Get Ready for Summer Now: The Marketing Plan I'm Following This June

I've included a quick video below showing exactly how to turn on Facebook Professional Mode and set up your profile.

https://www.youtube.com/watch?v=CaJLv98nJjk

June is coming fast, and if you're a mortgage broker, you already know what that means.

Files closing. Client calls. School events. Sports. Summer planning.

It's the time of year when visibility often gets pushed to the bottom of the list.

In this episode, I'm sharing the exact challenge I've given myself this month and why I believe the brokers who stay visible over the summer are the ones who create momentum heading into the fall.

We'll talk about a few simple shifts that can make a bigger difference than most brokers realize, including one marketing strategy that I've become slightly obsessed with lately.

If you've been feeling stretched thin, overwhelmed, or wondering how to keep showing up when life gets busy, this episode is for you.

Press play and let's get ready for summer before summer gets here.

If you’ve been questioning whether showing up online is even worth it anymore… this episode is for you.

🗓️ Next round starts soon!
 👉 https://brokerlifesocials.com/register/broker-growth-collective/

Why Work With Me (and Broker Life Socials)

I’ve been in the Canadian mortgage space since 2005.

I started at Genworth Financial Canada, working inside the default insurer side of the industry for five years.
Then in August 2010, I became a licensed mortgage agent… and I’ve been in it ever since.

I’ve seen this business from every angle.
 Underwriting. Broker side. Real client conversations. Real files.

And here’s why that matters

Marketing in this industry isn’t just about “posting consistently.”
 It’s about understanding:
 • how mortgage clients actually think
 • what they’re worried about (but not saying)
 • how to explain complex scenarios in a way that builds trust

That’s not something you can outsource to a generic marketing company.

Because if they’ve never:
 • structured a deal
 • explained a refinance
 • walked a client through a tough approval

…they don’t truly understand your client.

Inside Broker Life Socials, everything is written by someone who lives and breathes this industry.

So your content doesn’t just “look good”…
 It actually connects, builds trust, and converts.

Work with Me

Inside Broker Life Socials, you can choose what fits your season of business:

• Done for you social media content
• Plug and play email marketing
• Group coaching inside the Collective
• 1:1 custom content support

Simple. Consistent. Repeatable.

