Visibility Is the New Volume

We're just over halfway through the year.

So let me ask you a question...

Are you where you hoped you'd be in your mortgage business?

If not, that's okay. You still have time to change the rest of the year.

In this episode, I'm walking you through a simple mid year marketing reset. We'll talk about why your content doesn't need to be perfect, why authenticity wins, how visibility creates a ripple effect you can't always see, and the simple habits that help future clients find and trust you.

I'll also share the exact marketing framework I would follow over the next 90 days to build consistency without spending hours on social media.

If you've been waiting for the right time to get serious about your marketing, this is it.

Because the brokers who consistently show up aren't just building content.

They're building trust.

And trust is what builds a business.

🗓️ 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 0:00

Welcome back to Mortgage Marketing Made Simple. I am your host, Christina Crosby. Actually, I didn't put my phone on silence, so just give me one second so I do that. Okay, thank you so much for showing up again this week. I can't tell you enough how much I appreciate you taking a few minutes each week to listen. Super excited about today's episode because what we're talking about is so simple. It doesn't require fancy equipment, hours of your time. Now, before you tell me you're too busy, I'm gonna challenge you on that because I truly believe that every mortgage broker, every entrepreneur has the time for this. Today, what we're gonna talk about, it has the potential to completely change the way your database sees you, the way future clients find you, the relationship you build, the relationships you build, and ultimately your income. If you are consistent, you're changing your clients' lives and yours financially. And the best part is you can start today, and I'm gonna have you start before this podcast is over. So we're gonna just jump right in. So before we talk about socials, I want you to do something for me, and I'm so serious. In a few seconds, I want you to pause this podcast. And I'm, like I said, I'm being so serious. Five, ten minutes, I want you to set a timer on your phone, put it on Do Not Disturb. I want you to grab a notebook or however it is you brainstorm, and I want you to make one big giant brain dump. And I talk about this a lot, and we're coming back to it because we are just over halfway through the year. Um, when you started 2026, what did you want to accomplish? And I'm talking about every category in your life. I'm talking about business goals, personal goals, you know, financial goals, health goals, family goals, you know, trips you wanted to take, you know, maybe you wanted to finally get your CRM set up to be sending weekly emails because you should be just a hint hint. Whatever it is you wanted to get accomplished in 2026, write it all down. I don't want you to organize it, and I absolutely do not want you to overthink it. I just need you to get it out of your head and onto paper. Like I said, set a timer for five, 10 minutes. There's absolutely no rush. You just have to promise me that you're gonna come back and listen to the rest of this podcast, okay? I'm trusting you too. Now, once you have that list completed, I want you to go through it and highlight everything that has to do with marketing your mortgage business. Nothing else. We're just right now focusing on what it takes and what you need to do to market your mortgage business or your business if you're not a mortgage broker but an entrepreneur. Okay, now I've lost my thought process. The reason that we're doing this is because this is gonna help future clients find you and help your previous clients remind you because I talk about this a lot. As soon as a mortgage closes, oftentimes we forget about the client and then we're on to find the next client. But the thing is, is you've been if you've been in this you know business for any sort of time, you have a database, you should have a list of all your previous clients. We need to stop ignoring that and we need to start reaching out to them regularly. Um, oftentimes, before we can do that, before we we even have a list, we really can focus too on social media. And how you show up can really help determine the trust that you're building with someone before they even reach out to you. Now, after 20 years in this industry, what I've learned in the past two years specifically, really mentoring mortgage brokers, we absolutely do not have a knowledge problem. We know what we should be doing, but we overcomplicate it. And we think we need all these fancy bells and whistles and systems. We do not need expensive branding, the perfect content, better editing, or another course. We honestly don't. We don't need to focus hardcore on strategy. Okay, your content doesn't have to be perfectly polished. Look at this podcast, for example. It is not perfectly polished. I don't edit it, it's just like start to finish, there's no editing, okay? Obviously. Um, but that's one of the biggest misconceptions and most mistakes I feel like mortgage workers make is they're waiting until everything is perfect. And please don't, you're doing a disservice to your clients and to yourself. And like I was just saying, if you've followed me for any length of time, you already know that's not how I do things, and I have a successful mortgage business. Okay, the more authentic and raw you are, builds that trust. And I don't mean in your content you have to spill everything, but just show up as yourself is exactly what I'm trying, the point I'm trying to get across. Okay, my videos when I do paste, when I do post them, they're not perfect, you know. Nor, like I said, is this a podcast? It's definitely not perfectly edited, it's not edited at all. If I stumble over a word, which I do in real life, um lose my train of thought. I did that a few minutes ago, um, I just laugh at myself and move on. Um, and could I edit it out? Absolutely, but I choose