What Top-Performing LOs Post on Social (That Average LOs Don’t)

What Top-Performing LOs Post on Social (That Average LOs Don’t)

Most business professionals who post on social media simply post to keep up appearances: an infographic here, a relatable meme there, possibly a client testimonial every few months (if they remember).

Meanwhile, top producers use social media as a full-fledged growth engine – posting content with consistency, strategy, and depth.

The result: visibility, trust, and a steady flow of leads and referrals.

This guide breaks down exactly what sets high-performing professionals apart — plus plug-and-play examples, content frameworks, and lead magnet ideas you can use today.

Jump to: Client Transformation Story Script Template | B-Roll Download | 7 Hook Types Download | FAQs | Related Resources

1. Client Transformation Stories / Before-After Case Studies

What average LOs do: Share a closing photo with a quick “Congrats to the Smiths!”

What top LOs do: Tell the full story — walking through the initial challenges, how they handled them, and quantifying the win with real results.

Why it works: Real-world stories build trust and relatability. When people see real-life examples of someone like them solving a problem — with your help — they’re more likely to reach out.

🔁 Client Transformation Story Script Template

1) Introduce the client(s) + context:

“I recently worked with a client who first came to me with [briefly describe their situation — e.g., had a DTI of X%, a credit score of XXX, self-employed, had been denied elsewhere, etc.].”

2) Highlight the challenge or obstacle:

“They were [explain what was stopping them from qualifying — e.g., dealing with high debt, low credit, a tight timeline, minimal savings, etc.].”

3) Explain your strategy or approach:

“Within [time period], we [describe the strategy — e.g., developed a credit game plan, restructured debt, timed income verification, coordinated with their CPA, etc.].”

4) Share the action taken and solution:

“By [reapplying/restructuring/refinancing/etc.], we were able to [result — e.g., get them approved for a [loan type], lower their monthly payment by $XXX, secure a better rate, etc.].”

5) Celebrate the outcome and how your help made it possible:

“They [closed/got keys/refinanced] in [time frame] and are now [describe result — e.g., proud homeowners, saving $X per month, debt-free, etc.].”

6) Add a strategic CTA:

“If your situation feels complicated or you’ve been told ‘no’ — let’s talk. I’ll take a look at your file and give you a real strategy, not just a generic pre-qual. DM me ‘Ready’ or use the link in bio to get started.”

Client story example:

“When Jane & Mark first came to me, they had a DTI of 52% and a 620 credit score. Many lenders had rejected their file. Over six months, we established a credit strategy: paying down two credit cards, disputing small errors, and building on-time payments. By reapplying, we got them approved for a conventional loan — and reduced their projected mortgage payments by $225/month vs. an FHA route. They closed this July and are now proud homeowners.”

That kind of post does far more than “we closed.” It shows your ability to solve problems, and it gives a narrative arc people can envision for themselves.

✅ Bonus Tip: Turn Each Topic Into Multiple High-Impact Content Pieces

What average LOs do: Post once, then move on.

What top LOs do: Repurpose high-performing ideas into new formats: a video, a carousel, a story, a reel, or a downloadable asset.

Why it works: It multiplies your content output without multiplying effort, and keeps content feeling fresh across platforms.

Example Content Stack for a Client Story:

1. 🎥 Talking-Head Video:
   Record yourself telling the story naturally using the script above. Keep it under 60 seconds, speak directly to the camera, and end with a clear call to action.

2. 📲 Carousel Post:
   Break the story into 4–5 slides using simple headings and short text. This works great for Instagram, LinkedIn, and Facebook. Add a CTA slide at the end like “DM me for your own strategy.”

3. 🎞️ B-Roll Reel (10–15 sec):
   Film yourself working (on your laptop, taking a phone call , or walking) and overlay a condensed version of the story in text on screen, then add trending music and a caption with a call to action.
   
   🎬 Want 20 easy b-roll ideas to get you started? Download our guide here.
   
   Example:“Clients in their 30s were frustrated over getting denied twice because of student loans. We built a credit strategy and reapplied – they were approved for a conventional loan with a $225/month savings. If you’ve been told no — let’s find your yes.”

This doesn't only apply to testimonials – it works for every type of content.

