Social & Video Playbook · Amare Merz

Where this fits your week This rhythm is your attraction layer — the 2 film bursts run alongside your Daily 23 outbound, fill the pipeline that feeds your lead follow-ups, and give you something real to say on Buyers day (Wednesday).

If you only do three things

Set the system up once. Then just run it.

Most loan officers fail at content because they treat every post like a decision. Take the decisions out of it.

Paste your two bios (below) into Instagram and TikTok today. Put your application link in "link in bio."

Block two 20-minute film bursts in your calendar right now — recurring, same days each week. This is the whole game.

Reply to every comment and DM within 24 hours. Likes don't close loans — conversations do.

Your two profile bios

Paste-ready. Tap copy, drop it in, add your link.

Instagram bio~150 characters

Amare Merz | Loan Officer, CMS Mortgage Helping Richmond to Northern Virginia buyers get home — first-time & move-up Conventional · First-time · FHA · low-down paths NMLS# 207743 · Equal Housing Lender

Link in bio → https://cmsmortgage.my1003app.com/207743/register

TikTok bio~80 characters

Richmond to Northern Virginia mortgage guide. First-time, conventional & FHA buyers. NMLS# 207743 · CMS Mortgage

Link → apply at the link, or "DM me HOME to start."

Compliance: every public profile carries your name, "Loan Officer, CMS Mortgage Solutions," NMLS# 207743, and Equal Housing Lender. Never put a rate, "guaranteed," or "approved" in a bio.

What each channel is for

Same content, different job. Don't reinvent — repurpose.

Your main stage

Instagram 3–4× / week

Reels are your reach engine — post the scripted videos here first. Use Stories daily for quick, unscripted trust-building: behind-the-scenes, a tip, a "question of the day." This is where most first-time buyers will find you.

Education + discovery

TikTok 3–4× / week

Best for plain-English, "explain it like a friend would" content and myth-busters. Repurpose your Instagram Reels straight over — same video, new audience. Short, clear, and useful travels far here.

Community + local

Facebook 3–4× / week

Where a lot of Richmond to Northern Virginia buyers and homeowners actually are. Post the same videos plus local community moments. Great for sharing into Arlington, Alexandria, and Fairfax neighborhood and buy/sell groups (where allowed).

Long-tail search

YouTube Shorts 1–2× / week

Optional but powerful. Park your best educational videos here so they keep showing up months later when someone searches "FHA loan Richmond to Northern Virginia" or "first-time buyer Arlington VA." Slow burn, long payoff.

The 2-film-burst week

Your whole week of content in about 40 minutes.

Burst 1 — Education & heart Pick a day · ~20 min

Film 3 videos back to back, same outfit, same spot.
One Get-Ready tip, one first-time buyer story, one Richmond to Northern Virginia-local.
Don't edit yet — just capture. Captions come later.

Burst 2 — Myths & invites Pick a 2nd day · ~20 min

Film 2 videos: one myth-buster, one CTA / "ask me anything."
Keep it plain and conversational — talk like you would to a friend.
That's 5 posts captured for the week. Done.

Then it just runs: post Monday / Wednesday / Friday, sprinkle the other two through the week, keep Stories daily and casual. The only non-negotiable: reply to every comment and DM within 24 hours. That's where the loans live.

The 28-hook bank

Stuck on what to film? Grab a hook and go. Tap to copy.

Pillar 01 First-Time & Conventional

"You don't have to know everything before we talk."

"Buying your first home? Start here, not on Zillow."

"The first step is way easier than you think."

"'Am I even ready to buy?' Let's actually find out."

"Conventional vs. FHA — which one actually fits you?"

"The question I get asked most — answered in 30 seconds."

"Renting isn't failing. But here's when buying makes sense."

Pillar 02 FHA & Low-Down Paths

"You do NOT need a huge down payment to buy here."

"FHA in plain English — who it's actually built for."

"A low-down loan doesn't mean a worse loan. Let's talk."

"Can a gift help with the down payment? Yes — here's how."

"USDA in the DC exurbs — the loan most buyers overlook."

"Low down vs. less house — how to think about the trade-off."

"The down-payment number that's been holding you back isn't real."

Pillar 03 Get-Ready Coaching

"3 things to start gathering before you ever apply."

"Pre-approval vs. pre-qualified — and why it matters here."

"What actually helps your credit before you buy."

"Self-employed? You're not a 'problem file.'"

"The documents I'll ask for — get a head start now."

"Closing costs: the part nobody warns you about."

"Down payment assistance — is it real? Sometimes, yes."Program eligibility

Pillar 04 Richmond to Northern Virginia & DC Metro

"Where Richmond to Northern Virginia buyers are actually getting in right now."

"Buying a condo in the DMV? The 3 things to check first."

"Rent vs. buy in Arlington — the honest take."

"Townhome or condo? How to think about your first place here."

"How your commute should shape where you buy in the DMV."

"Thinking Alexandria or Fairfax? Here's what to know first."

"From close-in condos to Fairfax townhomes — let's find your fit."

Filming basics

Phone-only. No studio. Just don't break these.

Light: face a window. Natural light on your face, never behind you. That single change beats any ring light.

Frame: phone vertical, eyes in the top third, a little headroom. Steady — prop it up, don't hand-hold.

Audio: quiet room or a cheap wireless mic. Bad audio kills a great video faster than bad video does.

Length: 20–40 seconds. Hook in the first 2 seconds or they scroll. Say the hook first, every time.

Captions: always add on-screen captions — most people watch on mute. (Your kits already give you the on-screen text.)

One-take energy: done beats perfect. Re-record once if you flub it, then move on. Polish is the enemy of posting.

End with the step: every video closes with one clear next move — "DM me HOME" or "link in bio." Never leave them with nowhere to go.

The 5-minute weekly check

Friday, once a week. Do this, then close the app.

Open your insights (Instagram + TikTok). Don't doom-scroll — just the numbers.1 min

Find your top post — by saves and shares, not likes. That's the topic people found genuinely useful.1 min

Find your weakest post. No shame — just note the topic and move on.1 min

Plan next week toward the winner. Do more of that pillar / topic. Less of the flop.1 min

Clear your DMs and comments. Reply to anyone you missed. This is the step that actually makes loans.1 min

The only metrics that matter for an LO: saves, shares, DMs, and profile taps. Likes feel good but don't pay. Conversations do.