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Prepared by Catch Creative — Confidential

The Social Media
Marketing Engine
for Secure Choice

A full-stack content strategy built for mortgage brokers who want to own their markets — not just exist on them. Compliant. Compelling. Built to compound.

Client Secure Choice Mortgage
Active Tier Signal — 12 Posts/Month
Platforms Facebook + Instagram
Produced By Catch Creative, LLC
// 01 — Brand Voice + Positioning

Not just a lender.
A financial guide.

Most mortgage companies on social look and sound the same — rate posts, closing photos, and generic "buying a home?" captions. Secure Choice wins by doing the opposite: positioning every broker as a trusted local expert, not a transaction machine. The social presence should feel like having a smart friend in the industry — someone who gives you real information, not sales pressure.

Voice Attributes Apply to every post, caption, and story

Sound Like This

  • ✓  Confident but not arrogant
  • ✓  Local and personal, not corporate
  • ✓  Educational — you're the expert they trust
  • ✓  Warm, straightforward, no fluff
  • ✓  Occasionally conversational — real people work here

Not Like This

  • ✕  "We're #1 in your market!"
  • ✕  "Apply NOW for the best rates!"
  • ✕  Corporate jargon and fine print warnings
  • ✕  Generic stock photo energy
  • ✕  Competing solely on rate or product

The One-Line Brand Position Catch will reinforce across every post:

"The smartest mortgage advice in your market — from people who actually live here."
// 02 — Content Pillars

Six reasons people follow,
share, and call.

Every post fits into one of these buckets. The mix keeps the feed from becoming a sales channel and builds an audience that actually values the content — which is what makes them call when it's time.

01
📚
The Educated Buyer

Demystify the mortgage process. Down payments, credit scores, DTI, pre-approval vs pre-qualification, loan types — all translated into plain language. This builds trust before the first conversation ever happens.

~4 posts/mo
02
📊
Market Intelligence

Local housing data, rate environment context, and economic commentary framed for buyers and sellers — not economists. Position brokers as the most plugged-in people in the local market.

~2 posts/mo
03
🧑‍💼
The Human Side

Loan officer spotlights, team culture moments, behind-the-deal context. People don't choose a lender — they choose a person. This is the content that makes them choose yours.

~2 posts/mo
04
🏘️
Community Roots

Local events, neighborhood spotlights, area expertise, and community involvement. Signals market knowledge and goodwill. Every tag is free organic reach into new audiences.

~1 post/mo
05
🤝
The Partner Network

Strategic realtor features framed around client service — not referral relationships. Done right, these double the organic reach of every post and strengthen partner retention.

~1 post/mo
06
🗝️
Milestone Moments

Closing day celebrations, first-time buyer wins, big life moments. The emotional heart of the feed. Requires client permission and careful framing — but nothing performs better for reach and shares.

~2 posts/mo

// Pillar Mix Logic

The 4:2:2:1:1:2 mix intentionally keeps education dominant. Educational content has zero regulatory trigger risk, generates the highest saves/shares ratio in the mortgage category, and builds an audience that stays. Milestone and Human content drive emotional engagement. Market and Partner content signal credibility. Never let the feed become more than 20% promotional.

// 03 — 30-Day Content Calendar

Month One.
Every post, mapped.

12 posts. 4 weeks. Each post is planned with a specific concept, hook, format, and pillar. This is delivered the first week of each month for your 48-hour approval before anything schedules.

