PREVIEW — sample content calendar for review · not yet public · noindex
CMS Mortgage · Kimberly Davalos-Perez · Phoenix
90-Day Content Calendar
Weeks 3–12 — ten themed weeks, thirty posts written.
Picks up where your First 30 Days kit left off. Every week has a named theme and three fully-written posts — hook, a short "film this" script, on-screen text, a caption in your voice, and hashtags. Built around what Phoenix families actually type into Google.
Where this fits your week Content is your attraction layer — it runs during your 2 weekly film bursts and fills the pipeline that feeds your Daily 23 lead follow-ups, plus gives you something real to say on Buyers day (Wednesday).
01
Search-matched topics
The 12-week rhythm, built on what Phoenix families actually type into Google.
Why these topics
Every post below answers a real question Phoenix and Greater Phoenix borrowers search for. Match your content to their search and you show up when they're actually looking. These are the threads woven through Weeks 3–12:
first time home buyer Phoenixdown payment assistance ArizonaPima County homebuyer helpFHA loan ArizonaUSDA loan Greater Phoenixzero down home loan rural Arizonaself employed mortgagehow much to buy a house in Phoenixrent vs buy Phoenixmortgage pre-approval Phoenixclosing costs Arizonacredit score to buy a housebest Phoenix neighborhoods for families
3WEEK
Familia & First-Gen
Homeownership as a family milestone, in English or Spanish.
Familia & First-Gen
Familia & First-GenWeek 3 · Post 1
"The call she made when she got the keys."
Film this~25 sec
When one of my families got their keys, the first call wasn't to me — it was to their mom. "Lo logramos, mamá." We did it.
For first-generation buyers, a home isn't just walls. It's proof the sacrifice mattered. If you're carrying that dream for your family, let's build the plan to get you there.
On-screen text"Lo logramos, mamá"First-gen homeownersMore than wallsYour family's win
Caption
For so many familias, the first home is the whole family's victory. If you're the one carrying that dream, you don't have to figure it out alone. Te ayudo en español o inglés.
"Can family help with the down payment? Let's talk gift funds."
Film this~25 sec
A lot of families want to help their kids buy — and in many cases, money from a family member can be used toward a home. We call it a gift.
There are rules about how it's documented, and that's exactly what I walk you through. If abuela wants to help, let's do it the right way.
On-screen textFamily can help"Gift funds"There are rulesWe document it right
Caption
Family helping family is how a lot of first homes happen. Gift funds can be part of the plan — there's just a right way to document it. Got questions? DM me.
Compliance: general education on gift funds — rules vary by loan and lender, this is not a commitment to lend and not specific advice on your situation.
When a family buys their first home, something shifts. The next generation grows up with options the last one didn't have.
That's what people mean by generational wealth — and it usually starts with one family deciding to stop renting and start building.
On-screen textGenerational wealthStarts with one homeStop renting, start building
Caption
Generational wealth isn't a buzzword — it's your kids growing up with choices. It often starts with one family's first home. Ready to start yours?
Get-Ready CoachingSave-worthyWeek 4 · Post 1 · Save-worthy
"The exact documents to start gathering."
Film this~25 sec
Want to feel ready? Start a folder with the basics: two years of tax returns or W-2s, your two most recent pay stubs, two months of bank statements, and your ID.
That's the starter kit. When we talk, you'll already be ahead of most buyers.
On-screen textDocuments to gather2 yrs taxes / W-2s2 recent pay stubs2 mo bank statements
Caption
Save this checklist for when you're ready. Having your folder ready makes the whole process calmer — and faster.
Compliance: a general starter list, not the full list of approval requirements — every file is reviewed individually. Not a commitment to lend.
Two simple habits tend to help most: pay every bill on time, and try not to max out your credit cards.
I'm not going to promise a magic number — everyone's situation is different. But those two habits are a strong place to start, and we can look at the rest together.
On-screen textCredit, simplifiedPay on timeDon't max the cardsWe review the rest
Caption
No magic tricks — just habits. On-time payments and lower balances help. Wherever your credit is today, let's look at it together, no judgment.
Compliance: educational only, not credit-repair or financial advice; credit outcomes vary by individual. Not a commitment to lend or a promise of approval.
Beyond the down payment, there are closing costs — things like the appraisal, title, and fees.
The good news? Sometimes they can be planned for or partly covered, depending on your situation. Don't let the surprise scare you off. Let's map it before you shop.
