Social & Video Playbook · Kristin O'Neil

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.

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 bioProfile copy

Kristin O'Neil | Loan Officer, CMS Mortgage I help Richmond first-time buyers prepare. First homes · VA benefits · Henrico · Chesterfield NMLS# 266528 · Equal Housing Lender

Link in bio → https://cmsmortgage.my1003app.com/266528/register

TikTok bioProfile copy

Kristin O'Neil | Loan Officer, CMS Mortgage Solutions I explain first homes and VA loans around Richmond. NMLS# 266528 · Equal Housing Lender

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

Compliance: every public profile carries your name, "Loan Officer, CMS Mortgage Solutions," NMLS# 266528, and Equal Housing Lender. I leave lending promises and loan terms out of my bio. VA, FHA, and USDA content is educational and not endorsed by or affiliated with any government agency; not a commitment to lend.

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 tip, a "question of the day." This is where most first-time buyers will find you.

Education + discovery

TikTok 3–4× / week

Best for plain-English, "explain it like a friend would" content and myth-busters. Repurpose your Instagram Reels straight over — same video, new audience. Short, clear, and useful travels far here.

Community + local

Facebook 3–4× / week

I share Richmond, Henrico, and Chesterfield home-buying questions here. I check group rules before sharing. I ask people to send personal financial details through a secure channel.

Long-tail search

YouTube Shorts 1–2× / week

I use clear titles about first homes in Richmond and VA loan questions. Each video answers one question so someone can understand it without seeing my earlier posts.

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 record one first-home question, one VA question, and one preparation tip.
Don't edit yet — just capture. Captions come later.

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

Film 2 videos: one Richmond local question, plus a rotating pillar. Across each four-week cycle, I give each pillar equal space.
Keep it plain and conversational — talk like you would to a friend.
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 First-time buying in Richmond

I start a first-home plan with your moving date, not a listing.

I can help you make sense of the steps between renting and owning.

I want your first-home budget to leave room for everyday life.

I explain the difference between money for the purchase and money to keep in reserve.

I can help you list the questions to ask before a Richmond home tour.

I would rather hear your basic question now than leave you guessing.

I can help you plan for buying while your lease is still running.

Pillar 02 VA: the benefit veterans and service members earned

I start a VA conversation with your questions about the benefit you earned. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

I can explain what a VA Certificate of Eligibility tells us—and what still needs review. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

I want veterans to know that VA loan review includes the home as well as the borrower. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

I can help service members prepare VA loan documents before a move. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

I explain why a VA appraisal and a home inspection serve different purposes. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

I can talk through questions about using a VA benefit again without assuming the answer. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

I help you look at VA loan preparation alongside your savings plan. Educational content; not endorsed by or affiliated with any government agency; not a commitment to lend.

Pillar 03 Get-Ready Coaching

I can help you organize income records before you start an application.

I ask about job changes early so we can discuss the paperwork.

I explain what a pre-approval review does and what can still change.

I want to hear about a planned purchase before you open new credit.

I can help you build a secure checklist for sharing documents.

I explain closing costs separately from the down payment.

I can help you choose a next step even if buying is months away.Program eligibility

Pillar 04 Richmond local

I start a Richmond home search conversation with how you want to live.

I ask Henrico buyers to think about upkeep alongside the home search.

I help Chesterfield buyers connect their moving timeline to loan preparation.

I want your commute on the checklist when you compare homes around Richmond.

I explain why two Richmond homes can raise different financing questions.

I ask about association costs when you consider a home in Henrico or Chesterfield.

I can help you sort your Richmond buying questions before the first open house.

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.

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.