not to because I want you when you meet me in real life or when you sign up for mentoring with me or we meet at a lender event, I want to show up here exactly how I am in real life. I want you to hear me exactly as I am, and that is how I want your clients to hear you. The same way I talk to my friends, my besties, when I'm on FaceTime with them, that's exactly how I show up here. Because I really think in this space that we're in right now, that is exactly what people are craving. And there's so much content online that is perfectly polished. I got off track here. I'm just, I forgot to tell you to pause. Um, so I'm just gonna ask you to pause right now and make your big brain dump list and set a timer for like 10 minutes and then come back and we'll just kind of jump right into it. Okay, so I hope you have your list done and you're listening back again. I hope you pause me. Um, but like we were talking about when I was on my rant there, there's so much content online that is perfectly polished, perfect graphics. Graphics don't do anything, so please don't waste your time on them. Captions perfectly educating, which are great, but they serve a purpose. And you know, with so much content being AI generated, sometimes it's really hard to know right now what is real anymore. So the biggest thing is don't be afraid to sound like yourself. Don't be afraid if you trip over your words. I do it all the time. And your video is absolutely not gonna be perfect, and that's okay. That again is how you're building trust with potential clients. Um, all of those things are real life, and people connect with real. Your personality is something that AI can never replace. And I'm not on a, you know, a hate AI event right now because there are so many ways that we can use it and to be more efficient, like so many ways. I no longer need an assistant thanks to AI. Um, I haven't had one in a few years. Um that's a whole other topic. Um, but your personality is something AI can never replace. Your stories, experiences, your voice, laugh, the way you explain mortgages, that is exactly what builds trust. And as much as we think this is true, it's not. People don't work with mortgage brokers because they're perfect. They work with mortgage brokers that feel that they feel they know. And that is what builds, that is exactly what visibility does. It creates trust. It makes someone familiar with you, it makes them feel like they know you. Before they reach out to you, they already feel like they know you. Now, let's talk about visibility. If someone took away my entire mortgage business tomorrow, every client, referral partner, past client, everything, and I had to start from scratch, I honestly wouldn't change much. I would still show up every single day because visibility creates opportunities that you simply cannot predict. And what I want you to do, and I know we're in midsummer, but for the next 30 days, I would post two Facebook feed posts every single day. I would figure out when is best for you to post them. For me, I post, I typically try to post one early in the morning around 5 a.m. and the other around like 7:45 to 8:30 p.m. at night. And I do that because I feel like that's when my audience is scrolling. And think about your ideal client. I like refinances, so my ideal client is probably around my age, somewhere in their 40s, 50s, you know, maybe even mid to late 30s. And they have families, and I'm not on Facebook most of the days, Monday to Friday, because I'm at the office working, right? So I tend to post when I feel like my ideal client would be online when they're scrolling. So for me, I feel like that's before work and after the kids have gone to bed. I don't want you to focus on video yet. I don't want you to worry about fancy graphics because they do nothing and you just waste hours on them. I would just simply show up and tell stories, you know, show behind the scenes, answer some questions. Like I said, I do a lot of refinances every Friday, and I've been terrible about this this summer, like just owning that. I do shoot a series, and now I can't even think about what it's called. Um, look at the math Fridays. And I typically focus on a refi that closed that week, and I will show the before numbers and the after numbers to show how much cash flow was actually freed up. I get such a response. Um, I get DMs within a couple hours of posting those. Um, I get people asking me to redo my math because they think it's like impossible. And um, so I'm attracting my ideal clients through my posts. So you really want to like get in the head what is that one file type that you want to work on, and then really focus your content on that. We have so many questions every single week in our inbox in our DMs that we get from potential clients. So use those questions. You know, I had a client the other week who's followed me for years or Facebook friends, and they had no idea that you could actually refinance your house. They thought they had to sell their house and buy a new one just to access some of that equity. So don't feel like you're talking too much about the same thing because only such a small percentage of people, I think it's like under six percent, will actually see your feed posts. That's why I try to post like on a good week when I'm you know having a great week. I like to show up like on Facebook like six, seven times a day. Um, and that is not too much on Facebook. Other platforms it would be, but not on Facebook, and I'm talking directly about my feed. So all of this to say your goal isn't to become viral, your goal is to become recognizable. And then after that month of building that consistency, I would love you to do more posts on Facebook a day, but then two, but stick for two if it seems too much. Um I would add videos in. So after that 30 days, you're gonna then add video in. Nothing fancy, nothing edited, just you talking on your phone. And I say to my mentoring students, just pretend you're on FaceTime with your friend. I'm actually seeing a friend tonight, we're gonna go for a walk. Because I'm in