Rethink Everything You "Know" About Social Media
Kyle Draper coaches mortgage professionals on why cold-marketing tactics kill social media engagement and how to use personal storytelling to turn strangers into warm relationships. Covers content creation triggers, the lurker economy, engagement habits, and brand identity. LOs who post inconsistently or feel like their content blends in with every other LO should listen.
Stop posting to get business — post to earn trust, and business follows from the 90% of lurkers watching silently.
Takeaways you can run this week
- Write down the 5 words you want people to say about you, then scroll your last 20 posts and check whether those words are actually visible. Rebuild your content plan around the gaps.
- Create a FAQ content list using two questions from Kyle's framework: (1) What do I get asked most about mortgages? (2) What am I surprised buyers/agents don't already know? Every answer on the list becomes a video — shoot it from wherever you are when the question comes up.
- Spend 10 minutes daily commenting on 6-10 people's posts and stories with genuine, specific remarks (not emoji thumbs). On stories, ask a question to force a DM reply — e.g., 'What book is that behind you?' — which moves you into their DMs and boosts your algorithmic visibility in their feed.
- Make a short list of 10-15 agents you want to know (use Zillow or your MMI top-200 list). Follow them on social, like a few posts over several days. Do NOT DM immediately. Let the algorithm surface you in their feed first — Kyle booked a call this way without sending a single message.
- Repurpose your best-performing posts every 8-12 weeks by reposting them as-is. Audiences don't track what you wore or said 10 weeks ago — the content is new to the majority of people who see it.
- Combine personal context with business content in the same post: shoot your educational mortgage video on a walk, at a kid's game, or in a coffee shop parking lot. The setting tells a subliminal story that differentiates you from every other LO filming from the same office chair.
Useful? Get the full Vault free — plus Marketing Worth Stealing, weekly.
GET FREE ACCESSThe playbook
- Step 1 — Define your brand: Write the 5 words you want to be known for (e.g., trustworthy, funny, relatable).
- Step 2 — Audit your content: Scroll your last 20 posts and ask 'Does this post cause someone to trust me more or less?' and 'Are my 5 words visible here?'
- Step 3 — Build a content queue: List every question you get asked + everything you're surprised people don't know. Each item = one video.
- Step 4 — Film in context: Record content in personal environments (walks, car, sideline) to blend expertise with humanity.
- Step 5 — Engage daily: Set a noon phone reminder to comment on 6-10 posts and reply to 3-5 stories with a genuine question to trigger a DM.
- Step 6 — Repurpose: Every 8-12 weeks, pull a top post and repost it without editing.
Worth quoting
“My crappy video will outperform the video you never do every time.”
“When I'm posting, the only question I ask is: does this post cause someone to trust me more or less?”
Best for
LOs who post sporadically, feel like their content looks identical to every other LO's, or get low engagement despite consistent effort.