PREVIEW — sample social ops playbook for review · not yet public · noindex
CMS Mortgage · Kimberly Davalos-Perez · Phoenix

Social & Video Playbook

My weekly plan for useful Phoenix homebuying conversations.

I keep my content focused on four things: FHA and first-time buying, getting ready, self-employed income, and Phoenix life. This page gives me a filming routine and fresh openings for those conversations.

2 paste-ready bios 28 hooks 2 film bursts / week 5-min weekly check
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.

01
Paste your two bios (below) into Instagram and TikTok today. Put your application link in "link in bio."
02
Block two 20-minute film bursts in your calendar right now — recurring, same days each week. This is the whole game.
03
Reply to every comment and DM within 24 hours. Likes don't close loans — conversations do.
01

Your two profile bios

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

Kimberly Davalos-Perez | Loan Officer, CMS Mortgage I help Phoenix buyers prepare for a first home. FHA · Get-ready coaching · Self-employed | English + Español NMLS# 1707925 · Equal Housing Lender

Program eligibility

Link in bio → https://cmsmortgage.my1003app.com/1707925/register

TikTok bioProfile copy bank

I help Phoenix first-time buyers get ready. FHA questions welcome, en inglés o español. NMLS# 1707925 · 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# 1707925, and Equal Housing Lender. Keep rates and lending promises out of bios. These are copy banks; check each platform’s length limits before posting. FHA content is educational and is not endorsed by or affiliated with any government agency; not a commitment to lend. Keep this line with FHA posts.

02

What each channel is for

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

Instagram 3–4× / week

I use Reels to answer one buyer question at a time. In Stories, I can invite a follow-up or explain a document term. I keep personal financial details out of public replies.

Education + discovery

TikTok 3–4× / week

I keep each video to one useful explanation. I can reuse an Instagram topic and adjust the opening. A natural Spanish line is welcome: vamos por partes.

Community + familia

Facebook 3–4× / week

I share Phoenix homebuying questions and practical preparation tips here. Before I post in a community group, I check its rules. I invite questions without asking people to share private information.

Long-tail search

YouTube Shorts 1–2× / week

I use clear titles such as "Preparing for an FHA conversation in Phoenix" or "Home loan documents when you work for yourself." I review older videos before I reuse them.

03

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.
  • I film one FHA or first-time topic, one get-ready task, and one self-employed question.
  • Don't edit yet — just capture. Captions come later.
Burst 2 — Myths & invites Pick a 2nd day · ~20 min
  • I film 2 videos: one Phoenix or Valley topic and one answer to a first-time buyer question.
  • 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.
04

The 28-hook bank

Stuck on what to film? Grab a hook and go. Tap to copy.

Pillar 01 FHA & First-Time Buying

"I explain FHA mortgage insurance before we talk about a home search."
"Before your first offer, I want you to understand what a loan review involves."
"I separate the down payment from the other costs of buying."
"Your first home search can start with questions. I’ll help you choose which ones."
"I can explain why an FHA appraisal is different from a home inspection."
"I’ll help you look past the 20% down myth and ask about your options."
"If the loan vocabulary feels new, I can translate it into everyday words."

Pillar 02 Get-Ready Coaching

"I’d start your preparation with a list of what you already have."Program eligibility
"Before you move money for a home purchase, ask me what records to keep."Program eligibility
"I want to hear about your lease timeline before we plan your home search."Program eligibility
"I’ll help you make a document checklist you can tackle in small pieces."
"Before you open new credit while buying, let’s discuss what could change."Program eligibility
"I can explain what a pre-approval review does and what still comes later."
"If your savings plan feels unclear, I’ll help you list the costs to ask about."

Pillar 03 Self-Employed Buyers

"I start a self-employed conversation by asking how your business earns income."
"Your busy season matters. I want to understand how income changes through the year."
"I’ll explain why a business deposit and income for a loan review may differ."
"If you receive 1099s, I can help you prepare questions about income documents."
"I want to know about a business change before we build your document list."
"I’ll help you keep business records and personal records easy to identify."
"Working for yourself? I can explain why the lender may request more records."Program eligibility

Pillar 04 Phoenix & the Valley

"I’d put your Valley commute on the home-search checklist early."
"For a Phoenix home, I’d ask about cooling costs alongside the loan questions."
"I can help you include HOA dues in the questions you bring to a home search."
"Before you tour across the Valley, I’d narrow down what fits your daily routine."
"I’ll help you think beyond the listing price when planning for a Phoenix home."
"Considering a Phoenix condo? Ask me what the lender may need to review."
"I can help you prepare loan questions while you compare homes across the Valley."
05

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.

06

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.
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