August 10, 2023

Mastering Social Media Marketing for Loan Officers (With Sosi Avila Jr)

Over the next decade, a staggering 3.1 million first-time homebuyers are expected to enter the housing market, with the majority being Millennials and Gen Z. 

And according to a recent survey, approximately 75% of these potential homebuyers actively check social media daily. 

It’s safe to say that having a presence on social media has transformed from a mere option to an absolute necessity.

Now here's a burning question we know is on your mind: How can a loan officer like you effectively leverage social media to build an audience and connect with potential homebuyers?

To find the answers and unlock the secrets of mastering social media for loan officers, we sat down with none other than Sosi Avila Jr

Sosi belongs to the top 1% of loan officers in the US and has amassed a highly engaged audience of over 20,000 followers across Instagram, Facebook, and YouTube combined.

Sosi Avila Jr following

If you prefer watching the full replay of our conversation with Sosi, check it out below.

Keep reading to get his insights! 👇

What social networks do LOs need to be on right now?

With so many social networks on the market, it's easy to feel overwhelmed—Facebook, Instagram, Tiktok, LinkedIn, Twitter (or is it X now)? And let's not forget about the latest addition to the social media scene, Threads.

There are more social networks than ever

Balancing marketing efforts on social media while juggling your role as a loan officer can be quite challenging. So, we asked Sosi for his take on which platforms he prioritizes.

Sosi’s answer:

"The same old counsel that many of us have gotten from other industry leaders, right? It's in regards to a CRM, the best CRM is the one you use. The best social media platform you can put your efforts and investment into is the one you will stay consistent on.”

As a producing LO, Sosi acknowledges that he doesn't have the time to be present on every platform. He prioritizes Instagram and reposts his content to Facebook and YouTube. He emphasizes the need to focus on what brings you joy and aligns with your natural skill set while balancing your other responsibilities. 

In Sosi’s words, "The best social platforms are going to be the ones you use."

But what about new social networks with less competition and a potentially untapped audience, like Threads?

Before you rush into adding yet another platform to your marketing mix, let's hear Sosi's take on Threads:

“I joined Threads because I wanted to see if I can jump in and try to catch a lot of exposure really quickly. And then, I realized I couldn't write another piece of content as consistently as I would need. I'm not going to do it until I get more time. I'm just going to keep staying kind of tunnel vision on the two places I’m focused on. If it comes up cool, then I'll deal with it."

Notice a theme? Sosi isn’t successful because he tries to be everywhere all at once. 

He’s successful because he focuses on his core channels. 

So, if you’re overwhelmed with all the options, we have some advice. 

First, prioritize the platforms that energize you and align with your skills.

Second, consider the channels where your ideal client hangs out.

What’s the first step to success on social media? Defining your perfect avatar

Success with social media starts with defining who you’re creating content for, or as Sosi calls it — your avatar

defining your avatar

What’s an avatar? 

Think of it as a detailed persona representing your perfect client—the one you want to multiply and attract.

When creating your avatar, Sosi recommends surveying your clients:

“I surveyed my past clients, the ones that I wanted to multiply. Next, I asked them a series of questions about what they were struggling with at the time when we first met and why they decided to work with us.”

This process led him to identify two key categories for his avatar: age and gender. 

To make the connection even more personal, Sosi even gave his avatars a name.

After identifying your avatar and understanding their struggles and pain points, the next step is to create content that speaks directly to your audience. This goes beyond just choosing topics to cover; it's about crafting content that addresses their needs, aspirations, and challenges so you can better position yourself as a trusted advisor rather than just another loan officer.

How to generate content ideas that will resonate with your avatar

By identifying your avatar, you'll now know who you're creating content for. 

The next step is to determine what content you’re going to create. 

Sosi says to keep it simple and look to your audience for ideas:

 "You already have the ideas coming to you all the time. Just listen to your clients. Look at your funded loans that month and think through the stories that each funded loan and family represents. Think about the questions you answered for them and then make content based on them. This allows you to continue to have your finger on the pulse of what's happening in real-time while creating an audience that's attracted to the services you're providing.”

Sosi’s point is that one golden resource for content ideas is within your past and current clients. Your email and CRM systems often hold a treasure trove of potential content ideas. 

The two key ingredients for creating great social media content

What's the secret to crafting fantastic content?

For Sosi, it comes down to the following:

  1. Education
  2. Scripts

Let's focus on the first key: Education.

Sosi kicks things off by highlighting a common mistake made by LOs when it comes to social media:

“Here's the key and what people miss on social media — If you think social media is the equivalent of only creating an advertisement and you're looking at one post to be the means of measurement to show you how successful your ad is, you're going to fail.” 

It’s all about education and community.

Sosi says:

“Social media isn’t meant to be advertisement media; it's meant to be social media. This means that if you don't create content that then establishes a community that then creates conversations, then you'll never have conversions. My strategy with everything I've done is to try to put topics of discussion that attract individuals into the community.”

Keep it simple and prioritize educating your clients. Not only will this prevent your posts from feeling like they're floating in a void, but it will also instantly position you as a trusted advisor—setting you apart from other loan officers on social media.

Let's dive into the second key ingredient: scripts

Scripts are your secret weapon to producing captivating content that connects with your audience consistently. 

Sosi swears by this proven formula for crafting his content to resonate with his followers. 

  • Hook: Grab your audience's attention from the get-go.
  • Problem: Address the pain points or challenges your audience face.
  • Solution: Offer valuable insights or solutions.
  • Call to Action: Encourage them to take the next step or engage with you.

By embracing education and scripted content, you'll be well-equipped to craft engaging and impactful posts that connect with your audience.