Week One Establish Authority
Mon1
Credit Score Myths, Busted
"You need an 800 credit score to buy a home." False. Here's what you actually need — and why it might be closer than you think.
CAROUSEL
Educated Buyer
Wed3
What the Rate Environment Means for Your Buying Power — Right Now
"Rates shifted. Here's what that means if you're shopping in [market] — in dollars, not percentages."
STATIC
Market Intel
Fri5
Loan Officer Spotlight — [LO Name]
"Every week [Name] helps people navigate one of the biggest financial decisions of their lives. Here's what they want you to know before you call."
STATIC
Human Side
Week Two Educate + Connect
Mon8
The 5 Things Lenders Actually Look At (Beyond Your Credit Score)
"Most people obsess over credit. But underwriters are looking at five things — and credit is just one of them."
CAROUSEL
Educated Buyer
Wed10
Down Payment Breakdown — 3%, 5%, 10%, 20%
"Which down payment is actually right for you? The answer isn't as obvious as your parents' financial advisor thinks."
CAROUSEL
Educated Buyer
Fri12
Community Feature — [Local Business or Event]
"We work and live here too. A quick spotlight on [local business] — one of the reasons people keep choosing [market] to plant roots."
STATIC
Community
Week Three Build Trust
Mon15
Pre-Approval vs Pre-Qualification — What's the Actual Difference?
"Sellers and agents know the difference. Make sure you do too before you make an offer."
STATIC
Educated Buyer
Wed17
From Application to Closing — The Real Timeline
"Nobody told you it would take this long — or this many steps. Here's what actually happens between 'I want to buy' and holding the keys."
CAROUSEL
Educated Buyer
Fri19
Realtor Partner Spotlight — [Partner Name]
"Great real estate outcomes start with great teamwork. Proud to work alongside [Realtor Name] — someone who puts clients first every time."
STATIC
Partner Network
Week Four Close Strong
Mon22
VA Loan Benefits Most Veterans Don't Know They Have
"No down payment. No PMI. Competitive rates. If you've served, you may have a powerful mortgage option you've never heard about."
CAROUSEL
Educated Buyer
Wed24
Keys Day — Closing Celebration
"This is why we do this. Congratulations to [First Name(s)] — officially homeowners."
STATIC
Milestone
Fri26
Why Working with a Broker (vs a Big Bank) Actually Changes the Outcome
"A bank sells you one product. A broker shops dozens of lenders to find the best fit for your situation."
STATIC
Human Side
// 04 — Caption Frameworks

Captions that
actually convert.

Every caption follows one of three proven frameworks depending on post type. These aren't templates — they're structural formulas that create the right response (save, share, comment, DM) every time.

The Education Hook Educated Buyer + Market Intel posts
Myth / Misconception → The Reality → Why It Matters for Them → Soft CTA + Disclosure
"You need 20% down to buy a home."

That's one of the most persistent myths in real estate — and it stops a lot of people from even starting the conversation.

Conventional loans allow as little as 3% down. FHA loans go as low as 3.5%. VA loans for qualifying veterans? Zero down.

The bigger question isn't whether you can get in the door — it's which loan structure actually makes sense for your situation long-term. That's exactly what we help figure out.

If you've been sitting on the sidelines thinking you're not ready, drop a 🏡 below or send us a DM — let's actually look at the numbers.

📌 [NMLS# XXXXX] | [Company NMLS#] | Equal Housing Opportunity | Not a commitment to lend.
RESPA note: No language implying exclusive referral arrangements. No guaranteed rate quotes. No "best rates" superlatives. All loan product mentions must include relevant disclosures if specific terms are cited.
The Human Story Milestones, LO Spotlights, Culture posts
Set the Scene → The Real Moment → What It Means → Invite Community
Twelve months ago, [First Name] walked into our office with a goal and a lot of questions. Today they walked out of closing with keys.

First-time buyer. Navigated a competitive market. Got to the table with confidence because they understood exactly what they were doing at every step.

This is the part of the job that doesn't get old. Congratulations — you earned this.

📌 Client permission obtained. [NMLS# XXXXX] | Equal Housing Opportunity.
Client permission must be documented before publishing any content featuring client names, photos, or identifiable details. Never reference specific loan terms, rates, or amounts in client celebration posts.
The Partner Feature Realtor + referral partner spotlights
Who They Are → How They Serve Clients → The Shared Value → Tag + Connect
If you're buying in [market], you want someone who knows every street — and knows how to win in a competitive offer situation.

We've had the privilege of working alongside @[Partner] on several transactions this year. Every client we've referred has told us the same thing: they felt taken care of from the first showing to closing day.

That's what good teamwork in real estate looks like. When clients win, everyone wins.

📌 [NMLS# XXXXX] | Equal Housing Opportunity.
CRITICAL — RESPA Section 8: Never imply that the feature is given in exchange for referrals. Never use "preferred partner," "our referral partner," or similar language. Frame all partner features around shared client service values only.
// 05 — Canva Template System

Five templates.
Zero guessing.

Every post type gets its own branded template in Canva. The brand system is locked at the top level — colors, fonts, logo placement, NMLS disclosure footer — so brokers can customize without breaking the look. All templates built to 1080×1080px (feed) with companion 1080×1920px (story) versions.

📚

EDU — The Education Slide

Dark navy background with branded headline treatment. Numbered list layout for multi-fact carousels. Logo + NMLS in locked footer. Designed to screenshot and save.

1080×1080 Carousel (up to 8 slides) 4 variations
📊

MKT — Market Intel Report

Deep teal/slate. Large stat or data point is the hero. Market report aesthetic that feels like a source worth following. Branded chart insert for numerical data.

