A Simple Plan for Social Media Success
Taylor Ellard breaks down a practical, low-pressure approach to social media for mortgage professionals — covering what to post, how to overcome camera shyness, which platforms to prioritize, and how to build a content library without burning out. Best for LOs who know they should be on social but keep overthinking it into inaction.
Every agent meeting is a three-part content event: treat it with a pre, during, and post strategy and you'll never run out of things to post.
Takeaways you can run this week
- Apply the pre/during/post framework to every agent meeting: (1) Post a story before ('Excited to meet with [agent] at [tagged coffee shop] to talk real estate'), (2) Capture a quick video or photo during (door opening, shop sign, selfie with agent), (3) Post a Reel or feed post afterward tagging the agent — their share puts you in front of their entire audience.
- Build a content stash: block two hours, drive around your local market, and shoot 10–15 short clips or photos (murals, landmarks, coffee spots, signs). Save them and pull from the library on weeks when you have nothing ready.
- Create a 5-part myth-busting video series answering the most common borrower misconceptions (e.g., 'You must put 20% down,' 'You need perfect credit'). Post one video per week — that's five weeks of consistent content filmed in a single batch session.
- Turn every borrower FAQ into a reusable video: the next time a client asks 'What's the difference between a pre-qual and a pre-approval?' record a 60-second answer, then send that video link to every future client who asks the same question — doubles as content and customer service.
- Pick exactly two platforms where you already spend time and where your target audience (agents or borrowers) hangs out. Go all-in on those two instead of spreading thin across five. Use Facebook-to-Instagram cross-posting to work both simultaneously with one piece of content.
- Tell the story behind every 5-star review instead of just screenshot-posting it: record a 30-second video that says 'Here's what happened for this family — [brief anonymous story] — and here's the review they left me.' Agents watching will see you actually care about borrowers.
Useful? Get the full Vault free — plus Marketing Worth Stealing, weekly.
GET FREE ACCESSThe playbook
- Step 1 — Pre-event: Before any agent meeting, post an Instagram or Facebook Story tagging the agent and the venue, stating what you'll be discussing.
- Step 2 — During event: Capture at least one piece of content on your phone (venue exterior, quick selfie with agent, short video clip). You do not need to post it immediately.
- Step 3 — Post-event: Edit captured content into a Reel or carousel post, tag the agent, and publish. The agent's reshare expands your reach to their followers at no cost.
- Step 4 — Weekly pipeline story: Once a week, record a short video about an anonymous borrower challenge you solved that week ('Just helped a family with [situation] get their offer accepted — here's how'). Post to Stories or feed.
- Step 5 — Batch content day: Monthly, spend two hours capturing evergreen local footage and filming FAQ or myth-busting videos. Store in a dedicated camera roll folder to pull from on low-content weeks.
Worth quoting
“Social media is free. The next generation buying homes expects you to show up on social. If you're not there, you've lost business.”
“Pick two platforms you're good at and engage with — odds are people like you are also on those platforms.”
Best for
LOs who intend to post on social media but stall out overthinking what to say, how to look on camera, or which platform to use.