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3 minute read
What Jennifer Beeston got right – and how mortgage pros can take the mic back using social media.
AtThe Gathering (HousingWire’s flagship event), one moment cut through all the noise:
“The media keeps telling people they can’t buy a house… but it’s more possible than ever. We just have to show them how.”
—Jennifer Beeston
🔥That hit hard. Because it’s true.
It’s not that people don’t want to buy a home—
It’s that they’ve been convinced they can’t.
It’s that they’ve been convinced they can’t.
⛔ The Real Problem
Headlines like:
- “Gen Z will never afford a home”
- “The average buyer needs $200K income”
… are everywhere. And they’re drowning out the truth.
The market’s tough – but it’s not impossible.
And if you’re in mortgage, you already know that. You see people win every single day.
But buyers don’t. And the media certainly isn’t telling them.
💥 What Mortgage Pros Can Do (Right Now)
This is where YOU come in. If you’re in lending or real estate, your voice has more power than you think – especially on social.
Here’s how to take back the narrative:
✅ 1. Tell the “Possible” Stories Loudly and Often
People aren’t looking for perfection – they’re looking for hope.
Tell them:
- How a first-time buyer closed with 3% down
- How a family used seller credits to lower their payment
- How someone bought with $5K total out of pocket
👉 These stories are more powerful than any stat.
They’re relatable. And they open mental doors for people who’ve already checked out.
They’re relatable. And they open mental doors for people who’ve already checked out.
Make them a weekly series. Give it a name.
That kind of content builds your brand as a trusted, optimistic expert.
That kind of content builds your brand as a trusted, optimistic expert.
✅ 2. Make It a Video (Text Doesn't Stop the Scroll)
Let’s be real:
The only thing that cuts through right now is video. And the top performers – like Jennifer Beeston – know it.
The only thing that cuts through right now is video. And the top performers – like Jennifer Beeston – know it.
She posted consistently for nearly a year before her content really took off.
Now? It’s the primary driver of her business.
She’s built a brand buyers love and trust – all through short, helpful videos.
Now? It’s the primary driver of her business.
She’s built a brand buyers love and trust – all through short, helpful videos.
You don’t need a studio. You just need:
- A solid hook
- A short takeaway
- And someone to help you edit and post it right
(That’s where SocialCoach comes in.)
🔥 2 Plug-and-Play Video Scripts You Can Use Today:
🎥 Video Script Starter #1: “The Secret You Haven’t Heard About Buying a Home in 2025”
“Everyone’s talking about how hard it is to buy a house right now. But here’s the truth: I helped a client close last week with just 3% down—and it wasn’t luck. There are still programs out there that make homeownership possible. If you think you’ve been priced out, this might surprise you…”
🎥 Video Script Starter #2: “3 Ways to Buy a Home With Less Cash Than You Think”
“Buying a home doesn’t mean dropping $100K anymore. In fact, there are legit ways to buy with under $10K out of pocket. I’ll give you three: [#1 down payment assistance] [#2 seller buy-downs] [#3 FHA low-down options]. If you want to know which fits you, DM me. I’ll shoot you some options.”
Want more scripts like this?
SocialCoach delivers fresh, customizable video ideas weekly – plus a teleprompter, dynamic captions, music, emojis, b-roll, and 2 rounds of professional edits.
SocialCoach delivers fresh, customizable video ideas weekly – plus a teleprompter, dynamic captions, music, emojis, b-roll, and 2 rounds of professional edits.
You film. We polish. You post.
✅ 3. Stay Consistent. That’s When It Starts to Work
Everyone wants the leads – but most people quit before it clicks.
Here’s what we see with SocialCoach users:
- 📈 Engagement grows around week 4–6
- 🔁 Video becomes easier after the 3rd or 4th post
- 💥 Leads show up around day 90 – and usually don’t stop
And that’s with just 2 videos per week.
You don’t need to go viral. You just need to show up with value and consistency.
You don’t need to go viral. You just need to show up with value and consistency.
If the media gets to post every day about what’s wrong,
then you get to post twice a week about what’s possible.
then you get to post twice a week about what’s possible.
👊 Final Thought: Flip the Narrative
If you’re in mortgage or real estate, this is your moment.
Not to argue with the headlines… but to drown them out with something better.
Not to argue with the headlines… but to drown them out with something better.
- Tell real stories.
- Teach helpful hacks.
- Show up on video.
- Post consistently.
- Lead with possibility.
It’s not about faking positivity – it’s about showing people how to move forward.
The American Dream isn’t dead.
It’s just missing from their algorithm.
Let’s fix that – one post at a time.
🚀 Why SocialCoach Is Built for This Moment
If you want to make this easy, SocialCoach is the platform built specifically for mortgage professionals.
We help you:
- 🎥 Create killer video content with plug-and-play scripts
- ✅ Keep it all compliant
- 📆 Automate your social media posting
- 📊 Track performance and see what drives engagement
Whether you’re an individual loan officer or a national mortgage company, SocialCoach helps your team scale content, stay on brand, and stay out of trouble.
