Turn Content into Closings, Visibility into Trust, and Your Brand into a Local Authority
TABLE OF CONTENTS
- Why This Playbook Matters
- Step 1: Know the Content That Drives Leads
- Step 2: Platform-Specific Strategy
- Step 3: Create High-Converting Content
- Step 4: Measure & Optimize
- Step 5: Automate with HighLevel
Why This Playbook Matters
82% of homebuyers start their mortgage journey online before speaking to a broker. If your content isn’t showing up in their feed, inbox, or search results—you’re losing deals before they even reach out.
Most brokers:
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Rely on referrals but aren’t consistently top-of-mind.
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Post sporadically without a strategic plan.
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Don’t know which content actually converts browsers into borrowers.
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Fail to leverage automation to stay visible 24/7.
This playbook will help you fix that by giving you a clear, tested roadmap to:
✅ Build local trust and stand out from competitors
✅ Capture high-intent homebuyer and refinance leads
✅ Nurture long-term relationships for repeat/referral business
✅ Automate content, follow-ups, and visibility—so you close more, with less work
Sign Up With HighLevel Today and Turn Content into Cash Flow
What You’ll Learn
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The 4 content types every broker needs to publish
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Platform-specific strategies that generate leads
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How to write content that builds authority & drives calls
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Metrics that matter (and how to track them)
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How HighLevel automates all of this for you
Step 1: Know the Content That Drives Leads
Why It Matters
Posting randomly isn’t a strategy. A structured content system ensures you attract and convert serious buyers, investors, and refinance clients.
1.1 The Four Core Content Types
| Content Type | Purpose | Example |
|---|---|---|
| Educational | Build trust by simplifying complex mortgage concepts | “Fixed vs. Adjustable Rates: What’s Right for You?” |
| Engagement-Driven | Boost reach and visibility through interaction | “What’s your biggest fear about getting a mortgage?” |
| Promotional | Highlight services & offers that generate direct leads | “Free 15-min Pre-Approval Consult — This Week Only!” |
| Social Proof | Showcase real wins to build credibility | “Helped Sarah save $12K by refinancing her FHA loan!” |
Pro Tip: Use the 80/20 Rule → 80% value / 20% direct pitch
Step 2: Platform-Specific Strategy
Why It Matters
Every platform attracts different parts of your audience. Tailor your content to each one.
| Platform | Best Content | Frequency |
|---|---|---|
| Testimonials, short videos, Q&A, promos | 3–5x per week | |
| Reels, homeownership tips, lifestyle posts | 5–7x per week | |
| B2B partnerships, market insights | 2–3x per week | |
| YouTube | Deep-dive explainers, market trend videos | 1–2x per week |
| TikTok | Fast tips, myths vs. facts, behind the scenes | 3–5x per week |
| Google Business Profile | Offers, client success, reviews | 2–4x per month |
| Blog / Email | Market updates, case studies | 2x per month |
| Offline (flyers/newsletters) | Rates, team highlights, promos | Quarterly or seasonal |
Metric: Businesses that post 3–5x/week on social convert 2–3x more leads than those who post less.
How to Create Email Using Content AI
Step 3: Create High-Converting Content
Why It Matters
Great content has a structure: Hook + Value + Call-to-Action.
3.1 Winning Content Formula
Hook: “Think rates are too high to buy a home?”
Value: “You might qualify for a 3% down first-time buyer program.”
CTA: “DM me for a 60-second prequal check.”
3.2 Example Posts by Type
| Post Type | Headline | CTA |
|---|---|---|
| Educational | “Confused by mortgage points? Here’s how they can save you thousands.” | “Book a free mortgage strategy session.” |
| Engagement | “What was your first home interest rate? Comment below!” | “We’ll share results in a follow-up post!” |
| Promotional | “Rates Dropped Today! Check your buying power with no credit pull.” | “Text ‘RATE’ to 55555 to start.” |
| Social Proof | “Just closed a $1.2M loan in 11 days with no delays.” | “Read more success stories on our site.” |
Step 4: Measure & Optimize
Why It Matters
If you don’t track it, you can’t scale it.
| Metric | What It Tells You |
|---|---|
| Engagement Rate | Are people interacting? |
| Click-Through Rate | Are they taking action? |
| Conversion Rate | Are they becoming leads or calls? |
| Lead Response Time | Are you following up fast enough? |
✅ Brokers who respond within 5 minutes of a lead converting are 9x more likely to close.
Step 5: Automate with HighLevel
Why It Matters
You’re busy doing deals. Let your systems market for you.
5.1 Automations That Boost Pipeline
| Feature | Benefit |
|---|---|
| Content Scheduler | Pre-plan posts for weeks at a time across channels |
| AI Auto-Replies | Respond instantly to DMs, comments & FAQs |
| Lead Capture Forms | Collect data directly from posts, popups, SMS |
| CRM & Smart Lists | Track and nurture leads by stage (refi, pre-approval, investor, etc.) |
| Review Requests | Get more Google reviews → rank higher locally |
| Email/SMS Drips | Nurture cold leads & stay top-of-mind |
| Offline Printing | Generate high-converting postcards, flyers from same dashboard |
Final Thoughts: Content Is the New Cold Call
A great content strategy can:
✅ Position you as the go-to mortgage expert in your area
✅ Turn strangers into pre-approvals
✅ Keep your pipeline full, even during rate volatility
✅ Help you scale without burning out
Visibility = Trust
Engagement = Appointments
Consistency = Closings
Want to grow your mortgage business on autopilot?
Sign up with HighLevel and turn content into conversions—24/7.