Ep#32: How to Automate Your Social Media Marketing

Geoff Zimpfer interviews Jason Lutz about two tools designed to keep loan officers top-of-mind on social media and mobile: LO Social Bot (automated, compliant social posting) and Buyer Zapp (a co-branded mortgage/real estate news app). Best for LOs who know they should be on social media but aren't posting consistently due to time, content, or compliance constraints.

Takeaways you can run this week

• Never share CNBC, CNN, or other third-party articles to your social profiles — those pages are loaded with retargeted ads from LendingTree and Rocket Mortgage that can pull your prospect away at the exact moment they're engaged.
• Post content to your personal Facebook page, not just your business page. If your business page has 10 followers and your personal page has 300 friends, that's where your audience is — put your best content there.
• Use the '10% rule' to size your social media opportunity: multiply your Facebook friend count by 10% — that's roughly how many of your connections will move (and need a mortgage) this year. For the average LO with 300 friends, that's ~30 warm prospects annually.
• When someone likes, comments, or shares one of your posts, take it offline immediately — call them, don't try to close a mortgage deal in a Facebook comment thread.
• For LOs at compliance-restricted companies: ask your company about a corporate social media platform that archives posts, reviews content before publishing, and monitors only for trigger terms (like APR or company name) — this is how Derivion's enterprise edition works and it satisfies most compliance officers.
• Try LO Social Bot at hellosocialbot.com for $1 for 30 days; bundle with Rate Alert and Buyer Zapp for ~$499/year total. One closed loan covers five years of cost.

The playbook

1. 1. Sign up for LO Social Bot at hellosocialbot.com ($1 trial for 30 days).
2. 2. Connect your Facebook personal page, LinkedIn, Twitter, and other profiles.
3. 3. Set your posting schedule — platform recommends NOT posting every day; use a mix of daily market overview (picture-forward, skimmable for Facebook) and in-depth market analysis (meaty, historical context, best for LinkedIn and agent/financial planner audiences).
4. 4. Let the system auto-post to a branded landing page — all clicks stay in your ecosystem, not a third-party site.
5. 5. Monitor for engagement (likes, comments, shares) and personally call anyone who reacts — use it as a re-engagement touchpoint, not a closing mechanism.
6. 6. If at a compliance-restricted company, request the corporate/enterprise edition through Jason Lutz directly at 480-409-1175 or lutz@derivion.com.

Worth quoting

“You can only say 'I'm a loan officer, if you're ready to buy or refi, I'm your guy' so many times on social media and you look like a complete jerk.”

“The average person has 300 friends on Facebook. About 10% move every year — that's 30 people ready to buy a house.”

Best for

LOs who know social media matters but haven't posted consistently in months because they don't know what to say, don't have time, or work at a compliance-heavy company.