1080×1080 Static + Carousel 2 layouts
🧑‍💼

TEAM — LO + Partner Spotlight

Photo-forward layout. Left-side image zone (headshot), right-side branded overlay with name, title, NMLS. Works for both loan officers and realtor partner features.

1080×1080 Photo overlay 3 color variants
🗝️

WIN — Closing Day Celebration

Warm, celebratory tone. Soft green + navy. Large "CLOSED." treatment at the top. Client first name(s) prominently featured. The emotional anchor of the feed.

1080×1080 Static only 2 layouts
🏘️

LOCAL — Community + Market Pulse

Earthy, community-forward aesthetic. Photo background with a semi-transparent branded overlay. Connects the brand to place. Works for local events and neighborhood spotlights.

1080×1080 Photo-background Story version included
Canva Brand Kit Specifications Lock these before building any template

Typography

Display: Playfair Display
Body: Lato
Mono/Labels: Courier Prime

Brand Colors

Navy: #0D1E3D
Blue: #2A6FD6
Light Blue: #D4E6FF
White: #F8FAFF
Gold Accent: #C9A85A

Fixed Elements

Logo: Top-left, locked
NMLS disclosure: Bottom footer
Equal Housing logo: Bottom-right
Social handle: Bottom-center
Min clear space: 40px all sides

// 06 — Content Your Team Generates

The stuff you can't
make from a desk.

Catch handles the strategy, creative, and production — but the most powerful raw material comes from your team in the field. Here's exactly what to capture, how to capture it, and how to send it our way.

📱

The "One Thing I Tell Every Client" Video

Each LO records a 30–60 second vertical video answering: "What's one thing you wish every buyer knew before starting the process?" No script needed. Catch adds captions, branded lower-third, and formats for Reels/Stories.

🗝️

Closing Day Key Photo

When a loan closes, take a photo of the keys on the closing table — or a quick shot of the happy client (with permission and a signed release). Text it to the Catch content line. We handle everything else.

💬

The Question Log

Keep a running note in your phone. Every time a client asks a question you've heard before — write it down. "Can I buy a house with student loan debt?" becomes a carousel. These are the highest-value educational posts you'll ever publish.

🏡

Neighborhood Drive-By Clips

Next time you're in an interesting part of your market, shoot 15–30 seconds of the street. "This is why people love [Neighborhood]" takes 20 seconds to capture and builds significant local brand equity.

📰

Industry News Reaction

When there's a Fed announcement or a housing market story — text it to Catch with one line of your reaction. We turn your expertise into a post. You don't need to write anything beyond "rates held, here's what that means for buyers."

🤳

The Team Headshot + Bio Refresh

A single afternoon with a phone camera and good light gives us 6–8 months of team content. Each LO gets a spotlight post. Update yearly. This is the highest-converting category for organic reach because it makes the brand feel real and local.

// The Content Pipeline

Designate one person at Secure Choice as the internal content contact. Their job: collect closing key photos, forward relevant news, gather Question Log entries, and get client permission slips signed. Catch does everything else. The less friction in this handoff, the better the content gets over time.

// 07 — 40 Platform-Specific Content Ideas

Never wonder
what to post.

Specific, scroll-stopping post concepts drawn from what actually performs in the mortgage vertical on Facebook and Instagram. Pull from this list monthly to build the calendar.