How can busy LOs find time to create content? Here’s Sosi’s content creation process:

One of the reasons for Sosi's success on social media as a busy LO, is the well-defined process he follows for every piece of social media content he posts. 

Here’s Sosi’s exact process:

Sosi's content creation process
  1. Write the script: Sosi starts by writing his scripts, but here's his trick—he separates the writing from the recording. He recommends using tools like ChatGPT and JasperAI to save time and get your creative wheels turning.
  1. Record: Instead of recording immediately after writing the script, Sosi allocates a separate time for recording. This way, he can approach the recording process with a fresh mindset to deliver his content naturally.
  1. Edit the script (outsource editing): Sosi saves time and effort by outsourcing the editing process. He recommends utilizing platforms like Fiverr or Upwork to find professionals who can handle the editing tasks, freeing him up to focus on other aspects of his work. Depending on where you outsource, you can get a video edited for between $35 to $65.
  1. Write captions using AI: Sosi uses some of the AI that we already discussed to write compelling captions that complement his content. These tools give him a creative boost and save time crafting engaging captions.
  1. Choose trending music: Music plays a significant role in creating engaging video content on social media. Sosi carefully selects trending music that enhances the impact of his videos and connects with his audience.
  1. Posts consistently: Sosi strategically schedules his posts in the morning between 8 am to 9 am, three to four times a week. This consistent posting frequency helps keep his audience engaged and tuned in to his content.
  1. Share and interact: Beyond posting content, Sosi understands the importance of actively engaging with his audience. He shares his content across various platforms and interacts with his followers, fostering a sense of community and trust.

If you’re worried about finding time to create content, here’s Sosi’s advice:


“If you’re a producing loan officer, the most discouraging thing about social media is trying to make yourself have a full-time job as a marketing professional instead of as a loan officer who does some social media. Don't mix those two things up. Delegating as much as possible using a combination of tools and people is key.”

Worried that you’ll get haters on social media? Here’s Sosi’s advice: 

Let's be honest for a second; creating content and putting yourself out there can feel scary. 

There's a good chance that you'll encounter rude comments from people. This fear of receiving negative feedback is a common thing that keeps most people from posting on social.

How do you overcome this fear? 

Well, Sosi sees this as an opportunity. 

"While dealing with people empathetically and answering their questions, even if they don't accept your answer, think of this: other people will view those comments. I've had long conversations in my comments back and forth for many responses, and then I've had a DM slide in and it's one of my ideal clients saying, 'Hey, I read through all your comments. Your answers are really helpful. Can we talk about you helping us purchase a home?'”

By addressing these haters and concerns with empathy and professionalism, you showcase your expertise and build credibility in the eyes of your audience. Those comments can become a platform for you to grow your impact.

As you can see, negative comments often create more opportunities for Sosi. It's all about staying true to your purpose, serving your audience, and not allowing fear to stop you from sharing valuable content.

What are some recommended tools to help LOs manage their social media presence? 

Managing social media can be time-consuming and overwhelming, especially as a busy loan officer.

Here are some fantastic tools and resources that Sosi recommends:

Management and Scheduling:

  • Buffer: An excellent platform for managing and scheduling posts across multiple social media accounts, saving you time and effort.
  • Hootsuite: Another popular social media management tool that allows you to schedule posts, engage with your audience, and analyze your social media performance.
  • Later: A user-friendly scheduling tool focusing on visual content, perfect for planning and automating your Instagram posts.


  • Canva: A versatile graphic design tool that lets you create eye-catching visuals and graphics for your social media posts.
  • Descript: An audio and video editing tool that simplifies the process of editing and captioning video content.
  • Capcut: A user-friendly video editing app that allows you to add effects, transitions, and captions to your videos.
  • Hiring Freelancers: Consider hiring freelancers through platforms like Upwork or Fiverr to handle tasks like video editing, caption writing, or graphic design. Sosi also recommends involving family members who can contribute their skills to your social media efforts.

Content Creation:

  • ChatGPT: An AI-powered tool that generates creative and engaging content ideas for social media posts, making content planning a breeze.
  • Similar to ChatGPT, uses AI to generate content ideas and write compelling copy for your posts.
  • Another fantastic AI tool that can help you ideate and plan content that resonates with your audience.

Lead Capture

  • Homebot's PURL: If you're using Homebot, you can utilize your Homebot PURL to attract new clients to your database right from social media. Think of it as a win-win: your audience gets a sneak peek into their home's potential value, and you have the opportunity to educate further and nurture a relationship that might just lead to a transaction one day.

Sosi notes that loan officers must embrace technology and delegate tasks as much as possible. It's all about using the right tools and getting help where you can. This way, you can focus on what you do best while significantly improving your presence on social media. 

Final thoughts on social media marketing for loan officers

You've got the keys to mastering social media for loan officers, thanks to Sosi’s invaluable insights. By defining your niche and audience, focusing on education, and using scripts to create compelling content, you can begin to dominate social media and position yourself as a trusted advisor to current, past, and future clients. 

Our final thought:

Social media can feel like a whirlwind, especially if you're just starting. But follow Sosi’s advice, start slowly with just one hour per week to work on your content, and delegate tasks where possible. Believe us; the rewards will undoubtedly be worth it in the long run when you look back one year later.

If you found this post helpful, then you'll enjoy the following: 

1) Five Must-have Scripts Every Loan Officer Needs to Build Stronger Relationships

2) How to Get More Business in a Shifting Housing Market: AMA With Nicole Rueth

3) The 3 Keys to a Successful Loan Officer and Real Estate Agent Partnership

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