Social & Video Playbook · Moe Hernandez

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

Amorette "Moe" Hernandez | Loan Officer, CMS Mortgage Helping Tucson families buy their first home First-time · FHA · ITIN · self-employed | English + Español NMLS# 177765 · Equal Housing Lender

Program eligibility

Link in bio → https://cmsmortgage.my1003app.com/177765/register

TikTok bio~80 characters

Tucson mortgage guide. First-time buyers, en inglés o español. NMLS# 177765 · 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# 177765, 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 the "explain it like I'm talking to my tía" content and myth-busters. Repurpose your Instagram Reels straight over — same video, new audience. Lean into bilingual; it travels far here.

Community + familia

Facebook 3–4× / week

Where a lot of first-gen and Spanish-speaking community members actually are. Post the same videos plus local community moments. Great for sharing into Tucson 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 Tucson" or "ITIN mortgage." 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 Familia/story, one Tucson-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."
Bilingual where it's natural — don't force it.
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, First Steps

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

"If nobody in your family has ever owned a home — start here."

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

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

"Stop guessing what you need from a Google search."

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

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

Pillar 02 Familia & First-Gen

"The first call she made wasn't to her realtor."

"Lo logramos, mamá."

"What it's like to buy a home when your parents always rented."

"Why I talk about generational wealth so much."

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

"To the familias who built something of their own."

"This isn't just a loan. It's your family's future."

Pillar 03 Get-Ready Coaching

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

"You do NOT need 20% down. Let me prove it."

"FHA, explained like I'd explain it to my tía."

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

"What actually helps your credit before you buy."

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

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

Pillar 04 Tucson Home

"Where Tucson families are actually buying right now."

"Why I'd never sell mortgages anywhere but Tucson."

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

"There's a Tucson neighborhood for every kind of family."

"What I love most about helping families buy here."

"Thinking about Tucson? Here's what to know first."

"From the east side to the foothills — 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.