Let’s Connect

📱 Facebook: https://www.facebook.com/kristina.crosbie/

📸 Personal IG: https://www.instagram.com/kristinacrosbie/

📸 Broker IG: https://www.instagram.com/brokerlifesocials/

Transcript

SPEAKER_00 0:01

Welcome back to the podcast, Mortgage Marketing Made Simple. I am your host, Christina Crosby. Today I want to talk about something that is really simple. It's not exciting. It's definitely not flashy. But honestly, it might be one of those things, one of those most important and one of the most important episodes I've recorded all year. Because as we know, June is a really busy month for mortgages. We all know that as mortgage brokers and agents. June is one of the months where everything feels like it happens at once. More purchases than any other month. They're all closing. There's still some refinances that are funding. Lawyers are calling. Clients need updates. Appraisals are coming in. And let's not forget about everything happening outside of work. So for me, school's wrapping up. There are a ton of year-end, you know, activities, concerts, graduation, baseball games, dance recitals, field trips, track and field days. Um, you know, the list goes on and on. And kids, my kids definitely are counting down the days until summer vacation. Well, my daughter's not. She loves school, but my boys are. The routine definitely starts changing. And June is honestly one of the craziest months of the year in our mortgage space to be a mortgage agent or broker, because we have all the mortgage stuff happening at once combined with all the family stuff happening at once. Which is exactly why I want for me to get ahead, and I want you to. Because if you wait until the last minute, it's not gonna happen. Okay, when you're less busy, um, you have the time to post. So if you're not posting now, not emailing your clients, you'll just put it off until September, and you've missed three solid months of visibility. So today I want to challenge you to do something. I want you to set aside one or two hours this week. That's it. One or two hours, and put your phone on Do Not Disturb and focus only on scheduling content, not answering emails, not underwriting files, not answering your phone, not following up with lenders, not checking rates, not scrolling social media, just scheduling content because your future self will be so thankful that you did. And I know I can already hear some of you thinking, Christina, I barely have the time to breathe. And I get that. Okay, trust me, I have three kids, I do my mortgage stuff, my mortgage business, and I also have broker life socials. I also coach mortgage brokers, so I get that there's a lot going on, but that's exactly why I'm talking about this now, the first week of June. The brokers and entrepreneurs, if you're listening, who market only when they feel like it will never build momentum. The brokers who bark who the brokers who market because it's scheduled build businesses that keep generating new files, new leads. I kind of messed that section up, but I'm gonna keep going. So here's my challenge for you for June. I want you to try posting a simple feed post twice a day. Just a feed post. I know some of you just rolled your eyes at me, I can already see you. Some of you are thinking there is no way, but I want you to hear me out. Most, I think it's about 6% of your feed posts are seen by your only 6% of your feed posts are seen by your social media audience. So not everyone sees your posts. So that means 94% of your audience may not actually see what you posted. So that's why I want you posting twice about that one file type that you want to do. So people aren't seeing everything, they're busy, they're not, it's not being put in front of them, they're distracted, they're working, they're parenting, they're you know, life is lifing, they're just living their lives. And just because you posted doesn't mean everyone saw it. Okay, so remember six percent of the people see your feed posts, if that. So that's one reason why consistency matters so much on Facebook, anyways, and Instagram and TikTok. Um, you're increasing the chance that the right person sees the right message on the right day that you've posted. So I want you to think about how many times have you had a client say, I've been watching you your posts for months? Okay, because remember, we're asking every single client how they heard of us, right? Um, but meanwhile, they've never actually liked anything, never commented, never shared, but they're watching. So I hear that all the time. So if you're going to challenge yourself this month, challenge yourself to post twice a day on Facebook. I just need the text, I don't need a picture. You can do a selfie, that will help, but if you don't have time, that's okay. I don't want you to do this forever. I actually do, but I'm just saying that right now. But do it for June and see what happens. And if you're thinking, what would I even post about twice a day? I find like a lot of my mentoring students, that's where they get stuck. They try to talk about everything, every mortgage problem, every lender, every Bank of Canada update, um, every rate change, like everything. When you're speaking to everyone, you're speaking to no one. So instead, I want you to pick one file type, one lane, one thing you want to be you want to become known for. For me, I say this all the time, but repetition is what works. That's refinances and alternative files. So be refinance files. Uh, bruise credit, debt consolidation, you know, self-employed borrowers, refinancing, um, people who don't fit perfectly into that bank box. Those are the files I talk about over and over and over again on my Facebook feed and three times a week on LinkedIn. You don't want any more than three times a week right now on LinkedIn. And because I talk about them over and over and over again, those are the files that find me. The clients I want are finding me because that's what I talk about. So ask yourself, what file type do you want more of? Do you enjoy working on? And then I want you to talk about that nonstop, repeatedly, not once, not twice, but repeatedly. Because when people keep seeing your name, attached to the same topic, they start to associate you with that solution. Now, here's the second challenge I really wanted you to do, and I'm throwing a lot at you in June, but I want you posting from your personal Facebook profile. Okay, don't press stop. Like, continue listening to this, please. I also get so much pushback on this. You can post on your business page too. The same post, I don't care. If you can do both, that's great. But if you only have time for one, I want you to choose your personal profile. And yes, it's okay to completely talk about mortgages, whatever your business is, on your personal Facebook profile. I think a lot of mortgage brokers still worry about this. I know they do because I talk about this every single day with a broker. They think people don't want to see mortgage content, they think they're bothering people, they think they need to keep their business and personal separate. And I disagree. And the moment I changed that about three years ago, again, the DMs went wild. Okay. So your friends, your neighbors, you know, hockey parents, baseball parents, dance parents, church friends, whoever it is, community connections, whoever that is, are often some of the people most likely to refer business to you. But here's the thing: they need to know what you do. Okay, like they know you're a mortgage broker, but you they need to see that. You don't have to post mortgage content as well a hundred percent of the time. You can still post about whatever you want to post about your vacation, your dog, your lunch, what you did on the weekend, your kids, whatever you want. But if you're a mortgage broker, people should know you're a broker. The biggest mistake I see brokers posting honestly, like a Bank of Canada update, rates are increasing, you know, every month or you know, whatever, every few weeks, and then wonder why they're not getting DMs, wondering why no one's coming to them when they think of mortgage or having mortgage conversations. Because people need reminders, and visibility is what creates the referrals. So turn your personal profile. This is the next step. Sorry, turn your personal profile into a professional profile, and that doesn't mean making it boring. There's a little button, I'm gonna do a loom that shows you how to do it that I'll put in the show notes. Um, but when you create a personal