Social & Video Playbook · Chelsi Zajac

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 to the veterans and military families moving through Hampton Roads every month.

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

Chelsi Zajac | Loan Officer, CMS Mortgage VA loans for Hampton Roads veterans & military families Active-duty · veterans · PCS moves · first-time · FHA & conventional NMLS# 2318458 · Equal Housing Lender

Program eligibility

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

TikTok bio~80 characters

Hampton Roads VA & mortgage guide. Veterans, military & first-time buyers. 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. 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 VA tip, a "question of the day." This is where most active-duty and first-time buyers will find you.

Education + discovery

TikTok 3–4× / week

Best for plain-spoken "here's how your VA benefit actually works" content and myth-busters. Repurpose your Instagram Reels straight over — same video, new audience. The PCS and first-time-buyer questions travel far here.

Community + military

Facebook 3–4× / week

Where a lot of veterans, spouses, and PCS families actually are. Post the same videos plus local community moments. Great for sharing into Hampton Roads neighborhood, base-area, and military-spouse 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 "VA loan Hampton Roads" or "buying a house while stationed at Norfolk." 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 VA-benefit explainer, one Hampton Roads-local.
Don't edit yet — just capture. Captions come later.

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

Film 2 videos: one VA myth-buster, one CTA / "ask me anything."
Speak to military life 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 VA Benefits & Eligibility

"You earned this benefit. Most veterans never fully use it."

"The VA loan, explained in 30 seconds — no jargon."

"What a Certificate of Eligibility is — and how to get yours."

"Guard and Reserve: you may have earned this too."

"The one-time VA funding fee — and who's exempt from it."

"You can use your VA benefit more than once. Here's how."

"Surviving spouses: this benefit may be yours, too."

Pillar 02 Military & PCS Life

"Got PCS orders to Hampton Roads? Start here before you land."

"How to buy a home on a PCS timeline without the panic."

"Buying near the base you're stationed at — what to know."

"Can you start a home search before your report date? Yes."

"Military spouse income counts — let me show you how."

"Deployed during the buy? Here's how we make it work."

"Stop renting through every set of orders. Build something."

Pillar 03 Get-Ready Coaching

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

"Many veterans buy with no down payment. Let me explain."Program eligibility

"VA, FHA, or conventional — which one actually fits you?"

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

"What actually helps your credit before you buy."

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

"Get pre-approved before you tour a single house. Here's why."

Pillar 04 Hampton Roads Home

"Where Hampton Roads buyers are actually winning right now."

"Best neighborhoods for a short commute to Norfolk Naval Station."

"Rent vs buy in the 757 — the honest take."

"Stationed at Oceana or Langley? Here's where to look."

"Virginia Beach, Chesapeake, or Newport News — how to choose."

"What I love most about helping people buy here in Hampton Roads."

"New to the 757 on orders? Here's what to know first."

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 VA" 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.