On-screen textClosing costs explainedAppraisal · title · feesPlan for it earlyNo surprises
Caption
Closing costs catch a lot of first-time buyers off guard. Knowing about them early means no scary surprises later. Want the plain-language version? DM me.
Compliance: educational only — costs vary by transaction; no specific amounts or rates implied. Not a commitment to lend.
FHA gets thrown around a lot. Here's the simple version: it's a government-backed loan option that can be more flexible for first-time and returning buyers.
It has its own rules and it's not for everyone — but for a lot of Phoenix families, it's been a real path to a first home.
On-screen textFHA = government-backed optionOften more flexibleHas its own rulesA real path for many
Caption
FHA isn't scary — it's a tool. For a lot of first-time buyers here, it's been the way in. Want the plain version for your situation? Let's talk.
Compliance: educational only; FHA has eligibility requirements and isn't right for everyone. Not a commitment to lend or a guarantee of qualification.
"FHA vs conventional — explained like a friend would."
Film this~25 sec
People ask me all the time: FHA or conventional? Honestly, it depends on you — your credit, your savings, your goals.
Both are tools. The right one is whichever fits your situation. That's the whole point of a real conversation instead of a Google rabbit hole.
On-screen textFHA vs conventionalIt depends on YOUBoth are toolsLet's find your fit
Caption
There's no "better" loan — only the one that fits you. Tired of conflicting answers online? Let's cut through it together. DM me.
Compliance: educational only — loan suitability depends on individual circumstances; not a commitment to lend or financial advice.
"FHA is only for people with bad credit." Not true. FHA is a flexible option a lot of solid buyers use on purpose.
Don't let a myth talk you out of a path that might fit you perfectly. Ask me — I'll give it to you straight.
On-screen textMYTH: FHA = bad credit onlyNot trueUsed by all kinds of buyersAsk, don't assume
Caption
FHA isn't a "last resort" — it's a smart option for a lot of buyers. Don't let myths decide your future.
Compliance: educational only; eligibility varies. Not a commitment to lend, and not a statement about anyone's qualification.
For the familias who built something of their own.
Get-Ready · Self-employed
Get-Ready CoachingWeek 6 · Post 1
"Self-employed? You're not 'too complicated.'"
Film this~25 sec
If you run your own business, you've probably been told your income is "complicated." I don't see it that way.
It just takes more documentation, not more judgment. We look at how your income shows up and build from there. You built something real — let's get you a home for it.
On-screen textSelf-employed buyersNot "too complicated"More docs, not more judgmentYou built it
Caption
To every business owner told they're a "hard file": you're not. Your income just tells a fuller story. Let's organize it and get you home.
Compliance: general info; self-employed income is reviewed case by case. Not a commitment to lend or a promise of approval.
Get-Ready CoachingSave-worthyWeek 6 · Post 2 · Save-worthy
"What self-employed buyers should start gathering."
Film this~25 sec
If you're self-employed and thinking about buying, start pulling these together: your last two years of business and personal tax returns, a year-to-date profit and loss, and your recent bank statements.
Having these ready makes our first conversation so much smoother.
On-screen textSelf-employed checklist2 yrs business + personal taxesYTD profit & lossRecent bank statements
Caption
Save this if you're self-employed and dreaming about a home. Getting these together early puts you ahead.
Compliance: a general starter list, not full approval requirements; documentation varies by file. Not a commitment to lend.
"To the familias running their own business: I see you."
Film this~20 sec
The taco truck. The cleaning company. The shop on the corner. So many of our familias built something from nothing.
You deserve a loan officer who respects that — not one who treats your hustle like a problem. Aquí estoy para ti.
On-screen textFor the family businessesYou built it from nothingRespeto, no juicioAquí estoy para ti
Caption
A nuestras familias emprendedoras: lo que construyeron merece respeto. Let's turn that hard work into a home.
Local roots that make you the hometown loan officer.
Phoenix Home
Phoenix HomeWeek 7 · Post 1
"Where Phoenix families are actually buying."
Film this~25 sec
From the east side to the foothills to down south — Phoenix has a neighborhood for every kind of family.
Tell me what matters to you: schools, a yard, a short commute, a starter price point. I help families find the area that fits their life, not just their budget.
On-screen textPhoenix neighborhoodsA spot for every familySchools · yard · commuteFind your fit
Caption
Every Phoenix neighborhood has its own personality. Which part of town are you dreaming about? Tell me in the comments and I'll share what families love about it.
Renting isn't "throwing money away" — it's flexibility, and sometimes it's the right call.
But if you're planning to stay in Phoenix a while, owning can mean building something instead of just paying someone else's mortgage. There's no one answer — let's look at yours.
