Posts that build an audience, not recycled graphics nobody engages with.
Social media for mortgages is usually generic. Recycled graphics. "Happy Monday!" posts. Nobody engages, the algorithm punishes it. Here's how to produce content that actually builds an audience.
Over 10 posts:
Generate 7 social media posts for this week. Platform: [Facebook / LinkedIn / Instagram] Audience: [from context] Theme: [one theme] Mix: - 4 educational - 1 personal - 1 social proof - 1 direct ask Each post: - 80-180 words - First line = hook - Plain language - End with question or CTA - No emojis unless they add meaning Vary opening patterns: question, story, contrarian, number, confession. Don't use the same opening twice. Number 1-7 with day-of-week.
Write a "common mistake" post about [topic]. - Line 1: state the mistake - Lines 2-4: why most people believe it - Lines 5-8: the actual truth - Last line: what to do instead 130 words. End with "Reply or DM with questions."
Core insight: [paste] Turn into: 1. Facebook post (120w, warm) 2. LinkedIn post (300w, pro) 3. Newsletter section (200w) 4. 60s video script 5. Tweet (240 chars) 6. SMS to a client (60w) Adapt each to channel conventions.