such a different zone from the office, I'm like relaxed, I'm with someone that I want to be around, and we just have a great time together as a friend. Um, I'm gonna do some videos like during when we hang out and after because I'm I'm a different Christina, you know. I don't feel like I'm professional Christina, I feel like I'm just Christina relaxed after hours, and I want to show up online, you know, as my authentic self, and that is one trick that I do to help me show up as myself online. It really helps people hear your voice, they see your personality, and they start to feel like they already know you. So that's my little trick. I want you to try that, and that really helps enforce the no like and trust factor. So I talk about this all the time. I've already talked about it today, but I want you to pick your lane. You hear me talk about refinances, refinancing refinances all the time. Does that mean I don't do purchases? Of course not. Um, but if you follow me online, you'll notice I talk about refinances over and over again. Because I want my I want people to associate my name with one thing, and I don't need to be known for everything. And I think that's something that we really have to focus on. I'd rather be known for one thing really well than being remembered for nothing, essentially, right? So when someone starts feeling overwhelmed with debt, they want to lower their monthly payments, they're thinking about using equity to renovate, consolidate debt, or help a child with down payment. I want them to think I should call Christina. And that is the power of choosing Elaine. And that's the part that I don't think enough people talk about enough about. It's the ripple effect. Because you have no idea, you have absolutely no idea who's watching. I guess in stories you do, but I'm talking about feed posts right now. So you might post something today and it doesn't, you know, pop off and go viral. That's not our goal, right? Remember that. It might seem like nobody is commenting, liking, sharing it. You know, you might think it's a fail. But the thing is, and I promise you, and I just need you to be consistent. I promise you, if you're consistent, you know, six months later, someone is gonna reach out. And their email is gonna start with or their message or their DM or their text. I've been following you for years. I need to free up cash flow. And I can't tell you how many times this happens to me. And this is why I'm so consistent because if I stop posting for a week, my DMs stop like it's crazy, and then I'm posting again, and then my DMs are nuts again to the point where I can't keep up, and just off what we're talking about right now, but I had my content scheduled all week, and I noticed last night I was just checking to make sure I didn't miss any messages, and I noticed my content didn't wasn't scheduled for some reason, and I'm like, well, that's why I didn't get any DMs today because my content didn't go out, but you have to put in the reps to get those DMs consistently. So just think about that, focus for the first 30 days on feed posts, and then I want you to move to video because you're gonna get people reaching out that you've never met, you didn't even know they followed you, they've never liked a post or commented, but they're watching quietly and you're building that trust with them. And that day they need a mortgage or their family does, that's the ripple effect. Posts become conversations, and conversations become clients, and those clients become broker complete emails and families that you've helped serve and free up cash flow for them in my case. And when you think about it, those posts that you almost didn't want to publish because you were in your own head changed someone else's life and in turn yours. And that's why I believe visibility isn't just about growing your business, it's about helping more clients. If more people know you, more people trust you. And if more people trust you, the more people reach out before making any financial decision they may regret. You get to guide them, educate them, help them make better financial decisions. And that is why showing up matters. It's not because of the follower count, not because of the likes, it's not because of vanity metrics. It's because every time you show up, you're giving someone the opportunity to find the right mortgage professional at exactly the right time. So let's go back to that list that you made that I got off track about. Here's my challenge for you: look at those marketing goals. Don't try to do them all. Pick one. And maybe it's posting twice a day on Facebook. And if that seems overwhelming, I know, I know, but just go to your inbox and your DMs, and I promise you you have the content there. Maybe it's committing to two videos a week after the 30 days. You know, there's so many things that you can commit to as we go into this last half of 2026. And I don't want you to judge it after a week because for some students in my mentoring, it's crickets. And for some, right off the start, it's chaotic and they're getting a ton of messages. It really just depends. So promise me you won't quit after 10 days. I want you to stay consistent because remember, the consistent consistency compounds along with visibility and trust. And over time, your business will too. Now, I'll leave you with this, and I can't wait to see you next week. But your client is not looking for the perfect mortgage broker, they're looking for someone they all feel they already know. So stop waiting until everything's perfect because I have a spoiler for you. It's not going to be, it's never gonna be. So please start showing up for yourself and for your clients. Start serving, start becoming familiar because visibility really is the new volume. Thank you so much for listening to another episode of Mortgage Marketing Made Simple. If this episode encouraged you at all, I'd love you to share it with another mortgage broker or entrepreneur who needs it. And until next week, keep showing up, keep serving, and remember visibility is the new volume.