• A talking-head video
• A 5-slide Instagram carousel
• A 10-second video with on-screen text and trending music
• 5 funny skits highlighting the potential consequences for each mistake
• A PDF checklist with email/lead gen capture

📲 Want to stretch one great idea into an entire week of posts? Grab our 7 Hooks for 7 Formats guide here.

Doing this lets you get 3x the reach with 1x the effort — and keeps your message fresh across platforms.

2. Micro-Education & “Mini Series” Content

What average LOs do: Post tips at random with no structure.

What top LOs do: Create themed content series that teach and build trust (e.g. “Market Update Monday,” “FAQ Friday”).

Why it works: A consistent series trains your audience to look out for your content on a regular basis — and builds your authority as a helpful educator.

Examples:

• Mortgage Questions Most Buyers Are Too Scared to Ask

• Market Updates That [Target Audience] Need to Know

• Mortgage Advice That Will Save You Time and Money

Want more advice on creating video series? 🎥 Watch this video for a quick overview.

3. Local Market Intelligence + Hyperlocal Insights

What average LOs do: Share vague national stats or updates like "rates are rising" with little to no additional context.

What top LOs do: Break down local market or loan data into simple, useful insights that help buyers decide their next step.

Why it works: Clients don’t need raw data — they need interpretation. What does it mean for them? Should they wait, act fast, adjust strategy, or get prepped now?

Numbers are only valuable when they answer questions your audience already has:

• Is now a good time to buy?

• How competitive is the market?

• Should I wait or move now?

Local insight builds your credibility in the community and positions you as the local expert.

Examples:

• “In [Your City], the median home price rose 3%, inventory is down 18% YoY, and mortgage apps are down 9%. That means buyers have less competition — but need faster pre-approvals. If you paused your search this summer, it may be time to re-engage. DM me to run your numbers or set up a local strategy call.”

• “Average FHA credit score approvals dropped from 680 to 663 — here’s why that matters if you’re on the edge of qualifying.”

• “We’re seeing appraisal gaps return in these ZIPs. If you’re shopping in those areas, we need to build a plan for potential shortfalls or look at homes just below your budget. I’ve got a pricing strategy that protects your cash — want a quick walkthrough?”

This kind of content positions you as someone who knows the market and can interpret it for your clients' benefit — not just a transaction taker.

4. Referral Partner Spotlights & Co-Content

What average LOs do: Occasionally tag a real estate partner or reshare a listing.

What top LOs do: Intentionally create co-branded content like interviews, spotlights, co-hosted Q&As with agents, builders, and other referral partners.

Why it works: You reach new audiences and deepen referral relationships.

Examples:

• Record a 3-min clip with a referral partner: “The Best Offer Strategies for Buyers in [City].”
• What Buyers Should Know About New Construction Homes (with a local builder rep)
• Insurance Mistakes First-Time Buyers Make (with a home insurance agent)

💡 Pro Tip: Create a recurring“Local Expert Spotlight” series to give you a repeatable content structure that encourages referral partners to share your posts to their networks (expanding your reach organically).

5. Behind-the-Scenes & Personal Brand Stories

What average LOs do: Post business-only content.

What top LOs do: Mix in personal stories, behind-the-scenes looks, lessons learned, or daily rituals.

Why it works: People do business with people. Personality builds trust.

Examples: 

• Sharing about your interests and passions that attract clients that enjoy similar hobbies (ex. running a Fantasy Football league)
• Talking about family, hobbies, or behind-the-scenes of a client call
• Sharing local and community events, businesses, or activities

6. Strategic CTAs & Funnel Posts (Soft Offers, Lead Magnets)

What average LOs do: Only post "Call me," “DM me,” or “Apply now” links.

What top LOs do: Offer value in exchange for action by creating low-barrier, high-value lead magnets: homebuyer checklists, webinars, strategy calls or free consultations.

Why it works: Not everyone is ready to apply — but many will download a checklist, join a webinar, or take a 10-minute strategy call. It meets people earlier in their journey, while building your lead list.

Lead Magnet Ideas:

• First-Time Buyer Mistake Guide

• Pre-Approval Readiness Checklist

• What You Can Afford in [City] Calculator

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