On-screen textRent vs buy in PhoenixRenting isn't "wasting"Staying a while? Owning may fitLet's look at YOUR numbers
Caption
Rent vs buy isn't one-size-fits-all. If you're planting roots in Phoenix, it's worth a real conversation. No pressure — just clarity.
Compliance: educational only — no rates, payments, or savings figures implied; outcomes depend on your situation. Not a commitment to lend.
The sunsets. The people. The way neighbors still wave. I love this city, and I love watching families plant roots here.
Helping someone buy in the place I call home is the best part of my job.
On-screen textPhoenix, my homeWhere neighbors still waveRoots run deep
Caption
Phoenix isn't just where I work — it's home. Helping families plant roots here never gets old. What do you love most about this city?
How small-town and rural Greater Phoenix families can buy.
Get-Ready · USDA
Get-Ready CoachingWeek 8 · Post 1
"There's a loan with no down payment. It's called USDA."
Film this~25 sec · bilingual
A lot of families think saving a big down payment is the only way in. But there's a program built for small-town and rural areas — the USDA loan — that can require zero down for eligible buyers.
Mucha gente no sabe que existe. If you're looking outside the city, this could be your path. Let's check if your area qualifies.
On-screen textUSDA = zero down (if eligible)Built for rural areasMucha gente no lo sabeLet's check your area
Caption
Thinking you'll never save enough for a down payment? Ask me about USDA — for eligible buyers in rural and small-town areas, it can mean zero down. Te explico en español o inglés.
Compliance: educational only — USDA has property-location and income eligibility rules; "zero down" applies only to eligible buyers and properties. CMS is not affiliated with or endorsed by USDA. Not a commitment to lend or a promise of approval.
"Is your town USDA-eligible? You might be surprised."
Film this~25 sec · bilingual
When people hear "rural," they picture the middle of nowhere. But a lot of the small towns around Phoenix — and plenty of Greater Phoenix — can qualify for USDA.
Marana, Sahuarita, the areas just outside the city — it's worth a look. Pregúntame and I'll help you check the map for your spot.
On-screen text"Rural" isn't what you thinkTowns near Phoenix can qualifyGreater Phoenix eligible areasLet's check the map
Caption
More of Greater Phoenix qualifies for USDA than most people expect. Curious if your town is on the map? DM me "USDA" — en español o inglés.
Compliance: educational only — USDA eligible areas are defined by USDA and can change; specific towns must be verified per property. CMS is not affiliated with or endorsed by USDA. Not a commitment to lend.
"Para las familias del campo: una casa propia es posible."
Film this~20 sec · bilingual
If your family lives and works in the small towns of Greater Phoenix, owning a home there can feel out of reach. It isn't always.
Para familias en áreas rurales, programs like USDA were made with you in mind. Let's see what fits — en tu idioma, paso a paso.
On-screen textFamilias del campoUna casa propia es posiblePrograms made for rural areasPaso a paso
Caption
A las familias de los pueblos pequeños de Arizona: comprar casa donde viven es posible. Hablemos de USDA — con claridad y respeto.
Compliance: educational only — USDA eligibility depends on the buyer and the property location. CMS is not affiliated with or endorsed by USDA. Not a commitment to lend or a promise of approval.
"You probably don't need as much down as you think."
Film this~25 sec
The 20%-down myth keeps so many families renting. The truth? There are programs built for lower down payments and first-time buyers.
Every situation is different — but please don't count yourself out before we even talk.
On-screen textMYTH: you need 20% downLower-down options existBuilt for first-timersDon't count yourself out
Caption
If "I don't have 20% down" has kept you renting — this is your sign to ask. There may be a path you haven't heard about.
Compliance: programs and eligibility vary by buyer; not a commitment to lend, and not a promise of approval or any specific down payment.
"Down payment assistance — is it real? Sometimes, yes."
Film this~25 sec
Arizona and Pima County have had programs designed to help with down payments and closing costs for eligible buyers.
They change, they have rules, and not everyone qualifies — but it's worth checking before you assume you can't. Ask me what's available right now.
On-screen textDown payment assistanceAZ & Pima County programsRules apply, they changeWorth checking
Caption
Assistance programs aren't a myth — but they have rules and they change. Want me to check what's available for your situation? DM me "DPA."
Compliance: program availability and eligibility change and are not guaranteed; this is general education, not a commitment to lend or a promise you qualify.
It's the number-one question I get, and the honest answer is: it depends. On the price, the loan, your situation.