um a professional profile on your personal Facebook account, um it's so much better for your mortgage posts, and there's little challenges you can do every single week. I'm addicted to them. I had to step away because it was so consuming, but it pushes out your content. Um it's honestly life-changing. So I also want you to make sure that people know how to connect with you. Um, can they see that you're active? You know, if your post was so long ago, your last post, they're gonna wonder, are you still doing this? Okay, so any questions about that? I'm gonna I didn't really touch a lot on the personal on the professional account on your personal Facebook. Um, I'm gonna come back to that and do that a loom in the show notes, but it is life-changing when you start posting consistently on that one file type while turning your personal Facebook page into a professional account that's a mouthful, this is absolutely life-changing, and I'm gonna show you exactly how to do it in the Loom video in the show notes. It's not complicated, you just need to do it, and stop overthinking that you're posting about mortgages on your personal Facebook account, okay? Um, in that professional dashboard, there are weekly challenges. I highly suggest you check them out. The more you complete them, the more levels you complete, and the more they pump out your content to people who are on your friends' list. And um, if you haven't yet switched to that professional mode inside your personal account, um it's really something that you should think about. So um check that out in the show notes. Now, the next thing we're gonna go on to here, just give me one second. My notes are all out of order here. I don't know how that happened. Um, so we talked about that. Do do do do do. Okay, so there's certain challenges. Yeah, I said that in the Facebook professional dashboard. Um, it gives you a challenge every single week. I really want you to look at that and focus on that. If it's too overwhelming, just to go back to the two posts a day, because both either doing the two posts a day or doing the professional dashboard challenges are life-changing for your mortgage business. It creates visibility, um, and the more I do these challenges, the more visibility I seem to get. And again, the more I post, the more conversations happen. And the more conversations that happen, the more opportunities that also happen. So if you have access to this professional profile in your personal account, I want you to do them. Um, and it's super encouraging to help you stay visible, and it's a win-win all around, right? And while we're talking about visibility, can you tell that I've lost my notes? Uh while we're talking about visibility, I honestly do think that Facebook is having its moment right now. I know everyone wants to talk about Instagram and TikTok and like all the fun apps, but I honestly think if you want files, Facebook is where it's working. Um, LinkedIn too, but on LinkedIn you only want to post like three or four times a week, no more. But Facebook, you want to honestly post like two times a day. And especially if you're serving local people like we are, um and if you're building relationships, Facebook is absolutely having its moment. So rather than trying to be everywhere, I honestly want you to pick one platform. And for me, it's been about a year now that Facebook has really been having its moment for me when I talk about refinancing, refinancing or alternative lending. I post about those topics over and over again, like I've already said, but again, it's that repetition. The same way I repeat it with my podcast, I'm doing it on my Facebook feed. So on Facebook, sometimes I post a minimum twice a day, seven days a week. Start small, start what works for you without stressing out about it. Um, but I do think that you should choose a lane and only worry about that platform. And the one thing that I don't fully understand in our industry is this is kind of a little off topic, but like I wouldn't post about renewals and chasing renewals and raid shoppers. Okay, every single day we all see those posts in different mortgage Facebook groups, and I don't want to ruffle anyone's feathers. Um, everyone runs their business differently, but I see so many brokers and agents frustrated because they're losing files to banks, lenders on renewal business. So that's one reason why you have to step outside and think of other file types and post about those. So I wouldn't worry with your marketing, with your posts, talking about rates, talking about renewals. The bank is always going to be a tough competition when that conversation, when the conversation is only about rates, you know, but with refinances, with debt consolidation, with bruised credit or alternative files, complex files, that is where brokers shine, and that's where you're never gonna lose a file to the bank, and that's where our advice matters. That is also where you can truly help people, and if you are constantly frustrated about losing files over rates to the bank, then maybe it's time to spend time learning about the B Space alternative files. Like spend some time with a mentor, with someone at your brokerage learning alternative lending. Okay, maybe it's maybe it's time for you to become known for helping clients who don't fit into a perfect little box because there are a lot of those clients out there that are really needing our help, and many of them have no idea a solution exists, which brings us right back to content. So if you're learning a file type, post about it. If you're working on a file type, post about it. You know, obviously not details of the file, but post about it. Say, say I just had a huge win, I just helped this client that got declined by their bank. They thought they had no solutions, and I was able to help them, and we freed up cash flow. So if you want more of a specific file type, you have to post about it because the clients you want can't find you if you're not talking about them, if you're not talking about the situation that they're going in. And then another thing I want to remind you of is that you don't have to make every post public. I hear this concern all the time, but on Facebook you can toggle between friends and public. If you are posting about a mortgage post about a refinance, about an alternative file, you need to make that public. You don't have to post make the posts about your kids or you know your personal stuff. That doesn't have to be public. But I want anything that's mortgage related, I want you in the caption to change it from friends to personal. If you're not sure how to do that, reach out to me. Facebook definitely lets you choose. I don't think Instagram does. Um, but every post on Facebook can have a different audience, so your mortgage posts can be public, and your family personal posts can only be for your friends. Like whatever makes you comfortable, there is a workaround for it, and that way your business stays visible and you can absolutely have both the personal and the business. And this isn't all or nothing, it's just simply about making sure people know what you do. Because if people don't know you're a mortgage broker, they can't refer you. And even though they know you're a mortgage broker, the posts will help them understand to refer you. And if people forget you that you're a mortgage broker, again, they can't refer you. So visibility solves both problems. So as we finish up this week's pod, here's your challenge for June. I want you to set aside one or two hours to post and schedule content. Post twice a day on Facebook. Use your personal Facebook profile and switch between personal or friends and public. And pick one platform, pick one file type, and stay visible because when everyone else gets busy and disappears off socials, you'll still be showing up. And those little actions now compounded over the next two or three months for summer. One post becomes 10, 10 becomes 50, 50 becomes you know, a hundred, and those posts become conversations, and those conversations become files and applications, and they eventually turn into funded files. And we all know funded files can change your business, can change your client's life, and it can change your family's life. So thank you for listening to this pod. And if you decide to take this challenge, send me a message, let me know. I'd love to hear what platform you're picking, what file type you're choosing, and how many posts you get too. So let me know. I'll see you next week. Have a great week.