Social & Video Playbook · Joanna Xu

How I use this each week I use these posts as my conversation starters and make room for personal follow-ups with people who want to understand their next step toward a first home.

If you only do three things

I make room for content and replies.

I keep a few useful questions ready so each filming session has a clear purpose.

I will add my profile bios and application link after checking each platform's profile fields.

I will schedule two 20-minute film bursts at times I can repeat each week.

I will aim to answer every comment and DM within 24 hours. I keep document and credit details out of public comments.

Your two profile bios

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

Instagram bioProfile copy

Joanna Xu | Loan Officer, CMS Mortgage Solutions I help Hampton Roads renters explore their first home. NMLS# 1541192 · Equal Housing Lender

Program eligibility

Link in bio → https://cmsmortgage.my1003app.com/1541192/register

TikTok bioProfile copy

Joanna Xu | Loan Officer, CMS Mortgage Solutions I make first-home questions easier to ask. Hampton Roads. NMLS# 1541192 · Equal Housing Lender

Link → I invite people to apply through my link or message me FIRST HOME with a question.

I include my name, "Loan Officer, CMS Mortgage Solutions," NMLS# 1541192, and Equal Housing Lender. I use the platform's available profile fields for the full identity line. I leave out pricing and loan-decision promises. FHA content is educational and not endorsed by or affiliated with any government agency; not a commitment to lend.

What each channel is for

I adapt the same useful answer to each channel.

Your main stage

Instagram 3–4× / week

I use Reels for a first-home question and Stories for a short follow-up. I ask what feels unclear about savings, lease timing, or getting documents together.

Education + discovery

TikTok 3–4× / week

I explain one idea at a time: how pre-approval starts, what FHA means, or why a down payment is not the whole budget. I keep the answer focused enough to save.

Local conversations

Facebook 3–4× / week

I share renter questions and Hampton Roads planning tips. When a local group allows educational posts, I answer the question without asking for private financial details in the comments.

Long-tail search

YouTube Shorts 1–2× / week

I use clear titles about first-home preparation in Virginia Beach, Norfolk, and Chesapeake. I keep each video focused on a question someone may search for later.

The 2-film-burst week

Your whole week of content in about 40 minutes.

Burst 1 — Questions before shopping Pick a day · ~20 min

I record 3 videos about different parts of buying.
I start with lease timing, then a local planning question, then documents.
I finish recording before I review the clips.

Burst 2 — Options and next steps Pick a 2nd day · ~20 min

I record 2 videos: one plain-language loan comparison and one invitation to ask a question.
I speak to renters without assuming buying is their next move.
I check every clip for accuracy before it goes into the posting queue.

My starting schedule: post Monday / Wednesday / Friday. I use the other clips when they answer a useful question. I aim to reply to every comment and DM within 24 hours. I move private financial conversations to a secure channel.

The 28-hook bank

I pick one question and answer it in my own words.

Pillar 01 From renting to owning

"Renting in Virginia Beach? Here's how to find out what buying would take."

"Before your lease renews, I want you to have room to explore buying."

"Not sure what you have saved for a home? I start with that question."

"I do not compare renting and owning by the housing bill alone."

"You can ask me about a first home before you pick a neighborhood."

"If buying needs to wait, I can help you understand what to work on."

"I start a first-home conversation with your plans, not a property listing."

Pillar 02 Low-down-payment paths

"Conventional is a loan type, not a rule that every buyer needs the same savings."

"I explain mortgage insurance before we compare FHA and conventional."

"A smaller down payment is one part of the plan. I look at the rest with you."

"FHA is not limited to first-time buyers. I can explain what lenders review."

"I separate down-payment savings from the other costs of buying."

"I can walk through why two loan options may ask for different documents."

"Before you choose a loan path, I want you to understand its tradeoffs."

Pillar 03 Get-ready coaching

"Before you tour, I can explain what a pre-approval review involves."

"I would rather review a credit question with you than have you guess."Program eligibility

"Your income records are a good place for us to start getting organized."

"I can explain why a lender asks about deposits in your account."

"Thinking about a new credit account while buying? Talk with me first."

"I help you separate the documents you have from the ones still needed."

"Pre-approval has limits. I explain what still needs review before closing."

Pillar 04 Hampton Roads local

"Looking in Chesapeake? I want your everyday travel plans in the conversation."

"For a Norfolk condo search, I can explain why the property needs its own review."

"Virginia Beach home search? I include insurance questions in the buying plan."

"I ask Hampton Roads buyers to think through bridge and tunnel trips before choosing."

"I can help you connect your lease timeline with a Hampton Roads home search."

"Comparing Norfolk and Chesapeake? Tell me what your week needs from a home."

"Wherever you look in Hampton Roads, I start with a plan you can understand."

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: I end with one invitation: message me FIRST HOME or use my application link. I never ask for documents in comments.

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

I review saves, shares, DMs, and profile taps. to see which questions deserve another explanation.