That's not a dodge — it's why a five-minute conversation beats guessing from a Google search. Let's get you a real answer for your situation.
On-screen text"How much do I need?"Honest answer: it depends5 min beats guessingGet YOUR number
Caption
Stop guessing what you "need" from random websites. Your number depends on your situation — let's find it together. DM me.
Compliance: no specific amounts, rates, or payments implied — figures depend on each buyer. Not a commitment to lend.
Pre-approval sounds official and scary. Really, it's just me reviewing your situation up front so you know what you're working with before you fall in love with a house.
It makes your offer stronger and your search calmer. It's a starting point, not a commitment.
On-screen textWhat pre-approval meansKnow before you shopStronger offersA starting point
Caption
Getting pre-approved early = shopping with confidence and making stronger offers. Want to understand the first step? Let's talk.
Compliance: a pre-approval is not a loan commitment or a guarantee of approval — it's subject to full review, credit, income, and property verification.
"Underwriting, explained without the scary words."
Film this~25 sec
Underwriting just means someone reviews everything to make sure the loan makes sense — for you and the lender.
Yes, they'll ask for documents. No, it's not personal. I prep you for it so there are way fewer surprises. We go through it together.
On-screen textWhat is underwriting?A careful reviewDocs ≠ personalI prep you for it
Caption
Underwriting feels mysterious until someone explains it. That's my job — to prep you so the "can you send us..." emails don't stress you out.
Closing day: you sign some papers, you get the keys, and then there's that moment — standing in a home that's finally yours.
I've watched families cry happy tears right there. That moment is why I do this. Let's get you to yours.
On-screen textClosing daySign · keys · homeHappy tears, every timeLet's get you here
Caption
There's no feeling like handing a family their keys. That moment is the whole reason I do this work. Ready to start your story?
Proof and heart — relationship-first, never pushy.
Familia & First-Gen
Familia & First-GenWeek 11 · Post 1
"My favorite three seconds of this whole job."
Film this~20 sec
There's a moment when I hand over the keys and the family just goes quiet. It finally feels real.
Those three seconds? That's the whole job for me. Not the paperwork — that.
On-screen textThe keys momentWhen it gets realWhy I do this
Caption
This work is so much more than loans. It's that quiet moment when a family realizes the home is really theirs. (Share your keys-day photos — with permission, I love to celebrate them.)
Compliance: only share client stories or photos with written permission; no testimonials implying guaranteed results.
I didn't grow up around homeowners. I watched families I love rent for years, unsure if owning was even for them.
So I do this work to be the person I wish those families had — someone who explains it, in plain language, and actually has your back.
On-screen textWhy I do thisI didn't grow up around ownersBe the guide I wish we hadPlain language, real care
Caption
This isn't just a job to me. It's personal. If your family's never done this before, I get it — and I've got you.
If we've worked together, you already know — I treat my clients like family, long after closing day.
So if you bought with me and you know someone nervous to start, send them my way. I'll take care of them the same way.
On-screen textOnce family, always familyI'm still here after closingKnow someone nervous?Send them my way
Caption
To my past families — gracias, de corazón. Know someone scared to start the home conversation? I'd be honored to help them too.
"You've been watching for weeks. Let's actually talk."
Film this~20 sec
If you've been following along quietly, thinking "maybe one day" — this is the nudge.
One day starts with one conversation. No pressure, no commitment. Just tell me where you are and I'll tell you the honest next step.
On-screen text"Maybe one day"One day = one conversationNo pressureTell me where you are
Caption
You don't have to be ready — just curious. Send me a message and we'll figure out your next step together. Aquí estoy pa' ayudarte.
Drop your home-buying questions below — seriously, anything. Credit, down payment, where to even start.
No question is too basic. I'll answer as many as I can, in English or Spanish. That's what I'm here for.
On-screen textAsk Me AnythingNo question too basicEnglish or SpanishDrop it below
Caption
It's AMA time. What's your biggest question about buying a home? Ask below — sin pena. I read every comment.
First-Time, First StepsCloseWeek 12 · Post 3 · Close
"Here's exactly how to start — it's easier than you think."
Film this~25 sec
Ready to take the first real step? It's simple. Send me a message, or start your application at the link in my bio.
There's no commitment in starting the conversation — just clarity about where you stand. Let's make home feel possible.
On-screen textHow to startDM me or use the bio linkNo commitment to talkLet's make home possible
Caption
The first step is the easiest one: just reach out. DM me or tap the application link in my bio whenever you're ready. Aquí estoy pa' ayudarte. NMLS# 1707925