# Post Concept Pillar Format
01
"How much house can you afford on $[X]/year?" — Income-to-purchase breakdown
Use 3 real income scenarios. No rates quoted — frame as buying power, not payment.
EducationCarousel
02
"The 5 biggest first-time buyer mistakes we see — and how to avoid them"
One mistake per slide. Conversational, non-judgmental tone. Ends with a soft DM CTA.
EducationCarousel
03
Conventional vs FHA vs VA — Side-by-side comparison graphic
Visual comparison table. No rate quotes. Link to a consultation in bio.
EducationStatic
04
"What happens at closing? A minute-by-minute breakdown"
Demystify the scary part. Most buyers are terrified of the closing table. Be the calm voice.
EducationCarousel
05
PMI Explained — when you pay it, when you don't, how to get rid of it
One of the most-searched mortgage questions. Saveable, shareable content.
EducationCarousel
06
"Should I wait for rates to drop?" — The honest answer
No predictions. Frame around individual situation vs market timing.
Market IntelStatic
07
[Market Name] housing inventory update — what buyers need to know this month
Local data sourced from MLS or realtor.com. Positions the brand as the local authority.
Market IntelStatic
08
Fed announcement reaction — what this means for mortgage rates in plain English
Time to Federal Reserve meeting dates. Post same day. Establishes real-time relevance.
Market IntelStatic
09
Debt-to-Income Ratio — the number most buyers forget to check
Simple formula graphic. High save rate. One of the most-Googled mortgage terms.
EducationStatic
10
"What can hurt your mortgage application after pre-approval?"
Opening a credit card, changing jobs, large deposits — mistakes that cost deals.
EducationCarousel
11
Self-employed? Here's what lenders actually want to see from you.
Under-served audience. High intent. Two years of tax returns, P&L statements, etc.
EducationCarousel
12
The difference between your interest rate and your APR
Simple but misunderstood. "Why does my offer letter show two different rates?"
EducationStatic
13
Meet [LO Name] — 3 things they want every buyer to know
Headshot. Personal touch. Professional credibility. Human connection converts.
CultureStatic
14
The question I get asked most — [LO Name] answers it
LO-generated vertical video. Raw, real, on-brand. Best format for personal loyalty.
CultureVideo
15
Congratulations [First Name(s)] — keys day 🗝️
Simple, warm, celebratory. Keys photo or client photo with permission.
MilestoneStatic
16
First-time buyer program breakdown for [State/Region]
State-specific down payment assistance, grants, and first-time buyer programs.
EducationCarousel
17
Why refinancing right now might or might not make sense — the honest breakdown
Educational, not promotional. Use the "break-even calculator" concept.
EducationStatic
18
The homebuying glossary — 10 terms you'll hear and exactly what they mean
Escrow, underwriting, appraisal gap, title insurance — defined in one sentence each.
EducationCarousel
19
How a broker is different from a bank — and why it matters
The competitive positioning post. Run once per quarter. Frame around client outcomes.
CultureStatic
20
"Can I buy a home with student loans?" — Yes. Here's how.
Directly addresses the #1 mental block for millennial first-time buyers.
EducationCarousel
21
Spotlight: [Realtor Partner Name] — why clients love working with them
Headshot + quote. Framed around client service, not referrals. Both parties share.
PartnerStatic
22
What to do 6 months before you want to buy a home
Action-oriented checklist. Credit score, savings rate, employment history.
EducationCarousel
23
Local market spotlight — what's selling, what's sitting, what that means for buyers
Hyper-local market commentary. Demonstrates true market expertise.
Market IntelStatic
24
The anatomy of a mortgage payment — principal, interest, taxes, insurance (PITI)
Most buyers only think about principal and interest. Show them the full picture.
EducationStatic
25
Is an adjustable rate mortgage ever a good idea? The real answer.
Nuanced, honest, educational. ARMs aren't evil — they're misunderstood.
EducationStatic
26
New construction vs existing home — what your mortgage looks like differently
Builder incentives, construction loans, rate locks. Specific and uncommonly covered.
EducationCarousel
27
Happy work anniversary — [Team Member] has been helping [market] families for [X] years
Internal milestone post. Signals stability and longevity to the market.
CultureStatic
28
What "closing costs" actually are — and how to prepare for them
One of the most-asked questions, least-covered topics. Break it down line by line.
EducationCarousel
29
Gift funds for a down payment — yes, it's allowed. Here's how it works.
Many buyers don't know gift funds are acceptable. High-value, specific, commonly misunderstood.
EducationStatic
30
We're hiring — what it's like to be a loan officer at Secure Choice
Recruiting post. Shows culture, growth, professional environment.
CultureStatic
// 08 — RESPA + Regulatory Guardrails

Compliant. Always.
No exceptions.

Every post Catch produces is reviewed against these standards before it goes to the approval calendar. This isn't just about avoiding fines — it's about building a brand that buyers trust because it never oversells or misleads.

// What We Do

  • Include NMLS# for each originating LO on every applicable post
  • Add "Equal Housing Opportunity" language and logo in all post footers
  • Frame all partner/realtor features around shared client values — never referrals
  • Obtain documented client permission before any milestone or testimonial content
  • Use educational framing for loan product posts — explain, don't advertise
  • Avoid specific rate quotes entirely (triggers TILA/Reg Z disclosure requirements)
  • Use language like "may qualify" and "based on your situation" when discussing eligibility
  • Verify state licensing disclosures match the market being served in the post

// What We Never Do

  • Post specific interest rates without the full APR and disclosure requirements
  • Use "lowest rates," "best rates," or any rate superlatives
  • Imply or state a referral exchange relationship with realtors or other partners
  • Feature client names, photos, or identifying details without written consent
  • Promise specific loan approvals or guaranteed terms to any audience
  • Target or exclude audiences on protected class characteristics in boosted posts
  • Make income or employment-based eligibility claims that aren't universally applicable
  • Imply that a referral partner receives anything in exchange for sending clients

// Standard NMLS Disclosure — Required on All Posts

Every post that promotes mortgage services must carry the following disclosure in the caption. Catch will include this on every post in the approval calendar.

