Social & Video Playbook · Chelsi Zajac

Where this fits your week I use this rhythm for next-home questions. Two filming sessions support my Daily 23 outreach and lead follow-ups with clear answers about VA reuse, FHA, and Virginia Beach moves.

If you only do three things

My plan starts with useful questions.

I choose the topics ahead of time so each video answers one question about the next purchase.

I adapt my two bios to each profile field and keep my application link easy to find.

I reserve two 20-minute filming sessions each week to work through a few related questions.

I aim to answer each comment and DM within 24 hours. I keep personal loan details out of public replies.

Your two profile bios

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

Instagram bioProfile copy

Chelsi Zajac | Loan Officer, CMS Mortgage I help Virginia Beach and Hampton Roads buyers plan their next home VA reuse · move-up buyers · PCS sale plans · FHA NMLS# 2318458 · Equal Housing Lender

Program eligibility

Link in bio → https://cmsmortgage.my1003app.com/2318458/register

TikTok bioShort profile copy

I help Hampton Roads buyers explore VA again and compare FHA. Virginia Beach focus. NMLS# 2318458 · CMS Mortgage

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

Compliance: every public profile carries your name, "Loan Officer, CMS Mortgage Solutions," NMLS# 2318458, and Equal Housing Lender. I keep loan outcomes and pricing promises out of my bio. VA and FHA content is educational and not endorsed by or affiliated with any government agency; not a commitment to lend. Eligibility and loan terms require individual review.

What each channel is for

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

Your main stage

Instagram 3–4× / week

I use Reels for one repeat-buyer question at a time. In Stories, I invite questions about the current home and the next move.

Education + discovery

TikTok 3–4× / week

I use short videos to explain VA reuse and sale timing. I keep the language plain and include the program disclosure in the caption.

Community + military

Facebook 3–4× / week

I share practical Virginia Beach move-up topics and invite conversation. Before sharing in a group, I check its rules and keep borrower details private.

Long-tail search

YouTube Shorts 1–2× / week

I give each video a clear topic, such as VA reuse or coordinating a home sale. I review older videos before reusing them so the guidance stays useful.

The 2-film-burst week

Your whole week of content in about 40 minutes.

Session 1 — Reuse & sale plans Pick a day · ~20 min

I record 3 videos with a separate question for each.
I cover one sale-timing question, one VA-reuse question, and one Virginia Beach move-up topic.
I review the recordings before preparing captions.

Session 2 — FHA & move-up needs Pick a 2nd day · ~20 min

I record 2 videos: one FHA comparison and one next-home question.
I discuss PCS timing without assuming every buyer has the same experience.
I keep all five drafts together for review.

I plan to post Monday / Wednesday / Friday after reviewing each draft. I save the other videos for useful follow-ups and aim to answer questions within 24 hours. I ask for private details through a secure channel.

The 28-hook bank

My openings for repeat buyers. Pair program posts with this line: VA and FHA content is educational and not endorsed by or affiliated with any government agency; not a commitment to lend. Eligibility and loan terms require individual review.

Pillar 01 Using VA Again

"Your VA loan isn't one and done."

"I start a repeat VA purchase with the home you already own."

"Before you pick the next house, I want to check your VA entitlement."

"I can help you ask what happens to your VA benefit after a sale."

"Paid off your VA loan? I'd still check the restoration step."

"I won't assume your last VA loan tells us what works today."

"Keeping your current home? Let's review your next VA purchase carefully."

Pillar 02 Selling Around a PCS

"I put your sale date and PCS report date on the same calendar."

"Before you book movers, let's talk about the closing dates."

"I want a backup plan if your home sale takes longer."

"Moving to Virginia Beach? Tell me which dates can move."

"I ask about changes in income before a PCS purchase."

"Selling from a distance? Let's agree on who needs each update."

"I can help sort the loan questions before the boxes come out."

Pillar 03 Move-Up Preparation

"A move-up home starts with what I need to know about your current loan."

"I look beyond the sale price when we plan cash for your next home."Program eligibility

"I can compare FHA with VA without assuming either is your answer."

"I want to know what changed since your last mortgage."

"Let's check the paperwork from your previous VA payoff."

"I separate cash from your sale from cash already available."

"Before an offer, I want your sale plan in the loan conversation."

Pillar 04 Virginia Beach Plans

"Virginia Beach move-up plans? Tell me what your current home is missing."

"I ask about your daily drive before we talk about your next home."

"A bigger home in Virginia Beach needs a fresh budget review."

"I'd put insurance questions on your Virginia Beach checklist early."

"I want your next home to fit the life you have now."

"Staying in Hampton Roads? We can still revisit your VA benefit."

"I can help you plan the home loan side of your next Virginia Beach move."

Filming basics

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

Light: I face the light so my expression is easy to see.

Frame: I set my phone upright on a steady surface and check the frame.

Audio: I record a short sound check before the full video.

Length: I open with the hook and give the answer enough time to stay clear.

Captions: I check the on-screen words for accuracy and readability.

One-take energy: I speak naturally. If a sentence sounds stiff, I simplify it before recording again.

End with the step: I close with one useful invitation, such as asking me about VA reuse.

The 5-minute weekly check

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

I open my insights and review the past week on each channel.1 min

I compare my posts using saves and shares to spot topics worth another look.1 min

I review unanswered questions. I note where an explanation could be clearer.1 min

I choose the next questions. I build on useful responses about VA reuse, FHA, and moving.1 min

I check my messages. I reply to open questions and arrange private follow-ups when needed.1 min

I review saves, shares, DMs, and profile taps. I also note which questions lead to a useful next-home conversation.