Using HighLevel Social Planner for Mortgage Content

You know you should be posting on social media. You've seen the loan officers in your market who seem to be everywhere: Instagram, Facebook, LinkedIn, TikTok. They make it look effortless. Meanwhile, you posted a rate graphic three weeks ago and haven't touched your accounts since.

Here's the truth: those consistent LOs aren't posting in real time every day. They're batching their content and scheduling it in advance. And if you're already using HighLevel, you have a social media scheduling tool built right into your CRM. No need for Buffer, Hootsuite, or any other monthly subscription.

What HighLevel Social Planner Actually Does

Social Planner is HighLevel's built-in social media management tool. It lets you:

• Connect Facebook (pages and groups), Instagram, Google Business Profile, LinkedIn, and TikTok
• Create and schedule posts to multiple platforms simultaneously
• View your content calendar in a monthly or weekly view
• Upload images, videos, and carousels
• Track basic engagement metrics
• Use AI to generate captions (though we have thoughts on that below)

It's not as feature-rich as dedicated tools like Later or Sprout Social. But for a loan officer who needs consistent posting without another monthly tool, it gets the job done.

Setting Up Social Planner for Mortgage

Step 1: Connect Your Accounts

Go to Marketing > Social Planner in HighLevel. Click "Connect Account" and link your platforms. For most mortgage pros, the priority order is:

• Facebook Business Page: Still the highest-converting organic platform for mortgage. Your sphere lives here.
• Instagram: Great for building personal brand and connecting with realtors.
• Google Business Profile: Posts here boost your local SEO. Most LOs completely ignore GBP posts, which means free opportunity.
• LinkedIn: Best for B2B content, recruiting, and connecting with financial advisors and CPAs.
• TikTok: If you're doing video content, this is where first-time buyers are searching for mortgage info.

Step 2: Build Your Content Categories

Before you schedule a single post, decide on your content mix. Here's a framework that works for mortgage:

• Educational (40%): Mortgage tips, program explainers, market updates, "Did you know?" posts. This builds authority.
• Social proof (25%): Closing photos, client testimonials, review screenshots, milestone celebrations. This builds trust.
• Personal/behind-the-scenes (20%): Your story, team spotlights, office life, community involvement. This builds connection.
• Promotional (15%): Open house announcements, special programs, rate alerts, CTAs to apply. This generates leads.

Most LOs make the mistake of going 80% promotional. "Rates are low! Apply now!" over and over again. Nobody engages with that. Mix it up.

Step 3: Batch Create Your Content

Set aside 2-3 hours once per month. That's it. Here's the process:

• Open a simple spreadsheet or document
• Plan 12-16 posts for the month (3-4 per week)
• Write all your captions in one sitting
• Create or gather all your images/graphics
• Upload everything into Social Planner and schedule it across the month

Batching works because you get into a creative flow. Writing one caption is hard. Writing twelve in a row is easier because you build momentum. And once they're scheduled, you don't think about social media until next month.

Step 4: Schedule with Intention

Some timing guidelines for mortgage content:

• Facebook: Tuesday through Thursday, 9-11 AM or 1-3 PM. Avoid weekends unless it's a personal/lifestyle post.
• Instagram: Weekdays 11 AM-1 PM, or evenings 7-9 PM. Reels perform best in the evening.
• LinkedIn: Tuesday through Thursday, 7-9 AM. Professionals check LinkedIn with their morning coffee.
• Google Business Profile: Once per week, any day. Recency matters more than timing for GBP.

In Social Planner, you can set a default posting time for each platform. Set it once and every post you schedule will default to that time slot.

Mortgage Content Ideas That Actually Work

Posts That Generate Engagement

• "Myth vs. Fact" posts: "MYTH: You need 20% down to buy a home. FACT: FHA loans start at 3.5% down." These get shared constantly.
• Closing day photos: Your client holding keys in front of their new home. Tag them (with permission). Their friends see it and think of you when they need a loan.
• "Ask me anything" stories: Run weekly Q&A sessions on Instagram Stories. Borrowers are full of questions they're too embarrassed to ask directly.
• Market update videos: 60-second videos on what's happening in your local market. "Inventory is up 15% in [city] this month. Here's what that means for buyers."
• Process explainers: "Here's what happens between getting pre-approved and closing day." Walk people through the timeline.

Posts That Generate Leads

• Program spotlights: "Did you know VA loans require ZERO down payment? If you're a veteran or active military, let's talk. Link in bio."
• Rate alerts (carefully): Don't post specific rates. Instead: "Rates dropped this week. If you've been waiting to refinance, now might be the time. DM me for a free quote."
• First-time buyer workshops: Promote your virtual or in-person events. Use HighLevel's calendar integration to capture RSVPs.
• Realtor co-branded content: Partner with a local agent on a "Just Listed" or "Market Update" post. You both share it. Both audiences see it.

What Social Planner Does Well (And Where It Falls Short)

The Good

• All-in-one convenience. No extra subscription, no extra login. Social media lives right inside your CRM alongside your contacts, workflows, and pipeline.
• Multi-platform posting. Write once, post to Facebook, Instagram, and GBP simultaneously. Huge time saver.
• Calendar view. Visual monthly calendar shows you exactly what's going out and when. Easy to spot gaps.
• GBP posting. Most social scheduling tools don't support Google Business Profile. HighLevel does. This alone is worth using Social Planner.

The Limitations

• No Instagram Reels scheduling (with full features). You can schedule Reels, but some features like trending audio aren't available through the API. For Reels-heavy strategies, you may still need to post natively sometimes.
• Basic analytics. You get likes, comments, and shares. You don't get the deep analytics that tools like Sprout Social offer. For most LOs, basic metrics are fine.
• No comment management. You can't reply to comments from within Social Planner. You'll still need to open the native platforms to engage with your audience.
• Limited content library. There's no built-in asset library for storing and organizing your graphics and templates. Use a tool like Canva for asset management.

The Social Media Consistency Formula

Here's what sustainable mortgage social media looks like:

• Monthly: 2-3 hour batching session. Plan and schedule 12-16 posts.
• Weekly: 15 minutes to check engagement and respond to comments on native platforms.
• As-needed: Post real-time content (closing photos, rate updates, timely market news) on top of your scheduled posts.

That's maybe 4 hours per month total. Not 4 hours per day. Not "always be posting." Four hours of intentional, batched work that keeps you visible and top of mind in your market.

Social media doesn't close loans. Relationships close loans. But social media keeps you top of mind so that when someone in your network needs a loan, your name is the first one they think of. Consistency is the whole game.

HighLevel Social Planner isn't the most powerful social media tool on the market. But it's already included in your subscription, it connects directly to your CRM, and it's more than enough for the level of social media most loan officers need. Set up your accounts, batch your content monthly, and let the scheduler do the rest.