My Top Takeaways From Social Media Marketing World

Geoff returns from Social Media Marketing World with his top takeaways: video is non-negotiable, TikTok is a distraction for LOs, and winning attention requires non-conformity and trust-building over sales. Best for LOs who are spinning their wheels on every new platform instead of going deep on one.

Takeaways you can run this week

• Audit your presence on Facebook, LinkedIn, YouTube, and Instagram before touching TikTok — if you don't have consistent, meaningful video on those established platforms, do not add a new one.
• Film a 60-second 'buyer introduction' video with your clients on your phone before submitting their offer. Script: 'Hey, this is [your name] at [company]. I'm here with the Smith family — they'd love for you to see who they are and how much they love your home at 123 Main Street.' Send it to the listing agent to share with the seller — this is the modern buyer letter.
• After your next closing, create a short video highlighting the agent you worked with and one specific thing they did to get the offer accepted. Post it publicly and tag the agent — this is a trust signal for future agent partners and makes the agent the hero, not you.
• Write down the top 3 emotional fears your target borrower has (e.g., 'Will my offer get accepted?', 'Can I actually afford this?', 'What if I ruin my credit?'). Record one short video per fear that positions you as the ambassador of that problem, not just the solution. Post one per week for three weeks.
• Apply the 'unknown to known' filter to all your content: before posting anything, ask 'Does this build trust in me as a mortgage professional?' If it doesn't pass that test, don't post it.
• Find your one unique angle — a niche borrower type, neighborhood, or life situation you serve best — and commit to owning that on one channel for 90 days instead of spreading thin across all platforms.

The playbook

1. 1. Identify the one platform where your target referral partners and borrowers already spend time (Facebook, YouTube, Instagram, LinkedIn).
2. 2. Define the single problem your ideal borrower has (fear, uncertainty, competitive market anxiety, credit challenges).
3. 3. Create video content that leads with that problem, not your rates or credentials.
4. 4. Make clients or agents the hero in every story — testimonials, behind-the-scenes closings, agent spotlights.
5. 5. Filter every piece of content through one question: 'Does this build trust?' Post only what passes.
6. 6. Go deep on that one channel for 90 days before evaluating a second.

Worth quoting

“Winning the war for attention depends on non conformity, not conformity.”

“Reputation comes before revenue.”

Best for

LOs who are scattered across every new platform (TikTok, Snapchat, etc.) but haven't built consistent video presence on the core channels where their buyers and agents actually live.