[Loan Officer First/Last Name] | NMLS# [Individual NMLS#]
Secure Choice Mortgage | NMLS# [Company NMLS#]
Licensed in [State(s)] | [State License Number(s) if required]
Equal Housing Opportunity 🏡 | Not a commitment to lend.
For licensing information, visit nmlsconsumeraccess.org

// RESPA Section 8 — The Non-Negotiable

RESPA Section 8 prohibits giving or receiving anything of value in exchange for the referral of settlement service business. This includes marketing exposure. Before any realtor or partner spotlight post goes live, the framing must be reviewed to ensure it does not — even subtly — imply that the feature is provided in exchange for referrals. Use language around "shared values," "client-first approach," and "great work we've seen firsthand" — never "preferred partner," "our referral partner," or any similar language. When in doubt, consult your compliance officer before publishing.

// 09 — Performance Benchmarks

What good looks like
at Signal tier.

These benchmarks reflect realistic month-3 to month-6 performance for a mortgage brand starting from a low-activity baseline. Growth in this vertical is driven by consistency and content quality over time — not viral moments.

3–5%
Target engagement rate by month 3
Industry avg: 1.2% for financial
+8%
Follower growth per month
Compounding from month 2 onward
2–4
Qualified DMs / inbound leads
From social per month by month 4
30%
Content save / share rate target
On educational carousel posts
Monthly Report — What We Track and Why Delivered in the monthly check-in call

Leading Indicators (Signal of Growth)

  • →  Save rate on educational posts
  • →  Share count on carousel content
  • →  Story view completion rate
  • →  Profile visits from non-followers
  • →  DM volume and inquiry quality

Lagging Indicators (Proof of Performance)

  • →  Net follower growth month-over-month
  • →  Overall engagement rate trend
  • →  Reach growth (total accounts reached)
  • →  Top-performing post by pillar type
  • →  Attribution of inbound referrals to social
// 10 — 90-Day Launch Roadmap

How we go from
zero to momentum.

The first 90 days aren't about viral growth. They're about building the infrastructure, establishing the voice, and creating a consistent cadence that compounds.

Days 1–7 — Foundation Sprint
Onboarding, Brand Lockdown + Template Build
Catch collects all brand assets (logo files, brand colors, NMLS numbers for all active LOs, headshots, existing brand photography). Canva brand kit is locked. All 5 template families are built. Strategy alignment call to confirm voice, tone, and any market-specific sensitivities. First month's content calendar is drafted and submitted for approval.
Days 8–14 — Profile Optimization
Platform Audit + Bio + Highlight Setup
Facebook and Instagram profiles are audited and updated: bio rewritten, call-to-action and link-in-bio configured, highlight covers designed and organized by topic (Education, Loan Types, Team, Market). This is the part most brands skip — and it's the first thing a referred prospect looks at.
Week 3 — Month One Goes Live
First 12 Posts Live, Rhythm Established
Content begins publishing on the approved 3-day/week cadence. Catch monitors early engagement, responds to comments with approved language, and tracks which post types are performing. At the end of week 4, a brief performance snapshot is delivered before the Month 2 calendar is built.
Days 30–60 — Month Two
Optimization Based on Real Data
Month 2 calendar is built with learnings from Month 1. Which pillar performed best? Which format drove more saves? What day/time is getting the most reach? Content strategy begins to sharpen around actual audience behavior rather than assumptions. LO spotlights go deeper.
Days 60–90 — Month Three
Content Compounding + First Upgrade Conversation
By Month 3, the brand has a visible, consistent presence. Referral partners have seen the content. Buyers are saving and sharing the educational posts. This is the point where adding video (Broadcast tier) starts to make financial sense. The data tells the story — we present it at the 90-day review call and let the numbers make the case for scaling.
Catch × Secure Choice
Prepared by Catch Creative, LLC
madebycatch.com
Signal Tier // Social Media Services
Confidential — Not for Distribution