instead of shouting “Come to me for a mortgage,” tell a real client story:
“Last week, we helped a young couple with poor credit get approved for their first home after being turned down elsewhere. They’re now moving into their dream property next month.”
That’s human. That’s relatable.
And it shows your skill without selling.
Headline examples:
- “She was declined everywhere — until she met us.”
- “How we helped a family save £4,570 on their mortgage.”
- “This client got £200,000 life cover for less than £40/month.”
You’re not selling — you’re storytelling.
And storytelling sells better than selling.
🧠 2. Personal Stories
Facebook thrives on connection.
Share your wins, your lessons, your background, and even small behind-the-scenes moments.
Talk about how you got into financial services, what drives you, or a challenge you overcame for a client.
People buy people — not policies.
💬 3. “Did You Know?” Post
Curiosity hooks work brilliantly on Facebook.
Examples:
- “Did you know you can protect your family’s income for less than the cost of Netflix?”
- “Three things your mortgage broker won’t tell you.”
- “Did you know you can borrow up to six times your income depending on your credit profile?”
These types of posts make people stop, think, and click.
🏘️ 4. Local & Community Group Posts
One of the most underrated Facebook lead generation strategies is local group engagement.
Terry used this method when running his brokerage and it generated consistent, free leads.
Here’s how:
- Join Facebook community groups in your area (e.g., “Great Park Residents,” “Newcastle Homeowners,” “Manchester Property Investors”).
- Engage first — like, comment, and support other local businesses.
- After a few weeks, post something like:
“Just thought I’d share this story — a local family here in [area] were told they couldn’t get a mortgage due to credit issues. We managed to get them approved and they’re moving into their new home next week!”
You’re not selling — you’re sharing.
And that’s why it works.
💬 5. Reviews & Testimonials
These are gold.
Every time you receive a 5-star review — post it.
People buy under the influence of others.
That’s why platforms like Trustpilot and TripAdvisor exist — social proof converts.
You can even automate this using the Wealthy Adviser Social Media Generator, which posts new reviews for you automatically.
💡 6. Polls, Questions, and Discussions
Use polls and open-ended questions to spark engagement.
Examples:
- “What’s your biggest worry when buying your first home?”
- “Do you know your credit score right now?”
- “If you could improve one thing about your finances, what would it be?”
These posts perform especially well on Facebook because people love sharing opinions.
You can generate these ideas instantly using the Content Wizard inside the Social Media Generator.
🎥 7. Videos and Livestreams
Videos outperform text on every platform.
Especially under 60 seconds, where algorithms push them to more people.
Ideas for Facebook videos:
- “3 Myths About Life Insurance”
- “How to Get a Mortgage with Bad Credit”
- “Behind the Scenes: How We Calculate Protection Quotes” (share your screen and explain the process)
Live videos are also powerful — Facebook prioritises them in feeds, and they build trust faster than any post.
🔧 Optimise Your Facebook Page
Your business page is your storefront. Here’s how to make it convert:
✅ Complete Every Section: About, Services, Contact Info, and Website.
✅ Add a Professional Photo of You: People buy from faces, not logos.
✅ Pin Your Best Post: Keep a strong testimonial or welcome video at the top.
✅ Add a Call-to-Action Button: “Message Us” or “Book a Call” linked to WhatsApp.
✅ Use Keywords in Your Bio: Mention “mortgage broker,” “life insurance,” “income protection,” etc.
✅ Enable Reviews: Build instant credibility.
✅ Get Verified (Blue Tick): £12–£15/month — boosts ranking and trust.
💼 Struggling for Time? Outsource It
If you’re thinking, “This all sounds great, but I don’t have time,” Terry’s got you covered.
Wealthy Adviser Club members can access a VA recruitment discount via Freedom Geek — a trusted virtual assistant agency in the Philippines.
💰 Typical VA cost: £3–£5/hour
🕒 Tasks: Social media posting, engagement, scheduling
🎁 Exclusive WAC offer: £100 off recruitment fee
This removes the biggest excuse most advisers have — time.
⚙️ Use the Wealthy Adviser Social Media Generator
The Social Media Generator is one of the most practical tools inside Wealthy Adviser Club.
It helps you:
- Generate post ideas and captions instantly
- Auto-post reviews and testimonials
- Create eye-catching visuals
- Schedule content in advance
No more staring at a blank screen.
Just plug in your niche, and it will create content that converts.
🧠 Final Advice
- Decide on 5–7 content categories (e.g. testimonials, tips, stories, humor, reviews).
- Schedule a half-day each month for content creation.
- Post at least once per day if you can — consistency compounds.
- Be authentic. Be real. Be present.
Because the truth is:
“All of your target clients are already on Facebook. You just need to show up better than everyone else.”
🎯 Key Takeaway
Facebook isn’t dead — boring content is.
Stop blending in with generic posts.
Start standing out with stories, personality, and consistency.
Your future clients are scrolling Facebook right now.
Make sure the next person they stop on — is you.
🚀 Join Wealthy Adviser Club
If you’re serious about generating more leads and building your business, join the fastest-growing adviser community in the UK.
💼 Inside, you’ll get:
- 3 live training sessions per week
- Proven lead generation systems
- The Social Media Generator & Content Wizard
- Property & Wealth sessions every Friday
- In-person events, retreats, and accountability